The new general data protection regulation (EU GDPR) directly affects marketing practices, including email marketing. All marketers concerned with GDPR need to change rapidly how they seek, obtain and save consent.

How MarketingPlatform adheres with the GDPR

Secured servers located in Denmark

All data is stored and processed on our secured dedicated servers. The data center is a TIER III + data center. The highest achievable safety level.

The servers are located behind high performance firewalls, updated regularly with the latest versions of operating systems and scanned daily for vulnerabilities.

Delivery of emails to recipients

Additionally, we handle the actual delivery of your emails to the recipient’s server or service (e.g. Gmail, Hotmail/, something the vast majority of our competitors have outsourced to foreign companies.

Screenshot of the MarketingPlatform sending engine (MTA), a small look behind the technology that ensures the optimal delivery capability for broadcast campaigns.

This means that the sensitive delivery information and statistics in the MTA itself (the special SMTP server for outgoing emails) are under our complete control and reside on our own servers.

GDPR features in MarketingPlatform

As your data processor, it is our most important task to ensure that your business can live up to your responsibility as the data controller. Therefore, we have developed a range of special features that extend beyond the EU’s GDPR directive.

The dilemma is the document requirement versus the right to be forgotten and deleted – not to be confused with the possibility of unsubscribing from a newsletter. In addition, under GDPR, any person has the right to receive of what has been collected and recorded of information.

Downloading a contact’s registered data is easy. Select Export Info in the upper right corner and order exports in JSON or Excel format.

A contact card in MarketingPlatform contains a wide range of information about the person that either has been entered – or has been enriched from integrations with other systems – or derived from the behavior of the recipient. A behavior can be the opening of a newsletter, a click, update of information, or other underlying processes such as geographical location and much more.

The MarketingPlatform contact card is threefold with mandatory fields like email and mobile number in the upper left corner. Own fields you can add to the customer are at the top right corner, and collected behavior is at the bottom. Pay special attention to our MailRating, which measures the contact’s “commitment” – in this case, the contact is VIP.

If someone requests to be deleted according to GDPR, simply select Delete. Delete removes all unnecessary fields on the contact card, removes the contact from all lists, exports, and other data sets. However, it will always be possible to search the contact card again if you know the full email address. That way, MarketingPlatform makes it easy to meet the documentation requirements set out in the GDPR.

Same contact as above, here subjected to a GDPR deletion. Email Permission is added to Deleted, and the only information stored is the permission field when the person has registered and confirmed the sign up, and from which IP address the actions are taken.

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Let us walk through a situation where a person has requested to be deleted:

As a data controller, you have to make sure it happens by deleting any communication with the person. The following day, the person decides to accuse your company of sending out SPAM. By making a search on the person’s email address in MarketingPlatform, the above deleted profile will appear, and your company can document that you are compliant with the documentation requirement.

The Data Inspectorate has approved the process of keeping an absolute minimum of information to comply with the documentation requirement.

Function for re-opting-in a GDPR deleted contact.

If a GDPR deleted person is to be re-registered, select “Resubscribe” at the top left on the contact card. A popup box says that it requires a confirmed signing up. We have done so to protect you and your company from unintentional re-enrollment.

Upon re-enrollment, the person will receive a confirmation email (SMS if the permission is on SMS), where the recipient must actively click on a confirmation link. Just as you know it from any other confirmed signing up.

After the recipient has confirmed the registration, a new contact card will be generated with a new unique SubscriberID.

A re-registered contact card which, as the only information, has the email address that the person has wanted to re-enter and perform a confirmed signing in.

The redirected contact has an average MailRating and no other information. Subscriber Source will be Re-subscribed and thus very easily identifiable.

In MarketingPlatform, the original permission, i.e. the GDPR deleted contact, will still be preserved. Most of all, to document the original permission, but also to avoid any doubt that the deletion has been completed.

Flow from sign-up to re-enrollment

A contact can be recorded in MarketingPlatform in several different ways. Either through a web form created in MarketingPlatform and inserted on your company website or web-shop, through an integration with CMS, ERP system, popup solution or the like – or by import from Excel, CSV-file or as import through the DataSync that can handle very large and complicated data volumes.

The contact can either be verified before it is inserted into MarketingPlatform or confirmed via a web form or through automation flows in MarketingPlatform. After the contact is confirmed, they can receive outbound communication from you.

If the contact unsubscribes through a newsletter or email they have received, the status will change to Unsubscribed. After this, the contact will no longer receive any campaigns or outbound communication from you.

There is a difference between a completely normal unsubscribe where the person has not asked to be deleted, and then a requested deletion and possibly simultaneous disclosure of registered information.

Unsubscribe then “pauses” the contact card, whereas deletion removes all unnecessary information and directly blocks that email address from signing up to other lists. It is important to distinguish between an unsubscribe and a GDPR requested deletion.

Operating your business with multiple lists, for example, required by multiple brands, an unsubscribe from one list does not necessarily mean an unsubscribe from the other list – your other brand.

We have chosen this procedure because a signed-in person can contact and request registered data later. If a deletion was made directly on a cancellation, it would be difficult to comply with the law’s requirement for insight into registered information.

After a person, a contact, has been GDPR deleted, he or she may wish to be re-registered. This can be done either through an MarketingPlatform web form, where the person completes the form and receives an email for confirmation, or through the special Re-subscribe feature, which also sends a message to the person, and asks that confirm the desire to be re-registered.

We can not see your data

All data you enter into MarketingPlatform belongs to you and your company. We are just your data processor. And the data can be exported from our platform at any time.

About 40% of the email address or mobile number will always be replaced by an asterisk.

In addition, we have made it impossible for our employees to identify the people behind your contacts in MarketingPlatform. A rule removes 40% of the email address or mobile number – and replaces it with an asterisk.

We also cannot export the data without your prior approval.

In this way, we protect your data in the best way possible for your company data. It is neither a requirement in the Personal Data Act nor the GDPR, but an additional protection we have chosen to provide you with at MarketingPlatform. On top of this, all data is encrypted on our servers and in our databases.

As always, our support is looking forward to hearing from you. Book your free demo of MarketingPlatform now. We will show you MarketingPlatform in action and answer all the questions you have before starting your email marketing journey.