In 2020, the General Data Protection Law (LGPD) will come into effect, requiring companies to protect the personal data of their customers, employees, and suppliers. This will impact the technology, legal, and other sectors. marketing.

In the latter case, the LGPD (Brazilian General Data Protection Law) will change how user information is collected, such as browsing data, consumption habits, preferences, and contact information. Email marketing, for example, can only be sent when the person actively authorizes the receipt of newsletters and commercial content in their inbox.

New way to collect emails

This user authorization to receive newsletters and marketing emails needs to be obtained at the moment the email address and other contact information are requested. The most practical way to do this is to place a checkbox at the end of the form. In this box, the user selects whether they wish to receive content and what types of emails they wish to receive, such as informational, commercial, etc.

Authorization for the collection of these emails is essential for sending marketing emails and any other form of communication. Users should also be aware that they can stop receiving these emails at any time by unsubscribing from the newsletter and requesting that their data be removed from the company's contact database.

More privacy for subscribers.

Many email marketing platforms disregard subscriber data privacy. They use pixels and trackable links, for example, to pinpoint exactly who opened the email and clicked on each link within the message, without users being aware of it. This type of tool must comply with the LGPD (Brazilian General Data Protection Law) by making this type of tracking clear to users.

This information may be present in the Privacy Policy, for example, or even included in the form when the customer registers their email to receive news. The solution for those who hire this type of platform is to verify if it complies with data protection laws and demand solutions in this regard, to avoid penalties for the improper use of personal data. These negative consequences can include the suspension of data, company activities, and even fines of 2% of revenue.

Although many claim that the e-mail marketing campaigns While it's dying out, it remains a strategy for many companies to connect with their customers. The LGPD (Brazilian General Data Protection Law) won't eliminate this form of communication; it will only change how institutions use users' personal data and improve transparency in that relationship.

Communication and sales professionals now need to adapt to a new reality where customers must authorize the receipt of emails. According to... Hubspot51% of European marketing professionals said they expect their contact lists to shrink with the GDPR, the European Union's data protection law. However, this is a positive change, ensuring that the contact base is truly qualified and interested in the material, preventing companies from investing in sending emails to disengaged people who may be bothered by this type of contact.