From 25 May 2018 new GDPR regulation will come into force meaning that companies will need legitimate relationships with those they contact or they will need to obtain consent in order to keep in touch.
So will this be the end for outbound sales communication?
Whether your product is mass market or niche, a strong Direct Marketing campaign has been highly effective to date for many companies. And for the majority of us who receive these emails and find most of them to be a nuisance, the occasional one will catch our eye and we go from prospect to customer in just a couple of clicks. It works… or should we say, it worked.
The new GDPR legislation will, in theory, be the ultimate database cleanse. This should save you both time and money with your significantly smaller database being a qualified one. Your clients and prospects will have chosen to continue receiving communication from you (either through the advised ‘opt in’ or the softer approach taken by some of ‘opt out’). Never has it been more important to know your prospect/customer.
With this comes a much greater need to create smarter and more effective communication. It’s no longer about casting your net far and wide because those who have opted in are interested in your product or service and you should always be more worried about losing a prospect/customer than winning a new one.
So what about finding new prospects? This was previously very effective via Direct Marketing but with the new legislation in mind, attention must now shift from pushing your product/service to pulling people in. You need to reassess your outbound marketing strategy and focus on increasing inbound leads by optimising the other routes to market, such as:
- Social Media
- Collaborations/Influencer Marketing
- Referrals/Online reviews
- White Papers
This is not about losing prospects, if someone doesn’t want to hear from you they weren’t a prospect in the first place. This is about knowing you have a fully qualified database of prospects and customers and using this opportunity to review and refresh your sales and marketing strategies.
Written by Samantha Wright & Silvia Torner-Bertacco