What does GDPR mean for email marketers?

Do you utilise email marketing as part of your digital strategy? Or perhaps you keep a database of customers/clients for future marketing activities? If so, the GDPR privacy laws may affect you, and as of May 2018 any company not adhering to the rules will face non-compliance fines of up to 20 million Euros. So how do you keep yourself on the right side of the data laws?

Clean out your database

Do you have subscriber lists or databases that you no longer need? Start clearing them out, particularly if the individuals concerned haven’t actively subscribed to a specific marketing campaign or newsletter that is still running.

Ensure you have consent

Where do the email addresses in your database come from? It is best practice to only send campaigns to email recipients if they subscribed to them specifically. If you are using addresses for more than one campaign, they must have been made aware at the time of signing up, and consented to their details being used by your company for other marketing purposes.

Maintain access to details

Recipients should have the right to find out what data you store concerning them. They also have the right to have any information about them removed. You should always have access to this data – if you are using a marketing agency (for example) to assist with your email marketing, you should be able to contact them for this if required.

Find out more

These are just three ways to ensure you are complying with GDPR regulations. If you already follow best practices when maintaining email databases – they’re kept clean and relevant, for example – you are already on your way.

There is ample information online, however. The Information Commissioner’s Office is a great place to start!

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