GDPR Email Marketing Requirements And Best Practices

If you’re doing email marketing, you must ensure your campaigns comply with GDPR. This blog post will discuss GDPR requirements and best practices. We’ll also provide tips for ensuring your campaigns comply.

What Is GDPR Email Marketing?

The General Data Protection Regulation (GDPR) is a set of regulations that member states of the European Union must implement to protect the privacy of digital data. The regulation requires businesses to obtain explicit user consent before collecting, using or sharing their data. 

In addition, businesses must provide users with clear and concise information about their rights under GDPR and allow them to opt-out of having their data collected or shared.

Email marketing is one area where GDPR compliance is particularly important. To send marketing emails to customers in the European Union, businesses must first obtain their explicit consent.

Furthermore, email marketing messages must include a clear and concise explanation of the user’s right to opt-out of receiving future messages.

Failure to comply with GDPR can result in significant fines. As a result, it is essential for businesses that send email marketing messages to customers in the European Union to ensure that they comply with GDPR.

Being compliant with GDPR isn’t a complicated or expensive process. To get started and streamline your consent management, you can use tools like Osano.

Types Of GDPR Available

The General Data Protection Regulation is divided into two main types: GDPR-A and GDPR-B. GDPR-A applies to private companies that process the data of individuals, while GDPR-B applies to public sector organizations.

Each type of GDPR has different requirements for data processors, but both require data controllers to provide individuals with clear and concise information about their rights under the GDPR.

In addition, both types of GDPR require data controllers to take reasonable steps to protect the personal data of individuals from unauthorized access, use, or disclosure.

Implementing the GDPR is an important step in ensuring digital data privacy, and all organizations that process personal data must understand their obligations under the GDPR.

Benefits Of GDPR Email Marketing

GDPR email marketing can be a great way to improve your customer relationships while protecting your business. Here are ten benefits of GDPR email marketing:

  • You can be more selective with who you send emails to, ensuring that only those who have opted in receive your messages. This minimizes the chances of your emails being marked as spam.
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  • You can collect richer data about your subscribers, including their contact information and preferences. 

  • You can build trust with your subscribers by being transparent about how you use their data and allowing them to opt out of receiving certain types of communications from you.

  • You can show that you are compliant with GDPR by including a link to your privacy policy in your emails

  • You can avoid potential fines and other penalties by ensuring that you are only sending emails to those who have given you explicit permission

  • You can protect the personal data of individuals in the European Union

  • You will ensure that you handle the data responsibly and securely

  • You can be competitive in the global marketplaces

Being compliant with GDPR doesn’t have to be complicated or expensive. By taking some simple steps, your company can ensure that it meets its obligations under the regulation. These steps include:

  • Educating employees on GDPR and what it means for the company

  • Reviewing and updating policies and procedures related to data privacy and security

  • Conducting regular audits to ensure compliance

  • Working with trusted partners who are also compliant with GDPR.

Compliance with GDPR is an ongoing process, but it is essential for any company in the European Union. Following these tips, you can create a GDPR email marketing strategy to improve customer relationships while protecting your business.

Best Practices For GDPR Email Marketing

When it comes to GDPR email marketing, there are a few best practices you should follow to ensure compliance.

  • Always get explicit consent from your subscribers before sending them any emails. This means making it clear what they’re signing up for and giving them an easy way to opt out if they change their mind.

  • Keep your list clean and up-to-date by regularly removing inactive subscribers and bounced emails. This will help reduce the chances of your emails being flagged as spam.

  • Make sure you have a clear and prominent unsubscribe link in all of your emails so that people can easily opt-out if they want to

  • Honor all unsubscribe requests promptly, and do not try to re-engage with people who have explicitly asked to be removed from your list
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  • Avoid using pre-checked opt-in boxes and instead, give people the choice of whether or not they want to subscribe to your emails

  • Be clear about what data you’re collecting and why you’re collecting it. Be sure to include this information in your privacy policy

  • People can access, change, or delete their data anytime. Make it easy for them to do so by including clear instructions on how they can do this in your emails.

  • Only send emails that are relevant and useful to your subscribers. Avoid bombarding them with too many emails or sending irrelevant ones to their interests.

  • Protect the personal data you have collected by implementing security measures such as encryption and password protection.

  • Lastly, stay up-to-date on the latest GDPR developments and ensure you comply with all requirements.

Tips For Creating A Great GDPR Email Marketing

Here are some top tips to make sure your GDPR email marketing is up to scratch:

  • Start by ensuring you have permission from the individual to send them emails. This may seem obvious, but getting GDPR compliant is vital

  • Make sure your subject lines are clear and concise. No one wants to open an email only to find a wall of text waiting for them

  • Keep your content relevant and targeted. Again, this comes down to ensuring you have permission from the individual to send them emails about specific topics. If they’ve signed up for your newsletter, they’re likely interested in hearing from you, so make sure what you send them is of value.

  • Include a clear call to action. What do you want the recipient to do after reading your email? Make it easy for them by including a button or link that takes them straight to the relevant page on your website.

  • Make sure your address is recognizable. This may seem like a small detail, but if recipients don’t recognize who the email is from, they’re less likely to open it

  • Ensure your emails are mobile-friendly. More and more people are reading emails on their phones, so your messages must look good on smaller screens.

  • Give recipients the option to unsubscribe. Include an unsubscribe link in every email you send out, so people can easily opt out if they no longer want to receive your messages.
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  • Make sure you keep your list clean. Remove inactive subscribers from your list regularly to ensure you’re only sending emails to people who actually want to receive them.

  • Finally, don’t forget to test, test, test! Send yourself a few practice emails before you hit the ‘send’ button for real to make sure everything looks as it should

Follow these tips, and you’ll be well on creating GDPR-compliant email marketing that doesn’t sacrifice quality or results.

What Happens If Your GDPR Email Marketing Is Not Compliant?

If your business processes the personal data of EU citizens, you must be GDPR compliant. If you are not compliant, you could face severe penalties, including fines of up to €20 million or four percent of your global annual revenue, whichever is greater.

Here are other dangers if you are not GDPR compliant:

  • You could be subject to investigations by the European Commission or national data protection authorities

  • You could be required to disclose a data breach within 72 hours of becoming aware of it

  • You could be required to appoint a Data Protection Officer (DPO) if you process large amounts of personal data or if your core activities involve processing sensitive personal data.

  • You could be required to implement risk management processes and establish an incident response plan

  • You could be required to conduct regular data protection impact assessments (DPIAs)

  • Your contracts with vendors who process personal data on your behalf may need to be revised to ensure they are GDPR compliant

  • You may need to appoint a representative in the EU if you are not based in the EU, but you process the personal data of EU citizens

  • You could be required to provide individuals with information about their rights under GDPR and ensure that individuals can easily exercise their rights

  • You could be required to delete personal data at the individual’s request


Even if you’re not in the EU, it’s important to understand and comply with GDPR email marketing requirements. These regulations will likely have an impact on how all businesses collect and use data moving forward

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