Although the new legislation will not change much for the content of your email marketing campaign. It's good to cover all of your bases and ticks the four main points of GDPR as it applies to email marketing. We could all use a l'il peace of mind.
G. You Give Contact Details
D. You Do Relevant Work
P. You Promote B2B - not B2C, Business to Consumer
R. You Respect Opt Outs
"Give contact details" on your email template. Your business name and postal address is required.
"Do Relevant Work" this means you must only send emails to people who have a 'legitimate interest' in your services. Photographers and Illustrators must only be promoting to people who currently use or are prospective users of your kind of work, so Art Buyers, Art Directors, Creative Directors and other creative commissioners at corporate bodies.
You must send your email campaigns to 'corporate subscribers' only. So if you are sending to email@example.com your are complying with GDPR as long as Smiths Agency is not a sole trader or a partnership. (Under GDPR LLPs are Corporate Bodies). You must not send to John's personal email account, eg. firstname.lastname@example.org unless you have obtained and recorded consent to do so... AND you must not send to email@example.com if John Smith is a sole trader.
You must "Promote B2B" and you must be promoting your work to get more of that kind of work. You must not be attempting to change your recipients political, religious or any other beliefs. So, no evangelising please.
"Respect Opt Outs" this means you must have a working unsubscribe link in your email template. You must also make sure that if someone unsubscribes from your future e-marketing - you don't send to them again.
You may be thinking "Well I do all of that anyway" and you probably are, especially if you are using BikiniLists through the BikiniEmail platform. GDPR isn't The Creature from the Black Lagoon, just some new legislation making law things that we have been doing here at Bikinilists for the last 10 years.
So Remember, Give contact deals, Do relevant work, Promote B2B, Respect Opt Outs, and you will be GDPR Ready. :)
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