THE NEWS
At the end of May, the European Union’s (EU) General Data Protection Regulation (GDPR) will usher in a new era of privacy regulations.
Replacing the 1995 Data Protection Directive, GDPR is applied across all 28 EU countries and is intended to standardize data protection laws for EU citizens. Although adopted on April 14, 2016, it becomes enforceable on May 25, 2018.
Companies that don’t comply with GDPR will face hefty penalties. Organizations can be fined up to 4 percent of annual global revenue or €20 million ($26.9 million U.S. dollars), whichever is greater.
WHAT IT MEANS
What connection does this have to U.S. education marketers? Even if you’re outside of the EU, GDPR will likely impact how you market (particularly if you sell products internationally) because it extends to the control and processing of every EU citizen’s data. Furthermore, it is anticipated to set the tone for a global privacy overhaul.
YOUR OPPORTUNITIES
GDPR provides an opportunity to revisit processes and build trust with current and prospective customers. It also prepares you if the United States or other countries adopt similar regulations. Here are four takeaways that you can apply to your education marketing strategy in light of GDPR:
- Conduct a data audit. Identify which data points you currently possess. This is a good starting point when making sure your data acquisition and storage guidelines are GDPR-compliant.
- Purge lists. Take time now to clean your email lists. Remove contacts who never open your communications. Review the number of international contacts in your databases and make sure you apply GDPR requirements to those in EU countries.
- Segment opt-ins. Clarify your data collection mechanisms. For example, if someone signs up to receive a newsletter, that’s all they’re signing up for. They shouldn’t automatically become a sales prospect, as that requires a separate, voluntary opt-in.
- Revisit privacy policies. Make sure your privacy notice and data privacy policy are clear and concise. Information included in these documents should follow pertinent GDPR specifications, such as being written in plain language, so it’s best to consult legal counsel for advice.
We can help you refine your education marketing strategy as you navigate new and evolving privacy regulations. Contact us to learn how.
To read the previous Education Marketing Action Alert on funding, click here.
Disclaimer: The blog post is not intended to provide legal advice for your company to use in complying with GDPR. Please consult with your legal team when interpreting data privacy laws.