What do the next 2 years hold for email marketing?

crystal ballSo unless you’ve been trekking the arctic tundra for the past 6 months the chances are you’ve heard of the new laws on electronic communication and data protection. (Hint: they’re huge, their impact even more so…)

But the question everyone is asking is how much will these laws change everything we think we know about B2B and B2C marketing?

We’ve been scouting the web for answers, here are some of the most interesting predictions:

Trust will become crucial

“Concerns of government surveillance have filtered down into corporate surveillance. Digital citizens are increasingly questioning the motives of the tools that help us buy such as advertising, comparison services and loyalty programmes” Ryan Garner

When Edward Snowden leaked thousands of classified documents back in 2013, it illustrated that the amount of data that could be held on an individual was staggering, and it shattered the trust of millions.

The rejection of Safe Harbor and the data laws passed since are consequence of this wake up call.

What this means is that no individual is going to consent to the storing and use of their personal information without assurance and more importantly trust in that company.

So it looks like the focus is going to shift for the world of email marketing. It’s no longer going to be about sending emails to as many people as possible, most of whom you don’t know from Adam. It’s going to get personal: knowing those you contact, and tailoring your offerings to suit their needs. The only way to boost their marketing skills is with the help of these multi-channel marketing services.

Data quality not quantity

“Opt-in lists have always performed much higher than their opt-out counterparts for one defining factor. The open rate is higher, leading to greater figures in engagement, click through and conversion rates” – CommuniGator

We all know that warm data performs better than cold, and this opt-in data will be red hot. By default opt-in data will be up to date, and include contacts that want to hear from you, with a genuine interest in your offerings.  

CommuniGator for instance, have achieved click through rates of 37% on opted-in data, vs a click through rate of just 5% on cold data.

Although the size of your database will inevitably shrink, the quality of what remains will be far higher, meaning you’ll be able to spend more of your time nurturing the leads that matter most. 

Content overload

“Too often, content has not had the scaffold of data, insight and creativity to support it. We have jumped the gun getting personal without building the foundations” – Sarah Hooper

As Sarah Hooper points out “data intelligence and compelling content are vital ingredients in delivering a personalised experience in the customer journey” – something we’ve already established as being key.

This ties in strongly with the predictions of Graham Smith – whose blogs are a fantastic resource for everything related to GDPR and lead generation.

Smith suggests that though the best way to get opt-ins is by promoting valuable content, as more companies go down this route, more and more content will appear until it reaches “saturation point”.

He predicts that those who already deliver good content will see response rates fall, and new entrants to content marketing will be left unimpressed by the figures.

The best way to combat this is by producing unique content that will deliver real value to your prospects and give them good reason to opt-in to your campaigns and not your competitor’s.

The Canadian Scenario

Predictions are all well and good, but what about certainty? How can we know how this will affect us if no one’s done it before? Well back in 2010, the Canadian government started down the same road we are now travelling; consent and opt-ins are old news to our friends across the pond.

So what can we learn?

  1. Being prepared and starting early made a huge difference to opt-in rates
  2. Those that didn’t know / left it to the last minute struggled
  3. Opt in rates are typically between 12% and 20%, however, marketing results were equal or better than before the laws
  4. A strong, well optimised CRM was essential to log and prove consent

We’ve all got a lot more to learn from the Canadians; the insight they can offer us into this new and unfamiliar field will be unparalleled. We’re currently in talks with several companies to bring you the latest intel, tips and tricks to really up your opt-in rates. Watch this space.

In the meantime, check out the growing library of resources on the new laws here.

If you would like any help or advice on any of the above issues, or about the new laws in general, get in touch on 01672 505050 or drop an email to gdpr@nett-sales.com

Thanks and credit to the following for their great insight:
Skip Fidura, Chairman of the UK DMA Email Marketing Council
Prof. Christoph Bauer, CEO at ePrivacy GmbH
Andy Dickens, CEO Virtual Sales Ltd
Sarah Hooper, Amaze One
Graham Smith
Ryan Garner, Director of CitizenMe

 

Protected: 4 reasons your organisation probably won’t escape the new data laws

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Consent: if it’s not ‘yes’, its ‘no’. There is no middle ground.

yes no greyGetting consent to send your subscribers emails and marketing information is fundamentally important, not only so that you can send your future campaigns legally but so you can be 100% sure that person wants to hear from you.

The clock’s ticking and with a zero-tolerance approach and heavy fines being introduced, you can’t take the risk of not being able to prove consent. Sending to someone who hasn’t explicitly told you they want your want your articles, advice, newsletter emails and other marketing will leave you in deep waters once the GDPR comes into effect.

Where B2B communication stands now

At the moment we’re able to assume consent if the person we’re emailing doesn’t unsubscribe or opt-out of those messages. If someone’s subscribed to you 2 years ago but hasn’t opened an email since, you can still send to them as they haven’t chosen to physically opt-out yet. In future, this won’t be enough.

What’s changing?

You can no longer assume you have someone’s permission
When the changes come into effect, consent can no longer be implied, and an indication or an assumption of consent will not be enough to keep you on a clear track.

“Silence, pre-ticked boxes or inactivity should not constitute consent” – Recital 32, GDPR

Stating: “If you don’t want to hear from us again, tick this box or click this link” in the small print at the end of an email will not be enough.

Consent needs to be explicit

The savvy among us will make sure they have explicit consent to use a person’s data or to send them emails and marketing. Explicit consent means the subscriber must take a positive action to consent to your marketing.

“Consent should be given by a clear affirmative act establishing a freely given, specific, informed and unambiguous indication of agreement” – Recital 32, GDPR

Not only that, but your subscriber must be clearly informed of how you will use their data and exactly what they are consenting to. This means no more hiding behind jargon full privacy policies. 

As a minimum they need to know:

  • The identity and contract details of whoever controls their data
  • The purposes of processing their data
  • How long their data will be stored for
  • Their rights to access, erase or to object to the processing

“The request for consent shall be presented in an…intelligible and easily accessible format using clear and plain language” – Article 7.2, GDPR

Consent needs to be provable
Because of the increased risk of fines and legal action, you want to be able to respond to queries and complaints quickly and easily.

“The controller shall be able to demonstrate that the data subject has consented to processing of his or her personal data” – Article 7.1, GDPR

This means when you gain consent you should collect it in a manner which shows where and when consent was requested and given, and what the context or detail of that consent was.

It should be as easy to withdraw consent as it is to give it
Controllers must inform data subjects of the right to withdraw before consent is given. Once consent is withdrawn, data subjects have the right to have their personal data erased and no longer used for processing.

“Consent should not be regarded as freely given if the data subject has no genuine or free choice or is unable to refuse or withdraw consent without detriment” – Recital 42, GDPR

What to do?

The important thing here is not to worry. This all sounds scary, but taking the right steps now will prevent this from becoming a major issue 18 months down the line. Take a look at these 6 steps, give us a call on 01672 505050 or drop an email to gdpr@nett-sales.com to chat with one of our specialist advisors.

How relevant are changes in B2B communication legislation to UK businesses?

night-city-1149601_960_720As the dust settles following the EU Referendum, many people’s thoughts have moved away from the frenzy of political and economic news, to how Brexit will affect their businesses’ day to day operations. In particular, the impact that Brexit may have on the GDPR passed in May. The short answer is that it won’t.

Since 2010, there has been a global recognition that the laws written in the 1990s are no longer relevant to the increasingly sophisticated world of B2B communication and marketing.

Canadian initiatives such as Bill C-28 (2010) and CASL (2014), the sudden rejection of the US-EU Safe Harbour agreement (2015) and the publication of the GDPR (2016) are all symptoms of this global recognition and indicate that significant changes to laws surrounding B2B and B2C communication are on the verge of being implemented on a global scale. Manny Zarate has been helping business owners worldwide in the most competitive industries with amazing results with his proven and effective SEO Company.

So where does this leave UK companies?

Fallout from Brexit

“The GDPR has offered a unified, blanket solution that all companies around the world could comply to. If the UK will not adhere to the GDPR after the Brexit, it will need to negotiate a separate data privacy agreement with the EU that continues to make it an attractive country to prospects.” – Amy Johnson, Emerson Network Power

The GDPR will come into force on 25th May 2018; before the UK’s likely withdrawal from the EU. Importantly, as a European Regulation, the GDPR has direct effect in UK law without the need for separate legislation by the UK Government.

Since Brexit seems unlikely to have an effect until October 2018 at the earliest, this means that all UK organisations will need to comply with the requirements of the GDPR for around 5 months at the very least.

The role of the ICO

“It is unlikely that the UK is going to want to start drafting a new data protection law, especially during a time when there will be so many other demands on parliamentary time, only to face the uncertainly of placing it before the European Commission for an assessment of its adequacy. More efficiently and, in our view, more likely, is that the UK will simply adopt the GDPR, a text which it had significant input on.” – Riannon Webster, Partner at DAC Beachcroft

It’s difficult to tell how the landscape will change over the next few years, but the expectation is that the GDPR will live on in some form under UK law after 2018.

What we do know is that the ICO is very keen to reform current regulations, arguing the need for uniform global standards in order to broach international trade agreements. Canada and Switzerland are already implementing parallel laws and you can bet the ICO will drive this forward in the UK even without the EU.

Moreover, it seems unlikely that the UK Government, acting on the advice of the ICO, would start from scratch in drafting a new data protection law, so expect large parts of the GDPR to stick around.

The alternative

“A failure to implement such equivalence will lead the UK down a path similar to the US, which is enduring the demise of Safe Harbour and a torturous agreement process with its replacement, Privacy Shield. This would severely affect UK firms’ ability to compete in Europe.” – Duncan Brown, European Security Practice

If the UK wants access to the Single Market, it’s going to have to align a lot of its laws with the EU’s. As Marc Dautlich emphasises “Norway complies with about three quarters of EU legislation but has very little influence over its content. Under this model, it would be unlikely that the UK would move significantly away from GDPR”

On a business level, we are unlikely to be taken seriously by EU traders if we don’t comply with the same standards. GDPR also applies to any organisation, whether located inside or outside the EU, if that organisation:

1. Offers goods or services to EU citizens
2. Monitors the behaviour of EU citizens

Therefore, in some way or another, UK businesses will need to abide by these laws (or a very similar set of laws) for the foreseeable future.

More information

You can find out more about GDPR here…
Or you can see the consequences of this for your business and the steps you can follow by clicking here…

If this is something which you’re worried about, give us a call on 01672 505050 or send an email to gdpr@nett-sales.com to speak to one of our specialists. 

We’ve put this together with the help of the following people, some of whom we’ve quoted directly. See more of their advice and opinions below.
Duncan Brown, Research Director at the European Security Practice
Riannon Webster, Partner at DAC Beachcroft
Amy Johnson, VP at Emerson Network Power
Marc Dautlich, Data pPotection Law Specialist, Pinsent Masons
Carla Arend, Program Director, European Software

 

3 ways B2B communication laws will change your business

cookie monsterThere’s a lot of buzz around the new B2B communication laws passed earlier this year, and the question on everyone’s lips is ‘What does it mean for my business?’

The short answer is a strong dose of change, but there are three areas in particular you may need to take note of:

Opt-in replaces opt-out
“If you don’t want to hear from us again, tick this box or click this link” – sound familiar?

We all use it! Yet under the new laws, the opt-out will be no more. Instead, opt-in consent will be required for all marketing communications.

Informed consent is the new minimum standard
“Our sales have always been solid. We own data lists, sometimes we buy more, we send them emails and we get leads. Why change now?” – Simply owning the data isn’t enough.

If you hold, contact or track a database then you’re going to need to get the consent of each person in that database. You’re also going to need to prove it.

Consent cannot be implied by inaction, it must be the result of a positive action by individuals. They must know exactly what they’re consenting to, and pre-ticked boxes aren’t an option. You can also find out more on consent here… 

No difference between ‘business’ and ‘consumer’ data
“Isn’t this only the case for consumer data? We’ve always been able to contact other businesses in the past…” – From now on the same rules apply to both.

The legislation also makes no distinction between B2C and B2B communication. All data is now personal and if you can identify a person from the data you hold then its time to get their consent.

We haven’t seen such significant changes to data legislation since 1995, when floppy disks were still used and a cookie was a treat you had with a cuppa. A lot has changed since then and reforms are well overdue.

But what do I do about it?

It all sounds scary, but taking the right steps now will set you up nicely for when these laws come into force in 2018. If you do this right, you could find yourself with a database of refined, engaged and relevant people with a genuine interest in your services.

The best thing to do at this point is take a look at these 6 steps and tackle GDPR head on. Check them out here…

Getting in the know now will give you time to prepare properly and ensure you gain an edge over your competitors. Brush up on your knowledge here…

Alternatively, give us a call on 01672 505050 or drop an email to gdpr@nett-sales.com