The European Parliament approved GDPR on April 14, 2016 and it came into effect on May 25, 2018. The bottom line of GDPR is an email recipient’s rights.
So, if your target audience includes Europeans, you need to make sure your email campaign ticks the below GDPR compliance checklist.
Let’s get started.
What is GDPR
GDPR, or General Data Protection Regulation, is a strict privacy and security law set by the European Union. It applies globally to any organization handling EU citizens' data.
GDPR enforces big fines for privacy breaches, up to €20 million or 4% of global revenue, whichever is more. It also grants individuals the right to seek compensation for damages caused by data mishandling.
To understand how GDPR becomes pain in the neck for cold email marketers, read the next section.
GDPR Regulations in a Nutshell
Here’s a summarized version of GSPR regulations that every cold email sender must know:
Data Protection: Processing data must be lawful, fair, transparent, with specified purposes, minimal, accurate, and secure.
Accountability: Data controllers must demonstrate GDPR compliance through documentation, data protection responsibilities, staff training, and contracts with data processors.
Data Security: Implement technical and organizational measures for secure data handling. One must report data breaches within 72 hours.
Processing Legalities: Only process data with consent, contract necessity, legal obligations, life-saving needs, public interest, or legitimate interests. Document and notify data subjects.
Consent: Consent should be specific, informed, and revocable. You must use clear and plain language.
Privacy Rights: Data subjects (cold email recipients) have rights to information, access, rectification, erasure, restriction, data portability, objection, and protection from automated decision-making and profiling.
GDPR Compliance Checklist for Cold Email Outreach
Follow this GDPR compliance checklist for send successful cold email campaigns targeting European customers.
Use Clean Lead Lists Only
For GDPR compliance, rely on trusted databases like Apollo, Clay, Listkit, or similar sources. These databases offer well-curated contact information for building a compliant and dependable contact list.
Even with reputable sources, maintaining GDPR compliance is an ongoing task. Clean your lead list regularly by removing outdated or irrelevant leads.
Keep your CRM database up to date by removing inactive or unresponsive leads. Additionally, always tag your data to track how you've collected and processed personal information, meeting GDPR's transparency and accountability requirements.
Don’t Use Personal Email Address
Never use personal email addresses like [email protected] for cold email outreach. To ensure your outreach campaign aligns with GDPR principles, it’s advisable to use an individual’s corporate email address, like [email protected]. This way, your messages have a better chance of reaching the right inbox and complying with data protection regulations.
Target Qualified Leads Only
Sending cold emails exclusively to qualified leads is a GDPR-compliant approach. By focusing on individuals who genuinely align with your product or service, you reduce the chances of sending unsolicited messages.
This not only respects data subject rights but also enhances the effectiveness of your outreach. It minimizes the risk of data mishandling and ensures your communication is more relevant and lawful, promoting both compliance and successful engagement.
Transparent Communication - Mention Why You’re Emailing
Transparency is a must in cold emails for GDPR compliance. It's crucial to state your purpose clearly. Your cold email should immediately convey why you're reaching out and how you've processed their data to contact them. This helps recipients understand the relevance of your message and ensures compliance with GDPR regulations.
Easy “Unsubscribe” Option
Adding an "opt-out" option is crucial for GDPR compliance in your cold email outreach. It's not just a good practice; it's a legal necessity. By providing an ‘unsubscribe link’ at the bottom of your email, you give recipients a straightforward way to exercise their right to removal.
This automated unsubscribe link is fundamental and ensures a quick and direct path for prospects to opt-out. It's the most efficient way for recipients to express their disinterest. You can also mention in the email footer that replies with "not interested" will remove them from your list and database.
Regardless of your approach, there must be an “opt-in/unsubscribe” option. The key is clarity, simplicity (no more than two steps), and immediate data deletion upon a deletion request.
Data Security
To ensure GDPR compliance, organizations must implement suitable technical and organizational safety measure to protect recipient data.
These measures involve using secure technologies (like encryption) and enforcing data protection policies and employee training. Be vigilant in safeguarding data, as GDPR mandates a swift 72-hour notification of breaches to data subjects, or you may face penalties.
Create Email Copy Keeping in Mind Legitimate Interests
When crafting your cold email, consider the lawful basis of "Legitimate Interests" as outlined in GDPR. This means your email should benefit both you and the recipient. Justify your outreach by showing:
Relevance: Your product or service aligns with the prospect's needs.
Interest: The recipient expressed interest or searched for related information.
Expansion: The prospect is exploring areas relevant to your offering.
Industry Ties: They are a previous or existing client in a related industry.
Network Referral: The prospect came from your professional network.
Growth Support: Your offerings aid their investment and growth goals.
Conclusion
Keep the above checklist in mind while creating your next cold email campaign and you’re good to go.
To read about GDPR guidelines in detail, go there.