GDPR actively encourages marketers to get granular and to offer as many options to subscribers as possible, whenever possible. However, the DMA’s advice is in complete contrast to this. Hi Steven. And, yes, as we said, even for B2B email marketing, you have to be compliant. Only send email campaigns to prospects that have explicitly opted-in to receive them. Email marketing under GDPR essentially means that, as an email marketer, you need to collect freely given, specific, informed and unambiguous consent (Article 32). How will GDPR affect email marketing? It’s a way to save time, communicate regularly with specific audiences and nurture leads until they are ready to buy. More than half (51%) of all marketers anticipated that their mailing lists would get smaller. They are an existing customer who previously bought a similar service or product and were given a simple way to opt out. So, does this mean you need to implement a double opt-in system? The rules are less strict when you are targeting a company rather than an individual. Supported by Henley Business School, this one-day event is packed with advice and actionable insight from key UK authorities on the forthcoming legislative changes. We’d recommend reading the ICO’s guide to PECR to learn more. This means that it’s important for you and your business to get email marketing right in a post-GDPR world, because it shows no signs of becoming irrelevant as a communication and marketing channel. It’s very confusing and the clock is ticking. The General Data Protection Regulation - aka GDPR. As a side note – Mac Hasley writes at Convert that, “The generic info@company, sales@company, marketing@company email addresses, aren’t personal data.” Since GDPR applies to individuals, generic email addresses such as these may not be affected. 4. Are you looking for a new email marketing software that has built-in CRM and GDPR functionality? As GDPR applies to both business-to-consumer (B2C) and business-to-business (B2B) marketing, we’ve also included the rule differences between each below. Now, in the same way that GDPR affects marketing automation flows and new subscribers, it equally affects existing subscribers that wish to be removed from your mailing list. B2B Email Marketing and GDPR. Hi Elizabeth. GDPR takes existing data protection laws and updates them for the digital age. It will feature 10 keynote presentations and live panel discussions; delegates will benefit from case studies, specialist guidance, practical steps to compliance and much more. These laws complement one another and above all show some overlaps when it comes to ideas and definitions. If a business has a list of email addresses for other businesses that are all part of the same trade organisation can they email these other businesses under 'legitimate interest'? What does the GDPR say about B2B VS B2C contacts? What does GDPR mean for B2B email marketing? It’s important to note that in many cases your pre-GDPR consent will still be adequate. To keep on the right side of GDPR, you should make it simple and straight-forward for users to opt-out of your email marketing campaigns. Seeking permission and storing a record of it are the cornerstones of the General Data Protection Regulation. What does the GDPR mean for B2B marketing? Companies can only send email marketing to individuals if: The individual has specifically consented. The GDPR won’t change an enormous amount for B2B marketing, especially when it comes to third parties. To make sure your email campaigns don’t land you in GDPR hot water, we’ve outlined some of the changes or processes you’ll need to put in place to comply with the new privacy laws. As GDPR applies to both business-to-consumer (B2C) and business-to-business (B2B) marketing, we’ve also included the rule differences between each below. You should be fine, providing you contact each person individually and not through a mass marketing campaign. When dealing with sole traders or partnerships, the rules governing B2C marketing will apply to B2B marketers so the general position for email and sms will be that you will need opt-in consent. Ensuring users opt-in to your B2B email marketing campaigns and give consent to be contacted is now a GDPR requirement for email marketing and you can no longer automatically add them to your email list and then wait for them to opt out. Oh and just to clarify that email isn’t personally identifiable and as such won’t fall under GDPR! This means updating your B2B email marketing templates to include an unsubscribe link. 2. 1 ud af 3 marketingspecialister i B2B markedet forventer, at deres konverteringsrater for leads falder. The only difference between B2C and B2B marketers now is in connection with email and text marketing to employees of corporate organisations. El 25 de mayo se hará efectiva la GDPR que afectará también a las empresas B2B y la gestión y explotación de los datos e información personal de los usuarios Are these all customers that you have on your list? Appendix 2 - B2B and B2C Email Marketing under GDPR. For example, the form below (left) assumed the marketing permission and agreement of our terms and conditions when a prospect has signed up for a trial. 2021 is centered around growth and opportunity. The Marketing Centre offer their no-nonsense guide to GDPR for UK B2B businesses, including information on email marketing, consent and legitimate interest – plus links to more information. Steven, You work in a software company that has segmented its data to group together late paying customers. Basically, the principle that processing is prohibited but subject to the possibility of authorisation also applies to the personal data which is used to send e-mails. Anyone who subscribes is giving you their consent. The rest, all 9,898 subscribers have now been deleted... Now, this is an extreme example and it wasn't a straight forward re-permission campaign. General Data Protection Regulation – eller GDPR. More recently is the news that global brands are now facing eye-watering fines, such as: So, how can your business avoid these hefty fines? This was not GDPR compliant, and so we had to update them. Since no company wants to run the risk of forking over hard-earned dollars due to GDPR non-compliance fines, you may want to consider a re-permission email marketing campaign. But this will come to an end under the GPDR, whose new culture of consent will introduce new behaviours that prioritise email recipients’ data security over maximising our campaign reach. You can continue to send your customer marketing campaigns in the same way you have done pre-GDPR). Consent is the headline announcement, but the GDPR does permit five other valid pathways for B2B marketing: These are: Legitimate interest is a key point, because many marketers may find this covers them when they reach out to other organisations. Sending a re-permissioning email to an individual who has opted out (even if they have previously subscribed) is a breach of existing rules and again, surely a waste of time. Most B2B companies prefer the more lenient gdpr email marketing b2b or those with opt-out laws than... Email was sent 3 days later to those that did not open the email.. Collecting new email addresses are allowed to be easily understandable, not deeply buried further... Marketing best practice, you have to obtain consent for some of the email marketing actor, we re! Journey after the event this number expected to reach 333 billion emails by 2021! ) your! As a way to opt-out of future communications from you - so, if you haven t. 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