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Permission marketing:
That's what makes Cold Email Marketing workDisclaimer: here we don't talk about personal, but about Business data!
Email marketing is one of the most powerful and effective weapons in the arsenal of small and medium-sized businesses. It allows you to send quickly, efficiently, easily and cost effectively, commercial offers to companies. But what makes it work, when the contact is "cold"? At Bancomail, we recommend using our Database contacts for Permission Marketing campaigns.
1. What does permission marketing means?
Permission Marketing is a definition coined by Seth Godin in 1999 which defines an alternative marketing method that leads to quality relationships with customers and prospects. Being different from traditional marketing that is based on the interruption principle (statistic says that users receive about 400 advert per day), the Permission Marketing is aimed to build a relationship between the company and the customer, based on a polite request for consent to send further information.)
Permission Marketing it's made with users, in order to offer information on products or services that are in any way expected and in any case relevant as they are connected to the recipients.
This concept is the basis of the national regulations (although - in the B2B sector - some countries like the US or the UK have more liberalized direct marketing) and is still the basis of the new paradigm that follows the European Data Protection Regulation, known as GDPR. Particularly, it's outlined by recital 47 of the GDPR which introduced the concept of "legitimate interest" of the holder as a legal basis on which to assess the lawfulness of processing operations of personal data adding that "it may be considered legitimate interest to process personal data for direct marketing purposes".
In practice, sending emails to cold contacts involves a preliminary analysis aimed to establish the possible benefit of each recipient from the received commercial offer. In other words, the purpose of your email or its included offers must be clearly connected to the potential customer's activity.
The reasons why such a street is the master, are not just legal. Additionally to the fact that a permission marketing strategy leads to the construction of a lasting connection with the brand, this allows higher conversion rates thanks to a higher engagement power.
That's why the quality of prospects and profiling capacity are very important in creating an Email Marketing campaign. Only an accurate target, made up of segmented contacts, will allow you to deliver an offer that is clearly connected to the specific needs of your prospects.
So you can send a personalized campaign and your contacts will easily understand its message. This is possible only if, besides taking care of a good copy for your message, you will devote as much attention to targeting.
When you purchase one of our databases, we contractually guarantee the lawfulness of processing and transfer:
The data provided by Bancomail are sourced, processed and managed in full compliance with the General Data Protection Regulation (GDPR, EU Regulation 2016/679) and with national laws.
We periodically send a notification on the update of the data processing in order to ensure an updated database and in accordance with the principles of the law.
The data managed and transferred by Bancomail regards information published and/or provided by the companies for informational or promotional purposes which are intentionally institutional.
2. Informing recipients and communicating
The GDPR, as well as national laws, indicate the obligation to inform the recipients about the data processing which occurs with the sending of the communication. The solution is simple and provide the inclusion of an information in the footer of the message that contains:
1A statement that informs the data processing in progress.
2A brief explanation of why you are doing it.
3Instructions to request the data you possess, to request the removal from the list (unsubscribe) and in general to access your rights (access, rectification, cancellation, limitation, opposition to processing, portability).
The sending of the information regarding the processing of personal data (GDPR for Europe and / or National Laws), while remaining in full compliance with the law, allows companies wide margins on the choice of content and creativity. The request for the consent of sending promotional material is when:
You can
Should
Describe your company and the reason for your interest.
Introduce the product or service you're going to propose into possible further communications
If you want, already from the subject you can send the mail to a manager or a particular department.
Characterize the message with your corporate image
Allow more insights through a link to your website or product/service
Include all the ways in which you can be contacted
Enter all your company's identification data (address, telephone, fax, e-mail, website) that must be precise, up-to-date and active.
Always enter a link for unsubscription. The process must be easy, free and fast.
Do not share the recipient's information with third parties. Otherwise ask the users consent.
Define the period within which the data treatment will become effective: no limit is officially established, but we recommend to contain it within a reasonable time if there is no interest in the communication subject.
Other using tips:
1Is not allowed to send communications from anonymous or hidden email address.
2Check if the size of your message not overload the recipient's mailbox.
3Always enter the subject of your communication clearly indicating its purpose.
4Do not insert attachments. If you need to provide a file to your reader, enter a link to easily access the resource.
5Keep the nature of your message purely informative, limiting commercial emphasis: the result will be a coherent information, without commercial persuasion
6The disclosure regarding the data processing must be communicated to the recipient by telephone, e-mail or fax
7Remember that the telephone contacts entered in the Bancomail databases are not checked, as the duration of their verification is limited in time and should therefore be performed if necessary. For telemarketing operations it's therefore necessary to contact a qualified operator in the Register of Oppositions in your contacts country (at this link you'll find the operators list for Italy) to check how many of them have previously opposed to the treatment of the telephone reference. For more information contact us.
3. Example of data treatment policy
Here is an example of an informative - written, as foreseen by the GDPR, in a common, non-legal language:
Company SrL - data controller – is processing your data for sending this communication. We contact you because, by analyzing your business, we thought that you could benefit from what we presented in this email. To send you this message, we both had an agreement with the Reference legislation, only simple and "public" data, like: company name, address, telephone number *, fax *, e-mail address.
The data were collected from lists of Chamber of Commerce and / or other public directories or for direct approval, advertising material, market surveys and databases acquired from authorized providers.
Reply to this email if you want to change the data we used to contact you or unsubscribe from the list. The complete disclosure is available here.
According to the law you must also have a complete disclosure where:
1Identify and communicate all the contact details of the Data Controller (or Controller) or your company
2Outline the basics of lawfulness of the treatment. If you work in Europe, take a look at the paragraph “Data Acquisition " of our Policy.
3Define the processed data, the processing methods and data storage, including the storage period and the attestation of having adopted technical, procedural and organizational measures aimed to respect their confidentiality.
4Exercise of rights of the interested parties (access, cancellation, limitation, opposition, portability)
4. On GDPR
Despite the initial epidermal concerns, the GDPR is anything but a regulation designed to kill Cold Email Marketing. On the other way, it's a highly anticipated document that regulates the data protection (in the personal field) to allow users full control over their data.
Therefore, the purpose of the GDPR is not to destroy the European business, but to protect sensitive data regarding natural persons. A reason that reconsiders generic emails (like most of those provided by Bancomail, for example [email protected]) as a strategically efficient choice under at least two points of view: the exclusion from the GDPR protection and the conversion rates unlike from those resulting from actions on "direct" emails.
For more details on Bancomail's GDPR compatibility and the types of Email contained in our Database, read the dedicated page in the Support section.
Particularly, in the B2B sector, the GDPR doesn't forbid the sending of cold emails, but standardizes the ways in which a marketer can contact a subject, without prior consent. As described in this page, the submitted offer must be logically connected to the commercial compatibility.
Therefore, use the search methods on this site, based on both categories that on one network of tags and synonyms, to find an accurate target for your campaign. We are also available through chat and telephone (+39 010-8446402 | +39 010-8446402) to offer you support in identifying the best categorical match.
Once you have the database of your potential Leads, customize your message by sending an offer where there is a balanced benefit for both parties.
5.Disclaimer
We invite our customers to also respect the data protection legislation of the recipients country of origin, about the management, archiving and data treatment modalities; all the information are available on the Privacy Guarantor website's and national websites.
The lists that can be purchased on BANCOMAIL regard only companies, associations and freelancers in Italy and abroad who have freely indicated their contacts and addresses, providing them to Bancomail, publishing them or authorizing their publication. Periodically BANCOMAIL informs them about the data processing methods, their purpose, guarantees and legal removal procedures, as required by applicable legislation.
For more information, visit the Policy on the acquisition and data processing present in Bancomail's Database and the GDPR Compliance page.
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