Let’s be honest, sending business emails to European companies can be a nightmare. Get it wrong and you not only risk losing a potential customer but also a hefty non-compliance fine. WHAT’S THE CURRENT STATUS? The new General Data Protection Regulation (GDPR) will soon come into force and a new ePrivacy Directive concerning email marketing communications is under consultation. It replaces the current Directive from 2003 and sets additional requirements for organizations. All these new approaches to customer privacy will soon force marketers to work harder to obtain consent for using someone’s data.
Organizations are now facing a unique window of opportunity in the area of email marketing before new and a lot more restrictive regulations come into force. The current state of the legislation is still flexible enough in some countries and companies should seek ways to build their marketing databases as quickly as possible. By end of 2018 it will just become more difficult and costly.
There’s a new door opening that allows engage with customers and that does not require email opt-in or even email addresses. It uses programmatic advertising (Account Based Advertising and Live Audiences). Not a bad thing. It is not only a more scalable and less intrusive way to communicate than one-to-one email but almost certainly a must in your Account Based Marketing strategy.
It’s going to be a big shift with even bigger payoffs once it’s all said and done.
Discover the key facts behind B2B email marketing now.