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    The new Vision6 tools that make GDPR compliance easy

    We are big fans of the General Data Protection Regulation (GDPR) and believe it will pave the way for a new international standard of data management and email marketing for everyone – not just EU citizens.

    Coming into effect on May 25 this year, the GDPR ensures that businesses are collecting and handling personal data in a way that protects the privacy of EU citizens. It’s a great opportunity for businesses to improve processes internally and also to build better relationships with their customers. Even if your business does not collect or process the data of EU citizens, this level of compliance will set you apart from your competitors as an industry leader and a business that cares about its customers.

    To ready your business for the GDPR there a few things you may need to do to enable you to be compliant with the new regulation. It is however important to seek your own legal advice for matters relating directly to your business.

    Compliance is a group effort

    The GDPR is applicable to anyone who collects and processes the data of EU citizens in relation to the offer of goods or services or the monitoring of their behaviour.

    As an email service provider, Vision6 is a “Processor” of data on behalf of “Controllers”, the businesses that use Vision6 for their email marketing. Controllers have primary responsibility for data protection, but we have also taken steps to ensure you have all the tools you need to help you become compliant.

    Re-consent campaigns

    To help with re-consent campaigns, we have updated our search function so existing EU subscribers can be more readily identified and we have also created GDPR-compliant web forms and email templates to ensure ongoing compliance. You’ll see these rolled in your account over the next couple of weeks for you to launch your own re-consent campaigns.

    This step must be completed by May 25 as you need permission to control the data of EU citizens with the required proof of consent from that day onwards – even if they are already in your list.

    The new Vision6 tools to help you meet the GDPR consent requirements include:  

    • Updated advanced search tool to help identify EU subscribers
    • User-friendly workflow to make re-consent campaigns easy
    • GDPR-compliant web forms
    • Recording of subscriber consent details and the ability to easily send to that contact if required

    Launching a re-consent campaign is a great opportunity to empower your subscribers and support your relationship with them. You can be sure that your subscribers are engaged and want to hear from you and you may even see a boost in open rates and click-through rates.

    Subscriber rights

    To ensure your business supports the rights of subscribers under the GDPR, we’ve updated our unsubscribe functionality and contact records.

    The right to be forgotten means that subscribers may request at any time for their entire data set to be deleted. Our footer templates already include the unsubscribe function and we are updating our preferences functionality so subscribers can easily opt-out at anytime. If the subscriber requests that all of their data be completely removed, Controllers must delete the subscriber’s data as soon as possible.

    The right to object means that subscribers can request that their data is not used for particular purposes. Your subscribers may give consent to how you use their data, as outlined in your updated GDPR-compliant Terms and Conditions and Privacy Policy. A re-consent campaign is a great way to ask your database to re-consent to the marketing materials they like receiving using the new Vision6 List Preferences feature.

    The right to rectification means that subscribers can update their own data at anytime and is managed through an Update Profile function built into our footer templates.

    The right of access means that subscribers can access a record of their own data that has been collected and processed. Once Controllers have received this request, we have ensured that contact history is accessible in Contact Details and can be emailed to the customer that has requested their record.

    The right of portability means that subscribers can request that their data be transferred to another organisation. You can do this easily within the Contact’s Details screen under Consent History.

    Transparency is key

    The main purpose of the GDPR is to ensure that businesses are collecting and processing the data of EU citizens in a fair and transparent way. Controllers are responsible for deciding what data is collected, how it is collected and processed and the legal basis for having that data. This should be clearly outlined in your Terms and Conditions and Privacy Policy.

    Vision6, as a Processor, have taken steps to ensure that you have the tools you need to best support your relationship with your subscribers and help ensure your compliance with the GDPR.

    Megan Johnstone
    Author
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