Marketing in a Post-GDPR World!

Marketing in a Post-GDPR World!


The purpose of the General Data Protection Regulation (GDPR) is to compel marketers to be more thoughtful, transparent, and respectful of the data they collect and use. Realistically, that means marketers need to take a step back - to stop personalizing every piece of information without regard for what is appropriate for the consumer.

GDPR gives the power to consumers to control the use of their data. Any European consumer can call out any company and ask the company to account for the data they've collected and how it's being used.

To master marketing in post-GDPR world, Gartner analyst Bryan Yeager has said that marketers should elevate the importance of privacy as part of their data-driven initiatives. "Audit your current marketing activities, including what data has been collected and how it's processed. Co-ordinate closely with your legal and privacy teams about your approach. And think about how you can use a pivotal moment like GDPR as a way to engender value and trust in your future engagements with customers", he suggested.

It's very concerning to know that a very whopping 41% of marketers admit to not fully understanding both the GDPR law and the best practices around the use of consumers' personal data.

To quickly check if you're complying with GDPR today, see if you can answer 'Yes' to the following:
  1. You've built privacy settings into the digital products and websites - and have them switched on by default.
  2. You regularly conduct privacy impact assessments, strengthen the way you seek permission to use personal data, document how you use personal data, and improve the way you communicate data breaches.

To put it simply, if you have a list of leads, you can't send them a promotional email UNLESS they have given you consent for it. You can't even send them an email asking if they want to hear more from you, and as such, is a violation of GDPR.

In August 2016, Flybe sent an email to 3.3 million people in their database with the subject line "Are your details correct?". In theory, this sounds like a smart strategy, but unfortunately, these 3.3 million people had previously opted out (unsubscribed) to marketing emails and thereby gave no consent to be contacted. Result? A fine of 70,000 pounds.
Key takeaway: If your customers have opted-out of marketing emails, don't email them - it's as simple as that. You're breaking the law if you do.

Best practices to keep yourself GDPR compliant

1. Signup Forms: 

Don't assume a person wants to receive your future offers just because she made a purchase. Don't assume a person who opts-in for a newsletter subscription also wants all your marketing materials. And please - remove all pre-ticked boxes that seek permission for future contact from your emails.



Consent must be very clear, and the retailer must keep records of consent under the GDPR's accountability principle.

2. Consent Settings

The right to be forgotten has become one of the most talked-about rulings in EU Justice Court history. It gives people the right to have old or false personal data removed, and it has already been implemented with companies like Google, which was forced to remove pages from its search engine results in order to comply.



As a marketer, it will be your responsibility to make sure that your users can easily access their data, and remove consent for its use, in line with the right to be forgotten. 

This can be as simple as including an unsubscribe link within your email marketing template and linking to a user profile that allows users to manage their email preferences (as shown in the example below).



3. Take What You Need

Marketers get greedy when it comes to getting formed filled out by customers. We tend to ask for information that we might not even require. Ask yourself, do I really need to know someone's favorite holiday destination before they subscribe to our newsletter? Probably not.

To stop the collection of unnecessary data, GDPR requires you to legally justify the processing of personal data you collect. Don't worry - this is not very complicated.

What this means is that you need to focus on the data that's really useful to you, and stop asking for the "good to haves". If you really need to know a piece of customer information, and can prove why you need it, then you can continue asking for it. But try to avoid collecting any unnecessary data, and stick with the basics.

Actionable tip for GDPR-compliant marketing


Data collection: If you still buy mailing lists, it's probably a bad idea to continue. In fact, you should dump the data you bought right away, because a single complaint from a customer about a breach of consent can subject you to a penalty of up to 4% of your gross revenue. Instead, start fresh. Find new ways of collecting opt-in data by introducing clear, brief web-forms. 

Scan your list: Go through your data list periodically and remove the data without an record of opting in. For new subscribers. make sure that they want to receive emails from you by sending them a re-confirmation email after they opt-in for a mailing list.

Content marketing: Content is more important than ever in a post-GDPR world. Since you can only send your communications to interested people, you need a lot of content to generate that interest. Also, you can ask customers to subscribe in order to access content like e-books, infographics, webinars and whitepapers.

Pop-ups: Invite website visitors to add themselves to a mailing list by launching a pop-up on your website. The conversion rate of pop-ups is only around 3%, but like other marketing communications such as emails and Facebook ads, if the pop-ups are launched at the right time with the right message, they can give you a higher conversion rate of up to 40%.

Data storage: In a data-conscious world, you cannot afford to keep records in a spreadsheet and manage the data manually. You need a CRM application where you, and your sales team, can keep updating the data and centralizing your data collection. Of course, CRM applications come with a lot of other benefits as well.

Social selling: Since reaching customers over email is subject to some legal restrictions, find new ways of reaching out to them outside the scope of the GDPR law. Educate your sales team on social selling and connecting with customers on social media sites. Social media will also give your salespeople some perspective on your customers and help them approach with the right message.

Push notifications: You may also take a shot at push notifications. These are pop-ups that seek permission from website visitors to send them promotional notifications. One advantage of this is that once the customer allows you to send them push notifications, they will receive notifications from you even after they have closed your website. One disadvantage of push notifications is that they cannot be personalized, since IP addresses are anonymous.

Privacy policy: Update your privacy statement to let people know that you are GDPR compliant. Mention what you do with customer data you collect and that you don't engage in any practices in violation of customer privacy.

Conclusion

Remember, GDPR hasn't been enacted to stop marketers from communicating with customers. Quite the opposite, actually. It's designed to increase the quality of customer data. The best and most resourceful marketers are seeing the bigger picture and recognizing that it's an opportunity to personalize messages for their prospects and customers, rather than using the traditional one-size-fits-all approach to marketing.

The rules of GDPR compliance are quite simple: don't contact someone unless they specifically ask you to. Don't assume they want to hear from you. Don't cold contact them, and don't send them irrelevant information that they didn't request. If you can do all that, then you've done your job in complying with GDPR.

Is your marketing GDPR compliant?

    • Sticky Posts

    • 10 simple e-commerce marketing tips to boost sales

      Congratulations! You've finally set up that e-commerce store you've been thinking about for a long time. Hopefully it wasn't too difficult. Even if it was, the effort will be totally worth it when you start seeing some orders come through. Now that the store is live, let's take a look at some marketing tips you can apply for sales growth. 1. Avoid cart abandonment If you've ever shopped online, you might have added a product to the cart but then decided not to purchase it. This is known as cart abandonment.

    • Marketing in a post COVID-19 world!

      Consumers across countries are increasingly spending more time on a wide variety of digital activities, right from online grocery shopping, to video conferencing, to tele-medicine. There is a good chance that you performed one or more of the following activities during this lockdown, thanks to COVID 19: Cooked a meal Made a TikTok Video Signed up for a remote learning session Consulted a doctor online (or ordered medicines online) Shopped for groceries online A study by Hunter, a food and beverage

    • Inbound Marketing 101: The Foundational Blocks of Inbound Marketing Strategy

      According to a behaviour survey, 68% of the buyers use sources such as blogs to evaluate the product even before considering it. Before buying a product, we do a lot of research to learn more about the product through communities, blogs, social media,

    • How Zylker doubled their webinar registrations!

      Webinars are good educational resources to gather qualified leads for your product. But what if your visitors are dropping off from your webinar landing page without signing up? What more could you do to convert visitors into registrants? This is the

    • The ideology behind why features tell, but benefits sell

      Do you think there's any truth to this? Do features only tell, and benefits sell?  Well, let's see why we should focus on benefits rather than features as the great marketing wizards, David Ogilvy and Steve Jobs proved to be the best examples leveraging

    • Recent Topics

    • Zoho Campaigns: An Outstanding Email Marketing Tool

      Introducing Zoho Campaigns! A product designed by Zoho, the Zoho Campaigns is made to create, deliver, and manage integrated email campaigns that can help in boosting the sales of a company and its customer base. Zoho Campaigns is actually an email marketing

    • Zoho Creator Developer Console | Improved Distribution and Lifecycle Management for apps

      Hello everyone, We're excited to introduce new enhancements now in the Zoho Creator Developer Console. These updates strengthen private app distribution through licensing controls and extend environment support across all installed apps, helping teams

    • Anchor Links in Dashboards

      Hello,  Our dashboards frequently have multiple sections that would be more easily skipped between using anchor links. Please consider adding an anchor link feature to the text widget? This could be done by adding an anchor link option to the text widget next to the "remove" option (see screenshot). The option would assign an ID to the <div> containing the text widget in the live dashboard. Then, the chosen ID could be linked using a traditional <a href="#link_id"> in the html section of the text

    • Zoho CRM for Everyone's NextGen UI Gets an Upgrade

      Hello Everyone We've made improvements to Zoho CRM for Everyone's Nextgen UI. These changes are the result of valuable feedback from you where we’ve focused on improving usability, providing wider screen space, and making navigation smoother so everything

    • Sync images with Shopify/Cart

      Hello, sync images with shopify or other cart, it cuts out the double work of having to upload to shopify/cart and zoho. Thanks

    • Allow selection of select inactive users in User data fields

      Hello, We sometimes need to select a previous employee that has an inactive account in the User data field. For example, when doing database cleanup and indicating actions are done by a certain employee that weren't filled out when they were part of the

    • Is it Possible to Modify Standard Report Urls

      Is there a way to permanently modify standard report Urls? Use case: Suppose I have a Products report. Showing list as timeline, calendar, or kanban doesn't make sense. Want to hide that from users by adding #Report:Products?zc_ShowAs=false&zc_Print=false

    • Assessment Answered - Automation (Related List)

      Hello everyone, We have linked a candidate assessment to our job posting. When someone applies, they are required to answer all the assessment questions. However, some candidates submit their applications without completing the questions. In such cases,

    • Smarter holiday planning with yearly-specific Holiday Lists

      Hello everyone! Managing holidays and business hours is now easier and more efficient. Holiday Lists now support holidays that fall on different dates every year, while business hours now supports more than one holiday list. This helps businesses manage

    • External User onboarding for zoho connect is not really intuitive.

      So the external user is sent an invite, which has a button that directs them to login to zoho to view the invite, but if they don't have a zoho account, they cannot access that invite, which seems kinda silly, as there is not real way on for them to create

    • Having trouble fetching contents of Zoho Connect Feeds using the API, requesting alternative API documentation.

      I'm trying to retrieve feed/post data from Zoho Connect using the API but facing challenges with the current documentation. What I've tried: OAuth authentication is working correctly (getting 200 OK responses) Tested multiple endpoints: /pulse/nativeapi/v2/feeds,

    • How to upload file to Connect using API?

      Hi there. I looked at the API documentation and nowhere did it mention how to use the API method to upload a file even though it is mentioned that it is possible to be done so. Please help.

    • Select the task view on the board in the Zoho Connect iPhone app

      Hello. How do I select the task view on the board in the Zoho Connect iPhone app? The Android app has this functionality.

    • The power of workflows in Zoho Marketing Automation - Video Webinar

      In this Zoho Marketing Automation video webinar, our experts walk you through: Why you may want to create marketing workflows How to create marketing workflows Use Zoho CRM data and apply workflows to automate your marketing strategy How workflows can

    • Auto tagging

      Some of the articles I enter into Notebook get there when I enter them in Raindrop.io and IFTTT copies the articles in Notebook. When this happens the notes are tagged but instead of useful one word tags with topic the tag pertains to the specific article

    • Constant refresh required in lots of Zoho tabs

      "Hey Zoho, if you can sync my notification bell across 15 tabs using a BroadcastChannel, why can't you send a 'Data Refresh' signal the same way? We don't need a browser reload—we just need the data to sync without us clicking F5 like it's 1999." "PS:

    • What's New in Zoho Billing | January 2026

      Excited about the latest enhancements in Zoho Billing? Our January updates bring an intelligent AI assistant, smarter subscription management, and improved tax compliance, saving you time and reducing manual work. Dive into the details below to see how

    • Cliq iOS can't see shared screen

      Hello, I had this morning a video call with a colleague. She is using Cliq Desktop MacOS and wanted to share her screen with me. I'm on iPad. I noticed, while she shared her screen, I could only see her video, but not the shared screen... Does Cliq iOS is able to display shared screen, or is it somewhere else to be found ? Regards

    • Inserting images into Articles or Knowledgebase

      Hi, Are there any plans in improving the Knowledgebase text editor so it would allow inserting images through Windows clipboard via copy-paste? Say for example I took a screenshot using the snipping tool in Windows and I'd like to insert that image to

    • Links not functioning in Zoho mail

      Links that are included in emails I receive are not activating. Nothing at all happens when I click on them. I have researched FAQs and this forum to no avail. Any suggestions?

    • Zoho Mail iOS app update: Manage folders and tags

      Hello everyone! In the most recent version of the Zoho Mail iOS app, we have brought in support to manage(create, edit and delete) the folders and tags. Create folders Create Tags Edit/ Delete folder In addition to this, we have also brought in support

    • Zoho Social API for generating draft posts from a third-party app ?

      Hello everyone, I hope you are all well. I have a question regarding Zoho Social. I am developing an application that generates social media posts, and I would like to be able to incorporate a feature that allows saving these posts as drafts in Zoho Social.

    • [Important announcement] Zoho Writer will mandate DKIM configuration for automation users

      Hi all, Effective Dec. 31, 2024, configuring DKIM for From addresses will be mandatory to send emails via Zoho Writer. DKIM configuration allows recipient email servers to identify your emails as valid and not spam. Emails sent from domains without DKIM

    • Create an Eye-Catching Announcement Widget for Your Help Center

      Hello Everyone! In this week’s edition, let’s explore how to keep your customers updated with exciting news in the Help Center. See how ZylkerMobile wowed their customers by bringing updates right to their portal. ZylkerMobile, the renowned brand for

    • UI issue with Organize Tabs

      When looking at the organize Tabs window (bellow) you can see that some tabs are grayed out. there is also a "Add Module/Web Tab" button. When looking at this screen it's clear that the grayed out tabs can not be removed from the portal user's screen

    • Super Admin Logging in as another User

      How can a Super Admin login as another user. For example, I have a sales rep that is having issues with their Accounts and I want to view their Zoho Account with out having to do a GTM and sharing screens. Moderation Update (8th Aug 2025): We are working

    • Task list flag Internal/External for all phases

      Phases are commonly used in projects to note milestones in the progression of a project, while task lists can be used to group different types of tasks together. It makes sense to be able to define a task list as either internal or external however the

    • Zoho CRM Feature Requests - SMS and Emails to Custom Modules & Time Zone Form Field

      TLDR: Add Date/Time/Timezone form field, and be able to turn off auto timezone feature. Allow for Zoho Voices CRM SMS Extension to be able to be added to custom modules, and cases. Create a feature that tracks emails by tracking the email chain, rather

    • Our Review Of Zoho CRM after 60 Days

      The purpose of this is to just share with Zoho why I love their product, but ultimately why I could not choose Zoho CRM for our next CRM. About two months ago we begun a CRM exploration process for our financial planning firm, based in Texas. We already

    • Link Purchase Order to Deal

      Zoho Books directly syncs with contacts, vendors and products in Zoho CRM including field mapping. Is there any way to associate vendor purchase orders with deals, so that we can calculate our profit margin for each deal with connected sales invoices

    • Extend the Image Choice Field

      Hi, The New Yes/No field is great for what it does, and the Image Choice Field is good but could be better with some functions from the Yes/No field. Take an example, rather than just Yes/No you want Yes/No/Maybe (Or more than 3 choices), but unlike the

    • CRM x WorkDrive: File storage for new CRM signups is now powered by WorkDrive

      Availability Editions: All DCs: All Release plan: Released for new signups in all DCs. It will be enabled for existing users in a phased manner in the upcoming months. Help documentation: Documents in Zoho CRM Manage folders in Documents tab Manage files

    • New 2026 Application Themes

      Love the new themes - shame you can't get a little more granular with the colours, ie 3 different colours so one for the dropdown menu background. Also, I did have our logo above the application name but it appears you can't change logo placement position

    • Zoho Desk: Macro to assign Ticket to self

      Hello, We are using macros in Zoho Desk to set some fields and send a response. I would also like to assign the ticket to myself (or whoever applies the macro). I can only set a fixed agent in the macro, so I would have to create one for every agent.

    • Turn off Knowlege Base Follow options and Follower lists

      Is there a way to hide or turn off the option in the Knowledge Base for users to follow specific departments/categories/sections/articles? If not, is there a way to turn off the public list of followers for each of those things? Otherwise, customer names

    • Enterprise Data management solutions

      I'm on the hunt for the perfect Data management solution for my organization. I've been doing a ton of research across different websites, but honestly, it's just left me more confused! A friend suggested I check here, so I'm hoping someone can point

    • New Feature: Audit Log in Zoho Bookings

      Greetings from the Zoho Bookings team! We’re excited to introduce Audit Log, a new feature designed to help you track all key actions related to your appointments. With Audit Log, you can maintain transparency, strengthen security, and ensure accountability.

    • Automated Task reminder

      First question: If a task does not have a reminder set, will it still send an email notification that the task is due today? If not, how can I set up an automated reminder to send the task owner an email that it is due on a certain date?

    • Zoho Support - contract notifications

      Hi, I have a few questions about using Zoho support. Is there a way to add custom contract notifications like (90 days before expiry send notification e-mail to agent and customer, then another 60 days before expiry and another 30 days.). And is it possible

    • Kaizen #230 - Smart Discount-Based Quote Approvals Using CRM Functions and Approval Process

      Hello everyone! Welcome back to the Kaizen series! Discount approvals are a standard part of sales governance. Most organizations need something like this: Discount % Required Action < 10% Auto-approve 10–19.99% Sales Manager approval ≥ 20% VP Sales approval

    • Next Page