GDPR Compliance - How to get your CRM database to record unsubscribes and opt-outs
Download as PPTX, PDF1 like154 views
The document outlines a strategy for professional service firms to comply with GDPR and improve marketing through effective data management. It emphasizes the importance of consolidating contact data, obtaining explicit opt-ins, and maintaining up-to-date records. Key steps include data inventory, list management, and systematic outreach to ensure compliance and enhance client relationships.
GDPR Compliance - How to get your CRM database to record unsubscribes and opt-outs
- 1. PM Forum East Midlands Thursday 16th Nov 2017 for Professional Service Firms GDPR opt-in: How to get it, prove you have it & use it to improve your marketing Simon McNidder, CRM Database Headache Solver, Database First Aid Ltd
- 2. About Simon McNidder ⢠20 years using, managing and implementing CRM ⢠Won 2 CRM industry awards when in-house ⢠Previously worked for PwC and Pinsent Masons ⢠Now help law firms with CRM and their data ⢠I am not a lawyer & canât give legal GDPR advice
- 3. The GDPR rules Iâm working to
- 5. ⢠If you donât have all your mailing and contact data in one list, you cannot safely âunsubscribeâ contacts when they request it ⢠If you donât have a CRM database or marketing email software, you cannot record and prove your contactâs opt-in Risks (Itâs about sleeping well at night)
- 6. You have two options ⢠Sort out your data and processes ⢠Bin most of your lists and never use them again
- 8. You have two 1 option ⢠Sort out your data and processes ⢠Bin most of your lists and never use them again You canât do this because you need to manage your relationship with your contacts
- 9. Action plan
- 10. Month 1: Find all your data ⢠PMS / Accounting system ⢠Outlook contacts & auto-fill cache ⢠Excel / Word lists / Will banks etc ⢠Piles of Business Cards ⢠Website response forms ⢠Mailing and event databases ⢠Pitches and tenders ⢠LinkedIn?
- 11. Month 2&3: Combine your data ⢠Delete as many unwanted lists as possible ⢠Separate unwanted contacts (e.g. unsubscribes) ⢠Standardise the columns in the lists you want ⢠Add lists together (or use software) ⢠Combine duplicated contacts ⢠Remove unwanted contacts in your main list ⢠Ban the use of old lists
- 12. Month 4: Spring Clean your list You will need email marketing software for this bit ⢠Add all your spreadsheet contacts into the software ⢠Send all contacts a âare your details correctâ email ⢠Include: ⢠Tell them why they are getting this email ⢠Ask them to check their details ⢠Ask them to indicate their interests ⢠Ask what issues are they facing ⢠Ask about their business ⢠Ask them to opt-in, or out ⢠After reminders, expect 1/3rd of you database to update their details
- 13. DonâtâŚ. ⢠Put marketing information in the email â like Honda did ⢠Include âunsubscribesâ incase they got it wrong â like Flybe or Morrisons
- 14. Month 5&6: Spring Clean your list ⢠Send letters to your contacts without emails ⢠Send letters to your contacts to bounced emails ⢠All youâll want to do it capture their email address and / or opt-in to your future marketing communications (donât throw away the responses) ⢠Send them a confirmation email telling them youâve received their opt-in and to check their details
- 15. Then use your new knowledge ⢠Expect a 300% - 400% increase in click rates from your marketing emails ⢠I halved an existing event invite list, and tripled the bookings for that event ⢠The first mailing after improving Pinsent Masons CRM data received an immediate instruction for work ⢠Circa 30% - 50% of your database will opt-in and tell you what they want to hear from you about ⢠A more âone-firmâ view when tendering, as everyone interested finds out about it
- 16. GDPR boosts your cross selling âFind all the contacts interested in property but not known by any property lawyerâ âWhen you are about to meet a contact, see what they are interested in and bring a relevant colleague or at least some of their literature with youâ
- 17. When you meet new contacts ⢠When meeting them, ask if OK to add their details ⢠If NO - write âDo not Solicitâ on their business card ⢠If YES - send them a âwelcome emailâ ASAP and include: ⢠Tell them why they are getting this email ⢠Ask them to check their details ⢠Ask them to indicate their interests ⢠Ask what issues are they facing ⢠Ask about their business ⢠Ask them to opt-in ⢠NB. You may need to train your staff
- 18. When new contacts add themselves ⢠Copy your âSpring Cleanâ form as a template ⢠Ensure your website sign-ups use the same form ⢠If you canât use the same form, at least have an opt-in message on the sign-up page ⢠Send a confirmation email confirming
- 20. And from then onâŚ.. ⢠Delete unwanted contacts ⢠Do not collect data you wonât use (fax, prefix) ⢠Do an annual âSpring Cleanâ ⢠Always send a âwelcome noteâ (automated if you can) ⢠Staff to use central database (the same way)
- 21. GDPR â Look on the positive side ⢠Opted-in contacts respond more ⢠Spring Cleaning shows you which contacts want to interact with you⌠and which donât ⢠Your contacts should soon receive less junk mail, so your emails have less ânoiseâ to compete with
- 22. Technology requirements ⢠If you have a CRM or email database⌠⢠Add opt-in fields for each type of marketing you do ⢠Add interests fields so contacts know what they will get ⢠Ensure you can have a form that contacts can update ⢠If you have nothing but excel spreadsheets⌠⢠Purchase email software to record opt-in ⢠You donât have to buy a CRM database
- 23. Any Questions? Simon McNidder CRM Database Headache Solver Database First Aid Ltd 07919 56 86 55 simon@DatabaseFirstAid.com www.DatabaseFirstAid.com