Opt-in and Opt-out - How does Double-Opt-In work according to GDPR?
Key Findings
The article emphasizes the critical role of data protection in email marketing. It introduces “Permission Marketing”, where companies send promotional content only to those who have explicitly consented. The “Double Opt-In” method is highlighted as a GDPR-compliant way to obtain such consent. It involves an initial opt-in followed by a confirmation email. The article also covers legal requirements under GDPR's Article 7, stressing that consent must be clear, voluntary, and revocable. “Opt-Out” option must be easily accessible to allow recipients to withdraw consent. Non-compliance risks legal repercussions and reputational damage.
In today's world, living without the internet is almost unimaginable for many people. News is consumed, emails are sent, and purchases are made online. In many cases, providing contact information is unavoidable, and it is even necessary in the realm of online shopping. However, often the data collected is not only used for providing a service but also utilized and processed to establish a certain level of customer loyalty. This can result in annoying spam emails, where additional information is sent at defined intervals, often unwanted. Email marketing is widely employed by many companies as it represents a cost-effective method to remain in a customer's memory and enhance their own reach and visibility. Companies must strike a balance between irritating advertising and helpful information to avoid alienating potential customers.
Fundamentally, it is crucial for both the sender and the recipient to properly assess the data protection relevance of this marketing method and when information can be sent. Particularly for email marketing recipients, understanding how consent is given and how it can be revoked is important. Companies need to recognize that email marketing is only possible when data protection is ensured and certain prerequisites are met. Failure to comply can lead to legal consequences, resulting in reputational damage and financial losses. It is strongly recommended for companies to thoroughly educate themselves in this area and, if necessary, consult the data protection experts at heydata to ensure a legally compliant email delivery.