Launched in May 2018, the general data protection regulation may have an impact on your marketing.
Discover below the 3 axes that you must absolutely take into account.
Opting in is now mandatory. This means that the prospect or customer must ask to receive e-mails from you.
It is therefore no longer possible to pre-tick a box that authorises the sending of commercial communications.
The customer must therefore tick the box “I would like to receive e-mails from you”. Only then, you can consider this customer as valid in your database.
Removing yourself from the mailing list should be as simple as subscribing. The option must be present in all communications and be one click away.
Note also that the data controller must be able to prove what each person has consented to during marketing operations.
The GDPR advocates transparency towards your customers or prospects.
It is always possible to use personal data, but the data subject must be informed when it is collected or used.
Personal data that is not necessary for the intended service can no longer be collected.
For example, if you want to make electronic communications, you can no longer request the postal address or telephone number (unless a specific action is subsequently carried out).
Companies are responsible for the proper implementation of the principles of the GDPR.
It will therefore have to make employees aware of the need to comply with its rules.
For example, it is forbidden to continue to use data from old databases that did not comply with the GDPR.
Penalties for non-compliance with the GDPR are severe and can amount to up to 4% of worldwide turnover.