Cold emailing can be an important tool, especially for small businesses. It is a way of interesting people in a product or service. But, what happens when the General Data Protection Regulation (GDPR) becomes law, in May 2018. Will businesses will be able use cold emailing. The answer to this question is yes; but there are rules which need to be followed.
Pay Attention to Local Laws
One of the main reasons for the introduction of the GDPR is to have some sort of consistency as to the way data protection is dealt with in different EU states. But, this does not mean that there will not be local rules to follow. EU states have leeway to introduce different rules and regulations in some areas. This is why you need to do some research about the specific rules in the country where your business is based.
What GDPR says about cold emailing
GDPR does not outlaw the use of cold emailing entirely, but if your business or organisation decides to send random sales emails to a random selection of people, it will be penalised.
If you want to use cold emailing, you need to think carefully about the emails you are sending. They should always be directed to people who will find the content useful. Certain requirements also need to be satisfied.
- The topic of the email must be clearly identified.
- There must be an option provided to unsubscribe to future emails.
- A genuine physical address must be included on the email.
- The sender must be able to be clearly identified.
Any business or organisation also needs to keep full records of email opt-ins and opt-outs. If these requirements are not met, it’s possible that the business or organisation could be found to be non-compliant with GDPR, and fines and other sanctions could be imposed.