In the B2B marketing world, GDPR has brought about major changes in the way companies approach email marketing. With stricter regulations in place, businesses are required to obtain explicit consent from their prospects and customers before sending marketing emails. This has caused a shift in the B2B schools email list marketing strategy, as companies have had to re-evaluate their email marketing tactics and adapt to the new regulations.
What Exactly is GDPR Compliance?
The General Data Protection Regulation (GDPR) is a comprehensive data privacy regulation that was implemented by the European Union (EU) in May 2018. This regulation has had a significant impact on businesses across the globe, especially those that collect and process personal data.
The impact of GDPR on B2B schools email lists and marketing strategy can be significant. B2B schools email lists contain personal data, such as email addresses, names, and job titles, which fall under the purview of the GDPR. As a result, organizations that collect and use these email lists must ensure that they comply with the GDPR’s requirements. Under the GDPR, individuals have the right to access, correct, and erase their personal data. They also have the right to object to the use of their data for marketing purposes. Organizations that use B2B schools email lists must obtain explicit consent from individuals to use their personal data for marketing purposes.
In addition, the GDPR requires organizations to implement appropriate technical and organizational measures to protect personal data from unauthorized access, disclosure, and destruction. Organizations must also report data breaches to the relevant supervisory authorities and affected individuals within 72 hours of becoming aware of the breach. To comply with the GDPR, organizations must review their B2B schools email lists and marketing strategies to ensure that they align with the GDPR’s requirements. This may involve obtaining explicit consent from individuals to use their personal data, implementing appropriate security measures to protect personal data, and reporting data breaches promptly.
How Does it affect B2B School Email Marketing?
One of the significant impacts of GDPR is that it requires companies to obtain explicit consent from individuals before sending marketing emails to Schools. This has led to a significant reduction in the size of B2B School email lists, as many individuals have chosen not to give their consent. In some cases, email lists have decreased by as much as 50%.
In a case study conducted by DemandGen, a B2B marketing agency, they found that after GDPR, the average size of email lists decreased by 40%. Additionally, the click-through rate (CTR) for school marketing emails decreased by 16%. However, the study also found that open rates increased by 8%.
Another case study conducted by Act-On, a marketing automation company, found that after GDPR, the size of email lists decreased by 38%. The study also found that companies that sent emails to individual schools who had not given their explicit consent saw a significant decrease in their open and click-through rates.
What are the GDPR Implications for B2B Marketers Targeting the Education Sector?
Marketers need to be aware of the General Data Protection Regulation (GDPR) to ensure that they are collecting, using, and storing personal data in compliance with the regulation. Here are some key considerations:
- Consent: Marketers must obtain explicit and informed consent from individuals before collecting and using their personal data. The consent should be freely given, specific, and unambiguous.
- Transparency: Marketers must provide individuals with clear and concise information about how their personal data will be collected, used, and stored. This includes providing a privacy notice that outlines the purpose, legal basis, and retention period of the data.
- Data Minimization: Marketers should only collect and use personal data that is necessary for the specific purpose for which it was collected. They should also regularly review the data they hold and delete any that is no longer required.
- Data Subject Rights: Individuals have the right to access, rectify, and erase their personal data, as well as to restrict its processing and to object to its use. Marketers must be able to respond to these requests within a reasonable timeframe.
- Data Protection Impact Assessments (DPIAs): Marketers must conduct DPIAs for any high-risk processing activities, such as large-scale profiling or the processing of sensitive personal data.
- Security: Marketers must implement appropriate technical and organizational measures to ensure the security and confidentiality of personal data.
- Data Breach Notification: Marketers must report any data breaches to the relevant supervisory authority within 72 hours of becoming aware of it. They must also inform individuals if the breach is likely to result in a high risk to their rights and freedoms.
Failure to comply with the GDPR can result in significant fines, reputational damage, and loss of trust from customers. Therefore, it is crucial for marketers to understand their obligations and take steps to ensure they are GDPR compliant.
End Point:
The GDPR has significantly impacted B2B schools’ email lists and marketing strategies. Marketers must now obtain explicit consent from individuals before sending them promotional emails, making it harder to build email lists. The regulation has also forced schools to be more transparent about their data practices, limiting the effectiveness of unethical data brokers. Despite these challenges, B2B schools can still achieve marketing goals by building trust with prospects through personalized and valuable content. Ultimately, the GDPR has prompted schools to reevaluate their marketing approach and prioritize engagement and privacy.