Email marketing campaigns today can be divided into pre- and post-GDPR eras. Email campaigns were simple before GDPR. You only needed an email contact list and a tool for sending these emails. Global data privacy laws such as the GDPR require that organizations obtain users’ consent before sending them marketing communications. Organizations have had to reevaluate their email marketing strategies.
What Data Privacy Laws?
All governments around the globe have adopted Data privacy laws to protect individuals’ rights regarding data security and privacy. Individuals can be business customers, employees, or anyone else who has had contact with a business in any way. These laws provide guidelines for how companies can store, share, or use the personal data of individuals. One such law is the GDPR in Europe. GDPR covers almost all aspects of online marketing, including email marketing.
How does GDPR affect email marketing?
Although the GDPR is less harsh and relaxed than people think, it still significantly impacts email marketing in three key areas.
Opt-in & Opt-out
This first section is about opt-ins/opt-outs and consent regarding communications. According to the GDPR, all support must be freely given, specific and informed. You must express this now by a clear affirmative step’. You cannot assume consent based on prospects’ inactivity. Also, more than pre-ticked boxes will be required to meet their standards. Prospects and customers must consent to their data being used and can be reached.
The Right to Be Forgotten
The GDPR was created to empower citizens and give them control over how and for what purpose their data is used. You will allow them to have their data deleted from your database. Businesses and organizations can only store data for necessary or any purpose other than the intended use. European citizens have the right to ask for their data to be deleted if there is no legal reason to do so. This includes when they withdraw their consent to use their information on the original terms, or when it has been illegally processed.
Personal Data Processing
The legal basis for processing personal information is the third change. This means that you will need to do a better job collecting the data and less on data that was not necessary or needed for legitimate reasons. Every data you collect from prospects and customers must have a purpose. What are you going to do with it? How long will you keep it there? The intended meaning must be clearly stated. It is not possible to collect data just for the sake of. Your organization could be severely penalized if you don’t follow this guideline.
How to comply with GDPR and increase the effectiveness of your email marketing campaigns
The GDPR’s new consent standards are addressing sneaky email marketing tactics that left people unsure if they had opted in or out. The GDPR bans companies from sending direct marketing communications without obtaining consent. This consent must be freely given, informed, specific, unambiguous, and without any ambiguity.
Consider your current opt-in/consent processes in light of GDPR consent requirements.
- Unbundled Consent requests must be made separately from any other terms and conditions. If consent is required for the service, support should be optional before signing up.
- Active opt-in Pre-ticked opt-in boxes are invalid. Use unticked option boxes or other active opt-in methods, such as a binary choice with equal prominence.
- Granular: Give granular options for consenting to different types of processing where appropriate.
- Named: Name your organization and any third parties that will be relying upon consent. The GDPR will not allow for the inclusion of specific categories of third-party organizations.
- Documented – Keep records of what support to be given. This includes what was told to them and when and how it was done.
- It’s easy to withdraw inform people that they have the right at any time to withhold their consent and provide instructions on how to do so. It should be as simple to withdraw consent as to give it. You will need to create simple and efficient withdrawal mechanisms.
- There is no relationship imbalance consent cannot be given freely if there’s a relationship imbalance between the controller and the individual. This will make consent difficult for both employers and public authorities, and will require them to look for a legal basis.
What about third-party mailing lists?
Many companies use third-party mailing lists to send their emails to save time and effort. However, using marketing information from another source can violate the consent requirement and lead to data privacy and GDPR issues. If you’re desperate enough to purchase a mailing list, make sure to verify that the recipients consented to receiving marketing emails. You should match the list with your first-party data to filter out those who have previously objected or opted-out of your marketing emails.
It is best to use these lists only if you are sure consent was given. This negligence could result in severe penalties for violating GDPR.
Conclusion
Email marketing will remain a powerful way for businesses reach customers. This is especially true as data privacy and control become more common. Companies that are able to collect, protect and manage their customers’ data will be more successful in marketing.
