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GDPR Email Guide: The Do’s and Dont’s.

Apr 17, 2018

GDPR Email Guide.

So it’s nearly here and your wondering holy c*** what have we done re GDPR?

Although there are many processes involved from tick boxes on your website allowing consent to updating terms and conditions …( I know your about to explode) there is one thing you may not have thought about which is email!!

GDPR Email Guide: We all opt-in … we all opt-out! ( as the song goes)

You will find out soon enough if your compliance meets some or all of the rules the GDPR has set, however by examining what can be done re email marketing (newsletters, offers, promotions and updates) and what can’t be done you will be in a good place come the 25th of May.

Below is a small guide to put you on the right track and if you need to work out your email strategy on GDPR then hit us up!, but for now read on!

GDPR Email Guide: The Do’s and Dont’s.

DO seek consent wherever possible — it’s better to be safe than sorry, and asking for direct, affirmative permission to contact someone via email is the most secure process under GDPR and E-Privacy legislation.

If you do not have consent do not send even if you have mailed them asking to opt in and you get no response you must remove them from your list.

DON’T email anyone who has asked not to be contacted, unsubscribed from a list, or opted-out in any other way.

DO be aware of the difference between B2B and B2C communications, and segment your mailing lists accordingly. B2B emails should be targeted at a person’s role within a business, not at the specific person.

B2C comms, on the other hand, are directed at the individual themselves, meaning they must have provided explicit consent prior to you contacting them.

GDPR Email Guide: The Do’s and Dont’s.
DON’T add an email / contact details to all your email lists when you take a business card from someone. You could send them an email with all the nice gooey stuff and include details of your product / service and ask them within the confines of the email if they would like to be added to a specific mailing list that could be relevant to them.

Please be warned if they do not reply they cannot be added to the list and you cannot send any emails to the individual – silence is not consent.

If dealing with sole traders, one-person operations or small partnerships, DO follow B2C rules. Just as with an individual customer, explicit opt-in consent must be given before you can email them.

DON’T assume people will be interested in everything you do.

Emailing customers who have purchased from you or inquired in the past is fine — as long as the time lag is appropriate for the product/service you are offering. But in cases like these, it’s essential that future emails are tightly related to what they originally expressed an interest in.

Do you monitor email open rates? If you do and and segment readers based upon what they like and don’t like this action means you are monitoring thier behaviour. Again you will have to inform them of what you do and offer the option of opt-in or opt-out.

When considering marketing to new contacts think of variations of content (newsletters, white papers general updates) and in different formats, this can increase the interaction level and help drive your opt-in by using different mediums such as mail, text and or phone call.

This can improve your compliance as you are introducing flexibility into your levels of engagement.

GDPR Email Guide: The Do’s and Dont’s: Summary

Before you send any email marketing promotional or otherwise from the 25th of May you should ask the question”Have they confirmed they want to receive this information?”

If the answer is “no”, take them off the list. If the answer is “kind of” or “well they haven’t said they don’t want to,” take them off the list.

Only if the answer is “yes” should you click send — consent is crucial.

Not sure about what to do? Get in touch.

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