In 2018, the EU implemented a new regulation covering customers data protection. Have you updated your own marketing campaigns?
The General Data Protection Regulation (Aka GDPR) has affected every business in the EU, as well as any company doing business in the continent and dealing with EU customers’ information.
Simply put, the GDPR aims to protect data and give customers more input on the data collected about them. This means that EU customers now have the right to be informed, right of access to their personal information, and right to control and manage automated decision-making and profiling. This can be very difficult for marketers, as most marketing strategies are based on user information that hasn’t been specifically authorized.
In the case of email marketing, you will probably need to refine your consent forms in order to comply with the new regulations. The bigger changes will be seen in subscription forms: gone are the days were checkboxes were checked by default, or you had to purposefully unsubscribe from extra subscriptions. Businesses are now forced to give clients the choice of subscribing, and every checkbox should come with a clear explanation of what you’re consenting to.
Even though it might be a bit uncomfortable for businesses to change their email forms, I believe this is positive in the long run. Customers will be more informed and will have more input on who has their personal data and how it’s being used.
If you want to know more about how your emails should look like, check out today’s infographic!