Key components of the GDPR email opt-in
Wording or processes that are ambiguous or confusing do not meet the requirements of the GDPR. An email opt-in that does not meet the GDPR must be re-obtained or deleted.
If you do not comply with the GDPR law from 25 May 2018, you can receive a fine of up to 20 million euros or 4 percent of your total worldwide turnover.
According to the GDPR, a citizen gives an email opt-in by a declaration or by a clear affirmative action. This can include checking a checkbox when that citizen visits a website or by accepting a statement proposing the processing of personal data. A pre-checked checkbox or inactivity is therefore not a valid form of an email opt-in.
Wordings
Information related to the email opt-in and the use of data must be concrete, transparent and understandable using clear and simple language.
Proof of email opt-in
The wording and checking of the home furniture equipment stores email list checkbox must be stored in the email marketing database. As an email marketer, you are required to be able to demonstrate the email opt-in.
Things to Consider
If the current email opt-in process does not comply with the GDPR law, the email opt-in cannot be used from May 25, 2018. For every email opt-in, the email marketer must be able to answer the questions below.
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How and when was the email opt-in obtained?
Who obtained the email opt-in and in what context?
What method was used? Was it opt-in or opt-out?
Was the information clear and understandable?
How was the email opt-in provided? Behind a link, in a footnote, in a pop-up box, or in a clear statement next to an opt-in checkbox?
An example of an email opt-in
The image below is an example of how to create an email opt-in form that meets GDPR requirements. The form starts with a clear affirmative action. If the visitor checks the checkbox, it is clear that he or she can receive marketing-related emails from Verint Systems. By linking to the privacy policy, we explain what the rights are of the visitor. We close the form with a confirmation that this is an opt-in.