The impact of GDPR on email marketing has been significant for organizations in the EU and beyond.
Before the GDPR was introduced, personal data protection was largely left up to individual countries and organizations. There were no uniform regulations or laws governing how online data could be used, stored, or even shared with other entities.
For this reason, many businesses had poor security measures in place to protect their customers’ data from theft and abuse. This led to several high-profile cases of data breaches and privacy violations, which further exacerbated public unease about the safety of their digital identities.
Now that we know the history behind GDPR, let’s examine what GDPR entails, its principles and impact on email marketing.
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GDPR stands for General Data Protection Regulation. It is an EU law that was established in 2018 to give individuals control over how their personal data is used and stored.
It mandates organizations collecting, processing, and storing user data to meet stringent privacy standards or face hefty fines. The law guarantees users’ right to access, delete, and prevent illegal use of personal data.
7 Guiding Principles of GDPR
GDPR applies to any organization, regardless of size or location, that processes and stores the personal data of EU citizens. Here are its guiding principles:
1. Data Minimization
Data minimization means collecting only the minimum amount of information required to accomplish a goal. If, for instance, your goal is to distribute electronic newsletters, you should gather only the recipient’s email address. You should not ask for their name, address, or phone number.
To comply with GDPR, businesses must demonstrate that their data collection and processing serves a clear and explicit business need. It violates the General Data Protection Regulation to collect data for one reason and then use it for another. For instance, you can’t monetize your email list for marketing purposes by selling customer email addresses.
This principle posits that is essential to review the information that has been stored periodically. Companies must correct any inaccuracies and remove data not actively in use.
4. Integrity and Confidentiality
The General Data Protection Regulation (GDPR) recommends that businesses protect the privacy of their customer’s sensitive information. Thus, it is essential for firms to guarantee a high level of security to avoid data loss or security breaches.
Some companies may claim GDPR compliance where none exists. Accountability plays a crucial role in this regard. Proof of your data processing methods requires keeping a record of your activities.
When the GDPR authority requests proof of compliance, you should be able to show that you are following GDPR regulations by providing detailed records.
6. Storage Limitation
This principle posits that firms destroy data collated after a defined period of inactivity. By doing this, you can avoid fines and free up some space in your storage facility.
7. Lawfulness and Transparency
Businesses must follow the law while collecting and using customer information. When collecting, processing, and analyzing an individual’s data, it must be done openly with the customer’s explicit consent.
What Is the Impact of GDPR on Email Marketing?
The GDPR has brought a wave of change to the email marketing landscape, making it a daunting task for experienced marketers to stay compliant. Fines are imposed on organizations that lack sufficient control and data management procedures.
The impact of GDPR on email marketing is twofold. Businesses must rethink their methods to preserve consumer privacy and avoid losing leads and revenue. On the other hand, customers now have more control over how companies use their personal information.
A key challenge lies in understanding user consent, as under the regulation, individuals must give explicit permission before any business can process their data. As such, companies must provide very concise and plain language when requesting customer approval for email campaigns.
Additionally, opting out needs to be simple and easily accessible, so users can freely remove themselves from mailing lists without feeling trapped. This means emails should contain unsubscribe links and instructions on how to do so.
Email marketing has benefited from the GDPR since it has leveled the playing field for legitimate businesses and helped restore consumers’ faith in brands. Companies are taking greater care in protecting consumer data, which only fosters greater confidence in the long run.
Abir is a data analyst and researcher. Among her interests are artificial intelligence, machine learning, and natural language processing. As a humanitarian and educator, she actively supports women in tech and promotes diversity.