GDPR compliance: a handy checklist for direct marketing campaigns

2022 11 17
Well-executed direct marketing campaigns are excellent catalysts for boosting your online sales.  Statistics show that $1 spent on email marketing has a potential of a $44 return. Pretty impressive, huh? This alone may encourage online sellers to give a shot at direct marketing campaigns for Black Friday.
Even though creativity and personalization are highly appreciated within this domain, there are still some rules to follow. Marketers should be especially cautious about processing the personal data. Don’t forget that GDPR and other laws also provide some direct marketing rules. The consequences one might face for not complying with the GDPR requirements can be severe.
To make your life easier, WALLESS experts have drawn up a checklist for GDPR-compliant direct marketing campaigns:
🗸 Check whether you have the consent of those customers who will be included in your targeted online ad audiences. Please note that a consent cannot be obtained by simply accepting your T&Cs;
🗸 If not, check whether you may base your campaign on legitimate interest – have you informed the customer that you may send deal offers and allowed objecting? For example, in Lithuania it is possible to market products to your current clients. However, several conditions apply – in such cases an option to object to such processing must be provided before collecting the data;
🗸 Your email / SMS should include a clear, free, and easily enforceable option for the person to withdraw his/her consent/objection to marketing;
🗸 Check whether information on how you process personal data for the direct marketing is easily accessible. Simple, straightforward language is always encouraged since transparency with your audience should always be a priority;
🗸 Please note that personalized greetings to customers, emails with content related to the performance of a contract (e.g., delivery of goods), etc., are not considered direct marketing.
Following these clear tips on GDPR compliance will give you the peace of mind and the freedom to dazzle your regular and new customers with creative sales-boosting direct marketing campaigns. Good luck and stay diligent!

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