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GDPR compliance

GDPR compliance and personalized communication: an opportunity for marketers

Since May 25 of this year, the European regulation 2016/679 introduced new rules on data protection and privacy known as General Data Protection Regulation (GDPR). While some see it as an additional complication, the new regulation can also be an opportunity. In this post, learn how you can take advantage of the new data requirements to keep customers opt-in. We’ll show you how the Pvideo® service from Doxee provides a new way to communicate with your audience even when your message is about GDPR compliance.

Every communication with customers is an opportunity to distinguish your organization’s message and brand from the crowd. Italy incorporated the GDPR regulation in its legislation with its own Legislative Decree 101/2018, which introduced some additional limitations for managing business databases. For example, the use of Customer Relationship Management (CRM) or Customer Communication Management (CCM) software has changed, which means that businesses must radically change their IT structure.

 

GDPR and database usage

Prior to  GDPR, data collection was quite simple. The Italian Data Protection Authority, in guidance released in April 2017, stated that user consent for processing their personal data acquired before May 2018 would be valid only if it was compliant with the guidelines of the European regulation. This means that if you had purchased a contact list for your email marketing or telemarketing campaigns, they may only be used if consent was given under the same conditions of GDPR compliance.

 

Transactional emails and GDPR compliance applied to database

Mailup collected data on the emails sent from its email marketing automation platform in 2017 and shows that there is one type of email that stands above the others in terms of performance: Transactional emails. These are often automatic response emails that are sent when you make a purchase or subscribe to a newsletter. Mailup reported that transactional emails have an opening rate of around 63% (B2B emails) and 55% (B2C emails). Many find this statistic surprising. It turns out that transactional emails are actually a communication channel of high interest. Thus, transactional emails are an opportunity that can be used for upselling and cross-selling products and services to customers.   

 

Emerge with compliant communication

After GDPR went into force, inboxes were bombarded by emails informing anyone on a mailing list about the new rules for data collection under GDPR compliance. These communications were considered just like spam. And, because it made it easy for subscribers to opt out, companies need to work harder to get customers to opt back in. This is an excellent opportunity to implement a personalized approach.

With Doxee Pvideo®, you can add personalization features even for your most basic transactional emails. Rather than sending a typical text email, why not use video tell users more about the product they just purchased from you or walk them through their new insurance policy to make sure they understand it. If you are implementing a new policy, such as GDPR, rather than a long email with boilerplate copy, why not use a video to show them exactly how the new regulation will impact them and how you will be protecting their data. Show customers that you know who they are, provide an excellent customer experience and make sure that data protection and privacy are part of your value proposition. In other words, make it easy for them to opt into your communications.

 

Learn more about Doxee Pvideo®:

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