With the introduction of the European Union’s General Data Protection Protection (GDPR), various business has been affected. Various types of marketing including email marketing have faced a tough time in attracting customers. When it is imperative for businesses in Europe to comply with the GPDR privacy law, most of the businesses are thinking of ways to follow its rules without losing their customers. Now, it has become a challenging task for GDPR-compliant businesses to ensure a smooth transition. As a result of it, many businesses have been impacted in Europe. Email marketing has always been an effective means to attract customers to a business. Actionable Emails Using Schema.org would also be affected on a large scale due to it. But with the introduction of GDPR, it has become difficult to implement this in any business.
According to GDPR privacy law, companies have to ensure the privacy of their customers while interacting with them. After the implementation of this law, no company could send emails to their customers without their consent. Now, this has simply made the subscription process stricter than before as this would involve double opt-ins and easy opt-outs. Also, this would exclude involuntarily or required opt-ins. Double pot-ins require the confirmation of users in receiving emails. Once they provide their email for a subscription, they will have to check their email to agree to it for a second time. With this, customers’ safety has increased a lot and this also gives them permission to unsubscribe to any business to stop receiving any marketing related emails. Due to GDPR, no business company could force any customer to buy their product or service. Also, it is important to keep the recorded information of every customer safe and easily accessible to avoid any issues later. Over the course of time, there are innovations in email marketing but with the introduction of GDPR, various metrics of email marketing would be affected.
Not only it is imperative to audit the data collected from customers but also companies have to keep details regarding where this data has been shared. Those businesses who do not comply with GDPR law would not be able to reach their customers using email marketing. All the details about the recording of various types of data and their place of usage need to be informed to the contacts by every company. Also, if there is an update then it should be immediately sent to customers and give them the option to unsubscribe the channel if the customer doesn’t want to continue to any company’s service. Now, it would become difficult for companies to retain the subscription of their customers for a long time. This is so because when any company would send a privacy policy update then more people are likely to unsubscribe to that company’s product citing privacy reasons.