Email Marketing

Has GDPR made you afraid of email marketing?

October 11, 2021

GDPR regulations apply to all businesses in the EU and UK. Let us guide you on how to navigate the rules.

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GDPR regulations came into effect on 25th May 2018 and apply to all businesses and online consumers located in the EU and the UK. Under the GDPR, businesses need to take extra steps to ensure they’re protecting their customers’ personal data and keeping it private.  

How does GDPR affect my email marketing? 

GDPR email marketing is all about receiving consent. You need to obtain your customers’ explicit and freely given consent before sending them any promotional emails. When someone new signs up for your email list, they need to be well-informed about what they’re going to receive from you and what you’re going to do with their personal data (namely, keep it private). 

It’s also important to look at your current email list and make sure you have proof of consent for every subscriber. You should know how, when and why your current subscribers got on your email list. 

GDPR email marketing best practice: 

#1. Get permission 

The first step is getting informed consent from subscribers. This means that your customers need to understand what they’re signing up for and how you’re going to use their data.  

#2. Use a double opt-in 

Many businesses decide to use a double opt-in to get consent from users. While a double opt-in isn’t mandated under the GDPR, it can still be a good way to make sure you’re doing everything by the book. 

#3. Add a visible unsubscribe link 

Every email you sent needs to have a clearly visible link where the reader can opt out of receiving your emails. 

#4. Be honest 

Make sure all of your marketing communications are honest. Be transparent about who’s sending the email. Include your company’s address to identify yourself, and don’t send any fraudulent content. 

GDPR isn’t something to be afraid of, quite the opposite. It protects us as individuals and we are business owners need to adapt to meet the guidance. If you’ve questions, then please get in touch and we will do the best to help you still send incredible emails and meet GDPR requirements.  

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I'm Emma, founder of Smash Marketing

Since 2009 I've been a business and marketing business manager for numerous businesses: from plumbers to day care, from tennis clubs to start up app developers and motivational speakers to Harley Street aestheticians and many more in between.

That means my days are spent getting to know a business, planning their marketing, writing copy, and creating graphics for companies like yours. 

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