GDPR & email marketing

How does GDPR effective your email marketing going forward if you have collected a list of customers and leads a CRM such as SalesForce or SugarCRM over the last 25 years?


Carl, unfortunately there isn't a simple answer to this question.
In the case of business to consumer, not much has changed. You will need to have their permission to email them (or indeed contact them in any way at all) unless you have their consent or can prove a legitimacy in contacting them. This would be the case where you have an on-going relationship with a customer. You would not necessarily need to 're-paper' consent but this depends on what you are doing with the data and who is processing it - so for instance if you send all the data to a mailing house there is an obligation to tell your customers that your data will being processed by them.
With regard to business to business customers which didn't strictly come under the same provision under the Data Protection Act - we really don't know. There is currently and Article 29 Working party reviewing this for the Information Commissioner's Office (ICO) but they are not due to release their findings until December.
But be assured there are thousands of companies asking exactly the same question, you are not alone. Please feel free to contact my company if you would like a free no-obligation chat about GDPR. We would be more than happy to talk to you. John

With Email marketing, you need to look at PECR not GDPR - which has been around since 2003.

Don't send out a mass email to ask them to re-subscribe, the ICO have fined people for doing this recently!

I would recommend first job clean the Database by sending out an email asking for permission to contact them (double opt in ideally) - I would use a free platform to do this like mail chimp as a lot of the email platforms have spam limits. Infusionsoft for example have a 1 in 100 email tolerance policy.

Hope this helps

Carl, good question. We have had a couple and will have more workshops on the subject. there are a few specialist within our membership, so if this question doesn't get an answer soon let me know and I will give you two or three contacts. Ian

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