Being GDPR compliant isn’t an option and some businesses are fully aware what they need to do. However, not all businesses are sure about how to go about implementing the necessary steps to achieve full compliance.
In this blog post, I am going to look at some of the key elements of GDPR, and how marketing automation can help you solve those compliance headaches.
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For many businesses, especially B2C firms, you will need to gain consent to continue marketing to your database. Marketing automation can help with consent in several ways:
Right to rectification
Another key requirement of GDPR is to make it possible for individuals to update their personal data and rectify inaccurate or incomplete information. Much like a preference centre, marketing automation gives you the ability to let individuals update their information simply and easily, without the need to contact you directly. Marketing automation systems can match the data the individual enters to their contact record in your database. You could even send a follow-up email which includes the new information they entered (assuming the data isn’t too sensitive) so they know it's been processed successfully.
Right to erasure
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Storing data can be problematic under GDPR. One of the key initiatives of GDPR is to try and make businesses more responsible for the data they hold and reduce the risks from data breaches. Marketing automation systems often include CRMs or can be integrated with an existing CRM. Not only is this useful for ensuring data is kept up to date across systems, but it also means you can quickly and easily manage ‘right to be forgotten’ requests. Storing data in spreadsheets and other offline methods means you run the risk of making an error, or not actually deleting the information of an individual that they have specifically requested.
These are just some of the ways marketing automation can help you be GDPR complaint. If you’d like to learn more, you can request a free demo from one of our experts.
by Neil Edwards, 4 minute read
by Neal Dyer, 3 minute read