General Data Protection Regulation (GDPR) is the legal framework in which guidelines are set out for the collection and processing of personal information from individuals. Essentially, it is the way that companies are kept accountable for their actions when it comes to processing the personal information of clients or individuals. But, how does this relate to email marketing campaigns? A lot of information has to be collected in order to run a successful email marketing campaign, but you still need to ensure that you can justify it all.
Data permission is how you can manage email opt-ins. These are people who agree to receive promotional and other materials from your business. You are not allowed to simply assume that they want to hear from you when they purchase from you to tell them all about the offers that you have on at the moment. As such, they need to express consent and it must be freely given and unambiguous.
A study of 4,500 email campaigns was conducted though, and it found that 8% of all emails did not include an unsubscribe link! Ensure that yours does in order to remain GDPR compliant in your email marketing campaigns.