GDPR : can I use an aging clients or prospect database?

The difficulty of building up a B2C prospect database is that it is not possible to contact the prospect directly without his or her express prior consent (" opt in ").

📜 This is why a "B2C" clients or prospect database is built up in different ways: database rentals, prospecting, clients sales, webinars, loyalty programs, advertising, etc.

The problem is that this data can become outdated and no longer be usable, which reduces the value and richness of the database and greatly limits the initial investment made.

🔥 This problem also creates risks in terms of security and compliance with the Data retention retention duration rules laid down by the GDPR.

What can I do to increase the value of my "B2C" clients or prospect database over the long term without risk? 🎯

In all cases, the duration of Data retention personal data to be retained for theuse of a database for "B2C" commercial prospecting purposes is 3 years from the last contact, whether it be a subscription, a newsletter, a request for information, or a one-off purchase, etc.

⏳ During this period, unless the prospect/former clients expressly requests to be removed from the database ("opt out"), you may send them prospecting for 3 years, at the frequency you wish.

After this time, you can no longer contact him. ❌

🎯 Consequently, the key to success is traceability, which enables you to precisely identify the last contact received or issued by the prospect/former client in order to determine whether you're within that 3-year timeframe.

If the deadline is approaching, the best way to continue using the database is to send it, a few days / weeks before this date, a request for authorization to continue receiving your news. 🗞

The same solution may be considered if, in the absence of traceability, you have serious doubts as to whether or not the data concerned has been stored for more than 3 years.

Obviously, this agreement must be expressed actively, in particular via a button to be pressed. If the client does not respond favorably, the data must be removed from the CRM. 👍

What to do with "B2C" databases that have become unusable for prospecting?

After 3 years, or if the data is no longer usable for the reasons mentioned above, you may no longer use it for commercial prospecting purposes.

They should therefore normally be deleted from commercial prospecting tools. On the other hand, all clients data used as evidencee.g : accounting, etc.) must be retained. 🔒

That said, "erasing" does not mean losing all the wealth of information gained over the years to better understand the market and its clients.🏹

"Deletion" means deleting any element that directlye.g surname, first name, etc.) or indirectlye.g license plate, etc.) identifies the prospect or client.

Datae.g : age, city, professional category, etc.) that cannot be cross-referenced with a person is not subject to the GDPR and can therefore be used for statistical purposes.📊

Is it the same in B2B?

In B2B, prior consent ("opt in") is not conditional. Consequently, it's possible to contact a prospect in B2B for products and services related to their business, without ever having had contact with them. 🚀

However, if there is no prior consent, the 3-year statute of limitations, which is considered universal for commercial prospecting, is meaningless.

If the 3-year period applies, then this would mean that someone who has never had contact with the prospect could contact him while someone who knows him can no longer contact him...which seems insane.😉

It therefore seems logical that the 3-year period does not apply to B2B, and that it is possible to prospect a contact for an infinite time as long as the latter does not request to stop canvassing ("opt out").

Can we use a public database of B2C prospects?🌍

There may be public databases of potential consumerse.g sports association membership lists, white pages directories, etc.).

✨ Many people would be tempted to use these databases for commercial prospecting.

⏳ Over and above the problems linked to the intellectual property of databases, it is important to specify that such databases are not an exception to the above-mentioned rules of prior consent ("opt in") and the 3-year duration.

This is because the people on these databases have not agreed to their data being used for commercial prospecting purposes, and cannot be considered to be in a "B2B" relationship.

How can I use a prospect database purchased or rented from a third party?

💵 It is possible to purchase or rent prospect databases from third parties whose business is to collect clients ' prior consent on your behalf (" opt in ").

As a result, the Accountability for obtaining consent falls on him, not on you!

It is therefore essential to make sure that your purchase or rental contract specifies that Accountability for recovering the collection of consent is its exclusive responsibility. 🏆