Currently. A hardly any topic is being discuss as much across industri as the EU General Data Protection Regulation (GDPR). This is no surprise. A as the new directive specifi how compani must handle personal data in the future. Failure to companies have to face comply can rult in high penalti. There are some chang for email marketing. We ask email marketing expert Inxmail what B2B compani can expect.
creative360: What impact do the GDPR have on email marketing in the B2B sector?
Daniel Friebe: The GDPR is a regulation that has been pass with the aim of strengthening and standardizing the data protection cameroon number data rights of EU citizens. B2B compani are no exception. Every company procs personal data. A not least that of its own employe. This includ. A for example. A name. A addrs. A telephone number and email addrs. A but also photos. A gender or height. There is an exception for data that is procs as companies have to face part of an existing busins relationship or contractual relationship: This can continue to be us for the agre framework.
When it com to sharing personal data. A B2B compani ne to take action: Email marketing is often outsourc to an agency or the company works with an email marketing provider. It is important to conclude a data procsing contract (ADV) between the parti. This regulat the sharing of personal data. It also authoriz the service provider to responsible influence on twitch (initiatives) receive and procs recipient data for the agre purpose. The content of this contract should comply with data protection requirements and legal provisions.
In addition
A the GDPR brings about chang to the archiving and storage of personal data. B2B compani must be able to provide information if a recipient wants to know what data is stor about them. This should be in a structur and common technical format. This is companies have to face the only way to rpond promptly to requts for information or deletion. The law also appli to the protection of minors: personal data of people under 16 may only be procs with the consent of their legal guardians.
Failure to comply will rult in consequenc: gambler data compani face sanctions if they do not comply with the new regulation. Violations can rult in fin of up to 20 million euros or up to four percent of annual global turnover. A whichever is higher.
creative360: What do B2B compani ne to pay attention to in the future when sending promotional emails?
Daniel Friebe: Wer werbliche Mailings versenden möchte. A braucht dafür eine Einwilligung d Empfängers. Um auf der sicheren Seite zu sein. A sollte die über ein Double-Opt-in (DOI) eingeholt werden. Dabei btätigt der Empfänger aktiv seine E-Mail-Adrse im Posteingang. Nur so ist möglich. A die Einwilligung zu einem späteren Zeitpunkt companies have to face auch nachzuweisen. Übrigens darf das DOI-Mailing noch keine Werbung beinhalten. Einzige Ausnahme: bteht bereits eine Gchäftsbeziehung und der Empfänger hat nicht widersprochen. A E-Mails d Anbieters zu erhalten.
B2B-Unternehmen sollten zudem darauf achten. A die Einwilligung für jen Zweck einzeln abzufragen. Ein Beispiel: Ein Baumaschinenhersteller vertreibt Bagger und Kräne. Für beide Produktsparten bietet das Unternehmen einen eigenen Themen-Newsletter an. Intersent Max Mustermann möchte sich für die Mailingliste der Bagger anmelden. Die Einwilligung darf aber nicht automatisch an den Kran-Newsletter gekoppelt sein. Hier ist eine separate Zustimmung notwendig.