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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?

  • 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


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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