The new privacy legislation will enter into force on 25 May 2018. How does the GDPR affect email marketing?

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New European privacy legislation

The GDPR (General Data Protection Regulation) has entered into force on 25 May 2018. This is the new European privacy legislation that will apply throughout the entire European Union. The new law will replace the existing Data Protection Act (WBP, Wet Bescherming Persoonsgegevens). The GDPR imposes general regulations that outline how an organisation must handle personal data. Furthermore, there are additional rules specifically pertaining to email marketing (and cookies and telemarketing). These are recorded in the ePrivacy Regulation. This page contains all relevant information that you need as an email marketer to prepare yourself for these new regulations.

GDPR health check

Conduct our (free) practical health check

What steps should your marketing team take to ensure they are acting in accordance with the new regulations? Our answer is the Road to the GDPR: a health check for (email) marketers. After answering each question, you will receive practical feedback that you can put to good use right away. After completing the entire test, you will receive your final score and your results per stage/category (three in total) via email, as well as other relevant information about the GDPR. This test has been verified by ICTRecht.

Can you do better than your fellow marketers?

Only five percent of the participants in our test manage to score a perfect 10. Can you do better than your colleagues?

Go to the Road to the GDPR

“Through the parts of the test you can approach the GDPR step by step. This makes de GDPR a lot less complicated"

Read more about the stages of the Road to the GDPR

The registration process

The registration text

Data processing

Read our blogs about hot topics in GDPR

opt in gdpr

Recommendation for (email) marketers: take a close look at your opt-ins/opt-outs for B2B and B2C

We often see organisations struggle with the question of whether they need to use an opt-in/opt-out for their customers and which content you can send to whom. In this article, we explain the ins and outs of opt-ins/opt-outs in situations where a customer relationship does (not) exist. We also clarify the finer points of emailing B2B contacts.

Curious? Read full blog

Profiling: what is it and what is allowed/not allowed in accordance with the GDPR?

Most organisations that utilise e-mail marketing (automation), use profiling to a degree, whether it be large-scale or not. After all: it is important to address your customer in a personalised and relevant manner. The new privacy legislation coming into force raises many questions. What does the new legislation still allow and what is no longer permitted?

Curious? Read full blog

“With our GDPR Easy Consent Manager and GDPR Version Manager, your email marketing is guaranteed to be fully GDPR-proof”

Discover our GDPR-proof software

Webpower GDPR solutions

In light of the GDPR, we recommend saving the registration text to which someone consented. Webpower facilitates this process with its GDPR Version Manager. This tool helps our users register the acquired consent with version management, which ensures that you can always meet your burden of proof. The GDPR Version Manager records who consented to what and when they did so.

However, the GDPR also affects your existing contacts, whose consent you may not have recorded properly. You can bring your existing database in line with the new regulations by recording your existing contacts’ specific consent. To make this easier, you can e.g. launch a reactivation campaign that explicitly and unequivocally asks users for their consent. You can use Webpower’s GDPR Easy Consent Manager for this.

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