Discover the benefits of a having a single customer view, and learn how integrated email marketing can be used to: • Align sales and marketing activities • Manage campaigns and follow up • Simplify GDPR data management [This presentation was first delivered as a free seminar at the Midlands Business Network Expo in September 2018.] Find out more at https://gold-vision.com

1. Managing GDPR...
and Other Uses of Integrated Email Marketing
Jiggy Patel Head of Customer Experience

2. GDPR
6 Data Protection Principles – Article 5
8 Data Subject Rights
Right to be informed
Appropriate security, technical and organisational
Adequate, relevant and limited Accurate and up-to-date
Right of access Right to rectification
Lawful, fair and transparent
Kept no longer than is necessary
Specified, explicit and legitimate purpose
Right to restrict processing
Right to object
Rights in relation to automated decision making including profiling
Right to data portability
Right to erasure

3. GDPR… Lawful Basis for Processing
Article 6 – you need at least one!
a) …consent – for one or more specific purposes
b) …for the performance of a contract…
c) …compliance with a legal obligation to which the controller is subject
d) …to protect the vital interests of the data subject or another natural person
e) …in the public interest or in the exercise of official authority…
f) …legitimate interests… except where such interest are overridden by the interests or fundamental rights and
freedoms of the data subject…
ethnicity / racial origin religious or philosophical beliefspolitical opinions trade union membership
genetic data sex life or sexual orientationhealth databiometric data uniquely identifying a natural person
Any Special Categories of data need an Article 9 basis as well

4. GDPR… where’s the Marketing?
ePrivacy Regulation (ePR)
• Was due to come into force with GDPR but has been delayed
• Likely to require opt-ins for B2B email
Privacy and Electronic Communications Regulations (PECR)
• From 2003 (last updated 2016) – so you should already comply with this
• marketing calls, emails, texts and faxes
• cookies (and similar technologies)
• keeping communications services secure
• customer privacy as regards traffic and location data, itemised billing, line
identification, and directory listings

5. GDPR… What we did
1. Identify personal and sensitive fields
2. Create Purposes
3. Build Privacy Rules
4. Monitor and Manage

6. Use Marketing Automation and Integrated Email marketing
Contacts created today will receive a privacy notification the same day!
GDPR… Privacy Notification Automation

7. What is a truly integrated CRM?
Lead or Contact
Campaigns
• Email
• Activities
• Lead nurture
• On boarding
Web
• Visits
• Likes / Shares
Data
• Clicks
• Preferences
• Contact Update
Update
• Qualify
• Interests
• Segmentation

8. Leads
CRM
Landing Pages
Landing Pages
TouchPoints
Automated Lead Creation / Scoring
Unknown Visitors
Visitor
Identification /
Analytics
Campaign lists
Campaigns – bulk or nurture
with automation rules
Data Enrichment
Integrated Email Marketing

9. 1.Filter Data
2.Create Campaign 3.Design Mailshot
4.Monitor ResultsManage the Whole Process!

10. Integrated Email Marketing
• One repository of information to maintain
• GDPR Compliance
• Manage Contact preferences in one place
• Remove the need to synchronise different lists
• Fully integrate Sales and Marketing – Manage follow up
• Privacy Notification

11. Any Questions?
Thank you for your time
Jiggy Patel
Head of Customer Experience,
Gold-Vision CRM
Tweet @jiggyGVCRM
Email jcpatel@gold-vision.com
Visit gold-vision.com