Despite the doom and gloom, GDPR does bring some opportunities for marketing and it will certainly have the effect of bringing in best practice around data and marketing to your customers and prospects. Here’s How to Leverage GDPR for Marketing Your Business:
Control where your data is and how it’s stored, shared and accessed
What are the opportunities for marketing that GDPR presents?
1. Legitimate Interest Still Stands
Despite the panic that seems to be ensuing, legitimate interest is still one of the legal bases for processing customer data. So in other words, the GDPR allows for direct marketing as a legitimate interest activity if certain conditions and a ‘balance of interests’ test is met.
This means that consent is not required if you are sending marketing message about similar products and services to your customers/clients or those you have negotiated with to provide products or services, as long as:
- you give them the opportunity to opt-out when you receive their contact information; and
- you give them the opportunity to opt-out when you send them subsequent messages.
Recommended reading: There May Be Some Surprising Benefits of GDPR
2. Opt in Post GDPR means True Opt In
Because you have set up all your opt in for your marketing to require active consent (you have done that haven’t you?) then when people opt in post GDPR you will know they really do want to hear from you. This means greater opportunities to bring value to those customers and prospects and to build a genuine relationship with them.
3. Greater insight
Instead of just having a yes or no option when you ask customers and prospects for their active consent, why not show a range of options so that you can find out what they’re interested in receiving from you.
So through the consent process, you can gain insight into each individual’s interests to provide them with information that they actually want to receive. Result = greater engagement.
4. Consolidating Your Data in One Place
GDPR requires you to have done a data audit and to know where you are storing personally identifiable data. Maybe now is the time for you to look at consolidating this and putting all that data onto one platform? The advantage of having a single platform is that it gives the opportunity to learn more about your customers and their behaviour, which in turn helps with segmenting your database.
Better segmentation of your database enables you to focus your communications based around specific interests your customers have, rather than sending out more generic communications. Now is the time to be smart and specific.Now is the time to be smart and specific with your marketing post-GDPR Click To Tweet
Recommended reading: Do you have command and control over your data?
5. You Can Build Even More Trust
By being transparent about how you treat and store personal data and by showing that you are using it in a respectful way, storing it securely and allowing them easy access to that data and to their rights under GDPR, this is only going to help build more trust with your customers and prospects. After all, no one wants to think that their personal data could be used for unscrupulous purposes.
6. More Creative and Thoughtful Marketing
Now is the time to get more creative and thoughtful about your marketing. “Sign up for our newsletter” isn’t going to cut the mustard any more, so start thinking about how you communicate and market to your prospects and customers.
Work on a new communications and marketing strategy for post GDPR that delivers value to them, that involves and engages them.
Practical Tips for Marketing Post GDPR
Clean Up Your List
If you haven’t already done so, audit your mailing list and remove anyone where you do not have a record of their opt-in.
Implement Double Opt In
For new subscribers, make sure that the potential subscriber confirms that he or she wants to join your mailing list by sending an automated email to confirm the subscription. This is the easiest way to record consent should you be audited for GDPR compliance.
Store Customer Data Securely
Find a secure system for storing customer data that ensures you are meeting GDPR requirements. Review all your sharing processes both internally and externally.
Recommended reading: 7 Things to Look For in Your Post GDPR Data Storage Solution
Focus on Value
Focus on providing even more value to customers and prospects to build on the trust you can gain through demonstrating you are fully vested in GDPR and doing a great job around being transparent, looking after personal data well and being thoughtful in how you use the data.
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What’s your view on the opportunities that GDPR presents for marketing your business? Did you find this article useful? Tell us your thoughts in the comments below.
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About The Author:
Before joining Rinodrive, Jill Holtz founded Mykidstime.com and Digital4Sales.com, as well as a spin-off company Clearbookings.com.
In her past life, Jill worked in CRM and Marketing Support managing projects for British Gas, Royal Bank of Scotland, Barclays Bank, AIB, as well as holding product management and communication roles in several technology companies. Jill holds a BSc in Mathematics from University of Glasgow, an MSc in Operational Research from University of Strathclyde and a 1st class honours Executive MBA from NUI Galway. Jill was included on Technology Voice’s 2014 list of Ireland’s Talented Technology Women. She has a passion for digital and social media marketing and is an experienced writer and speaker.
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