By now, you probably have received a few or a few too many emails asking you to confirm that you still like to hear from this or that company.
On 25th May 2018, a new EU directive, called GDPR, comes into place that more heavily regulates how we as businesses store information about people. For Swedish businesses, it isn't much more stringent than the current data protection legislation BUT it comes with heavy fines as penalties.
The directive is long and extremely hard to read (we had to read it....zzzzzz....) to to try to help you all so you don't need 400+ pages of legalese bedtime reading, here is a small snippet of it in as easy language as we could manage, that outlines the specific reasons you can store information about someone and contact them.
The directive provides six reasons that you need to choose from if you want to store someone's personal information (and if their email address has their name in it, that counts):
(a) the person has specifically given consent to the processing of their personal data for one or more specific purposes;
(b) you need to keep their details and contact them in relation to work you are doing for or in relation to them or in order to do something that they have asked for before entering into a contract;
(c) you need to keep their details because the law says you must;
(d) you need to keep their details in order to protect their or someone else's vital interests;
(e) you need to keep their details so you can carry out a task in the public interest or for official authority;
(f) you need to keep their details for the purposes of the legitimate interests by you or by a third party, except where they are overridden by the fundamental rights and freedoms of the person which require protection of personal data, in particular where the person is a child.
Many companies are focusing on getting the consent of their contacts to continue sending them marketing emails, for example. However, the GDPR clearly states that direct marketing is an allowable 'legitimate interest' for choosing reason (f) above and therefore you don't actually need a person's explicit consent to email them something salesy. You do, however, need to make it very easy for them to ask you to stop emailing them and, if they do, stop immediately. You also must delete old contact information - if you aren't actively marketing to a contact and can't show any other reason from the list above that you should keep their details, get rid of them
What does your contacts list look like? Do you use a CRM system? If a contact asked you to provide all the information they can soon ask for to show how you are handling their information, could you?
If you need help with any GDPR issues or have questions, get in touch with us at My Own Marketing Coach here and/or contact Shadi Amundin, Special Counsel at Cederwalls International Law Firm on Shadi (AT) cederwalls.com or +46 (0)707 75 63 55.
3 spaces left in our social media and content marketing coaching group - starting 1st February 2018.
Are your website and social media profiles bringing in new business for you?
If not, come and spend two hours a week for six weeks (with a two-week break for half term) and we'll work together to get your social media and content marketing set up, running and bringing in clients.
Starting Thursday 1st February, we will talk through the theory and then spend time together working on YOUR website and social media profiles in the following order:
The dates for this course are: Thursdays 1st February, 8th February, 15th February, 8th March, 15th March, 22nd March.
The session will suit you if you:
The cost of this social media and content coaching group is 2600 kr. For more information or booking, please fill in the form here or get in touch with us here!
You will need:
You can expect:
Next sessions - Spring 2018:
Thursday 1st February (3 spaces left)
Please contact us if you would like to join but can't make the dates.
2600 kr per person in advance
To book, please fill in the form here or email email@example.com and include, if you know it already, your goal (including your website and social media profiles if possible).
Monday morning marketing idea
Collect email addresses! Contact via email is often the best, most effective way of marketing your business so hand over an ebook, free report, guide to something important – anything that your potential customers will think it is worth giving you their email address for. Then remember to email them, regularly.
Find our thoughts on everything to do with small business marketing here.