Are your emails GDPR-proof?

Senior Support Analyst

Fav thing about the office

Cheesecake Wednesdays

As a child I wanted to be a ... when I grew up

Solicitor

Guilty Pleasure(s)

Gu Puds

Favourite Holiday

2 weeks in Florida

If I had a superpower it would be...

Definitely flying

Describe yourself in three words or less

Lots of Energy

An interesting fact about me

I was once the South Ribble Chess Champion.

Likes

Exercise, Muay Thai, Singin' in the rain

Favourite Band

Its not about the artist its about the style

Karaoke Jam

Vengabus- Vengaboys

What I do at Q2Q:

I head up the IT support team.

On a daily basis I work on resolving IT issues for our clients. My skill set tends to adapt according to the current needs of our customers, from solving basic matters like fixing a printer through to more complex server infrastructure deployment. I am also often out on site visiting customers that are in need of an IT saviour.

Within the team, I work on the proposals for new and existing customers, and ensure we all work together to implement the solutions we propose.

I enjoy overseeing new projects so that, when clients evolve, we can ensure their growth, office move and/or induction of a new team member, is as seamless as possible from an IT perspective.

I also drive the rest of the team insane with my singing!

Background and Achievements

I joined the Q2Q team when they were part of the I.T. department for the Tulchan Group 14+ years ago. This was my first full-time role straight of out A-levels. I have enjoyed being part of the company and watching it grow from 3 members of staff to a blossoming 10.

I find it hard to pin point specific achievements as one of my values personally is to always exceed your own expectations. My wife would say being a great Dad to my two boys.

A great achievement for me is getting 76 miles to the gallon on the motorway and being able to finally grow stubble.

Hobbies and Interests

I aim to train in Muay Thai twice a week and religiously go to the gym every day I can.

I can juggle and have always wanted to learn knife throwing.

 

We hate to break it to you, but the days of scattergun marketing emails are numbered – the General Data Protection Regulation (GDPR) is in sight now, and once it’s arrived, there’ll be no hiding from the major issue of consent. No longer will you be able to add new addresses to your endless email lists, or send out non-targeted comms to everyone recorded.

 

So, before it gets here, it’s a good idea to get your head around what will – and more importantly, what won’t – be allowed under the new legislation. But, as with all legal mumbo jumbo, it can be difficult to decipher exactly how the law translates to real-life business situations.

 

Luckily, we’ve put together some key dos and don’ts for email marketing, to ensure your processes are GDPR-proof when the 25 May finally arrives…

 

  • DO seek consent wherever possible – it’s better to be safe than sorry, and asking for direct, affirmative permission to contact someone via email is the most secure process under GDPR and E-Privacy legislation.
  • DON’T email anyone who has asked not to be contacted, unsubscribed from a list, or opted-out in any other way.
  • DO be aware of the difference between B2B and B2C communications, and segment your mailing lists accordingly. B2B emails should be targeted at a person’s role within a business, not at the specific person. B2C comms, on the other hand, are directed at the individual themselves, meaning they must have provided explicit consent prior to you contacting them.
  • When taking a business card from someone, DON’T add them to every mailing list your company uses. Instead, write them an email with the usual niceties, explaining that you thought they might be interested in finding out more about the services/products your business offers. Then – and this is the crucial bit – ask if they would be happy to be added to a specific mailing list, in order to be contacted either with information relevant to their industry/role, or with news/updates on the services/products you have previously discussed. Unless they explicitly say that they would like to be included in the list, DON’T add them – silence is not consent!
  • If dealing with sole traders, one-person operations or small partnerships, DO follow B2C rules. Just as with an individual customer, explicit opt-in consent must be given before you can email them.
  • DON’T assume people will be interested in everything you do. Emailing customers who have purchased from you or enquired in the past is fine – as long as the time lag is appropriate for the product/service you are offering. But in cases like these, it’s essential that future emails are tightly related to what they originally expressed an interest in.
  • If you’re monitoring email open rates – and changing the content sent to individuals based on what they do/don’t read – that means you are processing and monitoring their behaviour. Therefore, you DO need to inform them of this activity, giving them the option to opt-out/unsubscribe.
  • Ideally, when it comes to marketing your services/products to new contacts, DON’T be too rigid with your comms. Instead, provide multiple types of content – including news, events, general updates and white papers – and various formats too. Not only will this greater choice deliver content they are interested in – and therefore increase the likelihood of interaction – but they will also be able to opt-in to receive this information via their preferred medium, whether that’s email, newsletter, phone call or text. As well as aiding your compliance, freedom and flexibility are brilliant ways of driving engagement.

 

The key question to ask when it comes to GDPR-proofing your email marketing is: “Have they confirmed they want to receive this information?” If the answer is “no”, take them off the list. If the answer is “kind of” or “well they haven’t said they don’t want to”, take them off the list. Only if the answer is “yes” should you click send – consent is crucial.

 

If you’re still unsure about consent, opting-in or any other GDPR-related issues covered in this blog, get in touch to find out more about how Q2Q IT can help!

 

Are your emails GDPR-proof?