Since the GDPR’s big push is to ensure that businesses handle personal data appropriately, it’s important that you only collect the data you actually need for your campaign – and that you explain why you’re emailing and how recipients can remove their data from your list. This is the: “but why are you still doing this?” type of cold emailing. GDPR and Email Retention. When taking a business card from someone, DON’T add them to every mailing list your company uses. Email Marketing. So, if you got consent to send promotional emails about your new products or services, you’d be violating GDPR rules if you sent subscribers promotional emails from a 3rd-party. If your business is located in the EU, if you conduct business within the EU, or if you cater to an EU audience, you need to ensure compliance and GDPR consent for email marketing. Yes, but it may look different than what you’ve done in the past. The good news is, if you’re already following cold email best practices – that is, you aren’t “spraying and praying” or spamming people with irrelevant messages – you’re half way there already. So, what does the GDPR say about sending personal data over email?Is it acceptable if certain technical measures are taken?. So, before it gets here, it’s a good idea to get your head around what will — and more importantly, what won’t — be allowed under the new legislation. Two things to keep in mind: Don’t just mark them as unsubscribed in your email management system. Businesses have been sending emails asking if users still wish to be subscribed to mailing lists. Companies can only send email marketing to individuals if: The individual has specifically consented. B2C comms, on the other hand, are directed at the individual themselves, meaning they must have provided explicit consent prior to you contacting them. Having said all that, there’s one last thing we need to clear up. The GDPR did not set out to be anti-business, just pro-consumer. As a note, this guide only focuses on sending cold emails. General Data Protection Regulation Summary. The General Data Protection Regulation (GDPR) is raising many questions among employers, not least whether a work email address should be regarded as personal data.. Ideally, when it comes to marketing your services/products to new contacts. “I’m reaching out because I found your name and email address on LinkedIn, and it looks like your company might benefit from our [product/service]. The General Data Protection Regulation (GDPR) introduces new rules for organizations that offer goods and services to people in the European Union (EU), or that collect and analyze data for EU residents no matter where you or your enterprise are located. Last modified on the 27th July 2017 at 11:09 pm Filed Under: EMail Tagged With: Best Practises, Data Protection. In addition, emails sitting on your device may be accessible to a third party. If you’re monitoring email open rates — and changing the content sent to individuals based on what they do/don’t read — that means you are processing and monitoring their behavior. The new general data protection regulation (EU GDPR) has a direct impact on marketing practices, including email marketing. Article first published March 2016, updated April 2019. Ideally, when it comes to marketing your services/products to new contacts, DON’T be too rigid with your comms. This includes product demo, quick catch up and “just reaching out” emails, or any other form of communication that your prospects didn’t ask to receive. That means you have to consider two key things: the adequacy of your data collection (how much data do you really need for what you are going to achieve) and the relevancy of your data collection (is the data you are collecting the right data for your purposes).”. If you’re monitoring email open rates — and changing the content sent to individuals based on what they do/don’t read — that means you are processing and monitoring their behavior. This is all because of the EU General Data Protection Regulation , a privacy law that sets a higher standard for consent than many companies are used to. “GDPR Update If you are processing an individual’s personal data to send business to business texts and emails the right to object at any time to processing of their personal data for the purposes of direct marketing will apply. We'd love to know a bit more about our readers. make our site easier for you to use. There’s a better way, a more efficient way – and you’ll likely get your email in front of more people by changing. Sending transactional emails is an act of data processing - you have your customer's personal data (their name and email address, at the very least), and you're using it to communicate with them. Don’t use pre-ticked boxes. Unless they explicitly say that they would like to be included in the list, DON’T add them — silence is not consent! So, what options remain? B2C comms, on the other hand, are directed at the individual themselves, meaning they must have provided explicit consent prior to you contacting them. A common type of personal data disclosure occurs when an email is sent to an incorrect recipient. Then — and this is the crucial bit — ask if they would be happy to be added to a specific mailing list, in order to be contacted either with information relevant to their industry/role, or with news/updates on the services/products you have previously discussed. TNW uses cookies to personalize content and ads to To comply with the GDPR, your transactional emails need to be limited in their purpose. According to Article 5, personal data shall be. The DMA has reported a 43% increase in customer responses to direct mail. A good marketing email should ideally provide value to the recipient and be something they want to receive anyway. Security Meets Modern Design Our next-generation inbox is designed to help you work faster by being easy to use. The General Data Protection Regulation does not state specific technical measures on how to safely send personal data via email. Quarters, 6 things UI designers should keep in mind for iPhone X, Video games change the way you feel about the world — and yourself, Meet the electrophone, the Victorian version of live-streaming, There's a bunch of undiscovered exoplanets left – math can help us find them, How this startup is mapping India's potholes using just your phone, This Adobe Creative Cloud training unlocks the essential skills you've been wanting to learn, From religion to politics — here’s how genes influence our preferences, Get some of the year’s best headphones and earbuds with one last Christmas discount. Is the use of mailx (Unix/Linux command utility) GDPR compliant to send personal data. But in cases like these, it’s essential that future emails are tightly related to what they originally expressed an interest in. Each detail within our secure email service is optimized to help you better read, organize, and send email. Step Two: Explain Your Legitimate Interest In Your Email Copy. So, if you’re sending out emails using the BCC field, please – rethink this practise. Businesses that get it right and build permission-based email lists enjoy high open and click-through rates on their campaigns, and are able to drive significant levels of sales and revenue from their email marketing initiatives. If you’d rather not hear from me, just let me know and I’ll delete your information.”. Can you really still send cold outreach messages and stay GDPR compliant? 05/02/2018. Consent requires a positive opt-in. With GDPR effective date on 25 May 2018, all marketers concerned with GDPR need to change rapidly how they seek, obtain and save consent. But it introduces a new framework that impacts how people send emails in a professional context. One of the major areas of change—and the one that’s been causing email marketers the biggest headache—is the question of how to collect and store consent. GDPR and Email Marketing. However, if you can’t guarantee that the people you’re reaching out to aren’t EU citizens living or working abroad, it’s worth the effort to get comfortable with GDPR. add them to every mailing list your company uses. The GDPR covers the personal data of all EU citizens – no matter where they are in the world. email anyone who has asked not to be contacted, unsubscribed from a list, or opted-out in any other way. Therefore, you DO need to inform them of this activity, giving them the option to opt-out/unsubscribe. Sending a valid, justified cold email is one thing. The GDPR is an EU regulation. The list goes on. If the answer is “no”, take them off the list. GDPR takes existing data protection laws and updates them for the digital age. follow B2C rules. The short answer is, yes it is personal data. The General Data Protection Regulation (GDPR) is raising many questions among employers, not least whether a work email address should be regarded as personal data.. If the answer is “kind of” or “well they haven’t said they don’t want to,” take them off the list. Most marketers like to throw cold email contacts into a nurture sequence after the initial engagement. Then you need to make sure that it is something really useful for your audience. More Basically, the principle that processing is prohibited but subject to the possibility of authorisation also applies to the personal data which is used to send e-mails. advertising & analytics. Unless they explicitly say that they would like to be included in the list. So does that mean that if you’re U.S.-based, you don’t need to worry? To ensure compliance with the GDPR, marketers should provide individuals with choices regarding marketing (e.g. Instead, check out this practical, step-by-step guide to staying GDPR compliant as an individual or a small sales team. GDPR Email Marketing. If becoming GDPR compliant forces you to rethink the way you send cold emails for the better, that’s an email marketing win-win. 11/30/2020; 21 minutes to read; r; In this article. Instead, write them an email with the usual niceties, explaining that you thought they might be interested in finding out more about the services/products your business offers. The encryption we use to ensure email privacy is completely invisible. I hate to break it to you, but the days of scattergun marketing emails are numbered — the General Data Protection Regulation (GDPR) is in sight now, and once it’s arrived, there’ll be no hiding from the major issue of consent. Email marketing campaigns have had to adapt to comply with the EU's data privacy law, GDPR. GDPR: how can I email data securely to comply with the new regulations? Just as with an individual customer, explicit opt-in consent must be given before you can email them. Close.com’s Jory MacKay writes, “Basically, if the information you have can be used to identify a person in any way, it’s covered under GDPR.” Failing to protect information appropriately according to the regulation can lead to fines. B2B emails should be targeted at a person’s role within a business, not at the specific person. You don’t need a data process administrator to do this (quite frankly, most companies don’t have the money to do this anyways). All data collected in the survey is anonymous. Last modified on the 27th July 2017 at 11:09 pm Filed Under: EMail Tagged With: Best Practises, Data Protection. Provided the controller has the necessary consent, the actual sending of the email is not really impacted by GDPR. Processing is only allowed by the General Data Protection Regulation (GDPR) if either the data subject has … How does GDPR affect email marketing? Spamming every address you can find with your CRM, You have to be clear about how you found their information (no lawyer-speak here), You have to actually delete their data immediately if they ask you to, Have a legal basis (aka, a specific, targeted reason) for sending the message, Clearly specify what personal information you’re using, why you’re using it and how you’re storing it, Not hold personal information longer than necessary, Only giving data access to people who need it, Making sure any data you’ve stored is secure while you process it, Only holding on to data for as long as you need it, Not sharing data with anyone else, without informing the prospect you’re doing so. For a more thorough breakdown of what GDPR is and how it affects your business, check out this article. Not only will this greater choice deliver content they are interested in — and therefore increase the likelihood of interaction — but they will also be able to opt-in to receive this information via their preferred medium, whether that’s email, newsletter, phone call, or text. In practice, that means the end of the spray and pray approach. To get to this level of specificity, you’re going to need to segment your lists and closely personalize your cold emails based on your prospects’ business needs. Then — and this is the crucial bit — ask if they would be happy to be added to a specific mailing list, in order to be contacted either with information relevant to their industry/role, or with news/updates on the services/products you have previously discussed. Permission is an important part of email marketing. What you do after that is just as affected by GDPR. Outbound sales are essential to many businesses and will continue to be. Although the GDPR doesn’t have specific rules for handling and archiving email, it does have specific principles relating to the processing of personal data, which applies to the personal data distributed via email. You should not send personal data via unencrypted email. GDPR requires that emails show the identity of the sender, include a physical address, identify what the content is about, indicate whether the message is promotional in nature, and not use deceptive messaging. Why is it dangerous to send personal data over email? B2B emails should be targeted at a person’s role within a business, not at the specific person. And it usually … The short answer is, yes it is personal data. For all the convenience of email, it doesn’t offer a much in the way of security. Finally, be a good data steward. DO be aware of the difference between B2B and B2C communications, and segment your mailing lists accordingly. Remember, you have to get consent for each type of content you want to send to your subscribers. Click to share on Twitter (Opens in new window), Click to share on Facebook (Opens in new window), Click to share on LinkedIn (Opens in new window), Click to share on Pocket (Opens in new window), How to Write a Follow-up Email After No Response, 8 Subject Lines That Will Get That Networking Email Opened, 14 Sales Follow-up Email Templates to Steal for Your Next Cold Email Campaign, Meeting Request Email Templates + Subject Lines, 15 Cold Email Templates To Generate More Leads, Sales Operations: Definition, Techniques, and Why It’s Important, 20 Sales Interview Questions To Recruit the Best SDR, How to Create a Sales Territory Management Plan, How to Use BANT to Qualify Sales Prospects in 2021, How to Execute the Challenger Sales Model. Processed lawfully, fairly and in a transparent manner; Sending follow-ups does not violate GDPR as long as it meets … Even if you aren’t, a consultant may be able to observe your data practices and make recommendations to ensure you’re compliant at a far lower cost than bringing on a new full-time data employee. Yes and no. How does GDPR affect email marketing? We trust that it will end up in the right destination and that no one will read it along the way, but we can never be certain. EU member states were given two years – until May 2018 – to become compliant with the new regulation, which, according to Digital Guardian’s Juliana De Groot, “mandates a baseline set of standards for companies that handle EU citizens’ data to better safeguard the processing and movement of citizens’ personal data.”. 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. When taking a business card from someone. 5 Simple Steps To Sending GDPR-Compliant B2B Cold Emails Step One: Ensure Your Prospecting Is Targeted and Appropriate. We discuss exactly what that means for businesses sending direct mail. The goal of the GDPR wasn’t to stop cold emailing in the EU. No longer will you be able to add new addresses to your endless email lists, or send out non-targeted comms to everyone recorded. 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. ... you should encrypt and password-protect your images and documents before sending them as email … Put yourself in their shoes – do you like the content you’re about to send? Read next: Not only do these laws apply to organizations based in the EU, but they also applyto anyone who stores or processes data on an EU citizen. Traditional email is insecure: data travels over the internet unencrypted and can be intercepted. We do also share that information with third parties for The right to object to marketing is absolute and you must stop processing for these purposes when someone objects. With … To become GDPR-compliant, businesses have been required to get crystal clear consent from their customers before they can send them marketing emails. So, if you’re sending out emails using the BCC field, please – rethink this practise. DON’T assume people will be interested in everything you do. 5 … 6 things UI designers should keep in mind for iPhone X. Just as with an individual customer, explicit opt-in consent must be given before you can email them. Instead, write them an email with the usual niceties, explaining that you thought they might be interested in finding out more about the services/products your business offers. What the GDPR does is clarify the terms of consent, requiring organizations to ask for an affirmative opt-in to be able to send communications. 05/02/2018. in Contributors. Instead, provide multiple types of content — including news, events, general updates, and white papers — and various formats too. Do you have a special offering? As a side note – Mac Hasley writes at Convert that, “The generic info@company, sales@company, marketing@company email addresses, aren’t personal data.” Since GDPR applies to individuals, generic email addresses such as these may not be affected. Do’s and dont’s of sending emails under GDPR by Andrew Stellakis — Feb 10, 2018 in Contributors I hate to break it to you, but the days of scattergun marketing emails … Introduction. Here's how to stay in compliance while improving the effectiveness of your email … As you can see, you don’t have to use a cold unsubscribe link. Businesses have been sending emails asking if users still wish to be subscribed to mailing lists. The GDPR is designed to help protect customers from unwanted direct marketing emails. GDPR is the overall name given to a series of EU laws around personal data protection. But in cases like these, it’s essential that future emails are tightly related to what they originally expressed an interest in. be too rigid with your comms. In the summary of this post, you will also find a link to download our Checklist for GDPR Compliant Emails. One of the goals when writing the GDPR was to make it more or less timeless: updates to the regulation and the law should not be necessary each You can still send them. “I need to use double opt-in to be compliant with the GDPR.” Double opt-in (a.k.a confirmed opt-in) is … We then talk about the difference … Do you want to sell something? The challenge is that, under GDPR, you may need to ask permission to follow up in this way. However, GDPR can affect the returned message event data to the extent that such data indirectly or directly identifies a EU data subject. The GDPR’s impacts on marketing practices requires all email marketers concerned with the GDPR to address how they pursue, obtain, and document consent where it is needed. Under GDPR 22 organisations can’t send marketing emails without active, specific consent. Read on to find out how B2B email marketing, cold emails, opt-in list emails, sending emails to existing clients and transactional emails are affected by GDPR. — You can still send them. For consent to be valid under GDPR, a … For example, reaching out to a company you’ve discovered is using your competitors’ SaaS product because they left a review of it on Product Hunt in order to pitch your solution as a replacement is related to their business activity. Do you want to launch a new product or service? If dealing with sole traders, one-person operations or small partnerships, DO follow B2C rules. They aren’t ideal from a marketing standpoint, but may be an option if you aren’t able to meet the specificity of purpose guidelines described above. 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…. by Andrew Stellakis Sending Sensitive Data to the Wrong Recipient. assume people will be interested in everything you do. Stay tuned with our weekly recap of what’s hot & cool by our CEO Boris. In case you somehow missed it, the EU adopted the General Data Protection Regulation (GDPR) in 2016, replacing the 1995 Data Protection Directive (which was put in place during the internet’s earliest days). Sending marketing material by post is on the rise. Under the GDPR, consent really means consent. As for email marketing, the GDPR does not ban email marketing by any means. SuperOffice’s Steven MacDonald writes, “When you collect personal data such as an email address, not only do you need to inform the individual that you have stored it, but you also need to make sure that your prospects actively ‘opt-in’ or choose to join a specific email list before you start sending them marketing messages.”, To make matters more challenging, Hasley shares that, “Asking for consent to receive marketing materials, is in and of itself, sending a marketing material.”. So, if you’re following along as someone who sends cold email, that probably sounds pretty intimidating. Mailjet being an Email Marketing actor, we gathered precious information for you to create this GDPR toolkit. As well as aiding your compliance, freedom, and flexibility are brilliant ways of driving engagement. Bought Lists. Breaking that down, any offer you send via cold email should be clearly connected to the specifics of your prospects’ business. Mark shares 44% of the letters that make up the word "marketing", so his future was set from an early age. Follow us on social media. With the General Data Protection Regulation (GDPR), the European Union’s new privacy law, coming into effect on May 25th, 2018, now is the time for email marketers to ensure that their programs are compliant. Send via cold email should ideally provide value to the specifics of your prospects ’ business marketers provide! … GDPR: how can I email data securely to comply with the GDPR such data indirectly or directly a... Email privacy is completely invisible we then talk about the way you collect, manage store. Permission first s role within a business card from someone, don ’ t kill cold emails fairly... Someone, don ’ t have to be subscribed to mailing lists accordingly exactly the. Thorough breakdown of what ’ s role within a business, not at the person! 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