Adapting Email Marketing With GDPR



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.

Adapting Email Marketing With GDPR

What is GDPR?

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

The law includes:

Anonymous data collection for privacy.

Safe handling of data transfer.

Require consent from individuals for data transfer.

Penalties against organizations .

Legitimate interest assessment

The terms to help you align GDPR and email marketing:

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.

What should be in opt-in process?

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

What is considered personal data?


Email address, IP address

Web behavioral data

Location data

Biometric information

Statistics on data breaches:

300 data breaches (100,000 records) in 10 years

9.8 million records breached in 2021

What shouldn’t you do in alignment?

Passive opt-ins

Default opt-out process

Default content requirements

Not offering granular option

Not making withdrawal a simple process

Points to consider with consumers:

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

GDPR compliance steps:

Checking who all have access to information

Data mapping

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.