Marketing Evolved are Business to Business marketing list owners. We process personal data under the Legitimate Interest legal basis.
GDPR recital 47 states “The processing of personal data for direct marketing purposes may be regarded as carried out for a legitimate interest”.
We licence our data to 3rd parties for marketing purposes under the legal basis of Legitimate Interest. We therefore trust that anyone licencing our data will ensure that they are only targeting companies that could legitimately have an interest in their products or services.
All of our data searches are bespoke to our individual client campaigns, we do not sell "off the shelf" databases.
How PECR/ePrivacy and DPA/GDPR work together for email marketing.
If you want to make your emails more timely, targeted and tailored to the individual, you need data: Demographics, preference, purchases, browsing behaviour, location and device information. All this extra information can help make email more relevant and valuable but data protection regulations (DPA and GDPR) require you to have a legal basis for this. This is to ensure what you do is fair, transparent, not excessive, and to make sure you look after the data you collect, store and use, and for that you need consent or “legitimate interest”.
We routinely call every record on our database to keep it as fresh and up to date as possible, this also gives companies and individuals the opportunity to be removed from our database should they wish.
If you have any questions, complaints or wish to be removed from our database please click here
There’s a lot of information on GDPR and B2C marketing which leaves many B2B marketers confused as to what their obligations are.
The Direct Marketing Association(DMA) has just published an article specifically for B2B marketers which could be of value to marketers still confused about this subject.
Firstly, under the current rules, B2B marketers are not exposed to as many regulatory requirements as B2C marketers.
This is because Privacy and Electronic Communications Regulations (PECR) focuses on protection for consumers. Marketing to corporate employees via electronic channels does not require consent under PECR which is where a lot of the confusion has occurred.
Here are 10 key facts about GDPR as published by the DMA:
- The GDPR applies if an organisation is processing personal data.
- B2B marketers use personal data and therefore the GDPR will apply to them too.
- Corporate email addresses and other contact details are personal data.
- In fact the GDPR definition of personal data is broad and includes cookies and IP addresses.
- The GDPR does NOT state that organisations need to obtain an opt-in consent for their marketing.
- The GDPR lays out 6 legal grounds for processing personal data. All are equally valid.
- B2B marketers will be able to make use of the legitimate interest legal ground for their marketing activity in most instances.
- Legitimate interest is a subjective legal ground so an organisation must justify their activity and consider the privacy risks for data subjects.
- Consent is black and white. It is a yes or a no. However, it is a robust standard which may be hard to achieve. If it is, the ICO has said legitimate interest might be the better choice.
- GDPR is the overarching framework but there are specific rules for the marketing sector from PECR, which is being revised and will become the ePrivacy Regulation in the future.