RAAK_Blog-Header_ Honesty, it’s such a lonely word…

Honesty, it’s such a lonely word…

As we finish off our three-legged opus on GDPR, we’d like to end by addressing your ways of conversation and interaction with your audience. Because, as you probably know, the relationship with your subscribers is built on trust and honesty. The song has been sung before, we have contemplated about it, but allow us to elaborate on the subject.

New regulations and rules regarding the collection and storage of data, made us realise we need to be more transparent towards subscribers. Being open about all things linked to your contacts’ permission to capture and store their data, shows you’re honest. And honesty creates trust. It is up to you to keep it that way. So, make sure you get this right from the very beginning. It will be your most solid foundation for future communication.

On a side note, is it really necessary to address the changes if the changes don’t directly concern your audience? It isn’t, as long as you make it clear at all times, what it is you are using their data for. In which case it requires no further action.


If you’re in doubt about being upfront about the changes, ask yourself the following questions:

  • Did I ever explain to my audience what they originally signed up for?
  • Is it clear for them what they are signing up for now? Am I not using too much jargon?
  • Do I need extra consent from my contacts?
  • Should I explain why I collected all that data? And why I’m still using it?
  • Is my subscriber able to alter his or her subscription at any time?
The right to be forgotten:
A similar directive has been around since 1995. And it hasn’t been altered ever since. The technological landscape has seen lots of changes in the past two decades and the GDPR aims at aligning those changes with our current situation. It further underlines the need for companies and organisations, to be transparent in the way data is captured, the way it is processed and the way it is stored. Subscribers claimed the right to access, alter and even delete their data at all times. It’s up to you to make that possible.
 
That right to be forgotten is based upon 3 pillars:
  1. You are responsible for providing recent and valid consent
  2. You are responsible for data being accurate, up to date or being deleted
  3. If your activities concern EU citizens, you are bound to GDPR regulations
There are ways you can prepare your process in order to comply:
  • Engagement:
    Chances are you are storing data you have not used in quite a while. It’s very likely that it’s no longer up to date. Ask your audience to reconfirm their consent and to update their personal details.
  • Set up a preference center:
    That preference center can serve more than just one means of communication. It can cover all channels you use to contact them.
  • Storage:
    Make sure you grant your subscribers access to their personal data at all times. Aside from having permanent access to their data, you need to make sure it’s clear for them what they are signed up for and what is you intend to do with their data. If the data has served its purpose and is no longer needed, delete it.
  • Encryption:
    If you wish to keep data for reporting or analytical purposes, whether you share that or not, make sure data becomes anonymous and cannot be linked to an individual whatsoever.

Conclusion

We hope this 3-part blogpost has cleared the mist about GDPR. It is in fact a comforting set of rules for your contacts. As a company, you should see it as a motivation to get your act straight. Try to get an overview of the data you have, what you are doing with it and how you will further process or store it. The rules have changed, but it is for the better of us all. You have about 6 months to get everything sorted out. It’s time to get down to action. Good luck!

Posted on
Nov 22, 2017