All your data is worthless

We decided to re-run the headline from our last column because we feel it is really important to reinforce this message.

By Elliot Paynter, Ignition CBS.

The new General Data Protection Regulation (GDPR) is coming and its impact on the way you market your business will be huge.

Why? Because after the new law comes into effect on 25th May 2018 it will be illegal to email your company newsletter or promotions to anyone (prospects AND customers) unless they have given you express permission to do so.

Giving them the option to unsubscribe doesn’t count – they must physically opt-in to your communications! Ignore the rules and you could be fined 4% of your annual turnover.

You need to start your opt-in strategy NOW.

Here are some initial steps.

Up your game: Focus on creating valuable content across all marketing platforms. If people expect great content from you, they will be more likely to subscribe. Opt-in existing data: Send a friendly email inviting your contacts to complete an online subscription form. A further email should then be sent asking them to re-enter their email address to confirm their actions. Add a sign-up form to your website: Keep this simple and concise. Again, a further email should be sent asking people to confirm their actions by re-entering their email address. Record your opt-ins: If you don’t want to be penalised, you must be able to prove that your contacts have opted in.

Free seminar

Marketing in a GDPR world Thursday 27th April 10.00-11.30am To register, please call Pauline on 01706 222456 or click here.