You’ve achieved GDPR compliance! But what happens next?
The general theme in company GDPR meetings (or chats on the train, in the supermarket and even in the pub more recently) is “being ready” for the compliance deadline. Thanks to a mind boggling effort (and cash in some instances), most people I have met will be ready. On May 25th these people can sit back and relax, as they are compliant, phew!
But what is the plan for after the compliance deadline?
Companies are focused on introducing technical and policy change, but they also need to consider what GDPR means longer term. So what happens on May 26th and beyond? How will organisations maintain sales through marketing when:
1) You need proper consent from customers before contacting them with your latest offers: i.e opt in rather than opt out.
2) You need to purge or anonymise records after 12 months if you haven’t retained that consent (which can include include continued engagement in some cases).
This means that obtaining new marketable data is harder than ever and you will need to keep your database engaged to avoid “opt-outs”, or a long period of non-engagement. In fact an opt-out or non-engaged customer is now more painful because they are harder to replace (see point 1 above). Companies need to broaden their thinking about GDPR to include how to operate in the new GDPR era. They should think about how they can ensure messages are relevant and individual in a world where gathering and retaining personal data is more difficult. So what questions do businesses need to ask themselves?
How do you gather new marketable data?
Offering incentives and loyalty programs for customers to stay consented is one example of how this is possible. Also ensuring that content on your website is interesting to your customers so they want to know more about what you have to say.
There are some companies already doing an excellent job of collecting data which you may be able to use. Do your research though. If you are buying their data lists make sure that they have been as vigilant as you when considering GDPR compliance!
How do you improve conversion and reduce people unsubscribing?
Stop blasting out emails to your entire database, instead ensure that content is relevant and customised to the individual customers. If you offer DIY supplies don’t send someone one who lives in a flat an email about roof tiles.
Think about what people have bought from you previously and when. If someone has bought a new hot-tub from you recently, then I’d avoid trying to sell them another one for a while.
Make sure effort is made to offer great content that people actually want to read and keep it to a sensible frequency. Too many emails over a short period of time can be annoying, which could lead to disenfranchisement, and unsubscribes.
Lastly consider your opted-in customers as “members” instead of just another email address. People have taken the time to opt-in so they can be kept up to date with your messages, so reward them and do not take it for granted.
Post GDPR launch check list:
- Be Compliant.
- Create a workable method for obtaining marketable data.
- Be smart about your message and the frequency of communication.
- Keep people engaged.