With the introduction of GDPR (General Data Protection Regulation) becoming law on 25th May 2018, businesses need to be ready for what the changes mean to them. GDPR aims to give greater protection to all EU citizens from privacy and data breaches in an increasingly data-driven world. Whilst this change is welcomed for users, it will have certain implications on businesses currently holding on to their customers’ data.
So, as a business, what do you need to do? Namely, you should be looking at how you manage consent within your email marketing channels. You can do this by asking customers on your current database to “re-opt in” to your e-marketing service; this will mean you are offering someone in your database a means of re-consenting. GDPR requires you to put greater on emphasis on how you document and archive the data of your customers. This will mean you will need to have systems in place that will allow you to accurately demonstrate accountability and transparency to the governing body. It will also require you to designate a Data Protection Officer within your business as part of this process.
GDPR in its most basic form allows for greater transparency between companies, their user’s and their data. This undoubtedly is a good thing for web users in an era where personal data is part of our cultural zeitgeist. However, this does require a change in direction for companies holding customer data; don’t let GDPR leave you behind!