Irina Ivan - Digital Consultant

2iVisio Blog: insights on design, digital marketing, user experience

By: Irina Ivan | May 14, 2018

As the deadline for complying to GDPR ( May 25th, 2018) is getting closer, e-mail marketers find themselves at a turning point. They can either continue on the beaten track of the e-mail marketing, considering the new regulations as a formality and hoping for the best when it comes to consequences of a potential infringement OR they can do their best to comply and play on the safe side.

The benefits of being GDPR compliant go far beyond avoiding the dreaded fines for those who elude new regulations. While taking the necessary measures to be GDPR compliant you put your customers and potential customers at the core of your business and dig in for new ways of increasing the efficiency of your e-mail marketing campaigns. Simply put you are pushed out of the old ways and forced to innovate.

So, for e-mail marketers who are willing take GDPR seriously, here is a brief guide about the basic areas they need to re-assess before hitting the Send button, starting with May 25 2018:

Include in your e-mailing list only people who gave their consent to have their e-mail processed for this purpose freely, explicitly and through an affirmative action.

      Read more about how GDPR changes the game of consent.

Always include a link to unsubscribe and make sure you are backed up by the technical support to memorize this preference.

Give users an easy way to unsubscribe anytime from your e-mailing list (e.g an option on their online profile, a Unsubscribe me feature on the website).

Ask for re-consent if you are no longer able to track consent given by contacts stored before the date when GDPR comes into effect.

Send e-mails only about the products and services similar to the ones for which they consented to receive communication from you.

Prepare for the unexpected as new requests from users may arise: requirements of the personal data stored, possibility to deliver it to them in a common file format,         requirements to be forgotten.

Don't include persons under 16 in your e-mail communication unless you have parental authorization.

        (The 16 years limit is set by GDPR and could be lowered to no less than 13 years old, by         each member state through derogation. This applies for the cases when you process         data related to your recipients' age)

Re-assess and fine-tune your transactional e-mailing mechanisms, if needed, to accommodate new GDPR rules

        (Some e-mails might continue to be sent to everyone as they contain key info for the use         of the service, like a link for account activation or an e-mail containing a new password.         For some other messages you might need to remove from the recipients list people who         didn't give explicit and traceable consent to receive e-mails).

Comply with data minimization: don't overdo with personal data storage permissions request justs to enhance your campaigns with variables (name, surname) or micro-target          them.

Make sure that the platforms or software you use to roll out your e-mailing campaigns are also GDPR compliant.

Document the flow you set for making the e-mailing marketing GDPR compliant.

Last but not least, keep in mind that, although the general vibe about GDPR is currently the urge to comply under the pressure of the announced penalties, in the end, it's all about the communication with your audiences, which is supposed to become more secure, consented on both side and ideally, more dynamic.


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