As a digital marketer, a substantial chunk of your time goes into analyzing customer data to serve them messaging that is better targeted for improved results. Automated drip email campaigns. Social media ads. Personalized website user experiences. You name it! However, there are several laws in place surrounding how you must obtain data from consumers and what you can and cannot do with it, such as GDPR, CAN-SPAM and the California Consumer Privacy Act (we recently outlined these points in a handy 6-Point Data Compliance Guide you can download right here). Failure to comply with these rules can result in substantial fines.
But, are brands equipped to be data-compliant? Unfortunately, the answer is NO in most cases, which is why several brands around the world have already been hit with penalties. According to the Symantec’s State of European Privacy Report, 90% of businesses think it is too difficult to delete customer data. Furthermore, 60% lack the necessary systems to even do so! As we begin the new year, it is important to step-in on the right foot. Let’s take a look at 5 questions you should ask yourself to prep your marketing data to be in accordance with compliance rules –
1. Do You Have Documentation In Place?
Many email marketing services no longer cater to brands that cannot showcase proof that data on-file has consent from consumers. It is important to keep documentation in place to illustrate where, when and how each person opted in willingly to receive communication from you. Moreover, if someone accuses your brand of unsolicited messaging, having documentation in place will help you steer clear of severe legal consequences. Always cover your tracks!
2. Is Your Data Segmented Properly?
Some consumers may have signed-up for email offers. Some consumers may have agreed to enable cookies for a better Web experience. Some consumers may have offered consent to showcase their name, photo and comments on your blog. Some consumers may have decided to unsubscribe from communication as an after-thought. It is important to segment your data properly based on these different layers of consent and approach the consumer with the relevant message.
3. Is Your Fine Print Too “Fine?”
Whether it be your Website or emailers or ads run in accordance with third-parties, it is important to include very clear terms & conditions and privacy disclosures so consumers are aware regarding what data is being collected, why it is being collected and how it will impact them. Opt-in from the consumer’s end must be voluntary, and opt-out must be a simple process. While this might seem like a bummer to some digital marketers, remember – reminding customers of the value of sharing data for better user-experiences actually builds a much more loyal relationship. Trust and transparency will give you a lot more mileage compared to your competition.
4. Are You Monitoring New Compliance Guidelines?
No one has memorized the in’s and out’s of each compliance policy – however, it is important to stay updated on these areas to make sure you are not accidentally breaking new rules. Ignorance is not bliss! In addition, it is important to cross-check if your team is aware of the nuances of these guidelines and how it might impact their work / campaigns. Set aside training sessions as and when needed to make sure everyone is on the same page. Remember – it is better to be safe than sorry.
5. Are You Evaluating Data Safety Carefully?
57% of consumers don’t think brands are using their data responsibly, and 92% online customers find privacy and data security a concerning area. Whether you are looking for new tech tools to embrace for your digital marketing campaigns or already have systems in place in-house, it is important to evaluate data safety throughout the year. In fact, depending on the sort of data you are collecting and keeping on-file, you may be obligated to appoint a dedicated data protection officer. Do not try to cut corners by taking routine security checks lightly – data thefts / data leaks are very detrimental not just to your brand image but also in maintaining consumer privacy rights. In the event there is a breach of data, you are obligated to inform consumers immediately.
These five questions will help you quickly evaluate how compliant your marketing data is, overall, so you can set best practices in place accordingly. The new year is the perfect time to turn over a new leaf, especially because compliance is no longer an option; it is the law. We highly recommend you download a FREE copy of our 6-Point Data Compliance Guide to empower yourself with the tools and know-how to stay compliant across email campaigns, online ads, blogs, online sales, data collection and refer-a-friend programs.
