The GDPR & Email Marketing

Marketers will only be allowed to send email to people who've opted-in to receive messages. Yes, you're right, this has always been the case! The difference is since May 2018 you need to have proof of unambiguous consent from your subscriber to be compliant with GDPR.

Many companies used the GDPR as a catalyst for a database spring clean, meeting this legislation provides a great opportunity to review data collection policies. A cleaner, targeted, more engaged email marketing database will only see open and click rates soar to new heights.

Unambiguous Consent

Even under current privacy and data protection directives email marketing is consent driven. The GDPR looks to strengthen how that consent is given and recorded.

Unambiguous Consent is a big GDPR buzz phrase. It must be clear to an individual what they are consenting to with affirmative action. For example; you do not have consent to send your email campaigns if an individual:

  • Didn't untick the signup box on your contact form
  • Gave you their details to download a voucher code or whitepaper

What is Unambiguous Consent
How we help keeping you GDPR compliant

How We Help

A NewZapp account can acquire, store and manage that vital subscriber consent for you.

Double Opt-in - Using our online sign-up code or when subscribers are added manually to a NewZapp you can trigger a confirmation email. Once clicked NewZapp will record the consent required by the GDPR for you to use should you ever be called upon to do so.

Double Opt-out - Another vital part of the GDPR is an individuals right to restrict processing. All NewZapp emails carry an automated unsubscription facility which gives them that right whilst protecting you from sending further emails that could result in a large fine.

More Information

For a more in-depth look at all of the elements relating to the GDPR you can visit a dedicated area on the ICO website (Information Commissioner's Office). You can also download our GDPR Resources Guide.

The information on this page does not constitute as legal advice. You should seek your own legal advice specific to your requirements.

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