GDPR is European law that is currently out for Public Consultation, but is expected to become law on 25th May 2018.
The basic point is that the data belongs to the individual, and not to you, therefore you need their permission to use it and to use it for specific purposes and timescales.
CLICK HERE to access the Information Commissioners office’s (ICO’s) report on the subject. Useful guidelines.
CLICK HERE to see our VIDEO on GDPR
What is less know is that if you hold data on non EU businesses or people, then the Law, in Canada for example comes in next month in July 2017.
This is useful because the Canadian Anti Spam Legislation (CASL), is well defined and gives some insights, both into what might happen, but also into why there are some good reasons to implement best practice, sooner rather than later.
I have used a Marketo presentation, to illustrate these thoughts CLICK HERE for the full 45min presentation. Well worth a look.
Click on the Images Below to Enlarge
If you are communicating with an email Audience the % of your emails that are categorised as Junk is dependent upon your Sender Reputation. This is quantified by a number between 0 and 100 based upon open rates click through rates age of email addresses, non-responders etc.
The lower the interaction the higher the % of your emails will simply not arrive
So it is a good idea to have engaged customers
In the CASL legislation, there are 3 levels of consent, and associated timescales
So it makes sense to email your normal campaigns to high responders to improve your open and click through rates
Then use Reactivation campaigns to reengage with your less engaged subscribers
Here are some real campaigns Marketo used
The soppy dog campaign worked best!!
Run several campaigns, each getting more focused.
If a Prospect is NEVER going to interact with you, they should not be on your list anyway.
Just make sure they they are not going to s;leep on you because you are no longer relevant