Many people are under the impression that marketing automation is just spam. And spam is a big deal, especially with GDPR being enforced in under 2 months. If you are one of these people, then think again! Marketing automation is only spam when used wrongly. In the right hands, marketing automation can truly be a powerful tool for all companies. And using a marketing automation tool will not break the rules highlighted in the new GDPR regulation. And here are 5 ways marketing automation makes GDPR compliance easy.
[bctt tweet=”Marketing #automation is only spam when used wrongly. In the right hands, #marketingautomation can truly be a powerful tool for all companies. #KDMdigital” username=”KDM_Digital”]
5 Ways Marketing Automation Makes GDPR Compliance Easy
1. Automate the process of cleaning your contact list
A sophisticated marketing automation tool should be able to show you the last time a contact opened an email. Based on this data, you could create a workflow where your tool could automatically check all contacts to see if they opened an email in the past year. If not, your tool could automatically move them to another list for you to manually check through or send a re-engagement campaign to double-check if they are interested in your content.
2. Send a survey to learn more about your contacts.
You might have hundreds or thousands of contacts in your database and for the majority of these, the data you have on them might be incomplete. For example, you don’t know whether they’re interested in your special offers, industry news or just subscribed to your list to download an eBook. Before you spam these contacts with irrelevant information, it is best you send out a survey to fill in the missing details. A marketing automation tool can automatically capture the results of these surveys into the individual contacts who completed them, allowing you to have a solid record of what information your contact has opted in for.
[bctt tweet=”Before you #spam these contacts with irrelevant information, it is best you send out a survey to fill in the missing details. #KDMDigital” username=”KDM_Digital”]
3. Automatically send a series of “Goodbye” emails
Now is the perfect opportunity to send reminder emails to contacts who have not engaged with you in a while. The copy of the emails could read somewhere along the lines of “We haven’t heard from you in a while….If you would like to continue getting emails from us, please subscribe here…”. Make sure the emails you are sending out have different content in them, so you are not annoying your contacts with the same message over and over again. This will also provide solid proof of a contacts opt-in status, as will have a record if what they subscribed for and when.
4. Automatically send contacts the right information
Let’s say a contact downloads an eBook and on the form, they specified that they would be interested in your monthly newsletter, but not in your special offers. A marketing automation tool makes the process of sending the right information to the right people easy and quick. A tool, like the “Intelligent Marketing System” we use at KDM will tag your contacts based on their interests. Then each interest will have its own workflow, so you only send emails based on the contact’s interest to them. If your contact is interested in everything, don’t worry a marketing automation tool won’t send double the emails to them because you can create conditions to make sure the contact is only getting one piece of information at a time.
5. Manage requests for information automatically.
As stated in our GDPR compliance checklist, a key requirement of GDPR is responding to requests for information without any delay, A marketing automation tool can send out automatic replies to anyone who requests for information with a full record of all the data you have on them, along with details on where it’s stored, purposes of recording the data and how long you will keep it for. A marketing automation tool can monitor any replies to the email, and send you a notification to let you know. This allows you to offer a timely and accurate response to anyone when needed.
[bctt tweet=”…the truth is that #marketingautomation will take the pain out of #GDPR compliance if used correctly. #KDMdigital” username=”KDM_Digital”]
Can Marketing automation take the pain out of GDPR compliance?
Most people think that they will land into trouble if they’re using a marketing automation tool when GDPR is enforced. But the truth is that marketing automation will take the pain out of GDPR compliance if used correctly. The bottom line is to make sure the information you have your contacts is correct and up to date. If it is, then you should have no problem complying with the changes that GDPR will bring.
Need help with GDPR compliance? We have a GDPR Preparation workshop in May. Learn more or book your place here.