To comply with the GDPR, your transactional emails need to be limited in their purpose. And GDPR doesn’t care if this email is publicly available information. Any response can include a combination of these three main points. There are more general answers that do not require a deep dive into someone’s LinkedIn likes. If your service does not specifically relate to the company’s statute, explain the reasons you thought them a relevant person to contact. This is the: “but why are you still doing this?” type of cold emailing. It shows that your organization has a clear GDPR policy in place and that you conform to the high standards expected of this regulation. Affordable, that is, until you end up on the wrong side of the law, and have to pay a … Some people are going to be angry you emailed. I suspect they might have broken a number of GDPR/unsolicited mail rules. However, it’s worth remembering that … GDPR is tightening up the rules and increasing the fines. Trigger Event Selling: How To Generate New Business With CRM Cleansing. Easier GDPR optimization; Encourage quality of list; Option to improve engagement with initial email And the laws that are being broken are pre-GDPR laws. 5 Ways Digital Marketers Use Call Tracking to Grow Their Business, for which the requirements can be pretty strict, the ePrivacy Directive is being replaced within the coming year or two. GDPR and Email Marketing The new general data protection regulation (EU GDPR) has a direct impact on marketing practices, including email marketing. It is not about businesses. So I added you, downloaded your email address, threw it on a list, and reached out with this targeted piece of information” email addresses. By keeping detailed records of your lead generation process, you will be able to give a detailed answer about how and why you sourced a person’s data. (In GDPR speak: You must maintain clear records of consent). If you’re still buying lists, we can’t recommend enough that you cut. An article they have recently shared? It needs to be explicit. Outsourcing your direct mail solves some big problems – namely ensuring you stay GDPR complaint. Lead generation and prospecting are essentially sourcing personal data to use in sales campaigns. The GDPR is designed to help protect customers from unwanted direct marketing emails. We are setting up your account for you. Approx. GDPR applies not only to email addresses you’ve acquired after it’s instated. You might just be able to start moving a totally cold prospect down a funnel—GDPR worry free. The Information Commissioner’s Office (ICO) is investigating claims that the Swedish buy now, pay later (BNPL) giant sent its newsletter to people who had never used its services. Open with something that clearly explains how you have sourced their data, why you believe it to be relevant. Here’s our advice on how to handle post-GDPR spam. In the UK we have opted to follow PECR (the Privacy and Electronic Communications Regulations of 2003) which means that business to business communications do not require opt-in consent. If you have used past customers to build out your target criteria (a typical customer profile), a response you can use across your campaign is: “We have collected and processed your data on the basis of legitimate interest. Same with Canada’s CASL, Australia’s Spam Act, the UK’s Data Protection Act, Germany’s Federal Data Protection Act, etc. Ensure you are extremely precise in choosing who your ideal prospects are and who your segments are, and tailor your copy and campaigns to those prospects and their pain points. Of course, if your targeting is accurate and your copy is respectful and informative, your offer may carry you through. They’re the “I saw you were part of this group on LinkedIn, and you made a comment on an article I wrote. The GDPR protects individuals, NOT businesses. Our advice: if your marketing strategy relies on tactics like these, best to start diversifying your lead acquisition methods now. The CAN-SPAM Act of 2003 (enacted in 2004) requires you to include contact information for your business in any unsolicited email. But let’s focus on the “for commercial communications sent by means not mentioned above” segment. And now is the time to start evaluating your current marketing tactics—shifting them, and improving them, to be more transparent, and more effective. Find a process that works for you and then strictly keep to it. You can also be assured that you’re not breaking any rules associated with the GDPR. The specific regulations in PECR are an acknowledgment of the additional risk to data security posed by the internet and online communications. This is completely within a prospect’s rights to ask, even if the email address in question is corporate. For further information about what CRM cleansing is and whether you need it have a read of these articles we have published over the last month: Or for a more comprehensive guide to CRM maintenance, you can download our ebook — How To Deal With CRM Data Erosion. You can also be assured that you’re not breaking any rules associated with the GDPR. Photograph: Alamy. Contact the organisation In terms of lead acquisition—nothing about sending an email to an “info@” excites me. At Taskeater, we collect minimal prospect information all of which is exclusively B2B and publicly available. Now both of these cases mentioned are in the UK. So if someone’s already bought something from you, you can probably reach out without consent—as long as you’re advertising something related. And they’ve already landed big companies with big fines. You can always change your preferences later. If you have servers in other countries you must openly state this in your Privacy Policy or on your website. As Article 6, Clause 1 in the GDPR Legislative Acts states, legitimate interest is only legal if “processing is necessary for the purposes of the legitimate interests pursued by the controller or by a third party, except where such interests are overridden by the interests or fundamental rights and freedoms of the data subject which require protection of personal data, in particular where the data subject is a child.”. You must cleanse your CRM database regularly of inactive or unresponsive leads, check that your contact records are fully up-to-date, and appropriately label and tag your data to record how you have collected and processed personal data. We listed them here. Under GDPR, people have the right to erasure, otherwise known as the right to be forgotten. And odds are, when new ePrivacy regulation is passed, even this sort of cold email will be under threat. You need to immediately cut to why you think your recipient is a relevant person for you to be contacting and how you have then processed their data to make contact. With GDPR in place, marketers will only be allowed to send email to people who’ve opted-in to receive messages. If you are worried about having the time to perform CRM cleansing, outsource it. A simple way to ensure you do this is don’t ask for data if you don’t plan on using it. Legitimate interest is one of the 6 lawful bases of processing data under the GDPR and covers business interests. They anger your email provider. This is the: “but why are you still doing this?” type of cold emailing. Contrary to popular belief, it is still legal and effective to send businesses sales emails now the GDPR is enforceable. It is email that you don’t want and didn’t ask for, and its content can cause annoyance, embarrassment and even distress. Here’s Article 13 of the current directive: “However, companies which have acquired an end-user’s contact details in the context of a sale of products or services can send direct marketing by email to advertise their own similar products or services, provided that the end-user is given the possibility to object (often referred to as “opt-out”), The ePD leaves it up to Member States to decide whether to impose a prior consent requirement (i.e. Because no “legitimate-interest” clause, or any other series of loopholes, will help you to prove: “these people have consented to hear from me”—if you bought their names and contact info. If you are using Taskeater for list building, check with your account manager what sourcing process we are using. As someone sending cold email campaigns, you need to inform your recipients how to exercise their right to erasure and their right to restriction. It’s therefore easy to give your consent without meaning to or even knowing that you’ve done so. 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