The new general data protection regulation (EU GDPR) has a direct impact on marketing practices, including email marketing. With GDPR effective date coming on 25 May 2018, all marketers concerned with GDPR need to change rapidly how they seek, obtain and save consent.
What are the consequences?
Honda ﬁned £13,000
Honda sent 289,790 emails that aimed to clarify its customers’ choices for receiving marketing. The data had been acquired from numerous sources, including sign-ups made via the website and promotional events, and customers details passed on from dealers, etc.
What went wrong? Honda could not provide evidence that customers had ever given consent to receive this type of email. Furthermore, its emails were not related to customer service, but instead were classed as marketing related.
Flybe ﬁned £7,000
What did it do? Flybe sent 3.3 million emails in August 2016 with the subject line ‘Are your details correct?’ advising recipients to amend any outdated information and update any marketing preferences. The email also stated an opportunity to be entered into a prize draw on completion of their preferences update. Flybe had categorised this campaign as ‘data cleansing, however the ICO could not justify this claim, as the email had been sent to customers who had previously opted out of receiving marketing messages, and therefore would not require any update to their records.
What went wrong? The customers contacted by Flybe clearly had an opt-out status, meaning the company simply did not have the right to contact them via email. Secondly, the email contained an incentive, which by the new standards of consent, must be freely given. Having an incentive is doing quite the opposite.
GF4B have produced a detailed white paper on GDPR and an easy to follow guide which will help you make sure you are doing every needed to comply.
Still confused? get in touch with one of our team and we will guide you as part of our ongoing commitment to our customers 0800 849 0849.