In May 2018 the European Union’s new General Data Protection Regulation (GDPR) law will become effective. The regulation is intended to strengthen and unify data protection for all individuals within the European Union (EU). It will have an impact on all marketers who do business with people in these countries. Therefore, if you have at least one EU contact within your databases, you need to pay close attention to the GDPR and your revised compliance obligations.
While there’s no reason to panic, there is indeed a reason to prepare. The GDPR is sure to affect how marketers – worldwide – email prospects and customers not only in Europe but also around the globe. We’re here to provide you with the help you need to successfully move forward with your marketing efforts in the EU. If you haven’t yet prepared, consult with your respective teams so that you can set your action plan in motion.
While we cannot provide you legal guidance for any compliance obligations, we do want to take a moment and update you on Act-On’s own progress to comply with the GDPR. Our preparations for the GDPR adoption began in earnest at the beginning of this year and will continue on into the unforeseen future. In our preparations to date we have:
- Completed a thorough third-party assessment of our preparedness for the GDPR;
- Completed employee training and awareness on the GDPR;
- Assessed our product and functionalities for possible GDPR enhancements; and,
- Proactively worked with industry, clients and partners to support GDPR awareness.
We’re committed to ensuring that our GDPR compliance will be in advance of the required date next year and are focused on taking all required steps to ensure success.
A few quick ways to get started right now:
- Reaffirm your current subscribers to opt into your communication. This could be a tick box (no pre-checked boxes are allowed under GDPR), an email confirmation, or some other way of getting clear consent.
- Inform your subscribers EXACTLY what they’re signing up for. Allow them to set their preferences and be explicit. If it’s for a direct marketing campaign, let them know. If it’s a geo-targeted campaign, let them know that. Just because you HAVE data (like a postal code) doesn’t mean you get to use it.
- Make sure your data is stored safely. Talk to your suppliers. If you’re ever challenged by a consumer as to how, when, and where their data is stored, you want a fast, foolproof way of accessing and proving their information’s safety.
By David Fowler, head of compliance and deliverability at Act-On Software
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