What are the consequences of the GDPR on digital marketing?

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The GDPR aims to improve the protection of users' personal data when they browse the Internet. Moreover, the regulation aims to empower professionals processing this data, in particular with the possibility for the CNIL to pronounce rather dissuasive sanctions...! It therefore concerns all "personal data" , i.e. data allowing the person to be identified: email, surname and first name, IP address, etc. In short, the essential idea to remember from the GDPR for all marketing managers: user consent above all.

Updating forms and emailing A few concrete things to check for your forms: Collect explicit consent via opt-in . Ban opt-out and passive opt-in (e.g. pre-check boxes). The double opt-in consisting of a Hong Kong Phone Number second click by email to confirm registration is a good practice to be preferred. Explain the purpose of the processing : subscribing to a newsletter is not agreeing to be invited to events or consenting to the general conditions. Write a clear consent acceptance sentence.



Plan a retention period : for example, the CNIL recommends a maximum of 3 years of data retention if the prospect does not respond to any email. Each email must contain the possibility of unsubscribing (right of opposition). You must guarantee the user a right of access to his data if he wishes to modify or delete it. Mandatory cleaning of databases Databases are a gold mine for all marketers. The only problem is that they are often full of information whose source is more or less clear.