Since the EU’s decision to revamp the guidelines for how online consumer data is treated and protected with the General Data Protection Regulation (GDPR), there has been much discussion about how eCommerce stores can follow these restrictions while still effectively marketing to online shoppers. The entire purpose of the GDPR is to ensure that customers’ data is not being exploited, but the new policy actually offers some major benefits for your brand as well.
Since the implementation of the GDPR, it’s essential for your business to demonstrate a transparent approach when collecting online shoppers’ data. Openly explaining to consumers about how and why you are using their data is an excellent way to build their trust in your brand.
The good news is that marketing to your potential customers while staying compliant with GDPR laws isn’t impossible. Be sure to follow these tips to adapt the best practices for your eCommerce store. Not only will it save you from potential hefty fines, but it will let consumers know that you prioritize their privacy.
Be Proactive and Honest About Data Collection
Understanding exactly how to make your site GDPR-compliant can be overwhelming and confusing, especially for a SMB with less resources than larger sites. Start by updating your privacy policy and alerting consumers of the changes. In this new policy, you need to clearly outline how consumers’ data will be stored, if any other parties will have access to the data, why you are requesting specific details and how long it will be stored.
Providing this information will not only demonstrate your compliance but also show customers that you are committed to protecting their information. In the new privacy policy, you should also mention that, as part of GDPR, customers will be able to access, alter or delete their information at any time.
How to Leverage Data-Driven Insights
When marketing to consumers, utilizing basic information, including interests and preferences, can be beneficial to boost sales and provide a great user experience. However, since the regulation was enforced in May 2018, eCommerce businesses need to be careful with how they use email marketing and targeted ads.
Under GDPR, consumers must actively opt in to any newsletters or mailing lists even if they have already provided their email address for any other reason. If you do not offer eCommerce customers that option, you risk receiving heavy penalty fines.
Once they’ve elected to be included on the list, you can prompt consumers to disclose information about products that might interest them. With the information that they have willingly volunteered, you can begin sending targeted email campaigns to entice consumers to visit your store.
Email Segmentation is Essential
Email segmentation has become an increasingly popular method for reaching more eCommerce customers as opposed to blanket emails. Tailoring your email list by demographics or user data has shown to be effective in driving conversions and providing consumers with a better user experience.
People prefer to see products and information that pertain to them, so sending targeted emails can boost the chance that the recipients will not only open the email but also visit your site and potentially make a purchase. Springbot’s expertise in data-driven email marketing enables a more personalized experience for eCommerce customers while helping you understand your customer demographics.
With the new GDPR rules, you should be careful about sending targeted emails to subscribers who were on your list prior to when the new regulations went into effect. It’s essential to review previously stored data and determine how it was obtained and how long it has been stored. To ensure that you are undoubtedly complying with the GDPR, you can ask previous subscribers if they would like to remain on your mailing list as well as providing them with the opportunity to edit or delete their information.
Consider Encryption
Although not required by the GDPR, encryption is a very effective way to protect your consumers’ data and show them how dedicated you are to securing their personal information. Encrypting consumer data is also an effective way to safeguard your business and your customers in the case of a security breach.
Are you still interested in learning more about GDPR-compliant email marketing? Springbot can facilitate targeted marketing campaigns that help you reach your conversion potential by attracting the right consumers and ensuring that you’re following the guidelines set out in the GDPR.
Let us help to simplify the process of online marketing and allow you to track your progress and consumer information. Schedule a demo today to test our services out for your eCommerce business.