General Data Protection Legislation – What can you do?

footprintsThe GDPR was approved in May 2016 and is set to have a huge impact on the way B2B relations are carried out. Here are a few of the consequences and some simple steps to make complying a little easier…

So what do I do?

Decide whether you will be impacted
If you telephone or email prospects, or possess personal data chances are you will be.

Find out more
Understand exactly what these changes will mean for you. Take a look at the library of resources Nett Sales has collected here…

Review your practices & plan ahead
Establish whether your current level of opt-in meets the new terms. Amend your consent terms, contact every person you wish to communicate with in the future to upgrade their consent level to the new standard and start storing consent forms.

Implement the plan now
Start preparing now while no one else is. Consent is going to become scarce in 18 months’ time, so being ahead of the game could be a huge advantage!

Ask for help
It’s important you get this right, so start thinking about this today and get some help with it if you need to.

See the silver lining
With all the talk of hefty fines and legal action it’s easy to see only the negatives. However, by being forced to encourage prospects to engage you’ll boost both engagement and sales, and see a marked improvement in the quality of your data.

What are the consequences if I don’t?

You will be investigated by the Information Commissioner’s Office (ICO), and if you are found to be in serious breach of the new law you could be fined up to €20 million or 4% of your organisation’s global turnover.

It’s a fact that the ICO is increasing its staff numbers in preparation for the GDPR, so don’t assume they lack the resources. They stand to profit hugely from this.

Implications of Brexit

The GDPR comes into effect in May 2018. The UK is highly unlikely to exit the EU formally by then, so you’ll still be subject to the legislation. Whilst the long term future of GDPR after the conclusion of Brexit negotiations isn’t certain, the ICO has highlighted that:

“With so many businesses and services operating across borders, international consistency around data protection laws and rights is crucial both to businesses and organisations and to consumers and citizens. The ICO’s role has always involved working closely with regulators in other countries, and that will continue to be the case… we will be speaking to government to present our view that reform of the UK law remains necessary”ICO, 1st July 2016. See the full statement here…

So in short, a legislation on very similar lines to the GDPR is likely to be enforced in the years to come. As such, preparation is essential.

More information

If you are unsure where to go from here, keep an eye out for future articles from Nett Sales, call us on 01672 50 50 50 or drop an email to gdpr@nett-sales.com

You can also see our article introducing some of the key concepts of GDPR here…

Whilst this article is meant to inform, it does not constitute legal advice. If you need details about GDPR’s legal implications for your business, please get in with your legal advisor.

 

This article together with the help of the following pieces, some of which we have quoted directly.

‘How the GDPR will affect B2B marketing’ – CPB UK
‘3 ways the new EU data laws will impact your B2B marketing’ – Claire Gardner, Cyance
’10 Must-know facts about the new EU data law’ – Graham Smith, marketinggraham.com
‘Infographic: How the EU plans to kill B2B marketing’ – Graham Smith, marketinggraham.com

’10 things B2B marketers should know about the new EU data protection regulations’ – Rob Diggle, Databroker
‘What does the GDPR mean for email marketing?’ – Cheryl Buckingham, Artisan Send

 

 

The Maths of data

Darts_in_a_dartboardOften when we are planning an email campaign for a client, one of the biggest questions we face is “how many records are needed to achieve the results expected?”

Whilst we are firmly of the opinion that you can never have too many contacts to engage with, there are practical limits, especially if you are purchasing records or gathering them by telephone research.  So here is our rule of thumb for email campaigns:

  • Starting at the end and working backwards…
  • Campaign outcome: Require 4 good leads per month
  • Therefore need 20 interested contacts (1 in 5 can be classified as a lead)
  • Need to call 200 contacts following up the email campaign (one in 10 being interested) so we need to generate 200 interested contacts with the email campaign
  • Anything from 5% to 0.1% of contacts will engage with a good email campaign depending on the data used, message and market sector.

For well targeted, researched and opted in data you can achieve 1.5% engagement, for cold, purchased data, the figure is probably closer to 0.4%.  This means that if you want 4 good leads per month, you need:

For Good, warm contacts: 13,300 records and for cold but well targeted purchased data: 50,000 records.

The good news is that if you are willing to invest in your campaign and allow interest to build over a few months and be very rigorous with re-engaging the contacts that were “maybe”, you can reduce your data requirements by half, but this is still a lot of data to acquire, manage  and engage with…

Careful how you segment your database

crewI received promational emails from Crew Clothing today.  I’ve bought from them regularly, so straight into my inbox – great let’s have a look.

But for some reason I’m on their mailing list twice and to one email address they are offering me 15% off and the next 20% off PLUS free delivery.  Just makes them look a bit foolish…

So, before you test messages to different parts of your mailing list, check that you have de-duplicated on something other than email address – mailing address or phone number would be good.