How does GDPR Impact B2B Email Marketing Campaigns?

Ever since the General Data Protection Regulations, also known as GDPR, have been approved in May 2018, many B2B companies were strained to quit or adjust their email marketing strategies. With over 269 billion emails sent every day, there’s no wonder why email marketing is such a hot topic for general data protection authorities. In order to discern the impact of GDPR and proceed their usual activities on email marketing campaigns, here’s what every B2B marketer should do first:

Request Subscribers to Opt-in

Although it’s an automated process, requesting new followers to confirm their subscription takes quite a long time. And as if it weren’t enough to deal with it, you can’t ask verbally for the approval. This means that if you ever go to a networking event hoping to find new leads, and exchange cards, you are not allowed to add them to your email list without a written implied consent.

Now that we mentioned all the negative facts, choosing a double opt-in subscription process is actually beneficial for the overall deliverability of the email campaigns and also for the accuracy of the personal data. Which is great because from now on you can verify if the email address really exists, and also confirms your subscriber's genuine interest.

Delete All Pre-checked Boxes on Forms

As you figured out by now, GDPR has some strict conditions regarding people’s consent. In order to banish any kind of intrusive subscription process, companies are compelled to get rid of all pre-checked boxes on forms that automatically add prospects to their email list. Of course, this law has both good and repulsive parts.

In case a follower wants to subscribe to your newsletter and there’s a pre-checked box that automatically adds him or her to your email list, you have all the chances to be sanctioned by the general data protection authorities. By having removed the pre-checked forms you can be sure that your company’s newsletter goes to engaged clients who are really acknowledging your working sector and want to learn more.

Explain How Data is Used

Probably one of the most relevant laws that GDPR implemented it’s explaining to your subscribers, clients or employees how you’re going to use their personal data and for what purposes. It’s clear that most of the companies on market use personal information such as phone number, email address, social accounts and so on to promote, sell or educate their target audience regarding specific services or products available.

As we mentioned above, according to GDPR, before adding someone’s data into your prospects list, you are restrained to ensure they are aware of the purposes you’re going to use their contact and demographic details. As stated by a SupperOffice report, over 51% of all marketers predicted that their mailing lists will get smaller once this rule is open. However, the only companies and organizations that will suffer from this regulation are those who overuse prospect’s data for non-ethical aims.

Remove Customer Data if Requested

If a subscriber wants to opt-out of your list, under the European law you have to submit his request promptly and erase all data that you might have on that person such as contact details, purchase history, emails sent, website tracking or any other demographic data. In case you don’t meet this GDPR requirement or any other, you will be penalized with up to €20 million or 4% of your total global annual fiscal value. The solution is quite simple, you only have to update your B2B email marketing templates and include an unsubscribe link. And before you’ll assume that this explanation wasn’t a novelty, learn that 8% of all B2B companies do not include an unsubscribe link in their emails.

Notify Customers of Data Breaches

Last but not least, in case of emergencies such as stolen data, hacked serves, or any kind of breaches that endanger the security of personal data, notifying your prospects, clients or employees of the situation within 72 hours is mandatory. There were situations of global companies that waited up to two months until informing customers that their files were breached. In this sort of situations, you have to be aware that besides GDPR penalties you will also be facing claims from those who were affected by your faulty judgments.

Conclusion

In order to ensure a smooth transition, companies of all kind will have to adapt their marketing strategies on the go. Since email marketing is one of the most popular advertising methods, the general data protection authorities will make sure that these regulations are properly applied. It’s understandable to feel overwhelmed by the requirements of GDPR, so feel free to email us your challenges and questions at office@nnc-services.com.