Ensure your marketing is GDPR compliant

The new General Data Protection Regulations now enforced in the UK has changed the way you market to both new and existing contacts. Here are the main changes you need to consider:

• Digital marketing to individuals, including sole traders and partnerships, including e-mail and text messages will be limited to recipients who actively opted in to receive your communications.

• You will be able to carry on marketing using corporate data on a legitimate interest basis but this has to be done correctly and with care.

• You can carry on sending marketing to your clients, but they have to be current clients and be able to opt out at any time.

• You will not be able to continue sending communications to contact on the basis of inactivity

• Contacts will be able to withdraw their consent at any point

• Corporate data marketing is currently being discussed as part of new regulation expected to come into effect next year. These may well limit all unsolicited communication to be done on consent basis only.

What does it mean?

• Your current database will reduce in size as not everyone will opt in to receive your communication
• Your ability to buy new data lists will be limited to corporate data only
• You will need to consider alternative tactics to reduce the amount of e-mail communications you are sending

What can you do now?

• Research and define your target market segments
• Review your current e-mail marketing strategy to increase opt in rates through ensuring it is:
  • Segmented
  • Well written
  • Helpful
• Revisit your direct marketing strategy to ensure it is geared towards alternative tactics

Our GDPR Package:

As lead generation through direct marketing is our business we have come out with a package to help you achieve the above and be able to carry on using direct marketing post GDPR.  Click on the link below to check out the details and see how we can support you:

Your Business Development Team’s GDPR Package