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Covering key dos and don’ts for email marketing, these simple rules will help you along the way to ensuring your processes are GDPR-proof, for when the 25 May finally arrives… Do’s and don’ts Preventing Opt-Outs/Automatic Opt-Ins. For example, an email automation company needs to protect the data it is automating and its users, so an email server security solution does have a legitimate interest in contacting them. This is the: “but why are you still doing this?” type of cold emailing. Using email lists with GDPR. I then guessed your email address and ran it through a verification tool we use to build lists for all our clients.”. You can also be assured that you’re not breaking any rules associated with the GDPR. Unsubscribe from the emails. It should be obvious based on what you do and what they do. The EU even declares: “The proposed Regulation on Privacy and Electronic Communications will increase the protection of people’s private life and open up new opportunities for business.”. This really matters because the GDPR is aimed at preventing users from receiving unwanted marketing emails. Every year, governments increase restrictions on unsolicited email. Under the GDPR, the personal data you collect should be adequate and relevant to the purpose of its processing (Principle c: Data Minimisation). Unsolicited emails can be sent to corporate subscribers if they are relevant to their work A 'marketing' email is not defined by the law either but must include any email promoting your goods and services. 1. A simple way to ensure you do this is don’t ask for data if you don’t plan on using it. Here is an example of an answer one of our reps might use: “I was researching [company name] as I thought our services might be of interest given success we have seen for FinTech solutions in the past and after finding your public profile on LinkedIn I believed you to be the most relevant person to contact regarding our services. Greater consistency across European countries should be great news for all email marketers, but GDPR also comes with quite a few changes that impact the email industry. It is about personal data protection. You must clearly notify data owners that you intend to share their data or process their data if that is your intention. In doing so they broke the law…Sending emails to determine whether people want to receive marketing without the right consent is still marketing and it is against the law.”. Once GDP gets enacted, this goes to die. For example: “Hi Patrick, I found your profile on LinkedIn as I was looking to build up my network of influential leaders in sales and after some research into [company name] I thought our service might be of interest.”. The European Union’s approach to online privacy sets new requirements for communications between email marketing companies and their existing customers.. Alex Hern @alexhern. But instead, it applies to ALL the personal data that you have lying around. Using transactional emails for marketing purposes is also a dead-end. Most common cold-emailing tactics are a GDPR nightmare. Under the GDPR, individuals (as opposed to businesses) can prevent you from processing 'personal data' (which includes using it to send unsolicited marketing emails) without consent. Because no “legitimate-interest” clause, or any other series of loopholes, will help you to prove: “these people have consented to hear from me”—if you bought their names and contact info. And you should only be contacting people who are hyper-relevant. You ask for someone's consent, they understand the question and the implications, and they make a genuine choice. For example, if you collaborate on a piece of content with another company, you need to inform anyone who subscribes of your intention to share the subscription list with your partner. The ePrivacy Regulation specifically leaves it up to the individual countries within the EU to decide whether ‘unsolicited commercial communications’ (a.k.a B2B cold email campaigns) should be opt-in or opt-out. They have abysmal open rates. It’s true, not all cold emails are the same—and so GDPR may apply slightly differently, depending on who you’re contacting. As a supplier of email lists and leads for countries across Europe Taskeater has taken steps to ensure total compliance. Scary information. Pass me along to the right person!” might go along way. On May 25th, 2018, the General Data Protection Regulation (GDPR) went into effect. For further information about what CRM cleansing is and whether you need it have a read of these articles we have published over the last month: Or for a more comprehensive guide to CRM maintenance, you can download our ebook — How To Deal With CRM Data Erosion. Comply to GDPR with our Direct Mail Marketing Services. To achieve compliance, you have to adopt new practices: Unwanted emails almost always go into users’ trash folders unopened, only serving to waste the organisation’s time and make potential customers resent them for sending apparently unsolicited messages. So if you have email addresses on your lists, that you never got consent to store—just keeping them around becomes noncompliant starting May 25th. Here's how the New Zealand Department of Internal Affairs characterizes express consent to send commercial emails: Five Elements of Consent Under the GDPR As the ICO outlines, “The onus is also on you to ensure — and demonstrate — that your interests are balanced with the individual.” It is key you are aware of the full context and logic behind your use of legitimate interest. Government body ) applies to all the personal data that you have received a email... Really matters because the GDPR and covers business interests privacy policy or on your website result was a robust risk-based. 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