Over the years, has your company built a large contact database through newsletter subscriptions, purchases, trade shows, free content downloads, and promotional campaigns? Then it's time for a thorough cleanup!
General data protection regulation
On May 25, 2018, the General Data Protection Regulation (GDPR), also known as ZVOP-2 in Slovenia, will come into effect, bringing significant changes in the collection, storage, and processing of individuals' personal data.
One of the key changes is that collecting personal data is only allowed based on the explicit consent of the individual. The data controller must clearly inform the individual about the purpose of data usage, how long the data will be stored, and provide the individual with the option to withdraw their consent at any time (in a simple manner).
What to do with your existing marketing contact database
If you do not have an explicit consent for storing and processing the personal data of contacts already in your database, you must obtain it. Just like new contacts, existing ones must also agree to you managing their personal data. The consent must clearly state:
- which data will be stored,
- for how long
- who will manage or have access to it, and
- for what purpose it will be used.
Once consent is given, the data may only be used for the purposes specified in the consent, and nothing else. If you do not obtain consent, the contact must be deleted.
We've lost most of our digital marketing contacts. What now?
Especially in cases where a contact database has been built up over many years, it's common to find that a significant portion of the contacts are no longer relevant. Some personal information may have changed like email addresses or phone numbers may no longer exist. People's interests and needs evolve, and many may no longer be interested in your company, products, or services. As a result, they don't open your emails or respond to calls.
These contacts are very likely to drop out of your database. But don't panic! The real value of a contact list lies not in it size, but in te quality of the contacts. It's far better to have a smaller list of engaged individuals who are genuinely interested in what you offer. These are your (potential) customers.
So don't worry if your contact list shrinks significantly after the ''cleanup''. Take this as an opportunity to build a new, high-quality database. One made up of people who have clearly given their consent and want to stay in touch with you.
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*This article is intended as an interpretation of the General Data Protection Regulation (GDPR) and does not constitute legal advice.