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?
Name
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
Training
Conclusion:
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.
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