Cookies
We use cookies to give you the best possible experience on our website.
Accept All Cookies
Find out more
Cookie Portal
Manage and find out more about the cookies used on this website.
View Cookie Settings
Read Cookie Policy

Accept All Cookies and Close
Close Without Saving
< Back
This website has 3 types of cookies:
Your preferences will not take affect until the next page loads or this page is reloaded.
Strictly Necessary Cookies
Feature Cookies
Performance Cookies
Save and Close
< Back
< Back
Cookie Policy
< Back

Re-permission strategies for your marketing campaigns

Chris

Chris
Written on 4th April 2018

Under the new GDPR laws, taking effect from the 25th May, many companies are required to re-gain consent in order to send marketing communications to their customers. This post looks at some of the best examples we’ve seen so far.

Do I need to re-permission?

To process a person’s data, in this case marketing to them, you need a lawful basis to do so. You can read more about this in my previous blog. For marketing this is nearly always going to be consent.

To be valid consent under GDPR, the following needs to be adhered to:

  • No pre-ticked boxes
  • Separate out from terms and conditions and other tick boxes
  • Record evidence of when consent was given

If you don’t already comply with the above you do not have valid consent under GDPR and should carry out a re-permission campaign. This is something that should be done anyway on a regular basis, it’ll clean out people who don’t want to hear from you and save money on sending emails, postage costs etc.

Examples of re-permissioning

AutoTrader

auto trader repermissioning

AutoTrader sent out a very simple re-permission email with a clear call to action to make it as simple as possible for their subscribers to stay subscribed to their emails.

Asos

asos repermissioning

Asos have sent a series of emails over the last couple of months informing their customers of what communications they are opted in to and give them the opportunity to change what they get and how they get it (email or SMS).

Manchester United

Manchester United have been running a re-permission campaign for several months now, under the “Stay United”, campaign. As well as emails, they’ve sent mailers to their subscribers and advertised pitch side during the games.

I don’t think I need to run a re-permission campaign

Many large brands have notified the subscriber base of the changes to allow them to make an informed choice. Having quality subscribers who want to receive your communications is far more important than the size or your email list. It would be sensible to keep a clean list and check on an annual basis that your subscribers are happy with the content they are receiving.

Need help with re-permissioning your subscribers?

Get in touch

Join the conversation

      

Find out more about how your personal data is used in our privacy policy.


0 comments

Let's contribute!

How about you help us a little and share this page with your friends? It’s just a click, we promise!

Want to get in touch?

Then why don't you? Just click the button below and secure your place in our office chair (before you ask... yes, spinning is allowed)!

Get in touch