It’s undeniable that last month’s GDPR regulation update is set to have a big impact on email marketing as we know it. If this is your business, you might have some questions as to what that impact is going to mean for your strategy and processes.
Essentially, the key changes you’re going to have to make are around consent, both recently and historically obtained – not only actually collecting it, but finding it and keeping it – to ensure you’re complying with the new rules and avoiding fines. That’s where email verification comes in.
The wording and criteria
General Data Protection Regulation defines how users’ personal data – including email addresses – can be handled by companies. As of 25th May 2018, all businesses are now expected to obtain consent from users that is given freely, backed by an informed stance, tailored to the service they will be receiving and unambiguously collected. This is in the interest of both the user and the company, as it secures subscribers’ private information and safeguards businesses against up to 4% of annual turnover in fines.
To break it down, here are the basic criteria:
● Users must opt in to your emails actively, with the knowledge that they will receive communications
● Pre-checked boxes must be removed
● A request for consent cannot be included with standard terms and conditions – it must to
be listed separately
● Businesses must provide an easily accessible option for users to opt back out
● It is vital that a record of consent is kept as proof
● All historical opt ins must be checked for compliance, which means verifying email lists
and initiating a new consent campaign
● You must be able to prove that you have taken measures to keep personal data safe
The next steps
Timely and relevant, as GDPR continues to be talked about on the news and social media, this consent campaign will form a significant part of your marketing strategy. It’s essential that it performs correctly, so you can retain subscribers. You can even use it to remind users about your brand, increase engagement and release new information or updates.
Before you send this campaign out, you can start the process of ensuring your users will be expecting your mail by cleaning up your lists. You may have reams of outdated addresses, those that have been ambiguously collected or those that have been entered into your system with errors – all of which will increase your bounce rate and put you at risk of storing email addresses that are unconsenting. Enlisting an email verification service is a simple and cost-efficient way to fine-tooth comb through your database. Email Checker is a GDPR-compliant market leader in email verification, with one of the longest running services in the industry.
We offer both bulk list cleaning and real-time verification with domain, mailbox, syntax and format checks. There’s integration for Python, Java, PHP and C#, fast processing of B2B lists of up to one million emails per day and incredible API response time. Our bulk list cleaning service boasts pinpoint accuracy and an impressive deliverability rate of 97%. Backing the intuitive drag-and-drop dashboard is a support team with years of experience. Our robust infrastructure guarantees data protection.
This process – far quicker and more efficient than a manual review – improves overall deliverability, so you can be sure your message will land in the right inboxes. With users savvier than ever and GDPR regulation already in place, it’s crucial that you prioritise re-obtaining consent from your clean email list before your next campaign takes off.
Click here to read more about our adherence to GDPR