EU DATA 4 EU DATA GETTING YOUR DUCKS IN A ROW WHAT CAMPAIGNS CAN YOU SEND? SEP 2014
WHAT S HAPPENING? EU Data Protection reform is taking place in the next 12-24 months, whereby a number of changes will come into place, affecting the regulations surrounding internet consumer data across Europe. The European Parliament have voted in favour of some big changes and are now working with the European Commission to finalise the details and put them in place. They ve been designed to give people more control over their personal data and make it easier for businesses to operate and innovate in the EU s Single Market. The changes see the introduction of; A requirement for explicit, periodic consumer consent for all direct marketing campaigns, stored in a way which makes it quick and easy to access A consumer s right to be forgotten, affecting the way you process and store data Strict enforcement with large fines for companies who fail to comply WHAT DO I NEED TO DO? Pay attention! It s really important that you take a close look at what s changing and think carefully about your practices, so you can identify where things may need to change. It s difficult for us to be specific about exactly what needs to change as every company collects data differently, and your needs will depend on your own practices. Your needs will also depend on the campaigns you send and how you communicate with your customers. That s why we ve created this guide, the 4th of 7 in our EU Data Protection series, looking specifically at what needs to be in place in order for you send the very best email marketing campaigns. IN BRIEF We ve also taken a look at some scenarios of the most common email campaigns some of our clients send, to get you thinking about similar scenarios in your email marketing, and where changes may need to be made. Catch up with anything you ve missed Now we re not ones to put the scaremongers amongst you, but this is a very serious topic. If you aren t prepared for what s to come, it s likely that some or all of the data you hold could become useless. Make sure you catch up on what s changing, by taking a read of the earlier guides in this series; Our Guide to What s Coming Data Collection & Consent Processing & Storing Data You can also stay up to date by following #EUDP on Twitter and keeping on top of EU Parliament News. 2 EU DATA
IN THIS GUIDE WHAT CAMPAIGNS CAN YOU SEND?... 4 EMAIL MARKETING YOUR CAMPAIGNS THE THREE STEPS... 4 STEP 1 STEP 2 STEP 3 SOME SCENARIOS... 7 SCENARIO 1 - A FREE TRIAL SCENARIO 2 - PURCHASE PROCESS SCENARIO 3 - SALES RECOVERY WHAT S NEXT?... 8 WHAT S NEXT IN THE SERIES?... 9 3
SHARE THIS GUIDE : WHAT CAMPAIGNS CAN YOU SEND? Well, there s no simple way of answering that question. As they do now, the campaigns you send will depend entirely on what data you collect and what consent you ask for, after the changes come into play. EMAIL MARKETING Like all of your other direct marketing, your email marketing activity will be heavily affected by the coming reform. Our aim is to ensure you can continue to send ROI driving, intelligent email campaigns after the changes happen, continuing to achieve the same or even better results as you see now. In order to continue sending highly personalised emails there s a few things you need to take a look at, like the types of campaigns and how you can support them with the right data and the right consent. YOUR CAMPAIGNS The forthcoming reform will have an impact on the data you collect and how you use that data to power your emails. By the time the reform comes into play, you need to make sure you re only collecting consumer data you know you need and you know you ll use any more than this is unnecessary. To ensure you re only collecting what you need, you should firstly take a look at the campaigns you currently send, or the ones you know you want to be sending in the near future. Then, you can work out what data you need to power those campaigns and you can work backwards, looking at your data collection strategy to apply just what s needed. And then after all of that, you need to think about consent, and how you clearly inform your customers what their data will be used for, while you re asking for it. THE THREE STEPS Working backwards will ensure you have everything in place to support the next stage in the process. To help you out, we ve broken the process down into three steps; 1. The campaigns you want to send 2. What data do you need? 3. Setting the foundations 4 EU DATA
STEP 1 SHARE THIS GUIDE : THE CAMPAIGNS YOU WANT TO SEND The campaigns you send, or want to be sending in the future, depend on your audience and the different stages of your lifecycle. Looking at these individual stages and setting objectives for each will help you to identify what campaign and what message will work at each point. Then, you can think about what data you might want to use in each individual campaign in order for it to be of the most possible value to your recipients. What s important to note here is that your campaigns can still be just as targeted, highly personalised and effective as they are now you just have to be clever about the way you gather data and specific about the consent you ask for. Depending upon the different campaigns you send, you can arrange them by how personalised they are, i.e. how much of a consumer s data they use. What you need to think about setting up are different streams individual mailing lists separated by the information you use to power each one and the campaigns attached to it. This means you can separate your subscribers by the types of campaigns they want to receive based on the information they re willing to provide and let you use. For example, give your subscribers the choice. Let them subscribe to a personalised stream of communications and a non-personalised stream, then under each stream you can analyse which data you re able to collect for each. 5
STEP 2 SHARE THIS GUIDE : WHAT DATA DO YOU NEED? To determine this, firstly look at the information you need to include in your campaigns or what you need to be able to send them. Then you know what data you need to collect. Collecting consumer data also involves collecting consent. By looking at the streams you ve identified in step 1, you can use 2 or 3 checkboxes to collect opted-in consent, outlining the types of campaigns you ll be sending. Remember that when it comes to collecting data, the key is to only collect what you need. Collecting any more than just what s necessary or reasonable could land you in hot water where consumer data regulation is concerned. STEP 3 SETTING THE FOUNDATIONS Laying the right foundations is at the heart of your email marketing activity, ensuring you have everything in place to send the campaigns you want to send, to those who ve given you permission and the data relevant to do so. In order to continue sending highly personalised, targeted email campaigns you need to ensure you lay the right foundations when it comes to what data you collect and the consent you have. That way, you know you need to ensure you have clear, opted-in consent. That means collecting the right permissions for the types of campaigns you ll use in your email marketing strategy. Our guide to data collection & consent and our guide to processing and storing data will help you further with this stage. 6 EU DATA
SHARE THIS GUIDE : SOME SCENARIOS It s impossible for us to cover all of the bases when it comes to different email campaigns, as all of our clients are different and we never see the exact same campaign twice! With that in mind, we ve come up with a few scenarios which depict some of the more common email campaigns we see. They ve been designed to get you thinking about where you might need to do something differently or take a different path in your practices, in order to still get the same outcome as you do now. NOW SCENARIO 1 - A FREE TRIAL Free trial comms trial end (notified) further comms AFTER THE CHANGES Free trial comms further renewal and upsell comms as part of the servicing. Notify of coming end date and push for renewal end a) no further comms if the renewal wasn t taken up or b) further comms fine if taken up and opted in You would ordinarily continue your emails after the trial has ended to try and get the customer to purchase. After the changes take effect, you have to sell your product during the period of consent, so up-selling during that time while they re a trial customer of yours is classed as servicing. NOW SCENARIO 2 - PURCHASE PROCESS Email given at point of purchase purchase made comms start and continue until unsubscribe AFTER THE CHANGES Email given at point of purchase permission taken at point of purchase, based on either nonpersonalised or personalised comms comms start, depending on the type of permission you have as to which range of comms they get. They continue, with periodic consent collected at relevant stages, or until an unsubscribe occurs. If permission is not collected at the point identified, there are no marketing comms sent and data is removed. 7
SHARE THIS GUIDE : NOW SCENARIO 3 - SALES RECOVERY Email address previously captured for marketing/newsletters customer browsing website item added to basket abandoned sales recovery emails sent to recover sale OR Customer browsing website item added to basket email captured as part of purchase process - abandoned sales recovery emails sent to recover sale AFTER THE CHANGES Email address previously captured for marketing/newsletters customer browsing website item added to basket abandoned sales recovery emails sent to recover sale OR Customer browsing website item added to basket - Email address captured as part of the purchase process. At this stage it would be best to mention that emails will be sent regarding the purchase, but this is almost certainly implied by the context. (Optionally, explicit marketing permission could be collected at this point) sales recovery emails sent to recover sale WHAT S NEXT? This guide is just one part of a series of publications we have available on the coming EU Data Protection Reforms. In order to stay up to date with the most recent guides & blogs, visit the Communicator website resources section & blog feed. You can also stay up to date with the conversation around the coming changes on social media, by following #EUDP. If you have any specific questions or you d like to sit down and discuss requirements, please get in touch with your Communicator Account Manager or a member of the team, below: www.communicatorcorp.com +44(0)844 870 8971 8 EU DATA
WHAT S NEXT IN THE SERIES? 1 2 3 4 5 6 7 OUR GUIDE TO WHAT S COMING CAN I HAVE YOUR NUMBER? DATA COLLECTION & CONSENT TICKING ALL THE BOXES PROCESSING & STORING DATA GETTING YOUR DUCKS IN A ROW WHAT CAMPAIGNS CAN YOU SEND? SAY WHAT?! TRANSLATING THE CHANGES TO YOUR CUSTOMERS IS IT ME YOU RE LOOKING FOR? THE RIGHT TO BE FORGOTTEN WHAT S THE DIFFERENCE? MARKETING PERMISSIONS VS. DATA You can download the following guides at www.communicatorcorp.com/resources so keep an eye out for the rest of the series, available over the coming months.
EU DATA @CommCorp #EUDP THOMSON HOUSE, GROAT MARKET, NEWCASTLE UPON TYNE NE1 1ED UNITED KINGDOM TEL : +44(0)844 870 8971 EMAIL : info@communicatorcorp.com TWITTER @CommCorp