Guide GDPR for email marketers

Discussion in 'Start-ups & Business Advice' started by Cody, Apr 6, 2018.

  1. Cody


    Feb 17, 2016
    What does the new GDPR mean for email marketers?

    As stated previously on my 11 Things You Need to Know About The GDPR article, any data and information you have on your customers, members and users need to be protected in relation to the new GDPR rules taking force on 25th May 2018.

    Whilst you're sending email marketing to your database you still need to ensure you comply with GDPR by taking on various new practices, such as:

    1 - New opt-in rules
    2 - Proof of consent storing systems
    3 - Removal process of user data if requested

    New opt-in rules - Under the new regulations, marketers are only allowed to send email marketing to those that have opted-in to receive their emails. This means you must collect consent in the form of a 'YES' and 'NO' in order to comply with the GDPR.

    Another opt-in specific to focus on is Soft opt-in VS Double opt-in. A soft opt-in form is only seen as a temporary consent in the GDPR eyes, so it's best to ask for a double opt-in option. This would see the marketer request an email confirmation from the user after hitting "accept" to subscribe to your emails. This ensures the user confirms and consents twice. Just think Windows Vista.


    Proof of consent storing systems - In order to comply with this you as a business/company need to have proof of consent storing systems. This means to keep a record of how you obtained the consent of the user, including keeping a record of their IP, location, and time of consent. It's recommended to include a screenshot of the user consenting, and showing what it is they have consented to.

    These records have to show that the users are willing to accept emails from you.

    Removal process of user data if requested - Under the GDPR, you must provide a way for users to request removal of their data from your systems. This could mean including an "unsubscribe from all marketing communications" link at the bottom of your emails, though very clearly noticeable. You must also provide other means of communication for your users to request data removal.

    For more information on the EU GDPR.
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