Proposed EU Regulation on Data Protection will affect all businesses using mailing or email lists to prospect for new customers
We’ve been lobbying against the proposed new EU data protection legislation for getting on for two years now.
Earlier in 2014 the EU Parliament agreed a piece of draconian legislation that would outlaw list broking, insist on written consent for all marketing communications sent to a named person, with no distinction between b2b and b2c, and effectively finish off personalised marketing to anyone other than your recent customers. If that legislation were enacted it would mean the end of direct marketing as we know it. We will return to the days of writing to Dear Marketing Manager or Dear Stationery Buyer.
Following this vote there have been some alarmist blogs placed on the DMA’s website which have stirred the small business community into panic. Here’s one from June
However the reality is that the EU is still debating what form the legislation will take and what that legislation will be. The European Parliament has voted for this legislation but that does not mean that it will become law.
The European Commission, the European Parliament and the Council of Ministers have now all drafted three different versions of the proposed data protection regulation. The European Parliament draft is by far the most damaging for anyone who uses mailing or email lists to prospect for new customers. The three bodies will enter into negotiations as to which elements of each version will become EU law.
There are two types of EU legislation;
1. EU Regulation which obliges all countries to enact the legislation without amendment
2. EU Directive which has to be debated and passed through the UK Parliament at Westminster and to which amendments can be made.
The current UK Government is pushing for the laws to become a Directive, which will give UK MPs some leeway to alter the legislation as it applies to the UK.
It should be borne in mind that the UK amended the last similar piece of EU legislation (a Directive) with the Electronic Communications Act specifically allowing the sending of B2B emails in the UK without the sender first obtaining consent.
The UK coalition government opposes the proposals and is lobbying for them to be a Directive at the very worst. Unfortunately the Labour party is currently in favour of the proposals and has not replied to any of our letters on the subject.
As things stand we have at least two years until the law is changed.
If your company buys in data to use to prospect for new customers, please write to your MP, explaining what the proposed legislation will mean for you. Also write to Simon Hughes MP who is in charge of the UK negotiation with the EU. The more letters MPs receive, the more attention will be paid to the issue and it becomes less likely that the UK sleepwalks into agreeing to legislation that is damaging for business.
The time to write to your MEP has passed as the vote has happened and most UK MEPs (bar UKIP) voted in favour of the new draconian data laws. But it is always worth explaining to an MEP the consequences of their vote and the effect it will have on your business, our industry and the wider economy.
Trigger Marketing for B2B Marketers: Tie Your Marketing Communications Into Key Events In A Company’s Life
As anyone who has ever done cold-calling and appointment setting will tell you, it is difficult to penetrate the mind-set of ‘if it ain’t broke, don’t fix it’. How can you sell into a company which is embedded with another supplier? Sometimes you just get lucky and your cold call hits the buyer when there is trouble with the existing supplier – a price rise, a delayed job – and the buyer is in the mood to make a change.
You can increase your new business success rate by contacting companies when they are likely to be hiring new suppliers.
We’ve identified a company merger or acquisition as being a key moment in a corporate’s life for hiring new suppliers.
When a company buys or merges with another company, it triggers a change in its purchasing habits. It may buy in services to help it cope with the challenge of merging or absorbing the new corporation. The company may not have all the experience it needs to deal with new issues the merger is throwing up. This is when it looks to outsource and when, by being in the right place at the right time, you can win business.
As well as being timely, you can make your communication relevant to the prospect. You can grab their interest in the first line by talking about their company’s situation. Instead of presenting your excellent credentials, you can explain how your company’s expertise can help them; either by removing a problem from their in-tray or by taking their business forward.
Electric Marketing tracks merger and acquisition activity in M&A News. M&A News isn’t just a list of mergers and acquisitions; it gives you contact details for the key personnel in the companies involved so that you can make your pitch at a time when the company is in a state of flux and momentous change.
M&A News focuses on the people who are likely to be buying in services: chief executive, marketing director, HR director, finance director, IT director and legal director. At just £145 for 12 datafiles, one every month for a year, it is the cheapest information for trigger marketing campaigns available. See M&A News for details.
There’s more about trigger marketing on Electric Marketing’s website
Yes they are all big brands with a solid British heritage, but they are no longer in British hands. All of these brands have received major investment from Asia and are majority Asian-owned.
If you can see a business opportunity targeting companies with overseas parent companies, Electric Marketing now offers mailing lists with email addresses sorted by nationality of parent company.
We have lists of companies operating in the UK owned by Chinese, French, German, Indian, Italian, Japanese, Scandinavian, South Korean and US companies. The lists don’t just feature British brands but brands from those countries with a market presence in the UK such as EDF (France), BMW (Germany), Honda (Japan) and Samsung (South Korea),
We don’t believe any other UK mailing list company offers this as a selection criteria.
The mailing lists are ideal for any company focusing its marketing efforts on multinational corporations; from international marketing and advertising agencies to multilingual market research teams, from translation agencies, international relocation agents and business language training schools to companies offering legal advice on visa and immigration issues.
As with all Electric Marketing mailing lists, all data has been checked within the last 4 months by calling the companies and checking that the information we have is spelt correctly and is up-to-date.
See how many contacts we have for each country or region and order your lists on these pages. There is no extra charge for using this marker as a selection criteria.
Are you interested in companies from other nations? Email email@example.com and we’ll put your chosen country at the top of our research list and get back to you within the week with a quote.