One thing that makes APSIS One different compared to some other Marketing solutions (such as APSIS Pro), is that we charge for number of Profiles instead of number of subscribers.

The reason APSIS One bases price on number of Profiles is that we aim to empower marketeers to be data driven in a GDPR compliant way. Our MarTech solution can be used for so much more than simply Email/SMS Marketing.

As an APSIS One user, you gain marketing value from Profiles also when they do not belong to a Subscription. Therefore, our price calculation is based on number of Profiles. Read more about our Pricing model here.

When working with personal data in Europe, it is crucial to remain compliant with the applicable legislation, namely the General Data Protection Regulation (GDPR) and the subsequent member state laws.

Some of the criteria are that personal data can only be processed if there is a legal basis, and a specific purpose. Meaning, once you do not have a legal basis anymore, the processing activity based on this specific legal basis must stop.

For example, if you rely on consent to collect your personal data, your processing activity based on this specific consent must cease once this consent is withdrawn. It does not mean that you are not allowed to process the personal data based on another legal basis, but you will need to reassess the processing activities performed. Either change your legal basis, or stop the processing activity completely, subsequently deleting the personal data.

Remember that personal data is collected for a specific purpose. Therefore, you must be very clear on the information given when first collecting the personal data. For a newsletter subscriber, you might rely on consent. When someone signs up for your newsletter you must give them relevant information allowing them to provide a freely given, specific, informed and unambiguous consent.

But APSIS One also allows you to collect data from surveys, events and your website. All of these interactions will create Profiles, ensuring that you always have a relevant data base of active Profiles.

This is the starting point, but before you go ahead and delete all your Profiles that are no longer active subscribers, you should also understand the great value these can provide to your Marketing efforts. They can help you better understand your prospects/customers/members - so that you can align strategy and policies accordingly.

Apsis One allows you to collect data from more than one source, not only from subscribers. Even if a Profile is no longer an active subscriber, they might still be an active customer/member.

For example, Profiles in your account may interact with your marketing initiatives in other tools, like Forms & Pages or Event tool. You might therefore be allowed to continue to collect personal information on them. Or be able to keep their information for a few more months, in order to learn from the outcome - or to try to win them back.

If you ensure this information is made available in APSIS One, that opens the door for your Marketing team to better understand who is interacting with your brand. Your team can better understand who wants to subscribe to your communication, and who does not.

This could help you improve strategies around:

To always be on top of your marketing strategy it's crucial, to not only understand the Profiles that engage with your communication - but also those who do not.

The more information you enrich the Profiles in APSIS One with, the more you empower your Marketing team to be spontaneous. They can easier grab fleeting opportunities quickly and come up with strategies for the different segments that interact with your brand - not only those that happen to subscribe to your email communication.

In APSIS One it's easy to create ad-hoc segments and view matching Profiles. The Segment builder is a very powerful tool for a Marketing department on it's journey to become truly data driven. Since all interactions a Profile has with your brand can be stored in the APSIS One 360 view, it's easy to paint a picture of the case. For example, why they withdrew their communication consent or stopped engaging with your brand.

Read more about connecting APSIS One to your other systems:

​CRM integrations
​E-commerce

Website tracking

In summary, once you do not have a legal basis anymore, you must stop the processing activity. Even when you have a valid legal basis with a specific and clear purpose, personal data cannot be stored indefinitely. The GDPR requires a period after which data must be deleted, or in some cases archived. This retention period must be determined by you, as the data controller, in accordance with the purpose which led to the collection of such data.

Keep in mind that the legal basis is what gives an organisation the right to process personal data. The choice of this legal basis is therefore an essential first step to ensure compliance of the processing. Depending on which one is selected, the obligations of the organisation and the rights of individuals may vary.

You can rely on consent for a lot of cases, but not all. Consent is not always the most appropriate legal basis. When thinking about marketing, we often want to rely simply on consent. This can be true for marketing newsletters, but not for all other activities offered by Apsis One. In some cases, it is possible to rely on legitimate interest, and then it is irrelevant whether the Profile is a subscriber. A Profile attending an event, a webinar or replying to a survey, is not necessarily a subscriber. This is where you see the true value of APSIS One.

Keeping only relevant active Profiles also ensure that you keep your APSIS One Audience size - and the value that APSIS One provides - aligned with your contracted account size.

It will also ensure that you keep focusing on the Profiles where you can continue to generate value for your business.

Account usage - Pricing model