Page 81 - Cyber Defense eMagazine January 2023

Though many brands that carry out cold email campaigns will buy their data from aggregators to bolster
the diversity and value of their opt-in lists, it’s still the company’s responsibility to ensure that those
sources are using ethical and GDPR-compliant means to acquire names and email addresses.

One of the more effective ways to ensure your personal data acquisition is both ethical and legal is to
use quality agencies or prospecting platforms with data gathering features baked into their service. Many
reputable prospecting platforms such as Outbase pride themselves on having stringent data gathering
standards, and apply “a combination of powerful automation and manual checks to ensure data quality”.

Though filtering your data through purpose-built platforms like this is a good start, remember that the
responsibility to know and justify your methods of gathering data ultimately rests on your shoulders. Be
sure to organize your records so that if any contact approaches you and asks how you acquired their
email address, workplace, or any other data, you’ll be able to answer them in detail.

Use Email Templates that Explain your Legitimate Interest

According to GDPR, any company that stores and uses personal data must be able to demonstrate a
legitimate interest, meaning a good reason to contact your prospects that makes sense in the context of
your business.

When you’re holding personal data in order to execute cold email campaigns, there are a number of
reasons that can count as legitimate interest and keep you GDPR compliant, including:

● You’re messaging people about a product or service that will help them fulfill their goals.
● The contact is known to be growing their business, and the product or service you’re trying to
market will help them do this.
● You’ve contacted the prospect previously through your own professional network.
● Your prospect has voiced a desire to expand into a business sector that’s relevant to your product
or service.
● The prospect has explicitly contacted you asking for more information about the relevant product
or service.

Whatever the justification, it’s important to keep your contacts informed to ensure all-around compliance
with GDPR. To do this, build email copy templates that include a brief statement letting recipients know
how their data has been processed, your legitimate reason why you’re processing it, and simple
instructions letting people know how they can change or remove their stored data should they wish to.

Covering all these points in disclaimer copy can be challenging if you have a fairly diverse audience, but
after it’s applied to enough campaigns, you should have a decent arsenal of go-to templates appropriate
for every relevant audience segment.

Cyber Defense eMagazine – January 2023 Edition 81
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