5 Simple Steps To Sending GDPR-Compliant B2B Cold Emails
However, sending business
emails does mean processing personal data so there are some
key things you need to keep in mind when emailing in a post-GDPR environment.
Here are the key points I’ll be running through:
·
Step One: Ensure Your
Prospecting Is Targeted and Appropriate
·
Step Two: Explain
Legitimate Interest In Your Email Copy
·
Step Three: Make It
Quick And Easy To Unsubscribe or Opt-Out
·
Step Four: Regularly
Cleanse And Maintain Your Database
·
Step Five: Prepare An
Informative Reply For GDPR Complaints And Questions
Step One:
Ensure Your Prospecting Is Targeted and Appropriate
Despite protecting
personal data, the GDPR doesn’t stop people prospecting or collecting leads, it
simply demands a greater level of care and accuracy from lead generators.
Step Two: Explain Your Legitimate Interest In Your Email Copy
With
effective targeting your reasons for contacting a prospect should be
self-evident, but always follow through in your email
copy and explain exactly why you’re offering is relevant and
why you are reaching out.
Step
Three: Make It Quick And Easy To Unsubscribe or Opt-Out
As someone sending cold
email campaigns, you need to inform your recipients how to
exercise their right to erasure and their right to restriction.
Step
Four: Regularly Cleanse And Maintain Your Database
Beyond simply
removing people who have opted out or unsubscribed, the GDPR also means that
you shouldn’t be holding onto leads for months on end or inaccurate contact
information.
Step
Five: Prepare An Informative Reply For GDPR Complaints And Questions
Finally, expect some pushback from your prospects.
There is a lot of misinformation about the GDPR and what it means for sales and
marketing
strategies going forward. Some people are going to be angry you
emailed.
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