Curated Content • 2 years ago
Overcoming Legislative Hurdles With Cleaner Lists & Lead Generation. B2B marketers have typically assumed that email consent has been given until a prospect has opted out, but this is all going to change over the next two years as new EU privacy regulations take effect.
The GDPR will slap fines on marketers who send messages without permission. In the past, regulations were vague and thus interpreted by individual countries.
The standard of sending email to prospects was fine until they opted-out, and this worked well for B2B marketers since email lists are cheap and readily available. But this approach will no longer be accepted when the new rules kick in.
Heavy fines will no longer allow B2B marketers to rely on lists. Predictions have shown that only one in five B2B marketing messages will be delivered to email inboxes that are, at best, not checked and, at worst, no longer valid.
This could have a negative effect on campaigns, and metrics. In order to avoid negative results, marketers should proactively clean their lists in advance of the regulations.