GDPR: The Tips to Reobtain Consent from Your Customer Database
Does your database contain contacts who have not granted their consent to receiving commercial communication? Below, we have compiled several tips for obtaining the necessary consents.
With the GDPR (General Data Protection Regulation) coming into force soon, most business owners are forced to address the same question: How to deal with the contacts who have not properly consented to receiving commercial communication?
As a matter of fact, it is very easy – there are several basic options.
You may choose not to worry about it and continue to send out newsletters even to contacts who have not properly consented to it. However, this choice may cost you a substantial amount of money in fines that may amount up to € 20,000,000 or 4% of the total annual turnover of the company. For most entrepreneurs, the potential risk is likely to exceed any benefits. Therefore, we definitely cannot recommend this option.
Simply delete all the contacts without documented consent granted in the past according to the requirements stipulated by the new data protection regulation (when, where, and for which marketing channel). In some cases, this may mean deleting most of the contacts, or even the entire database. You may approach it as spring cleaning, which is ideal now that the word “data” is endlessly discussed everywhere.
Reactivate your contacts. Easier said than done, you say? Try our tips for getting it done.
Start with a cleanup – review the database and remove all the addresses that “bounce”. You may be surprised by how many duplicate, misspelled, or just temporarily created addresses you will find. Not only will this improve and, even more importantly, refine the statistics in your reports, but it will also make the next steps easier.
Do not try to reactivate contacts from whom you have never obtained consent or who unsubscribed from your newsletters. Accept the fact that these people simply do not wish to receive your e-mails.
Divide the clean database into active and inactive, or “sleeping”, contacts. To put it simply, inactive contacts are those who have not opened any of your e-mails for some time. Setting the time criterion for the purposes of dividing your database will depend on the nature of your business, newsletter frequency, and any defined segments you may have within your database.
One of the ways to reactivate inactive contacts is to organise a contest for an interesting prize, supported by attractively written texts. It is essential to sufficiently engage the recipients – select the prize carefully and do not underestimate the involvement of a copywriter.
Lead the contestants to a landing page with a form that contains a special section for granting consent to receiving newsletters.
“For one of our clients, we managed to obtain consent from 86% of the contestants in this manner.”
For active contacts, prepare a special dynamic section which will be displayed as part of the ordinary newsletter only to those contacts who have not given their consent. This special content will not be visible to the other recipients who will receive only their ordinary, expected newsletter.
The dynamic section will contain a notice that, from May 25th onwards, the recipients will not be able to receive their favourite newsletter, and a button that will allow the recipients to express their interest in receiving the newsletters in the future. Do not forget to test the location of the dynamic section, and consider the frequency of the display with regards to the frequency of newsletters.
The final step is to send out a newsletter to all the remaining contacts who have not properly given their consent according to the new data privacy regulation, explaining the changes and asking them to grant their consent again. After several days, create a reminder with a modified header and send it to the contacts who have not opened the first e-mail.
Remember to store all the granted consents properly, with all the essential elements.