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However, the company may not contact the customer about the dishwasher offer coming up in June (unless they have opted in and given consent to do so). The European Union’s approach to online privacy sets new requirements for communications between email marketing companies and their existing customers. Under the existing ePrivacy directive you require opt-in to send any direct marketing emails (watch out for local laws, in Germany you have the double opt-in where as in other countries you do not require opt-in for B2B marketing emails). If you do good inbound marketing, you will likely have recorded consent and opt-in from your customers to contact them via marketing email while they were still a lead. Here’s the kicker, in order to send marketing emails you need both. You can send marketing emails or texts to companies. This law also looks set to curb the menace of data exploitation for marketing purposes. Here’s the but... you cannot send them marketing email. Sales & Marketing are eager to upsell and cross-sell to customers and this is another data process - sending marketing email. [email protected] Therefore, any email address with an individual’s name listed within it in this way must be handled under DPA legislation, and the GDPR as of May (2018).” That doesn’t mean, however, that you can’t send an email to an individual’s business email address without prior consent. A lot of times these are just extremely judicious customers, but it’s also possible that come Friday (May 25, when the GDPR becomes enforceable) there will be some unscrupulous types that will be probing for potential issues they can exploit. One of the best ways to reach new prospects through referrals is to ask your existing customer to introduce the both of you and tell them why he/she is doing it. GDPR obliges brands to seek consent separately from other terms and conditions. However, sending business emails does mean … Before we dive into consent, let’s take a step back. Yes. GDPR covers personal data that your company has collected in the past. In addition, companies are prohibited from emailing consumers who had not consented to electronic communications with the aim of asking them to opt in to emails. The GDPR is not about cold emailing. You may have to hold onto contracts, invoices, etc., for legal reasons. It’s okay. You can learn more about opt-in and consent differences in this post and this one as well. Remember, present consent in an intelligible and easily accessible form, using clear and plain language. Do you want to know about this topic, or if you have other questions to write about, just leave a … We can’t make the GDPR go away, but we can debunk a few myths and help you make sense of the parts of it that relate to customer feedback forms. These provisions are retained under GDPR. Consent under the GDPR means that a data subject allows you to process their data. The company may contact the customer about the freezer, it’s maintenance, warranty etc. GDPR: Do I really need consent to contact my customers? In the next section, we’ll discuss how to make sure your email marketing list complies with GDPR requirements. 12. You can’t ignore GDPR in customer service. If your content is good, your customers will want to receive it. You cannot switch around as you please (more detail on this here). The ePrivacy Directive means that every EU country has their own specific laws and even some convenient exceptions. Inbound Marketing, Make sure it’s freely given (nothing pre-ticked or assumed) and that you provide information on how to revoke consent. It came into effect in May with one definitive aim: to balance the interest of the data controllers and the data subjects. This is one of the most popular GDPR opt-in email examples. If you are emailing previous customers, that may be OK under the ‘soft opt-in’ rules as long as there is a clear option to unsubscribe. This would include audit or tax purposes. Emails from your company’s database can let you identify certain customers, which in translation means that you are able to individualise and localise certain people, which in return means that the data you possess is considered to be personal data. There are quite a few things to consider including a legitimate interest assessment, a potential Data Privacy Impact Assessment and informing data subjects about your intentions. According to a survey from the Global Alliance of Data-Driven Marketing Associations (GDMA) and Winterberry Group, 92% of companies use databases to store information on a customer or a prospect. For businesses that are dependent on more outbound forms of marketing towards European customers, GDPR can be something of a legal minefield with costly ramifications. That will allow you to see any Message Event data retained by SparkPost for that customer. The law treats such emails as spam which could … Once you understand these and gain confidence, you’ll understand how to communicate with customers. A good marketing email should ideally provide value to the recipient and be something they want to receive anyway. Please note, our content (incl blogs, downloads, guides, videos and all webpages) are not being updated during our hiatus. So if you were concerned that your account management team can no longer email customers to set up calls unless they have their explicit consent, see how they are getting on with their purchase etc., you didn’t have to be. Topics: The EU General Data Protection Regulation (GDPR) fundamentally changes how businesses can email potential and existing customers, and how they monitor online behaviour. 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