GDPR and What it Means for Email Marketing

Man checking email at table

May is just around the bend and companies around the globe will be expected to comply with the European Union’s General Data Protection Regulation (GDPR) privacy rules with regards to email marketing. It’s time to make yourself aware of the rules and the possible consequences if you fail to comply.

What Is The Purpose Of The GDPR

The European Union put this measure into motion to protect user privacy and data of European citizens. What does that have to do with those of us residing in the states? It will present challenges for any US company who does business with EU countries. They will need to comply with the tight regulations on data collection, privacy, as well as disclosure.  Companies will now be required by law to be transparent about data and gain consent before using it, giving consumers the control.

What Does GDPR Mean For Email Marketing

Firstly, consider your message as well as your audience and send messages that are more personalized and relevant to a targeted list. It is also essential to eliminate confusing, or wordy jargon for your opt-in process. The GDPR is making it critical for the opt-in process to be transparent. Subscribers will need to be told, and agree to, how their information will be used and what content is being received. This includes: newsletters, promotions, as well as information about upcoming events.

Secondly, you will need to ensure your email systems are secure. This is arguably one of the most important mandates we need to be aware of. When requested, all personal data must be completely removed from computers as well as company systems. If done properly, it will leave no trace of the information. In the event of a security breach, reporting the breach within 72 hours is required to the data protection officer or supervising authority. So for marketers, this means they will need a system that allows finding, editing, and removing email contacts quickly and efficiently.

While these regulations don’t adherently apply to American consumers, it’s becoming increasingly imperative for US businesses to migrate towards these standards. Doing so will help establish a stronger relationship with consumers who are truly interested in receiving information from companies.

Contact Brawn Media

We understand these terms and regulations can be quite confusing and oftentimes tedious to ensure compliance. Our team doesn’t recommend facing these changes and migration alone. Brawn Media is comprised of skillful and knowledgeable marketers who strive to make the best experience for everyone, consumers and businesses alike, while staying compliant to regulations. Contact us today so we can get started on your marketing strategy!