Posts tagged GDPR, Data Protection & your CRM
I see GDPR queries all the time posted on social media, moaning about consent and compliance.
Whether you need to have it or not
Getting GDPR consent can be easy and it can improve your marketing performance.
"How?" you may well ask.
I hear this all the time...
"I don't need to get explicit provable consent from my contacts because..."
"...I'll be able to rely on opt-out when sending them stuff"
"..They've expressed an interest in my services or products, so I'm OK to carry on contacting them as its relevant"
So why are some organisations sending the 'please consent' emails to their contacts in their .........
GDPR risks of non-compliance are very easy to get wrong, for instance....
Right, you have your client and contact lists on your computer.
Are they password protected?
Can anyone see them?
Can anyone copy them?
How easy could they be seen if you left you computer on the train?
Benefits of combining your CRM data into one list, getting it verified by your contacts and using it to improve your CRM activities - and you'll nearly do most of that trying to comply with the GDPR anyway - so great news
Improving your data quality for GDPR makes it easier for you to manage your client relationships because...
Improving your data quality for GDPR makes it more likely you'll have happier clients because...
When I first did an exercise to clean up and enhance the data in my CRM database (like for GDPR compliance) I tripled response rates
All you need to do is pull all your contacts together into one list, ask the contacts to opt-in for GDPR purposes and indicate their interests and issues.
Then use that information to do targeted mailings.
When I first did this (in 2001), I halved the mailing list size for an event invite and tripled the delegate booking rate. Simply by asking the contacts what they were interested in, and then giving it them. And by following this action plan, there is no reason why you can't replicate this same feat.
It’s hard to comply with 'GDPR opt-in' if you have mailing lists all over the place and no CRM database or email software. Here's why.....
How well do you want to sleep at night when the GDPR comes into force?
Don’t collect data on contacts (or contacts) in your CRM database that you won’t use. It's a GDPR issue amongst other things
You’ll only have to maintain it and it’ll take your focus off your best contacts.
So for instance, if you collect a business card and it has a fax number on it, if you don't do fax marketing, and won't use the fax number at all, there is no point recording the fax number in your database.
And collecting data you don't need isn't in the spirit of the data protection act, never mind the GDPR