INFOCLUTCH | OCTOBER 27, 2021
Email marketing as a channel has made many organizations successful.
And now with GDPR, it is further refining the process .
This set of rules aim to protect rights of consumers by enabling them to have control over their data. Before individuals weren’t aware how their personal data is used, now this law aims to keep them informed precisely to avert any data misuse.
The challenging part is aligning email marketing with GDPR to not cross the line set by this law.
The law was implemented on May 25th, 2018
It simplifies regulatory environment for international operations
It gives consumers absolute control over personal data
Applicable to organizations handling EU personal data
Organizations should strictly follow rules for their process
Anonymous data collection for privacy.
Safe handling of data transfer.
Require consent from individuals for data transfer.
Penalties against organizations .
Legitimate interest assessment
Data subject: An individual whose data is processed by controller.
Data processor: It proceeds on behalf of controller
Personal data: Any data unique to that person.
Data controller: It determines purpose to process personal data.
Don’t ask for mailing address
Ask preferred requirements of recipients
Ask separate send permission (contacts collected from download resources)
Different opt-in consents for varied uses
The opt-in process should be clear and precise
Email address, IP address
Web behavioral data
300 data breaches (100,000 records) in 10 years
9.8 million records breached in 2021
Default opt-out process
Default content requirements
Not offering granular option
Not making withdrawal a simple process
Consumers should give consent to specific email address
They should be given option to opt-out
Terms and conditions to be clearly stated
Deletion of data to be simplified
Notification if their data is breached
Checking who all have access to information
Reporting data breaches
Working on procedures
Email marketing aligned with GDPR would benefit both brands and consumers. The only thing that organizations need to check is to follow a step-by-step approach and get on the right track.
This infographic would further help understand how GDPR and email marketing could offer good results to organizations.