Data categorization playbook

In guide we will look at how you can categorize your data after collection for more effective marketing campaigns.

Optimizing your collection methods according to region and collection type will allow you to categorize your audiences by their preferred methods of communication, including:

  • Social Media
  • Email
  • SMS
  • Direct Mail

By targeting the channels your customers want to be messaged on, you will ensure you comply with data privacy laws while winning the battle for customer engagement.

And the importance of effectively categorizing extends beyond personalization—it also helps you determine your most valuable customers.

Those with the highest ROI will most likely have effectively implemented a long-term strategy for mapping audiences to their core marketing channels.

Chapter 1

Social Media

Checkout: At the checkout, you can rely on legitimate interest to add the individuals who have recently purchased from your store to an audience on Social Media. To do this in an optimal way we recommend setting up your checkout form with wording and checkboxes such that users can opt out per channel (e.g. Social Media). By doing this you’ll be able to collect personal data on more people that you can use across more channels.

If they have opted out of Social Media, or if your check box was not set up correctly asking for consent/opt out to market to them, you cannot add them to targeted audiences on Social Media.

Newsletter: At the form for a newsletter if you want to use the data for more than a newsletter, you need to display an unticked Opt in check box as consent is required. Once that is satisfied you can reach out to these individuals via Social Media by adding them to an audience.

If at the point of collection no consent is received (via an opt in button) or you are not clear to the person that by clicking the subscribe button that they are consenting (which must be included in the language) then you cannot contact these individuals via Social Media.

Contact Us: To add users to a Social Media audience through a contact us form you need to display an unticked Opt in check box as consent is required.

If you would like to market to these people via Social Media audiences then it is best to include an opt in check box at the point of collection. Without this consent you cannot contact these individuals in the future compliantly.

Chatbot: If you want to use the data collected at the chatbot for more than responding to their query, you need to display an unticked Opt in check box as consent is required.

If you would like to use the data collected at this form to add these individuals to an audience on Social Media then it is best to include an opt in check box at the point of collection. Without this consent you cannot market to these individuals via Social Media in the future compliantly.

Checkout: At the checkout, you can rely on legitimate interest to contact the individuals who have recently purchased from your store via Social Media. With soft opt-in, you can actually direct message these individuals on Social Media. To do this in an optimal way we recommend setting up your checkout form with wording and checkboxes such that users can opt out per channel (e.g. Social Media). By doing this you’ll be able to collect personal data on more people that you can use across more channels.

If they have opted out of Social Media, or if your check box was not set up correctly asking for consent/opt out to market to them you cannot add them to an audience on Social Media.

Newsletter: At the form for a newsletter if you want to use the data for more than a newsletter, you need to display an unticked Opt in check box as consent is required. Once that is satisfied you can reach out to these individuals via Social Media by adding them to an audience.

If at the point of collection no consent is received (via an opt in button) or you are not clear to the person that by clicking the subscribe button that they are consenting (which must be included in the language) then you cannot contact these individuals via Social Media.

Contact Us: If you would like to add the users who fill in the contact us form on your website to an audience on Social Media then you need to display an unticked Opt in check box as consent is required.

Without this consent, you cannot add these individuals to an audience on Social Media in the future compliantly.

Chatbot: For contacts collected at the chatbot, if you want to add these individuals to an audience on Social Media then you need to display an unticked Opt in check box as consent is required.

Without this consent you cannot add the individuals to an audience on Social Media.

In the US there are no consent requirements to add individuals to audiences for Social Media when their data is collected at the checkout, newsletter, contact us, or chatbot. What that means is you do not need to include a check box at these points of collection to add these users to targeted audiences on social media.

Chapter 2

Email

Checkout: At the checkout you can rely on legitimate interest to email the individuals who have recently purchased from your store. To do this in an optimal way we recommend setting up your checkout form with wording and checkboxes such that users can opt out per channel (e.g. email). By doing this you’ll be able to collect personal data on more people that you can use across more channels.

If they have opted out of email, or if your check box was not set up correctly, then you cannot add them to your email audience, even if the information was collected through the course of a purchase.

Newsletter: For a newsletter if you are collecting their data purely to send the individual a newsletter, then no checkbox is needed as you can rely on legitimate interest. However if you want to use the data for more than a newsletter, you need to display an unticked Opt in check box as consent is required. Once either of the above scenarios are satisfied you can email these individuals.

If at the point of collection no consent is received (via an opt in button) or you are not clear to the person that by clicking the subscribe button that they are consenting (which must be included in the language) then you cannot email these individuals.

Contact Us: Similarly to the above, if you are collecting their data purely to contact them about the reason stated in the contact form, then no checkbox is needed as you can rely on legitimate interest. However if you want to use the data for more than responding to their query, you need to display an unticked Opt in check box as consent is required.

If you would like to continue to email these contacts then it is best to include an opt in check box at the point of collection. Without this consent you cannot email these individuals in the future compliantly.

Chatbot: if you are collecting their data purely to contact them about the reason stated in the chatbot then no checkbox is needed as you can rely on legitimate interest. However if you want to use the data for more than responding to their query, you need to display an unticked Opt in check box as consent is required.

If you would like to continue to email these contacts then it is best to include an opt in check box at the point of collection. Without this consent you cannot email market to these individuals in the future compliantly.

Checkout: At the checkout you can rely on legitimate interest to email the individuals who have recently purchased from your store. To do this in an optimal way we recommend setting up your checkout form with wording and checkboxes such that users can opt out per channel (e.g. email). By doing this you’ll be able to collect personal data on more people that you can use across more channels.

If they have opted out of email, or if your check box was not set up correctly asking for consent/opt out to market to them you cannot email the users who have purchased from you.

Newsletter: For a newsletter if you are collecting their data purely to send the individual a newsletter, then no checkbox is needed as you can rely on legitimate interest. However if you want to use the data for more than a newsletter, you need to display an unticked Opt in check box as consent is required. Once either of the above scenarios is satisfied you can email these individuals.

If at the point of collection no consent is received (via an opt in button) or you are not clear to the person that by clicking the subscribe button that they are consenting (which must be included in the language) then you cannot email these individuals.

Contact Us: Similarly to the above, if you are collecting their data purely to contact them about the reason stated in the contact form, then no checkbox is needed as you can rely on legitimate interest. However if you want to use the data for more than responding to their query, you need to display an unticked Opt in check box as consent is required.

If you would like to continue to email these contacts then it is best to include an opt in check box at the point of collection. Without this consent you cannot email these individuals in the future compliantly.

Chatbot: if you are collecting their data purely to contact them about the reason stated in the chatbot then no checkbox is needed as you can rely on legitimate interest. However if you want to use the data for more than responding to their query, you need to display an unticked Opt in check box as consent is required.

If you would like to continue to email these contacts then it is best to include an opt in check box at the point of collection. Without this consent you cannot email market to these individuals in the future compliantly.

In the US there are no consent requirements to email individuals when their data is collected at the checkout, newsletter, contact us, or chatbot. What that means is you do not need to include a check box at these points of collection. The one important thing to note is that though consent is not required you must include an unsubscribe/opt out link in your emails.

Optimize how you collect your owned data with Dataships

Book some time with our data experts to see how Dataships can integrate with your existing tools and optimize how you collect your owned data.

Chapter 3

SMS

Checkout: At the checkout, you can rely on legitimate interest to SMS the individuals who have recently purchased from your store. To do this in an optimal way we recommend setting up your checkout form with wording and checkboxes such that users can opt out per channel (e.g. SMS). By doing this you’ll be able to collect personal data on more people that you can use across more channels.

If they have opted out of SMS, or if your check box was not set up correctly asking for consent/opt out to market to them you cannot SMS the users who have purchased from you.

Newsletter: It’s unlikely you will be asking for phone number while collecting information for a newsletter.

Contact Us: If you are collecting their data purely to contact them about the reason stated in the contact form, then no checkbox is needed as you can rely on legitimate interest. However if you want to use the data for more than responding to their query, you need to display an unticked Opt in check box as consent is required.

If you would like to continue to SMS these contacts then it is best to include an opt in check box at the point of collection. Without this consent you cannot SMS these individuals in the future compliantly.

Chatbot: If you are collecting their data purely to contact them about the reason stated in the chatbot then no checkbox is needed as you can rely on legitimate interest. However, if you want to use the data for more than responding to their query, you need to display an unticked Opt in check box as consent is required.

If you would like to continue to SMS these contacts then it is best to include an opt in check box at the point of collection. Without this consent you cannot SMS market to these individuals in the future compliantly.

Checkout: At the checkout, you can rely on legitimate interest to SMS the individuals who have recently purchased from your store. To do this in an optimal way we recommend setting up your checkout form with wording and checkboxes such that users can opt out per channel (e.g. SMS). By doing this you’ll be able to collect personal data on more people that you can use across more channels.

If they have opted out of SMS, or if your check box was not set up correctly asking for consent/opt out to market to them you cannot SMS the users who have purchased from you.

Newsletter: It’s unlikely you will be asking for phone number while collecting information for a newsletter.

Contact Us: If you are collecting their data purely to contact them about the reason stated in the contact form, then no checkbox is needed as you can rely on legitimate interest. However if you want to use the data for more than responding to their query and would like to use their phone number to market to them then you need to display an unticked Opt in check box as consent is required.

If you would like to continue to SMS these contacts then it is best to include an opt in check box at the point of collection. Without this consent you cannot SMS these individuals in the future compliantly.

Chatbot: If you are collecting their data purely to contact them about the reason stated in the chatbot then no checkbox is needed as you can rely on legitimate interest. However, if you want to use the data for more than responding to their query, you need to display an unticked Opt in check box as consent is required.

If you would like to continue to SMS these contacts then it is best to include an opt in check box at the point of collection. Without this consent you cannot SMS market to these individuals in the future compliantly.

Checkout: It’s most likely the only place you will be collecting phone numbers for SMS marketing is via the checkout. In the US, there is no requirement to obtain consent at the checkout to market to users because there is an existing business relationship with them. However, there are a number of states that do require consent from the person. For example states require consent to SMS include; Florida, Connecticut, New Jersey, Indiana, Wisconsin and Washington

For other forms such as newsletters, contact us forms, and chatbots, it’s unlikely you will be requesting phone numbers. But if this is something you would like to do, similar to the checkout, if it is in the case where an existing business relationship exists you will not need to collect consent.

Chapter 4

Direct Mail

Checkout: At the checkout, you can rely on legitimate interest to contact the individuals who have recently purchased from your store via direct mail. To do this in an optimal way we recommend setting up your checkout form with wording and checkboxes such that users can opt out per channel (e.g. direct mail). By doing this you’ll be able to collect personal data on more people that you can use across more channels.

If they have opted out of direct mail, or if your check box was not set up correctly asking for consent/opt out to market to them you cannot market to the users via direct mail who have purchased from you.

Newsletter: It’s unlikely you will be asking for an address while collecting information for a newsletter.

Contact Us: If you are collecting their data purely to contact them about the reason stated in the contact form, then no checkbox is needed as you can rely on legitimate interest. However if you want to use the data for more than responding to their query, you need to display an unticked Opt in check box as consent is required.

If you would like to continue to contact these individuals via direct mail then it is best to include an opt in check box at the point of collection. Without this consent you cannot direct mail these individuals in the future compliantly.

Chatbot: If you are collecting their data purely to contact them about the reason stated in the chatbot then no checkbox is needed as you can rely on legitimate interest. However if you want to use the data for more than responding to their query, you need to display an unticked Opt in check box as consent is required.

If you would like to continue to direct mail these contacts then it is best to include an opt in check box at the point of collection. Without this consent you cannot direct mail market to these individuals in the future compliantly.

Checkout: At the checkout, you can rely on legitimate interest to direct mail the individuals who have recently purchased from your store. To do this in an optimal way we recommend setting up your checkout form with wording and checkboxes such that users can opt out per channel (e.g. direct mail). By doing this you’ll be able to collect personal data on more people that you can use across more channels.

If they have opted out of direct mail, or if your check box was not set up correctly asking for consent/opt out to market to them, you cannot market to them via direct mail.

Newsletter: At the newsletter form you can rely on legitimate interest for direct mail. That means you can have a pre ticked opt in check box. Without this set up correctly then you cannot add these users to your audience for direct mail.

Contact Us: To add an individual into an audience for direct mail when the address is collected at the contact us form then you can rely on legitimate interest both to respond direct to the query or for a general query as well. Therefore if your form is set up correctly with a pre ticked opt in check box you can market to these individuals via direct mail.

Chatbot: If you are collecting their data purely to contact them about the reason stated in the chatbot then no checkbox is needed as you can rely on legitimate interest. However if you want to use the data for more than responding to their query, you need to display an unticked Opt in check box as consent is required.

If you would like to continue to market to these contacts via direct mail then it is best to include an opt in check box at the point of collection. Without this consent you cannot market to these individuals in the future compliantly via direct mail.

In the US, there are no consent requirements to direct mail individuals when their data is collected at the checkout, newsletter, contact us, or chatbot. What that means is you do not need to include a check box at these points of collection for direct mail. The one important thing to note is there is a National Do Not Mail List which individuals sign up to to opt out of junk or unwanted mail. You should ensure this list is checked before mailing individuals. Although companies and agencies that are not members of the Direct Marketing Association (DMA) are not mandated to check their mailing lists against the National Do Not Mail List, doing so can help them save their money and time by sending out direct mail items only to an interested audience. Also to avoid any unpredictable legal disputes.

Optimize how you collect your owned data with Dataships

Book some time with our data experts to see how Dataships can integrate with your existing tools and optimize how you collect your owned data.