One area significantly affected is direct marketing, such as SMS, Viber, and email marketing.
In this article, we will detail how you can adjust your marketing strategy to ensure GDPR compliance and secure the required consent from your subscribers.
What is the GDPR?
The General Data Protection Regulation (GDPR) is a legal act created by the European Union (EU) in May 2018 to strengthen the protection of citizens' data. This law requires all businesses to comply with the regulation by managing their customers' data transparently and obtaining explicit consent before processing that data. The goal of the GDPR is to give citizens more control over their data and impose significant fines on businesses that do not comply.
GDPR: How it affects marketing
The collection and use of personal data for marketing purposes are among the main issues regulated by the GDPR. Businesses must obtain explicit consent from individuals before collecting and using their data to send promotional messages through any communication channel (e.g., email, SMS, Viber). To ensure compliance, you should customize your forms, sign-up processes, and contact list management.
It is important to understand that simply collecting personal data is not enough. You must prove that the user has given consent in a specific and clear manner. Among other things, this may include storing the date and time of the consent and the content agreed to by the user.
Strategies for GDPR compliance
Create effective subscription forms
Sign-up forms should be clear and explain exactly how subscriber data will be used. Users must have the option to agree to receive communications from your business, and this option must be clear and distinct.
Explicit consent
Consent must be explicit. No checkbox within a subscription form can be pre-selected by default. Each user must consciously choose to subscribe to your communications. In addition, it is necessary to provide links to your terms of service and privacy policy within the forms so users can access this information before consent.
Ability to unsubscribe and delete data
Subscribers should be able to easily opt out of your list and request the deletion of their data. There must be a clear and easy way to do this in every communication they receive. This can be accomplished via an unsubscribe link at the end of each message.
Customization of the privacy policy
Your privacy policy must be current and accurately convey your data collection, usage, and processing practices. It should be easily accessible and written in a language your customers can easily understand. It should outline the information you collect, how it is utilized, and the user rights regarding their data.
Appropriate team training
Train your staff to manage GDPR-related issues effectively. Organize regular updates and seminars to ensure compliance with GDPR requirements, protecting your business and customers. Continuous education is key to avoiding mistakes and omissions that could lead to violations.
Automated confirmation messages (Double Opt-In)
Implement double opt-in for users subscribing to your list to ensure GDPR compliance. This means that immediately after registration, each subscriber will receive a confirmation message asking them to verify their subscription. This process ensures that the subscriber’s consent is valid and confirmed while protecting your business from the risk of sending emails to invalid or malicious addresses.
Best practices for GDPR compliance
Collect only the necessary data
Collect only the data that is necessary for marketing purposes. Do not ask for information you won't use or that isn't essential for communicating with your customers.
Ensure data integrity
Implement security measures to protect your customers' data from loss, theft, or malicious use. This includes encrypting data and storing it securely.
Regular review and update
Ensure your data protection practices align with the latest GDPR guidelines and national laws. Legislation may change, and your practices need to be adapted accordingly.
Segmentation and personalization
Find the balance between personalization and data protection by ensuring that personal data is collected and processed transparently and securely. Do not exceed the boundaries of the consent given by users, while still creating successful marketing campaigns
GDPR compliance is not only a matter of legality but also of good business practice. It shows your customers that you respect their privacy and give them control over their data.
Get started today with Apifon and design effective campaigns while ensuring GDPR compliance through simple steps.
