In addition to the slower growth of the marketing database, Motion10 also noticed a dip in two important marketing goals after the introduction of the GDPR: in the Adverse consequences measured number of visits to their web domains and in the opt-ins. Where in the past someone who left their data was already an opt-in, that is no longer the case.
Tackling adverse effects Adverse consequences
To address this, Erwin and his colleagues entered into discussions with each other and a legal advisor about the cookie and opt-in policy. This resulted in them being able to place pseudo-anonymous cookies somewhat more easily again, after the visitor’s consent. This means that visits cannot be traced back to a person. But it does allow you to better optimize your website for the general visitor.
The decline in opt-ins also required action. Erwin’s team first resolved this by making the registration forms as user-friendly as possible. This has yielded results.
Furthermore, they have started a re-engagement program in which they approach dormant contacts with a one-time opt-in request. In addition, the team chooses to draw the attention of visitors to the newsletter via their web domains.
“Previously, this target group was mainly led to panama phone number library white papers. Now we focus mainly on newsletter registrations. As I mentioned earlier: an opt-in is not just an opt-in anymore. If someone explicitly indicates that they want to receive the newsletter, that is more valuable to us as a company and we also have much more freedom to maintain contact within the framework of the 10 common social media mistakes for businesses GDPR. This ensures that the database remains at the right level, but also continues to grow,” says Erwin.
Communication with customers Adverse consequences
All existing customers have also been informed by Motion10 by email about what will change for them. Customers have therefore been informed about the way in which the organization will now handle their data, that they can expect more security and that they will also respect it if someone no longer wants to be contacted.
Tips for your organization Adverse consequences
Erwin gave us 3 tips:
- Think about it yourself: how do you think you should deal with data? Start the conversation internally and externally with your own customers and stakeholders to come to a vision. Use that as a guideline and the GDPR law as a kind of underlying framework that provides boundaries. But don’t let that determine your vision, determine it yourself!
- Communicate very openly and transparently with your customers and stakeholders, but also internally. The core of the GDPR law is that you as a germany business directory company deal honestly with the data you receive from people. So that you respect people more and that they know what happens to their data, what can happen to it and what they actually agree to. But it is also important that you respect it when they indicate that they want to leave your database. I think that transparency is actually the most important thing.
- As a Marketing department, think about what it means that an opt-in that was an opt-in before May 25, 2018, is no longer an opt-in. That means you need to find a different tactical approach, because you now need a different type of opt-in to do your job properly.