TECH

"Cleaner" mailboxes and "leaner" databases? Maybe not yet
Hundreds of corporate emails and various organizations have asked in recent days for the consent of users to continue to send emails. More original than others, some out of the rules and others with unnecessary care, the volume of messages was felt almost like an attack by users who complained, and in many cases chose not to react, with the desired Yes or with a definite No. And now, what to do?Miguel Gonçalves, CEO of E-goi, admits that the impact on email marketing databases is very large. "For those who already had consents and made re-confirmation, we know cases where they lost 99% of their list," he explains, pointing out several reasons, such as having left everything to the end, people no longer open emails with this theme , either because the message itself did not lead clearly to action, or the reinstatement form has design problems. "So when we put everything together, the results are catastrophic", warns the person responsible for one of the most used mail marketing platforms in Portugal.
The problem is that many companies "are not doing a good job", as Daniel Pereira admits, emphasizing that it is a personal opinion that has not yet been debated in the direction of the APPM. "There are a lot of companies doing shit [...] many will continue," he says, adding that there is also a lot of bad advisory work, because there are lawyers who define models and do not understand operations, data processing or security.And who wants to comply with the new regulations, how can you seriously retrieve contact lists for email marketing? "Simple, they are going to have to invest more than ever in new contacts, online and offline," says Miguel Gonçalves, who says that "it is still a fundamental investment since direct and relational marketing is much more profitable than advertising in a general way, or depending on third-party platforms as is the case of Facebook followers / fans to whom the messages of companies increasingly come less to the attention
of people. ''
As advice to companies, the CEO of E-goi says that "it is essential to implement online and offline invitations for a totally transparent but also simple and effective application, communicating frequently, quality content and very relevant for the target audience" . And we must ensure that email has a "simple" layout, few different subjects in the same email, adapted to the mobile (responsive), with a clear call to action (eg CTA button), and always with ease so that the person to exercise its rights of access / rectification and opposition to the processing of data ".
Daniel Pereira makes a distinction between databases that have been constructed based on tacit consent, or other forms of personal data collection, in amateur fashion, and cases where illegality is part of the process. The "amateurs" may have realized the problem they had at hand with the mediation of the case, but those with illegal databases are aware of this, and probably will not stop using them. "If they had the notion that nothing happens they will continue with the same processes. They can stand back, but they evaluate the risk and continue, "he says.The fact that the legislation is not yet finalized, lacking the law regulating the RGPD for application in Portugal, is also one of the criticisms pointed out by Daniel Pereira to this process. "There's a lot of noise, you do not know what's going to happen," he says.Similarly, the CEO of E-goi is not very believing about the end of the fraud. "About the fraud, I have many doubts that the RGPD will help fight, because the regulator can only act on those who have an open door which is not usually the case of those who intentionally commit fraud, as is the example of phishing," he says.The "harassment" of users to give OK and have their data included in a contact list should continue in the coming days and weeks. Although you already feel a significant decrease in shipments, "it is natural that there are companies that are behind in this process, and are still planning this type of shipments, and there are others that have already started but are still sending reminders for re-registration ", Warns Miguel Rodrigues.

Sapo