GDPR-friendly forms

The General Data Protection Regulation (GDPR) is complicated, but ensuring your e-mail marketing activity is compliant doesn’t have to be.

Laura England, senior account executive, Stone Junction.

According to the new rules, you must obtain freely given, specific, informed and unambiguous consent from contacts in your database. Put simply, you can’t continue sending e-mail marketing blasts to just anyone — you need to ensure they have agreed to receive information from you. However, putting GDPR fields on sign-up forms does not automatically make you compliant.

First of all, you need to assess your sign-up forms — these are the boxes used to collect the names, e-mail addresses and other data from your customers when they sign up for more information.

If you use a mainstream e-mail marketing platform, like MailChimp, you can use the site’s assistance to set up GDPR-friendly sign-up forms. You will need to enable GDPR fields for the sign-up forms related to each list in your database. Thankfully, MailChimp provides suggested language for GDPR fields, making it much simpler.

Complying with the regulation also requires you to explain how you plan to use data when a receipt signs up to your e-mail marketing list. Depending on how you plan to use the data collected from the sign-up form, you might need to amend the text providing by the e-mail marketing platform, such as MailChimp.

For example, if you are using the data to send monthly promotional offers via e-mail, tell the customer just that. This way, they know exactly what they are signing up for and there’s no grey area where GDPR is concerned.

Getting subscriber consent with GDPR-friendly forms is the first step to ensuring compliance for your e-mail marketing activity. If you would like further assistance or advice on GDPR, speak to Stone Junction on 01785 225416.

We also provide e-mail marketing as a service. Whether you would like to start sending monthly newsletters, sales messages or internal communications — without handing the GDPR headache yourself. Send me an e-mail or ask for Laura on 01785 225416 for more information.


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