In many cases, companies took an overly-cautious approach to GDPR, sending out emails to their existing email list asking for pro-active sign-ups, which depending on their existing set-up might not have been needed. As a result, most businesses saw their customer databases shrink drastically.
On the other hand, for many the exercise resulted in a wholesale clean-up of databases—good practice anyway—and the likelihood of a more engaged list; those people who genuinely want to know about your products and services.
Whilst GDPR didn’t apply to countries outside of the EU, US states and other countries have chosen to follow its example anyway. In California, for example, the Consumer Privacy Act of 2018 comes into effect in 2020 and runs along the same lines as GDPR.
It’s a challenge to maintain data, especially when you have multiple employees adding information to various databases, so we urge B2B companies to ensure there is a unified approach to data collection and that everyone understands it. You might want to record the customer’s name, address, job title and their preferences, for example.
Ask yourself—what info do we need to capture? Where do we find this data and is it fit for our purpose? What do we offer customers in exchange for their data?
You might have seen references to the ePrivacy Regulation which will eventually replace the ePrivacy Directive. In general, data privacy in the EU is covered under the GDPR and the same authority is responsible for both. The regulation clarifies and enhances GDPR, particularly in relation to unsolicited marketing, cookies and confidentiality.
Companies must have consent from each email or mobile account holder to communicate via text messages or emails. For cookies, they will be tracked within software and the user’s browser, which he or she can change through their settings. This will replace the banner pop-ups on websites.
For confidentiality, the same rules for telecommunication providers will apply to online communication providers such as Skype, WhatsApp and Facebook Messenger. All communication must be secured through the best available techniques.
GDPR was a big shake-up for many, but the issue isn’t going anywhere, and businesses need to ensure they continue the work, and prepare for what the ePrivacy Regulation will bring.
Perception SAS’s subscription management service, offers B2B publishers professional management of their circulation database - bringing all your data together in one location, ensuring it is fully compliant with legislation and ready for audit at any time.
Email us on email@example.com to find out more.