Currently, hardly any topic is being discuss as much across industries as the EU General Data Protection Regulation GDPR in email marketing. This is no surprise, as the new directive specifies how companies must handle personal data in the future. Failure to comply can result in high penalties. There are some changes for email marketing. We aske email marketing expert Inxmail what B2B companies can expect.
Daniel Friebe
The GDPR is a regulation tha been passed with the aim of strengthening and qatar whatsapp number data standardizing the data protection rights of EU citizens. B2B companies are no exception. Every company processes personal data, not least that of its own employees. This includes, for example, name, address, telephone number and email address . GDPR in email marketing but also photos, gender or height. There is an exception for data that is processe as part of an existing business relationship or contractual relationship: This can continue to be use for the agree framework.
When it comes to sharing personal data, B2B companies need to take action: Email marketing is often outsource to an agency or the company works with an email marketing provider. It is important to conclude a data processing contract (ADV) between many of us need to take time out the parties. This regulates the sharing of personal data. It also authorizes the service provider to receive and process recipient data for the agree purpose. The content of this contract should comply with data protection requirements and legal provisions.
In addition, the GDPR brings about changes to the archiving and storage of personal data. B2B companies must be able to provide information if a recipient wants to know what data is store about them. This should be in a structure and common cell phone number technical format. This is the only way to respond promptly to requests for information or deletion. The law also applies to the protection of minors: personal data of people under 16 may only be process with the consent of their legal guardians.
Failure to comply will result in consequences: companies face sanctions if they do not comply with the new regulation. Violations can result in fines of up to 20 million euros or up to four percent of annual global turnover, whichever is higher.
What do B2B companies need to pay attention to in the future when sending promotional emails?
Daniel Friebe: Anyone who wants to send advertising mailings needs the recipient’s consent. To be on the safe side, this should be obtain via a double opt-in (DOI). GDPR in email marketing The recipient actively confirms their email address in their inbox. This is the only way to prove consent at a later date. Incidentally, the DOI mailing must not contain any advertising. The only exception is if a business relationship already exists and the recipient has not objected to receiving emails from the provider.
B2B companies should also make sure to request consent for each purpose individually. An example: A construction machinery manufacturer sells excavators and cranes. The company offers a separate topic newsletter for both product lines. Intereste party Max Mustermann would like to sign up for the excavator mailing list. However, this consent must not automatically be link to the crane newsletter. Separate consent is requir here.
Anyone who wants to draw conclusions about the behavior of individual newsletter recipients must obtain consent for personal tracking. This can be done, for example, using an additional checkbox in the registration form. The choice of words should be taken into account here: the recipient should be given a transparent and clear explanation of the purpose for which the respective consent is being given.