British Airways faces fines of up to €200 million for a data breach that happened in September 2018.
GDPR – General Data Protection Regulation is a legal regulation by European Union Council and The European Parliament in 2018.
To comply with the GDPR, companies have to be cautious of the method they follow to collect and utilize personal data, which may include:
The significant sales’ checkpoints that change under the GDPR is:
• Processing the data
Stay GDPR compliant while sending cold emails:
Lead generation and prospecting are essential and crucial in sourcing data for sales and marketing campaigns.
The GDPR guidelines don’t block or prevent people from prospecting or collecting leads. This directly affects in creating a demand for an intense level of care and accuracy from lead generators.
Under the GDPR, the personal data you collect should ensure adequacy and relevance. To understand the correlation between the mentioned elements, let us look into their definitions first.
Adequacy: The exact amount and type of data that is necessary for your business purposes. Meaning, you cannot collect information that is of no use in your plan of execution. In GDPR-compliant marketing, there exists no such concept of ‘for safekeeping’ of personal data or information.
Relevance: Interacting only with prospects who are interested in buying your product or service. If you have targeted the right audience, there’s nothing to worry about the prospect.
Always make sure you are exceptionally precise in picking your ideal prospects. Then, custom-make your sales copy and campaigns to those prospects and address their pain points.
If, in any case, your prospects act surprised hearing from you, then they are likely not relevant to you, and you could be violating the GDPR!
Altogether, please choose the right prospects and the data you collect from them. Be precise in picking your ideal targets. Make personalization your key to marketing using the personal data that you collected. Finally, turn your marketing ideas into interesting and valuable concepts from your audiences’ perspective to succeed in your field.
• Your offer should support your prospect’s objectives or goals
• Your prospect has recently invested in growth, and your offer endorses them
• Your prospect would expand their wings into a relevant area with your offer
• Your past clients are in a similar industry or have a similar offer to your prospect
• You were referred to your prospect from your network
• Your prospect asked for any information or just started a search relevant to your offer
• Tell them how you have processed their data and what data you have processed
• Briefly explain your reason to them
• Easy instructions to help your prospects change the processed data or demand the removal of their data from your records
The GDPR is an extensive article to ensure that businesses handle personal data appropriately. You must explain why you’re emailing. You have to be clear about how you found their information.
The traditional and old method of generating contact data lists isn’t a suitable option now. To save your time and efforts, you could always bring in third parties or data providers to help you out in such cases. Make sure if you’re working with a third party, you know from where they source their data and the credibility of the services.
The GDPR asks for a strict right to ensure one must erase an individual’s information if they demand to and never contact them again.
A direct link to unsubscribe at the bottom of your email makes your job much more accessible and automated to clean your database. Include a statement in the footer like, “If you don’t want to hear from us again, just reply “No thanks,” and we’ll never contact you again.
Also, nowadays, every outreach software comes with an automatic unsubscribe feature as a fundamental element of the services.
A checklist to follow while designing your opt-out strategy. It should always be:
• Easy to comprehend and follow – make it an easy 2-step method to unsubscribe
• Enforced – take the requests seriously and take immediate action by deleting the requested data or information.
Secure your database with every necessary step to maintain your processes and system safe and secure. DataCaptive offers data cleansing, lead enrichment for CRM, and various other marketing services for B2B companies.
And if you plan to share an individual’s data, you must inform the data owner about it. You must notify the data owners that you share their data for specific purposes.
It would be best if you let the individuals know where exactly their data is used. If you store all their data, you must take necessary precautions for security and safety purposes.
• Keep a record of the levels of clearance and regulate the access to data at your organization.
• Keep your processes and systems secure.
• An extra step of precaution – anonymize, encrypt or pseudonymize data wherever possible.
a. What gives you the right to email me?
Explain the reasons you thought that they are a relevant person to contact from your end. Maintain a clean and transparent record of your lead generation process, which helps you give detailed answers to your prospect.
If your service is not directly related to the contacted person, tell them why and how you thought they are relevant to your service and give them the reasons.
An example which a sales rep from your company could use:
Tell them where you found their data and why have you thought it was appropriate to contact them. Make a statement about why they would be interested in your product or service!
If you are using third-party services to rent or purchase data lists, check with your account manager from where they’re sourcing the data.
Suppose the email address is found through Facebook by your data provider, the best way to put that out is:
If the individual asks you to provide the details regarding the collected information, you must provide the information you have collected and how it has been processed. This is because the GDPR enforces your prospects’ right to be informed and right to access.
An example of response about a company process would be:
We hope this write-up helps you understand how to send B2B cold emails in a post GDPR environment. Feel free to comment your thoughts or let us know if you want us to write something for you.