Tim Stevens
Monday, February 3, 2020

4 ways to get more out of your data in Europe

4 ways to get best out of your data

Brexit, or the first part of it, finally happened on January 31st. And, love it or loathe it, it’s certainly a significant moment, marking a profound change in the way we work with our partners on the other side of the Channel.

So if you make use of data lists to contact continental colleagues, now could be the ideal time to look again at your approach. But there’s clearly no reason why you can’t still promote your business to an international audience.

Here are our top tips for making the most of your data from Europe:

Speaking their language

We joke about the UK being less than brilliant at foreign language learning, and about Brits abroad just speaking more loudly to make themselves understood. But if you’re emailing France, Germany, Italy or Spain, don’t assume it will be read if it’s in English, especially if it’s a cold contact. Get a professional translation done if you don’t have the appropriate language skills in-house (don’t use a web-based service such as Google Translate). Equally, get native or nearly-native speakers to make phone calls.

All in the timing

Be aware of the time difference, even if it’s just an hour. There’s no point booking native speakers to make calls, or making them yourself, or even sending emails, at times when no one will be around.

The same goes for public holidays. France takes July 14 off for Bastille Day, Germany celebrates Ascension Day on May 21, and Spain (which also has various regional holidays) marks Hispanic or Columbus Day on October 12. Some Spanish firms may work a different timetable during summer, while some nations may take all of August off. Equally, in France if a public holiday falls on a Thursday or Tuesday, many ‘make the bridge’ with the weekend by taking the Friday or Monday off too.

Stay GDPR-savvy

We’ve written previously about GDPR or General Data Protection Rules and how Brexit will affect this. The EU now operates some of the strictest data protection laws in the world, and it’s worth staying abreast of developments. The UK may have left the EU, but GDPR still applies if your business processes personal data relating to the offering of goods or services to EU individuals, or monitors their behaviour, as is explained here. Equally, non-EU businesses which process EU citizens’ data are required to appoint a representative in the EU.

Make sure you follow best practices for personal data collection, usage, consent and storage. Equally, understand that the way GDPR is interpreted may vary from country to country. And, clearly, bear in mind that only by using a specialist data provider like i-4business can you be sure your data is fully GDPR-compliant.

Stay targeted

You don’t need us to tell you that Europe is a large and hugely varied continent, so targeting it generically won’t be effective. Just as you would if you were concentrating on the UK, focus on the right countries and target the right size and industry of business for your brand. These things don’t change just because you are setting your sights across the Channel.

On our website, we offer the option to choose (and trial) just those data sectors you want to target, minimising mailing and other contact costs by providing only relevant target data.

How we can help

At i-4business we supply fully compliant data for European markets, and guarantee its accuracy and ‘cleanliness’. Talk to us today about how we could help you expand your brand in Europe in a post-Brexit world.