As a marketer, data protection is probably top of mind most days. It’s clear that privacy regulations are becoming the norm, and for good reason. But without a standard policy, it can be hard to determine what is required to truly maintain data privacy and when this all needs to happen. We’re here to tell you that it’s not as complex as you might fear, but data privacy does matter at every stage of lead generation. Customer or not, it’s your job to safeguard the data of your leads, potential leads and prospects.
Prospects and Potential Leads Aren’t Exempt From Data Privacy Laws
Data privacy laws cover everyone, not just current customers. So you must take steps to safeguard personal information when you are running lead generation campaigns to target new prospects and potential leads. This mean encrypting data and utilizing clear opt-in language for trackable consent. In reality, it’s not much extra effort, but the payoff is huge when it means you’ll have verifiable opt-ins and proof of consent for everyone on your list.
Not-Quite-Customers Are Included In Data Privacy Regulations
Once you’re past the lead generation campaign and on to lead nurturing, data privacy matters even more. Now that you are actively marketing to people, you need to ensure you have the proper permissions to contact them and continue to safeguard their data all throughout the process. Even indirectly using data without proper consent can be a violation of data privacy regulations. For example, matching user emails to social profiles and targeting ads is still using their data without obtaining proper consent if they haven’t explicitly opted-in to marketing messaging.
Unsubscribed and Former Customers Are Still Covered By Data Privacy Restrictions, Too
Clearly, your customers are covered by all applicable data privacy rules and regulations. But if they opt-out and unsubscribe, it’s even more important to safeguard their personal information and not use it for marketing purposes. In this case they’ve expressly asked not to be contacted, and it’s important to respect that.
Data privacy matters up and down the funnel, throughout the customer journey and in every stage of lead generation. Always ensure you are obtaining consent for marketing and have trackable, verifiable proof before launching a marketing campaign. Utilize encryption to safeguard data transmission, and never email someone who has unsubscribed from your list.