This is no surprise, as the new directive specifies how companies must handle personal data in the future. Failure to comply can result in high penalties. There are some changes for email marketing. We asked email marketing expert Inxmail what B2B companies can expect.
What impact does the GDPR have on email marketing in the B2B sector?
Daniel Friebe: The GDPR is a regulation that has been passed with the aim of strengthening and standardizing the data protection rights of EU citizens. B2B companies are no exception. Every company processes personal data, not least that of its own employees. This includes, for example, name, address, telephone number and email address, but also photos, gender or height. There is an exception for data that is processed as part of an existing business relationship or contractual relationship: This can continue to be used for the agreed framework.
When it comes to sharing personal georgia phone number list data, B2B companies need to take action: Email marketing is often outsourced to an agency or the company works with an email marketing provider. It is important to conclude a data processing contract (ADV) between the parties. This regulates the sharing of personal data. It also authorizes the service provider to receive and process recipient data for the agreed purpose. The content of this contract should comply with data protection requirements and legal provisions.
In addition, the GDPR brings about changes to the archiving and storage of personal data. B2B companies must be able to provide information if a recipient wants to know what data is stored about them. This should be in a structured and common technical format. This is the only way to respond promptly to requests for information or deletion. The law also applies to the protection of minors: personal data of people under 16 may only be processed with the consent of their legal guardians.
Failure to comply will result in the best websites to play for free online consequences: companies face sanctions if they do not comply with the new regulation. Violations can result in fines of up to 20 million euros or up to four percent of annual global turnover, whichever is higher.
What do B2B companies need to pay attention to in the future when sending promotional emails?
Daniel Friebe: Anyone who wants to send advertising mailings needs the recipient’s consent. To be on the safe side, this should be obtained via a double opt-in (DOI). The recipient actively confirms their email address in their inbox. This is the only way to prove consent at a later date. Incidentally, the DOI mailing must not contain any advertising. The only exception is if a business relationship already exists and the recipient has not objected to receiving emails from the provider.
What impact does the GDPR have on email marketing in the B2B sector?
Daniel Friebe: The GDPR is a regulation that has been passed with the aim of strengthening and standardizing the data protection rights of EU citizens. B2B companies are no exception. Every company processes personal data, not fb users least that of its own employees. This includes, for example, name, address, telephone number and email address, but also photos, gender or height.
It is important to conclude a data processing contract (ADV) between the parties. This regulates the sharing of personal data. It also authorizes the service provider to receive and process recipient data for the agreed purpose. The content of this contract should comply with data protection requirements and legal provisions.
In addition, the GDPR brings about changes to the archiving and storage of personal data. This should be in a structured and common technical format. This is the only way to respond promptly to requests for information or deletion.
Failure to comply will result in consequences: companies face sanctions if they do not comply with the new regulation. Violations can result in fines of up to 20 million euros or up to four percent of annual global turnover, whichever is higher.
creative360: What do B2B companies need to pay attention to in the future when sending promotional emails?
Daniel Friebe: Anyone who wants to send advertising mailings needs the recipient’s consent. The recipient actively confirms their email address in their inbox. This is the only way to prove consent at a later date. Incidentally, the DOI mailing must not contain any advertising. The only exception is if a business relationship already exists and the recipient has not objected to receiving emails from the provider.