How does GDPR affect bulk email marketing?
How does GDPR affect bulk email marketing?
Blog Article
The General Data Protection Regulation, enforced since May 2018, has really hit on how companies go about their email marketing, more so in the aspect of sending bulk emails. Understanding these regulations means being compliant and a marketer who does not break their customers' trust.
What is GDPR?
The GDPR is a data protection law in the EU that is designed to give individuals more control over their personal information. It puts strict guidelines on how organizations can collect, store, and use personal information. What this really means for bulk email marketing is just increased responsibility and transparency in doing things.
Key Impacts on Bulk Email Marketing
1. Consent Requirements
One of the major changes under GDPR is explicit consent. Marketers need explicit consent or affirmative consent from an individual before sending them marketing emails. This means that businesses may no longer use pre-checked boxes or passive consent. Businesses have to convey information as to what their subscribers are subscribing for, including the type of emails they will be receiving.
2. Right to Access and Erasure
GDPR provides rights to individuals to seek access about personal data and requests for deletion. This, in turn, will imply that Bulk Email Data marketers must have systems for the effective management of these requests. Once a subscriber decides to opt out or asks for their information to be erased, businesses are called upon to act as soon as possible lest they face certain fines.
3. Data Protection and Security
The GDPR gives much stress on data protection and security. Marketers are therefore supposed to adopt measures for the protection of personal information against data breaches and unauthorized access, including the use of secure email platforms and ensuring that all activities related to data processing are documented with full compliance with standards as prescribed by GDPR.
Compliance Strategies
Organizations looking to adapt to the new requirements of GDPR in bulk email marketing could consider several strategies:
1. Double Opt-In Methods
Moving into a double opt-in process would get subscribers to confirm their desire to receive emails, hence giving consent. This approach not only aids in compliance but also enhances the quality of your email list.