Feb 9, 2023

The Importance of Consent in Marketing and How We’re Making Sure You Have It

Post by 
Michelle Yoon

In today’s day and age with growing privacy concerns and the GDPR, consent is everything. Without it, you can break some serious laws and face hefty fines. To ensure a GDPR-compliant audience, we’re first making sure you have permission.

What is GDPR and how does it impact marketing?

If you’ve been on the Internet in the past few years, you’ve probably heard about the General Data Protection Regulation (GDPR). Implemented in 2018, the GDPR is a set of laws designed to give EU citizens control over how their data is collected, stored and used. Failing to be compliant with these regulations can have severe consequences and fines. Meta–the parent company of Facebook, Instagram and WhatsApp– faces a $414 million fine and a three-month response period to be compliant before additional action is taken.

Part of complying with these new regulations is asking users for permission to access and use their data. This is why every time you go to a website, you’ll be asked to confirm your cookie preferences allowing users to understand how brands use their data and decide whether or not to share their information. 

The introduction of these laws has redefined how marketing teams can obtain data. Consent is now necessary to move forward. According to the GDPR, fans must tick a box or click a button to express that they have actively opted into your marketing. 

What does this mean for you?

As we all actively start to comply with these changing privacy laws, we are introducing new consent requirements when uploading data to ensure you remain compliant. Within Fan Navigator, consent is regarding email marketing. Previously, when clients uploaded data, it was implied that the fan had consented to be included in marketing. However, with these new regulations, you will now be required to include a field showing the fan’s marketing consent status. If this field is not included, the uploaded fans will not be included in your targeted audiences.

Mandolin Fan Navigator's Marketing Consent

In case you’re wondering, there are countless other benefits to consent-based marketing besides being GDPR-compliant, including:

  • You can make more money. Getting consent can often mean understanding the fan’s preferences so emails can be personalized to their wants, leading to higher chances of conversions and sales from your Email Marketing campaigns. In fact, according to a study by McKinsey, 40% of revenues were achieved thanks to personalization.
  • You save money. Rather than targeting fans who may not be interested, your audience consists of fans who have actively opted in and are interested in what you offer.
  • Your emails won’t get marked as spam. The more emails that get marked as spam, the higher the likelihood that Internet Service Providers (ISPs) will impose aggressive spam filters or blacklist your emails entirely. 

Ready to take control of your audiences?

Get in touch with us here for more information on how Fan Navigator can kick-start your data strategy. If you want to take Fan Navigator for a spin, sign up for a 30-day trial.