How will GDPR affect Email Marketing?

How will GDPR affect Email Marketing?
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With less than six months to go until this landmark legislation comes into being, the General Data Protection Regulation (GDPR) is going to fundamentally alter how organisations and businesses deal with personal data of EU citizens. Marketing teams will have to help to create a culture of transparency and data privacy, and email campaigns will have to change accordingly. Embracing GDPR’s many opportunities not only offsets the likelihood of being hit by large fines, it also teaches marketers about the value of data protection and enables firms to galvanise the trust of clients and customers in the digital age. How will email marketing change? A key part of GDPR involves giving power back to the data subject, so that people themselves have the final say on who their data is held by, for how long and for what reasons. Demonstrably working to uphold these ethics will bring peace of mind and greater confidence to businesses and individuals with whom your company works, helping to reassure that information will not be misused in your hands. After the purging of old or unauthorised data hoards, marketers should be left with only the freshest, most relevant and compliant data pertinent to their needs, which in turn will ensure subscription lists are of significantly higher quality. What new obligations will fall upon marketers? Under guidance published by the Information Commissioners Office , marketers will need to factor the following considerations into future email marketing campaigns: Unbundled: When you ask for consent of data […]

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