or this is wrong? It’s important to note that in many cases your pre-GDPR consent will still be adequate. Not only do you need to offer prospects a quick and easy way to opt-out or unsubscribe from an email list – but you also need to offer them ways to manage their subscriptions with you, including the type of emails they want to receive from you. If so, then switch to SuperOffice Marketing. Steven Macdonald is a digital marketer based in Tallinn, Estonia. While at least one thing is not required by GDPR, there is still a lot of other marketing practices that will be impacted by the regulation – marketing automation and lead nurturing. Yet, the response rates from their email campaigns has increased from 0.07% per email to 4% per email, which now results in thousands of new sign ups for every campaign they send! The precise definition of legitimate interest is still being hammered out, but if a communication can be judged as necessary and not stepping on the interests of the recipient, then legitimacy can be argued. The key differences between B2B and B2C B2B. If I receive an e-mail address by word of mouth for a buyer at a department store to send my fashion brand collection booklet to, to see if they are interested in the brand, would this be breaking any GDPR rules? Would it be compliant for me to now (Sept 2019) send an email via e.g. Don’t want to receive emails from us anymore? You can access the content from all four days, by registering for access to our PrivSec Global platform below. However, the new ePR … With SuperOffice Marketing, you can only send email campaigns to subscribers that have opted-in to receive them. The GDPR does not replace PECR – although it has amended the definition of consent. 1 ud af 3 marketingspecialister i B2B markedet forventer, at deres konverteringsrater for leads falder. However, it’s not that simple! The information which is shared by you is very helpful for me because I didn't know anything about B2B email marketing and GDPR. The General Data Protection Regulation - aka GDPR. You should be fine, providing you contact each person individually and not through a mass marketing campaign. Of course, you could take the same route as JD Whetherspoon and delete your entire email database (more than 650,000 subscribers!). There has been a lot of confusion around double opt-in and consent and many businesses have assumed that the best way to record consent is implement double opt-in. Email marketing laws under the GDPR. 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. How does GDPR affect email marketing? But, if you take this group of late paying customers and then use this information to proactively email them to remind them about payment and even help them through the process – then this is perfectly acceptable. To explore these issues, we recently held a webinar on GDPR in B2B: One Year On, which is also available on demand. We didn’t need the GDPR to remind us that customers don’t like spam or that email marketers would rather avoid being labelled as “spammers”. This is especially apparent in B2B marketing, which deals with both business information and personal information. This means that, while organisations still require consent to build their email marketing lists, the bar is lower for B2B than B2C companies. Or would this be legitimate interest, as it is not a mass marketing e-mail? So, does this mean you need to implement a double opt-in system? The final draft of the GDPR is still in a consultation stage, but at the time of writing this, it looks like the vast majority of consumer list sales of email and telephone-marketing data will be stamped out come May 2018. That's what we wanted to find out - so, we tested it and sent out two re-permission email campaigns. In the discussion below, we are limiting B2B contacts to those employed by Local Authorities, Housing Associations, Government Departments and Limited Companies or Corporations. You have to ask for active consent when processing personal data This was a year ago now so I was just wondering if you'd managed to read up on this as it is something very relevant to me. – but for the purpose of this article, we’re going to focus on personal data being an email address. Here’s two great case studies that show that GDPR offers a real business growth opportunity. Oh and just to clarify that email isn’t personally identifiable and as such won’t fall under GDPR! What does the GDPR mean for B2B marketing? Now, you might think that by sending out re-permission campaigns, you’re saying goodbye to your entire mailing list. Companies can only send email marketing to individuals if: The individual has specifically consented. Hi Joe, great question! So if you’re working in B2B advertising, you must take both under consideration. Disclaimer: The content in this blog post (including all responses to comments) is not to be considered legal advice and should be used for information purposes only. Thanks for this helpful article! And even if your subscribers do opt-in, you need to re-think how you segment them! Oslo, We would include in opt out option from the email. Without it, you cannot send marketing messages. Kan B2B email marketing overleve GDPR? This was very useful thank you. Therefore, unlike B2C, B2B direct marketing messages to corporate email addresses are allowed to be sent without prior consent. In fact, the goal of the campaign was to move all subscribers into a single database, rather than having two separate mailing lists in different systems. Hi Steven. 2. This means updating your B2B email marketing templates to include an unsubscribe link. Only sen… PECR sits alongside GDPR to bolster the regulation of unsolicited direct marketing by phone, email, text, or other electronic means. 2. 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. It really depends what marketing you do and who it’s targeted at. I have a question regarding database marketing. So, is an email address such as firstname.surname@company.com personal information? Now, it might seem like common sense to include an unsubscribe link in your email campaigns, but our own research found that 8% of all B2B companies did not include an unsubscribe link. To make sure you’re on the right side of GDPR with your existing subscribers, consider running a campaign to encourage users to re-opt-in to your list – also known as re-permission campaigns. Like every business, they expected low response rates and anticipated to lose up to 75% of their mailing list. Is there a text or email version of the TPS? You can iron out the particulars on B2B marketing and all other aspects of the GDPR’s impact on your business at GDPR Conference Europe: Roadmap for Sales and Marketing. Or did I miss the boat in not getting permission pre 23 May 2018? Appendix 2 - B2B and B2C Email Marketing under GDPR. You work in a software company that has segmented its data to group together late paying customers. If you do send out a campaign and your subscribers do not take any action (i.e. I still have one question, and would appreciate your advice: Fortunately, there are steps you can take to protect yourself from GDPR fines. What is the General Data Protection Regulation? In the past, we’ve relied on buying emails in bulk and blanket-mailing to other firms’ inboxes. However, the DMA’s advice is in complete contrast to this. 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. As we will discuss going forward, each level of opt-in requirement forced by GDPR regulation has its own set of pros and cons for B2B email marketers. Double opt-in refers to an automated email being sent out to new subscribers to confirm that their email address is correct, and they have indeed signed up to receive marketing communication from you. 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. What does the GDPR say about B2B VS B2C contacts? The terms in this notice will have to be easily understandable, not deeply buried within further terms and conditions. Against that, a B2B marketing survey of Contentive found out that email marketing has been in focus for ongoing investments in digital marketing and expects further growth. You can therefore send them a marketing email/text as long as you provide an easy way to opt-out of future communications from you. Hello Steven, In the past, we’ve relied on buying emails in bulk and blanket-mailing to other firms’ inboxes. Are you looking for a new email marketing software that has built-in CRM and GDPR functionality? legitimate interest). Based on our own experience - and the removal of thousands of email addresses - we’re sharing what we have learned to show you how you can keep your mailing list GDPR-friendly and use email marketing in this post-GDPR world. 1. More than half (51%) of all marketers anticipated that their mailing lists would get smaller. However GDPR does not discriminate. Yes, you can send a one-to-one email and invite them to an event. Great article Steven. P.S. 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