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Teenvio
15 Mar 2018
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Since May 25, 2018, the new General Data Protection Regulation has been in force , repealing Directive 95/46/EC on the Protection of Personal Data by which companies are currently governed.
The aim of this new regulation is none other than to strengthen, harmonise and unify legislation on data protection for citizens of the European Union.
It should be noted that this new law focuses not only on European companies that deal with data of citizens of the European Union, but also extends to non-European companies that work with personal information of people residing in Europe, such as Apple, Google or Facebook.
Scope of the GDPR
The GDPR will apply to all processing of personal information where the controller or processor has its establishment in the EU. It will also apply to the processing of data of individuals resident in the European Union , regardless of where the controller or processor is located, provided that the processing consists of offering goods and services to residents or where the purpose is to monitor their behaviour . It will apply to both those who process and those who hold data, including companies that provide cloud services.
Failure to comply with this new law vp financial email lists may result in fines of up to 20 million euros or 4% of a company's annual profits, whichever is higher.
How does GDPR affect email marketing?
I'm sure that from what you've read above you will have realized that this data processing also affects email marketing and the management of contacts in your current database.
In this article we will explain in a simple way how the GDPR directly affects email marketing and how to adapt data processing to the new law.
Lead generation
When collecting contacts for our database, we must do so for a specific purpose, and this must be reflected in our contact forms on our website and any other physical or digital document intended for this purpose. This may be a purpose, for example, “sending commercial communications”.
As of May 25, professional email addresses will also be considered personal data and the same rules regarding their processing and collection will apply to them.
Consent
GDPR Consent
From now on, it will be necessary to obtain authorization from the affected party in which the express consent of the affected party is obtained for the receipt of commercial communications by electronic means, in our case via email.
To comply with the new GDPR , we must be much more transparent with our future subscribers. Convoluted or unclear texts that do not clearly explain that this subscription will involve receiving periodic electronic newsletters will no longer be valid, nor will those forms where the “I accept the conditions” box is checked by default.
For example, you may use a lead magnet on your website to get subscribers and offer the possibility of downloading an eBook or viewing premium content restricted to registered users.
Obviously, these practices are not going to be prohibited, but it will be necessary to include a checkbox unchecked by default with the privacy policy, and clearly explaining that this email will become part of a database that will receive commercial communications from the brand.
Another tool we recommend is the use of double opt-in in our contact forms on our digital channels. This means that when a user fills in the data, they will automatically receive an email with a link to confirm their subscription.
In this way we ensure that the person actually explicitly authorizes us to send information, complying with the correct obtaining of consent and the principle of data quality.
The use of double opt-in is something that we have always recommended at teenvio.com , beyond compliance with the GDPR, since this ensures that the subscriber has effectively agreed to the sending of information, that the email exists since it has not been a third party who has fraudulently registered an email that is not theirs.
