Why you should run a subscriber revalidation campaign
Sending a campaign informing about the new data policy, whether it is legally required or not, is always a good idea to clean up our contact base and obtain high quality leads that will increase our profits in the future. Having the permission of our subscribers gives us access to a qualified audience. So don't worry if your database is significantly reduced by doing this. They were most likely worthless contacts.
What happens if I do not send the revalidation campaign?
Your current database will not be legally protected, and you will therefore be exposed to a sanction. If one of your subscribers decided to complain, you would have to provide the burden of proof to show that the acquisition of their data was consensual, and that would leave you at risk of being sanctioned, in addition to the reputational damage.
How to set up your subscriber validation campaign
Your GDPR campaign should have the following outline:
|Eye-catching headline (appealing to the urgency and need for a response from the undersigned)|
|1 paragraph. Explaining that it is your company and that you are sending this campaign to comply with the GDPR. In it you should remind the contact of the advantages of renewing the subscription, and what would happen if they did not.|
|CTA visible throughout the body of the email. The CTA should be a link to "Update profile" which you select in "special links" from the drag & drop editor.|
Then inform your readers about how you process the information: who is responsible for the data, what is the purpose, what is the legal basis, how long it will be stored and the ways in which they can exercise their rights.
To run a revalidation campaign your audience must have the option "Do you operate within the European Community and want to comply with the GDPR?" activated. within the GDPR tab of your audience.
To save the subscriber's consent, it is not enough for the user to click on the CTA. It is mandatory for the subscriber to edit their profile, for which they will have to select the option "Yes, I accept" and a processing purpose.
Adjustments you must undertake in your company before running a validation campaign
- Adapt all data collection forms on the website to the new conditions. In particular, the information content in the first and second sections should be updated to make the processing conditions clear and accessible.
- Set up new mechanisms for accreditation of consent, including checkboxes.
- Develop the mechanisms for exercising rightsso that new subscribers and customers can exercise their GDPR rights.
- Adapt the contracts you have with third party companies.