So it's been almost 2 weeks since the new GDPR came into play on May 25th and there are still a ton of questions and concerns about how the General Data Protection Regulations (GDPR) will affect small business owners.
I'm not a legal professional, so this information is purely for guidance, but I have researched GDPR and hosted a webinar on the GDPR for Small Businesses with the fab Leanne Pogson from Leap HR. If you want to watch a replay of that webinar, read on and I'll tell you how to grab it for free in a moment.
This article is to relay some fears regarding GDPR for List Building -what you can & can't do, what you must do, and what myths are going around at the moment!
Email marketing is a fast, low cost and highly effective way to keep in touch with your target audience and make sales in your business, so building and growing your email list should be a major focus in your business.
Let's take a look at what you need to do with your current email list and how to ensure your opt-in forms are GDPR compliant!
First of all, let's bust some myths around GDPR!
BUSTED! You absolutely do not need to do this!
BUSTED! You don't legally have to email your entire email list and ask them to resubscribe!
BUT... You must be able to prove where and when you received consent from every person on your email list.
If you used double opt-in's you have your proof right there. If you had a checkbox that was manually ticked by the subscriber and this is recorded in your email management system, that's also proof.
The ICO recommends that 2 years is the longest period of time you can hold consent for, after that time you need to get consent again.
"If in doubt, we recommend you consider refreshing consent every two years" - ICO
Schedule an email campaign to be sent to all subscribers every 1-2 years to refresh consent.
If consent was given within the last 2 years, check that you can prove where and when they gave consent. Click here to read the full details about obtaining consent.
'I sent a re-subscribe email to my list and they didn't click to re-subscribe, I can just leave them on my list, right?
Absolutely not! Even though we know that not everyone on our email lists actually open, read or take the action we have asked them to, you can only leave someone on your email list if they actively click to resubscribe.
Businesses such as B2B customers, limited companies, limited liability partnerships (although this may change with the new e privacy regulations) don't need to give express consent. You must give them the option to unsubscribe in every email though.
However, note that Sole Traders and members of unincorporated partnerships are considered an 'individual', so you will need to get express consent from them.
It can be a simple link in the footer of your email, so you can set it up once and not have to worry about it again.
Legitimate Interest is the term used for individuals who are clients, customers or have made an enquiry with you.
It can also be your own interests. It's the most flexible reason for keeping data, which can be a good thing, but there are guidelines to it.
If you choose to rely on legitimate interests, you are taking on extra responsibility for considering and protecting people’s rights and interests.
Read more on Legitimate Interests on the ICO website here.
As a small business owner or entrepreneur, you probably have a ton of opt-in forms (also known as sign up forms, contact forms, lead magnet forms etc).
You can still use these forms!
You just need to make a few changes or additions to them (and it's easy to do!)
PS: If you need help growing your business to the next level, here are a few ways I can help you right now:
Step 1: Join my FREE Facebook Group, The Female Coaches Lounge - It’s Time To Get Visible! CLICK HERE
Step 2: Book your Breakthrough Call with me to see what’s holding you back and what you need to do to reach your goals RIGHT HERE
Step 3: Take a look at my online programs & courses HERE