By now most know what GDPR is and what you need to do, but there is nothing out there showing the best ways to go about this new GDPR compliance. We have had various solutions in the wild for many months now and have gathered some very interesting data. Over the coming weeks we aim to share all of this to help you not only become GDPR compliant but do it in the best way.
The first post is around the classic, providing marketing consent. Before GDPR, we had to comply with PECR (sorry, that name always makes me smirk) whose rules were not so stringent. Allowing the user to have a preference over your marketing resulted in some pretty devious consent questions, you know the ones I mean, hidden at the bottom of a long form
“Tick this box if you do not want to receive marketing”
or
“Untick this box to opt out of communications” whereby the box is ticked by default.
“Tick this box to agree to our privacy policy”
“Tick this box to agree to our terms and conditions”
“If you do not want to receive our marketing, untick this box”
GDPR gladly puts a stop to this, the user from 25th May 2018 has to click to accept and the text around this field has to be clear and obvious, buzz word for a quick Google is ‘affirmative consent’.
But this method will reduce list growth I hear you cry. That’s why we have been researching our various methods of implementation (with our customers permission of course) to see which method works best.
At first thought, a GDPR compliant consent box will be something like
“Tick this box to consent to receiving marketing communications.”
It does the job if a little dry and lacking incentive. Consider changing this to something more like
“Tick here to receive your ideal job offers”.
Providing an incentive, we see a massive 620% increase in provided consent.
But that’s not the best way. Consider changing this to be a yes or no choice
“Send me job offers” Yes Ο No Ο
Or written differently
“Ο Yes please, send me exciting job offers”
“Ο No thanks, I do not want to receive exciting job offers that will change my life for the better”
This method sees a mouth watering increase of over 1000%. Infact, of all forms completed in our investigations with this type of consent request, we see an average of 92% acceptance. That is as high as the previous masked versions we have become accustomed to seeing.
There we go, it’s not all doom and gloom, confirm to GDPR in the right way with careful thought won’t impact your list growth, it may even increase your levels of trust by being open and obvious.
There are of course as always is with regulations such as GDPR considerations such as legitimate interest and soft opt ins, if you want more information on these don’t hesitate to get in touch.
And of course, if you have not yet updated your website with a GDPR solution, get in touch as we have many tools that can ensure you are working to the new regulation quickly and easily.
