What do you need to know?
Mobile marketing is an absolute must, since hyper-personalised mobile campaigns are considerably more efficient and performing than other types of campaigns. Mobile campaigns boast an open rate of 95% and an exceptional memorisation rate of 60%, far exceeding other types of media such as TV and radio ads which reach an abysmal 15% memorisation rate. But what is the limit in terms of the use of your customers’ personal data? Historically, European countries have had their own laws and points of view which differ from one country to another. The European Commission have decided to implement a new European regulation: the GDPR (General Data Protection Regulation).
This law will be implemented to unify and regulate the use of personal data for marketers. As mentioned by the European Commission: “The reform is an essential step to strengthen citizens’ fundamental rights in the digital age and facilitate business by simplifying rules for companies in the Digital Single Market”.
For ever company relying heavily on marketing campaigns (mobile or not), becoming GDPR-compliant will require a drastic update of their processes.
When will it come into effect?
The implementation date is the 25th of May 2018.
Who will be affected?
Every company whose marketers are dealing with European citizens’ personal, regardless of the channel (e-mail, mobile …)
What will happen exactly?
In a nutshell, companies will only be able to send campaigns to subscribers who really want to hear from them. The positive point is that it will improve the database quality and the performance of the marketing campaigns.
There will be a change in terms of how marketers collect and record their customers’ consent to receive campaigns.
Collecting data:
Marketers will only be able to send outbound messages to people who have opted in. This means that between now and May 2018, brands will have to collect their customers’ consents.
How to do this?
Here are some solutions:
- A checkbox on the website
- Through the customers’ profile settings, an option to receive information about the brand
- All other options that clearly indicate consent
Do not use:
- Pre-ticked boxes
- …
The sign-up process will have to clearly inform subscribers who is collecting the data, and how this data will be used (what purpose).
Companies must give to their customers the opportunity to unsubscribe.
Recording consent:
Companies will need to keep a record of each consent, as they may be required to show evidence of the consent forms.
« ex: a screenshot of the page or app where the customer opted-in”
What about existing data?
The GDPR also applies also to existing data, meaning that companies will have to update their existing data to the correct standards. For example, through “re-consenting” campaigns.
What are the risks if you are not compliant?
Companies which are not GDPR-compliant may have to pay a fee worth 20 Million or 4% of total annual turnover.
Companies which are compliant with the GDPR do not take additional risks by using the myElefant marketing mobile platform.
Checklist:
- Review your opt-in process
- Be sure to clearly explain in the opt-in process how your customers’ personal data will be used
- Execute “re-consenting” campaigns on your existing database if needed
- Never re-enrol people who unsubscribe
- As a general rule, do not spam
Learn more about how to launch your mobile campaigns compliant with the GDPR.
