On May 25, 2018, companies across the globe will be
expected to comply with stiff European Union privacy rules. However, many email
marketers on this side of the Atlantic remain in the dark regarding new
Regulation is a measure adopted by the European Union to protect
user privacy and data of European citizens. While on the surface, this may
appear insignificant to U.S. marketing activities. The enactment of the GDPR
will in fact present challenges for any U.S. company doing business in EU member states to comply with tight restrictions
on data integrity, privacy and disclosure. In order to meet these new
regulations and ensure your marketing is compliant, follow these tips to keep
ahead of the GDPR formally taking effect.
re-examine their current opt-in process. With the new regulation subscribers
must be told, and agree to, how their information will be used and what content
they will be receiving — including newsletters, promotions or information about
upcoming events. Specifically, the GDPR requires that marketers provide two
separate boxes, one exclusively reserved for receiving emails and one
all-encompassing terms and conditions box.
clever statement to get subscribers excited like, “Yes! Sign me up to receive
exclusive coupons, news and information in my inbox.” This not only confirms
that they agree to the opt-in process but creates a clear statement on the
content they’ll soon be receiving. A secondary statement and checkbox should
then address the way email marketers plan to use subscriber data if agreed to.
Eliminate Jargon: Use Clear and Concise Language
box, email marketers now have to carefully fine tune messages to not only grab
the attention of potential subscribers, but also meet regulations by clearly
defining how their information will be used.
to other brands, new permission must be received from subscribers. Make sure to
communicate with potential recipients clearly during the subscription process.
If you are sharing information with other companies, say so directly. Using
language to deceive subscribers or hide true intentions will result in a
violation of the regulation.
Your Email Systems Secure: Develop Cybersecurity Protocols
mandates email marketers must take note of. When requested, all personal data
must now be entirely removed from computer and company systems, leaving no
trace of the data. Additionally, in the event of a security breach, it must be
reported to the data protection officer or supervising authority within 72
marketers, use a system that allows finding, editing and removing email
contacts to be done quickly and easily. This saves time and allows EU citizens
the “right to be forgotten” and to be completely removed from all databases.
Additionally, review all current security protocols in place and make sure a
comprehensive security breach plan is in place. This helps prevent costly
cyberattacks and can build credibility in marketing programs.
While these new regulations don’t apply to
American consumers, it is important for American businesses to understand and
migrate toward these standards. This helps establish respect and build stronger
relationships with customers that are truly interested in receiving information
about and/or from companies they are truly interested in. Be sure to start
making changes now to ensure compliance and leave a lasting impact on