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GDPR, short for General Data Protection Regulation, is something every company needs to be aware of, especially when sending out emails at scale. For those unfamiliar, GDPR is a set of rules governing customer (personal) data usage. As a sales professional, it's important to be sure you and your team comply with GDPR when sending out sales emails. Here are some best practices for complying with GDPR when sending out sales emails.
Before sending out any email to a fresh prospect, you must ensure that the recipient has given explicit consent for you to do so or that you are acting from a potential genuine interest. Customers and prospects need an opt-in option to choose whether they want to receive your communication. Any action related to explicitly providing you with their information and confirming that you may contact them is sufficient to satisfy this requirement.
Every email sent out by your company needs to include your contact information, address, and phone number. This way, if someone wants more information or to remove themselves from future correspondence, they know who they need to contact and how they can do so quickly and easily.
You must also have a clear unsubscribe option in each email your company sends, especially in automated emails. This allows recipients the ability to easily opt out of any future correspondence without having to contact customer service directly or search through multiple pages on your website.
Most B2B contact databases claim that their information complies with GDPR or other privacy laws. Usually, however, this is based on "legitimate interest." Roughly speaking, this means that they assume that the recipient might be legitimately interested in what you have to offer. This is the most flexible legal basis for processing someone's personal data. However, you must realize this is not the same as obtaining someone's explicit consent. You must still offer these people a way to opt out of your communications.
Can I Use a Company's Generic Email Address?
Generic email addresses related to companies, such as; info@company-x or sales@company-y, aren't considered personal data. Since GDPR applies to individuals, generic email addresses such as these can be used to contact.
When it comes to sales emails, there are two primary approaches: individual sales emails sent to just one person and sales cadences that involve multiple emails, often delivered in a series or sequence over the course of several days or weeks. Both methods have advantages and disadvantages, so which one is right for you?
Individual sales emails can quickly grab busy prospects' attention with more creativity as you send them to one person at a time, and are often very personalized. However, this may take up quite some time. These emails do not need an unsubscribe option, as they will not receive automated messages after your first outreach and are about seeking a personal connection.
On the other hand, sales cadences provide greater scale and build a story that provides value to your prospects and increases engagement levels. Because this is an automated outreach, it's 100% necessary to add the unsubscribe option to your emails. Ultimately though, it comes down to what resonates best with your prospects and what fits into your overall sales strategy.
All companies must understand the importance of compliance with GDPR when sending out sales emails. Taking the time to become familiar with the regulations and ensuring that all emails from your business adhere to them is essential for protecting yourself and your customers from potential legal issues down the line. By following these tips, you can rest assured knowing that you are doing everything possible to remain compliant with GDPR when sending out sales emails.
Finally, when you have a prospect who wishes to unsubscribe, just make sure you comply with their request and remove them from your campaigns.
