My June designer newsletter went out today, and in it I talked a little bit about GDPR. Hear me out! Yes, May 25th has come and gone. But there are still things you will need to do regularly to stay compliant, and I’ve put together a list containing some tips and tricks that will help you out going forward.
GDPR – going forward!
GDPR is not a diet, but a lifestyle change, and I’ve put together a list of some tips and tricks to help you stay compliant (and avoid falling off the wagon!).
1. Be careful when changing your signup forms
I’m not saying you can never change your signup forms, but keep in mind that you need proof of consent from all your subscribers. Depending on the email marketing provider you use, if you modify your current signup forms instead of creating new ones, you may not have a record of the particular version of the signup form each subscriber used. This means you won’t be able to prove they consented (actively and explicitly) to receiving emails from you, which violates the GDPR.
2. Keep your Data Map up to date
Here is the GDPR Data Map Template I used: https://medium.com/@Ideea/gdpr-data-map-template-31da34ca39d0
4. Run a quarterly re-engagement campaign.
Many of us ran permission-passing campaigns in the GDPR lead-up in order to ensure we had proof of active and explicit consent from all our subscribers. Some people have felt disappointment at losing subscribers, while others are embracing their lean, engaged new lists!
I have been trying to focus on the latter. You get better conversion rates when your list is engaged, and who wants to pay their email marketing provider for subscribers who never open emails (and will likely never become customers)? Plus, if GDPR has taught me anything, it’s that the less personal data I have access to, the better.
So with that in mind, another piece of the GDPR fallout puzzle for me is to do a better job of keeping my list trim, clean, and engaged. Lots of marketers run “re-engagement campaigns” every 90 days or so, and I think it’s a great way to keep on top of things. Many email providers can even send an email automatically once a contact has been inactive for a specified period of time. I’m sure you’ve gotten emails like these, with subjects like “We miss you!” or “It’s been a while!”. There are some great examples in this HubSpot post. I especially like Lowes’ approach, which focuses on what’s new and exciting, and what unengaged subscribers are missing out on!
Then, if the subscriber doesn’t engage with your re-engagement campaign, you can remove them from your list.
5. Update your passwords regularly
Before GDPR came into effect, I went down through my Data Map, identified every application I use to process customer data, and changed all the passwords. It was a lot of passwords (everything from Facebook to Paypal), but creating my Data Map really drilled home to me just how much customer data I have at my fingertips, and how irresponsible (not to mention unlawful) it would be to have any of it compromised by weak device or application passwords.
Don’t worry, you don’t have to remember them all; I use Keeper to generate and save secure passwords for all my devices and applications.
I hope this was helpful. I’ve added repeating tasks/reminders in my system so that I don’t have to rely on my brain to remember to do these things consistently going forward.
Also, I should state that none of the content of this blog post constitutes legal advice (if you’ve read my Terms & Conditions, you’ll know that 😉) and that following any or all of my suggestions will not guarantee GDPR compliance. These are just a few tips and tricks that I’ve found helpful.
I also included my tech editing availability for the coming month. I have the following spaces remaining for June:
June 4th – 10th: 1 space remaining!
June 11th – 17th: 5 spaces
June 18th – 24th: 5 spaces
June 25th – July 1st: 6 spaces
Get in touch if you’d like to reserve a spot!