
As marketers, new regulations around data and communications might make us worry. But the GDPR presents opportunities to build goodwill and serve your people better.
When new rules are first introduced, our first reaction is often fear of administrative burden, challenges of compliance, and of punishment if we don't meet the standards.
But every one of the recent data protection laws, CAN-SPAM, CASL and GDPR, are created to provide better experiences for the clients who trust us to keep their data.
In this way, they’re perfectly aligned with our ideals for ourselves and our clients: to be helpful and transparent and to provide valuable, relevant information. Trouble comes when there's little regard for the constituent's interests and when there's poor stewardship of their data.
Complying with the GDPR requires effort for every business with a marketing engine. But doing the right thing for your customers builds goodwill and leads to growth.
Here's super-brief summary of what you need to think about in terms of the GDPR and marketing to your constituents:
Remember, if you've lost track of the opt-in status (or never confirmed opt-in), you can run an opt-in confirmation mailing. Emma offers some great advice on how to execute a campaign of this type in this help document.
The GDPR affects many areas of business - from technology in your website stack to privacy policies and internal processes, to legal documentation. Not only is compliance the right thing to do, but the fines for non-compliance can be staggering - tens of millions of dollars or up to 4% of an organization's annual revenue.
To learn more, straight to the source, visit the official GDPR website of the European Commission at ec.europa.edu.
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