GDPR and Mobile Marketing
Only 6% of UK businesses have prioritised GDPR preparation.
Are you part of that statistic?
If you’re one of the 94%, you’ll want to change that when you find out how much GDPR could affect your organisation. Come May 2018, failure to comply with new GDPR regulations will have consequences – sometimes catastrophic – on any organisation handling personal identifiable information. Depending on your turnover, that will be a fine in the form of 20 million euros or 2-4% of revenue: whichever figure is greater.
With such a threat just around the corner, can you afford to ignore GDPR?
What does GDPR mean?
The General Data Protection Regulation framework means that individuals need to explicitly consent to having their data stored and used. If you are using SMS to contact your customers, this is where GDPR could affect you. How do you ensure that your SMS messaging isn’t breaching GDPR regulations? Here are some of our best SMS GDPR considerations:
How do you harvest contact details?
You need to review where you’re getting your contact details. If they’re drawn from your pre-existing database, how up to date is it? Have they opted in to being contacted? If the answer is negative, you need to refresh your database and get your contacts opted in or out – there can’t be a middle ground.
If you’re buying contact details from data companies, choose wisely. Many data companies are fully aware of the implications of GDPR and are making themselves part of the 6%, prioritising GDPR and making sure their data is compliant. Don’t be afraid to ask about their GDPR compliance processes so that you don’t get penalised for their data.
How do you know if your contacts opt in?
One of the most ubiquitous methods of GDPR compliance is the well-loved tick box. You need to make it clear that by ticking the box, people are consenting to having their data stored and to being contacted in the future. What’s more, you need to keep a record. The audit trail is just as important as the initial opt in – if there is no automated process, copy a note into your CRM system.
Let your contacts opt out
Any time you communicate to someone, make sure they have an option to unsubscribe from communications. This can be anything from a web link to your marketing software or a note in your email signature to let them know they can reply “unsubscribe” to be removed from your database.
Secure your data
If you have a list of contacts who have opted in to for future contact, it’s a good start, but it needs to be stored securely to remain compliant. It’s time to review the way your organisation stores and access its data. Part of the burden of responsibility you bear is making sure that data isn’t mismanaged or leaked. This is a task for your database managers because transparent, robust gatekeeping is crucial to protecting data.
If you’ve taken the above measures and incorporated them into your GDPR plan, have no fear. You can continue communicating with your contact base knowing that your SMS marketing is fully compliant. If you’re still part of the 94%, the countdown is on until the 25th of May, 2018, when GDPR comes into full effect.
To find out more about how to achieve effective SMS marketing while staying within the boundaries of GDPR, contact us on 01962 835053.