The Importance Of GDPR Compliance For Email Marketers

All Email Marketing campaigns must comply with the GDPR laws. Organisations and marketers cannot send marketing emails without the consent of the recipients. The email with a marketing material can be sent only if the recipient opted to receive it.

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Strict Requirements

Only individuals who have subscribed and opted for receiving such marketing materials can be sent such contents. The content must also have an option for unsubscribe so the recipient can opt out to not receive such contents from the sender in future. All direct marketing digital contents must comply with the GDPR regulations. The electronic mail is not a separate category and clearly defined under GDPR regulations. This law makes it clear that any text, voice, image or sound message sent over a public communication electronic network cannot be sent without the recipient's consent and authorisation. It applies to all electronic media options including emails, picture messages, social media messages, voicemail, video messages, texts, and other messages that can be distributed and stored electronically.

Rules for Existing Customers

GDPR rules apply even for digital media contents sent to existing customers. The regulation has a soft approach in this matter. It requires that if the customer did not opt out for receiving the marketing messages at the time of buying, then it means the person does not object to receiving marketing material from the seller. It is assumed that such a customer has given consent to receive future marketing materials in digital format. However, it comes with its own restrictions. The customer must have received an option at the time of buying to opt-out from receiving such messages. Additionally, all direct emails sent to existing customers must have an opt-out option. This rule does not apply to potential customers and it does not cover charity fundraising and political campaigning.

When Can Companies Send Marketing Emails?

Companies are free to send marketing materials to anyone who has opted for receiving the marketing contents through emails. The recipients must have given specific consent and the company must have given them an opportunity during the opt-in process to opt or avoid the opt-in for receiving the marketing emails.

Does It Apply to B2B Emails?

Businesses dealing with other businesses are also covered under the GDPR regulations. Even those marketers who are sole traders or partnership companies come under the GDPR laws. The rules remain same even for these individual business owners and marketers. The content senders are required to keep a record of businesses that have opted for receiving electronic marketing contents.
All organisations, businesses, companies, and even individual business owners and marketers have to comply with the marketing email rules of GDPR laws. The marketing emails cannot be sent to any individual or business unless the recipient has opted to receive such contents. However, there are some exceptions to this rule. If someone purchased a product or service but did not opt out for receiving marketing messages, then the seller can send digital marketing contents to these customers. At the same time, these email contents must give the recipients an option to opt-out so the recipient can decide not to receive marketing contents from the seller in future.