This week I did some research on the impact of the European
Union’s new General Data Protection Regulation, or GDPR. The policy went into
effect on May 25, 2018.
Higher standards were established for what is considered
“consent” to receive marketing emails. More specifically, companies are free to
send emails to existing customers (i.e., who have purchased a product from them
in the past), but they are not allowed to solicit the attention of non-customers
without asking for permission first.
Many digital operations are simply implementing the same
policies worldwide to avoid potentially huge fines. That’s why even many
Americans are receiving requests that they re-enroll in many email lists. It's
not clear that these emails are legally necessary, but companies are hedging on
the side of caution. According to a CNBC report, Americans aren't opening GDPR
related emails. Going forward, markets might have to come up with ways to effectively
and precisely micro-target those audiences.
http://fortune.com/2018/06/16/gdpr-email-marketing-unsubscribe/
No comments:
Post a Comment