There are to be new changes which come into effect on 25th May 2018 regarding data protection legislation and the rights of citizens when it comes to how businesses must handle their personal information.
Many businesses, marketers and individuals are unaware of how these changes may affect them, and so we’ve laid out some tips and advice on preparing for the changes below.
What is the General Data Protection Regulation?
The General Data Protection Regulation (GDPR), which was first enacted in 1995, is regulation that was imposed by the European Parliament, European Council and European Commission in order to strengthen the rights of European citizens.
The GDPR itself is a brand new directive, and although its roots date back to 1995, it is intended to represent a big change from its predecessor, known as the Data Protection Directive.
The GDPR applies to any company or business which handles and processes the personal data of any person who resides within the European Union, regardless of where the company itself is based. As direct mail campaigns are built from data management and personalisation, it will affect all of our clients. You can read more on what to expect below.
Preparing yourself for the GDPR
Around 22% of B2B marketers and 13% of B2C marketers aren’t prepared for the new regulation, which could leave them on the wrong side of the law come May time. Here are the main changes that you need to be aware of:
- Anyone looking to send emails or mobile messages must first get opt-in consent from recipients. Importantly for our clients, this won’t apply for those looking to send direct mail
- However, if sending direct mail, you must offer an opt-out option to consumers
- Perhaps most important of all the major changes is the fines that you can be hit with if you fail to take note of these changes. Fines can be placed at up to €20 million, or 4% of annual turnover. This is a huge fine to have to be hit with unnecessarily
- It is also worth noting that you can’t offer opt-outs or ask for consent in confusing terms and conditions, buried at the bottom of your direct mail. It must be clear and accessible, written in plain language. It has to be as easy to withdraw this consent at any time as it is to give it
Ensure that you’re prepared for these new changes with bakergoodchild
If you are running a well-thought out direct mail campaign that is personalised and based on well-gathered data, then chances are your mailshots will appeal to their recipients. This should do away with the need for complaints or too many opt-outs.
Having helped to organise effective direct mail campaigns for over two decades, we can help you ensure that you both comply with the upcoming regulations and that your direct mail campaign is more likely to be a success. You can contact us here.
Image credit: Carlos Muza