The new European Union general data protection regulation (EU GDPR) has a direct impact on marketing practices, including email marketing.
If your business is based in the EU or you process and collect personal data (in this example an email list) from EU citizens, the General Data Protection Regulation affects you.
The GDPR says you must obtain freely given, specific, informed, and unambiguous consent from your contacts. You also must clearly explain how you plan to use their personal data.
If you have an existing email list of clients or customers you must ask for consent and clearly define how you will be using their data. Also you must give an option for your email list to opt out and remove their data.
There will be penalties for noncompliance. For a small company the penalties may not be worthy of mention, but for larger companies, the penalties will be significant.
ISDA and SecurityDriver.Com email provider MailChimp rolled out GDPR options last week as part of their Spring update.
In this video, ISDA member Larry Snow describes how to add GDPR options to a MailChimp Sign Up Form.
How it works
- Enable GDPR Options in List Settings
- Edit the GDPR Options in the Form Builder Settings
- Create Segments from your GDPR Options
- Create a campaign, using the Subscriber Alert GDPR Theme to Email Your Contacts asking them permissions for consent to opt into the GDPR Options you’ve set up
- Once opted in, you will need to send emails to those segments who’ve opted to receive the information.
The ISDA Experience
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