Learn about GDPR and privacy in Marketing
Updated on 26 Oct 2021
In the post-GDPR world we live in, it’s important for your business to get email marketing right. In this how-to guide you’ll learn about the GDPR features in SuperOffice Marketing that help you ensure that your marketing efforts are GDPR-compliant.
SuperOffice Marketing will help you send your email campaigns to subscribers that have opted-in to receive them. After all, GDPR is all about communicating with people who actually want to hear from you.
What is GDPR?
The General Data Protection Regulation (GDPR) is the digital privacy regulation that was introduced on May 25, 2018. It standardises a wide range of different privacy legislations across the EU into one central set of regulations that protect private people in all EU states.
Put simply, it means that your company has to ask a private person for permission to register their details and ask for their consent to send them your marketing communications. Companies also need to document the ways they use to process personal data, as well as improve the way they communicate data breaches.
How does GDPR impact your work as a marketeer?
There are three key areas in which the GDPR affects the work of marketeers:
- Data permission. Data permission is about how you manage email opt-ins – people who request to receive promotional material from you. Under the GDPR, people need to give you their consent, before you can send them anything or contact them.
- Data access. The GDPR gives people more control over how their personal data is collected and used. This includes that they should have the ability to access or remove information. As a marketeer, it’s your responsibility to make sure that your prospects and customers can easily access their data and remove consent if they want to.
- Data focus. You should always be able to legally justify the way you process the personal data you collect. So, only collect the information you really need to do your job.
How SuperOffice CRM helps you tackle the GDPR
SuperOffice contains a number of features that will help you play within the rules of the GDPR. We will discuss each feature and explain how SuperOffice CRM helps you achieve the best possible results from your marketing communications.
Register a person’s GDPR consent
As a company, you collect, store and handle people’s personal data. Under the GDPR, you now need to have a lawful reason for why you want to store this information.
SuperOffice CRM has a feature called Consent management, that is designed to help you document when, how and why you want to register certain personal data in your CRM solution.
Every time a person is registered in your SuperOffice CRM database, the consent they gave to save their details is also registered. This allows you to manage and track exactly which consent you’ve received from which person, at all times.
You can find the link to a person’s privacy page on their Contact card. Click where it says Legal basis: Legitimate interest.
At the bottom of the Contact card you can open a person’s privacy page by clicking the Legal basis: Legitimate interest button
The Privacy page will show you all the consents you have registered for a contact
If you wish to change the consent requirements, you can do this in the Settings and Maintenance module.
The Subscription management features in SuperOffice CRM allow you to document what type of content your contacts want to receive from you.
These features are linked to Consent management because in some countries you are also required to document a person’s consent before you can send them e-marketing mailings.
The Subscription management features will help you avoid sending e-marketing messages to anyone who has not given their consent.
This functionality ensures that all the contact people in your CRM database are in control of their email subscriptions at all time. From the moment you add them to your SuperOffice database, they will have the option to tell you which mailings they wish to receive. And every time your contacts receive your mailings, they have the option to change their subscription preferences using the unsubscribe link in the email.
The fact that your customers are able to manage their own subscriptions will positively affect the opening rates of your mailings and increase the overall success of your marketing efforts.
Create your target list
When you create your target list for your next mailing, you can make a selection based on the subscription type you’re going to use. By doing this, SuperOffice CRM will only add contacts who have said “yes” to this type of subscription.
Choose a subscription type
There are multiple ways of creating your target list using a selection. This means that you might not always use a subscription type as a selection criterion. When you do this, it’s easy to lose sight of the fact that you’ve added the people who said “no” to receiving your mailings to your target list.
To prevent you from sending mailings to people who don’t want to receive them, SuperOffice CRM can help you by filtering out the people who have not given you their consent.
When you create a new mailing, the mailing wizard will ask you to add the subscription type you wish to send in Step 1: Setup.
In the Setup step you can select the type of mailing you want to send to your contacts
Once you’ve added your mailing type, SuperOffice CRM will check every contact you add as a recipient to see whether they have given you their consent to send them this mailing.
In Step 4 of the Mailing wizard, called Recipients, you can see exactly who has and who hasn’t given you their consent. When the feature E-Marketing privacy is turned on, SuperOffice CRM automatically filters out all recipients who haven’t opted-in based on their e-marketing consent and active subscriptions.
Tip: You do have a check box to Override consent and subscription, if the mailing is very important to send out to all contacts.
The recipients list added to a mailing shows you exactly whether or not a contact has given their consent
If the E-Marketing privacy feature is turned OFF, this means that SuperOffice CRM will disregard consents and subscription preferences when sending your mailings. To turn on the E-marketing privacy feature you need the administrator’s rights.
To learn more, watch the video on how you can set up the privacy settings for GDPR in SuperOffice CRM.
In the Privacy screen, in the Settings and maintenance you can switch on the E-marketing privacy feature
Use the unsubscribe link
Sometimes, people change their mind about what emails they want to receive. When this happens, they should have the option to opt-out from the type of mailing you’ve sent them. Therefore, all SuperOffice CRM mailing templates come with an unsubscribe link.
Tip: To send the email for Manage subscription to a contact, see Send privacy email.
Clicking this link will take your recipients to their subscription preferences page, where they can select the type of mailings they want to receive. The changes your contacts make are saved as soon as they confirm the new settings.
On the subscription preferences page your contacts can select the mailings they like to receive from your company
Your customer is in control of the mailings they receive and you can make sure you only send your mailings to the people who are interested.
With SuperOffice CRM, you’ll respect your contacts’ communication preferences and can make sure you operate within the rules of the GDPR. This way, you’ll never risk getting a €20,000,000 fine.
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