GDPR Quick Guide to Opt-In Campaigns

Transcription

1 GDPR Quick Guide to Opt-In Campaigns

2 Table of Contents 1 Introduction How to Gather Consent: Permission Passing Campaigns 2 How to Gather Consent Permission Passing Campaigns 3 Step One: Database Analysis Step Two: Cleanse Your Data Step Three: Merge Your Data 4 Step Four: Tag & Segment Database Step Five: Create Several Different GDPR Opt-In Campaigns for Each Segment Permission Passing Campaign Essentials 5 Step Six: A/B Test Step Seven: Remove Opted-In from Old Database Step Eight: Run Another Round (or Rounds) of Permission Pass s 6 Opt-In Graphic Conclusion

3 Introduction One of the most pressing aspects of the General Data Protection Regulation (GDPR) is the requirement to secure opt-in consent from prospects before sending them any type of marketing communications. How to Gather Consent: Permission Passing Campaigns The GDPR Article 4(11) defines consent as: any freely given, specific, informed and unambiguous indication of the data subject s wishes by which he or she, by a statement or by a clear affirmative action, signifies agreement to the processing of personal data relating to him or her. It s imperative for organisations to gather explicit permission from their E.U. contact database via permission passing campaigns before the GDPR takes effect on May 25,

4 Permission Passing: the process of going to a list or database to establish opt-ins Clear and unambiguous consent requires a positive opt-in. A pre-ticked box or other method of default consent won t cut it. It s also imperative to record when and how the consent was gathered from a data subject. As the date of GDPR implementation nears, more and more companies will be sending out permission passing campaigns. For the best results, run your opt-in campaigns as soon as possible to avoid being buried in the inboxes of blockaded B2B marketers. Permission Passing Campaigns Objective: get your existing marketing database opted in and record those opt-ins in your CRM with IP address, source, and date included. 2

5 Step One: Database Analysis Consider the locations where your customer data is held. Usually, data is held in a CRM, MAP, platform (like MailChimp or Silverpop), and/or within your servers. Dirty data is uncompliant data. Consider finding a trusted third-party vendor what can cleanse and enrich your data to ensure your permission passing campaign isn t falling on empty inboxes. A reputable data cleansing provider will also integrate directly with your MAP and CRM to ensure your database is clean and up-to-date across the board. Step Two: Cleanse Your Data Step Three: Merge Your Data To achieve GDPR compliance, you need to sync all of your databases where customer data is held to ensure you have a consistent dataset to work with. Ideally, you d want to merge all of your data into your CRM. Again, working with a third-party data vendor is a great way to offload this task and get all of your data in one place. 3

6 Once you have all of your data in one centralised location, tag your data with its origins. Whether your data has come from a vendor, partner, or previous event attendees, tag the data accordingly. Once your data has been tagged, segment your database into smaller audience groups based on verticals or buyer personas. Step Four: Tag + Segment Database Step Five: Create Several Different GDPR Opt-In Campaigns for Each Segment Though a segmented, personalised approach to permission passing might seem like a hassle, it s absolutely necessary. The GDPR will significantly reduce the number of viable prospects that you can market to, so you want to take every step possible to ensure you secure the maximum number of opt-ins. More personalised messaging that includes valid reasons why your prospects should opt-in to your marketing is essential. Your opt-in message must include links to your privacy and cookie policies An unsubscribe link must be present and easy-tofind in all of your s Creating a simple HTML opt-in box/button, which integrates into the body of all outbound s, is your best bet for securing opt-ins Be sure your s are optimised for mobile. 54% of s are opened on mobile devices Permission Passing Campaign Essentials 4

7 Step Six: A/B Testing To secure the highest number of opt-ins, A/B testing is key. Develop at least two versions to test to smaller audience segments of Then test different formats, subject lines, and versions of copy (testing one difference at a time) to see what is resonating with your audience. Once you ve analysed open rates, click throughs, and opt-in percentages, then send the top-performing versions to your larger lists until all of your database has been contacted. Remove the contacts who have opted-in from your old database and store them in a new location that consists solely of those who have provided consent. Step Seven: Remove Opted-In from Old Database Step Eight: Run Another Round (or Rounds) of Permission Pass s It may take several s to gather opt-ins from your database. Be clear that prospects will be missing out on valuable communications if they don t opt-in to messaging. But be strategic with your campaigns and avoid sending more than two to three s to your database to try to get the opt-in. 5

8 Opt-OUT (dirty) Mailing List Permission Pass Bulk Mailing User Confirms Opt-IN (clean) Mailing List No Response Delete Address From List Conclusion Though the thought of a potential database reduction of 50 to 90% might seem terrifying, there are a number of benefits that go along with having subscribers who actually want your s: According to industry statistics, permissioning pass success (a.k.a. the rate of successful opt-ins) ranges from 10 to 50%. Improved open rates Higher conversion rates Outstanding delivery rates Lower costs Greater personalization An audience generally interested in what you re selling At the end of the day, you don t really have a choice when it comes to permission passing. Start the consent process now, rather than later, and make the most of your database while you still have time. 6