Double opt-in: víte, jak vám pomůže vyhovět GDPR?

Double opt-in není žádnou novinkou, přesto se o této metodě nejvíc mluví hlavně v poslední době. V e-mailingu se totiž stane nejvhodnější metodou, kterou vyhovíte GDPR. Víte, jakým způsobem vám double opt-in pomůže a jak ho pro svůj e-mailing nastavíte?

Double opt-in vám pomůže vyhovět GDPR.

Co je to double opt-in

Double opt-in v e-mailingu funguje jako dvojité potvrzení souhlasu se zasíláním obchodních sdělení. Pokud vám zájemce o váš newsletter potvrdí svůj souhlas pouze v rámci webového formuláře, jedná se o „jednoduchý“, single opt-in. Double opt-in zahrnuje ještě jeden krok navíc – budoucí příjemce vašeho newsletteru obdrží potvrzovací e-mail s odkazem. Souhlas získáváte teprve ve chvíli, kdy na tento odkaz příjemce klikne.

Tímto způsobem se nejlépe zabrání situacím, kdy příjemce začne dostávat e-maily, o které nikdy nepožádal. Stává se tak třeba ve chvíli, kdy ho k odběru přihlásil někdo jiný – ať už schválně (se špatným, ale i dobrým úmyslem) nebo třeba nechtěně kvůli překlepu ve vlastní e-mailové adrese.

Díky nutnosti provést dvě vědomé akce se tak do databáze kontaktů dostávají jen lidé, kteří o vaše e-maily opravdu mají zájem. Tím se zvedá doručitelnost a často i proklikovost všech kampaní a celý e-mail marketing je tak efektivnější.

Proč zrovna kvůli GDPR?

Právě s květnovým nástupem nařízení Evropské unie je double opt-in nanejvýš aktuálním tématem. V rámci GDPR musí dát souhlas se zpracováním úplně každý, jehož osobní údaje nezpracováváte z jiného právního titulu (více informací najdete v našem webináři o GDPR).

Double opt-in je potvrzením, že jste souhlas dostali opravdu od člověka, jehož e-mail byl zadán do formuláře. Jedině tímto způsobem tak váš e-mailing novému zákonu vyhoví. Proto nás příliš nepotěšily výsledky naší podzimní ankety mezi českými podnikateli a marketéry. Celých 81,5 % respondentů z 336 dotázaných nám tehdy odpovědělo, že double opt-in nepoužívá. Jestli patříte mezi ně, máte nejvyšší čas s potvrzovacími e-maily začít.

Ošetřete svůj e-mailing se SmartEmailingem

S naší aplikací je nastavení double opt-in pro jakoukoli vaši kampaň hračka. Už do konce března připravujeme velké vylepšení, které vám usnadní e-mailovat v souladu s GDPR, včetně navázání double opt-in na různé souhlasy a jejich přehlednou evidenci. Sledujte náš blog, další informace přineseme v jednom z dalších článků.

Jste si jistí svou připraveností na GDPR?

Podle naší ankety používal double opt-in na podzim 2017 jen přibližně každý pátý dotázaný podnikatel. Připravit se na GDPR navíc obnáší splnit některé další požadavky, které s novým nařízením přicházejí. Co zbývá zařídit vám? Kupte si záznamy webinářů o GDPR přímo od advokátů a přesvědčte se, jestli vám něco neuniklo.

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Kateřina Fišerová

Pomáhala rozjet email marketingové strategie desítkám českých firem. Dnes je manažerkou a lídrem značky SmartEmailing, která je jedničkou na českém a slovenském trhu. Propaguje myšlenky efektivního email marketingu jako nástroje pro budování vztahu se zákazníky. Nesnáší SPAM a jako lektorku a spíkra ji můžete potkat na konferencích. Více se dozvíte na www.katkafiserova.cz.

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