By Lucy 20/06/2017

Much has been written by many about the legal requirements and potential implications of the forthcoming GDPR regulation on customer databases held by most businesses.

There are many better placed than us to help companies navigate the legal issues involved – the websites of the ICO (Information Commissioner’s Office) and the DMA (Direct Marketing Association) are a good place to start, with lots of practical advice and checklists to help set companies on the right path.

Indeed, armed with this kind of information, working with in-house compliance or legal teams and or third party consultants, many of our clients are already working through the key issues to identify the legal basis (consent or legitimate interest) on which they can and will communicate with existing and new prospects, customers, supporters, donors etc in different circumstances.

Where we do believe we can make a difference is in developing the communication strategies and identifying the key messages that organisations will need to develop and test to win over new and existing audiences, upgrading or capturing for the first time any permissions necessary to continue direct communication.

For any organisation, these strategies are likely to be manifold depending on the nature of the existing or planned relationships and permissions that exist within different audience segments. For example, there may be a legitimate interest basis for continuing to communicate with one particular customer segment but a need for an opt-in campaign to re-permission another segment. Including the first segment in the opt-in campaign might undermine legitimate interest case, needlessly reducing the subsequent communication potential to those that did opt-in.  

We will be working with a number of our clients over the coming months to develop strategies and test solutions to address a number of such challenges – and opportunities – that GDPR (and other associated regulations) has created. These include:

  • Testing permission messaging to ensure Direct Response journeys that start with response to an offer or value exchange message generate an opted-in response appropriate to any subsequent conversion stages (e.g. SMS or PSMS response to offer based DRTV ads)
  • Improving online journeys to maximise the number of people that engage and continue all the way through to the end of a data capture process to, for example, identify their further interest and preferences
  • Development of propositions and content propositions in e-newsletters and web landing pages that encourage recipients to engage further, freely providing enhanced personal data and permissions
  • Working with clients and a proven third party research methodology to pre-test permission statements
  • Building permission centres to allow people to manage their communication permissions and preferences

If you would like to talk to us about helping your organisation develop and test such strategies, please email [email protected]

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