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Will GDPR affect marketers’ ability to personalise communication?

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With a 29 percent growth in marketers focusing on personalisation in 2016, it’s clear that marketers are starting to see the benefits of using this strategy. However, with ever-tightening data regulations in Europe and abroad, it’s important to make sure that you collect and use data in a compliant manner.

Here are some key points the DMA outlines you need to consider under the new regulations:

  • The difference between B2B and B2C in terms of getting consent, proving legitimate interest and opt-in/opt-out is going to be small
  • Increased emphasis on accountability
  • The right to be forgotten will allow for more customer control
  • Marketers will have to prove the right to collect and use data via consent or legitimate interest

… and much more! You can follow the DMA’s dedicated page for regular updates. And you should definitely contact your own legal counsel to ensure your compliance plan meets your organisation’s specific obligations.

Are marketers worried about the impact of GDPR on personalisation?

In short, no. 95 percent of the marketers we surveyed in our recent study with the IDM were positive about the ability to personalise communications going forward. A little less optimistic was the outlook for collecting data necessary for personalisation with 15 percent of marketers believing they will be severely impacted. They will have to focus on bringing their data practices up to speed to avoid being penalised after the GDPR is in force.

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Is personalisation worth the effort?

Very much so! With 82 percent of marketers believing personalisation has a positive impact on their open rates and a further 75 percent reporting higher click-throughs, this strategy should be in every email marketer’s tool kit.

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What type of data points are marketers using for personalisation? Download the full report to find out.

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