{"id":982,"date":"2021-01-28T08:57:59","date_gmt":"2021-01-28T08:57:59","guid":{"rendered":"https:\/\/audienceserv.com\/blog\/?p=982"},"modified":"2021-05-10T13:06:47","modified_gmt":"2021-05-10T13:06:47","slug":"email-marketing-gdpr","status":"publish","type":"post","link":"https:\/\/audienceserv.com\/blog\/email-marketing-gdpr\/","title":{"rendered":"Email Marketing & GDPR"},"content":{"rendered":"\t\t
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The number of email addresses continues to grow and in 2024 it\u2019s expected to be about 4.48 billion email users worldwide<\/a>. The large reach and direct contact to recipients make the email channel not only the most widely used marketing channel<\/a> but also the most profitable channel. It’s not a surprise that email marketing is still an important tool for customer acquisition and retention. Consequently, the demand for email addresses continues to grow.<\/p>

When data is the new gold in the digital age, email addresses are the diamonds of any mailing list. If email addresses come with even more data, such as age, gender, place of residence or interests, we can even equate email addresses with red diamonds. Because more information means a more precise segmentation of the data, which enables the send-out of marketing emails to ultra-specific target groups and which drives conversation rates.<\/p>

But with increasing data not only data-driven possibilities are growing, but also the relevance and responsibility for data security.\u00a0 The GDPR was enacted in 2018 to regulate data processing and to protect personal data. Those strict principles have a major impact on email marketing and require companies to be conscientious when processing personal data.<\/p>

In cooperation with our lawyer, Kaspar-Ludwig Stolzenhain, we have compiled the most important points for legally compliant email marketing. We also highlight how to leverage third-party lists in accordance with GDPR.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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  1. A brief overview of GDPR Regulations<\/b><\/span>
    1. What is personal data?<\/span><\/li><\/ol><\/li>
    2. GDPR compliance for email marketing<\/b><\/span>
      1. Consent is essential<\/span>\u00a0<\/li>
      2. Single Opt-In vs. Double Opt-In procedure<\/span>\u00a0<\/li>
      3. GDPR compliant unsubscribe process<\/span>\u00a0<\/li>
      4. Imprint obligation also applies to newsletters<\/span><\/li>
      5. Documentation of collected data<\/span><\/li><\/ol><\/li>
      6. What to consider when working with third-party data?<\/b><\/span>\u00a0<\/b>
        1. Purchasing third-party records<\/span>\u00a0<\/li>
        2. Leveraging third-party records<\/span>\u00a0<\/li><\/ol><\/li>
        3. Conclusion<\/b><\/span>\u00a0<\/b><\/li><\/ol>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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          1. A brief overview of GDPR Regulations<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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          The General Data Protection Regulation (GDPR)<\/a> is a data protection law drafted and passed by the European Union (EU) in 2018. The law applies to all individuals and businesses that offer goods and \/ or services to people in the European Union (EU) or collect and analyze data of EU citizens, regardless of their location. The purpose of GDPR is to provide standardized data protection laws across all member countries. The goal is to protect the fundamental rights and freedom of the individual, in particular the protection of personal data.<\/p>

          In order to regulate the processing of personal data, Article 5 GDPR<\/a> describes seven basic principles for data processing:<\/p>