It might just be easier to drive with half-functional windshield wipers in a complete downpour than to find total clarity of the daunting GDPR regulation. To better understand its rigid yet vague guidelines, specifically when communicating with contacts on a partner list, it’s important to avoid making any assumptions whatsoever. Consent and opt-in must come straight from the source.
It is recommended to create a habit and ask specific questions to define your partner’s opt-in process when marketing a prospect list. During our webinar with SiriusDecisions, Demand Generation in the Age of GDPR and Data Privacy, the audience posed similar concerns. The following are two questions to keep in the forefront of your mind prior to reaching out to individuals on the list:
Did your partner obtain opt-in individually from each contact on the list?
Ask your partner if they have obtained consent directly from the individuals on the list. If yes, then ask a follow-up question of whether your partner can share the data with you for any marketing communications purposes. This is important: your partner cannot give you consent or permission on behalf of their prospects for any type of email communications. Your partner must seek consent first directly from the prospects to share their data with you.
Did your partner obtain opt-in and name your organization specifically?
The second part of the opt-in requires the partner to name your organization to the individuals on the list. Their consent allows your organization to begin to communicate on behalf of your partner and instead go straight to the source to start a demand creation strategy. Keep in mind that GDPR is more than just receiving consent to contact an individual, the origin of data and how the data is shared are key parts of the process.
Remember, it’s also essential to audit the partner’s data list, which can support compliance with the GDPR requirements. Until your partners receive consent from everyone on their lists, they cannot share the data with you explicitly.
If you are in a partnership, ask the necessary questions to improve your visibility about your partner’s data list regarding the consent and the origination of the information.
This content is an interpretation of Televerde’s knowledge of GDPR as of the date of publication. We have taken a thoughtful approach with our purpose and intent to deliver meaningful and accurate information regarding the regulation. GDPR is comprised of distinct limitations and our explanations of certain aspects may not necessarily be long-standing by the company. This content is not legal advice nor instruction of how GDPR may apply to you and your organization. Please work with a legally qualified professional to discuss GDPR, how it applies specifically to your organization, and how best to ensure compliance.
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