GDPR - what it means for Australian businesses

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For those of you who haven't already heard, the EU has brough in new rules (the General Data Protection Register, or GDPR) governing who and how we can email our target audience, and came into effect on Friday, 25th May 2018.

At the moment, it only affects those of us with email subscribers in the EU, but I would lay money down on Australia bringing our "spam" rules in line with these guidelines before too long, so it's best to start complying now in preparation.

If not, it may mean that you have to delete your entire email database, which is what is happening to some EU companies this week!! [horrified emoticon]

Yael Keon has written a fantastic guide of what this all means, and how to make this work for you, which you can download here.

In a nutshell, the new rules mean that you can ONLY add someone to your newsletter (tips, blog, offers) list if they have expressly given you permission to do so. This means the end of the value-add opt-in, such as "download my ebook or 20% off voucher now" as a way of building up your newsletter list. Recipients have to specifically opt-in to your newsletter to be able for you to add them.

The easiest way round this, is to have an added box to your opt-in which says something like "would you like to also be kept up to date with offers, news and tips?". If they then tick "yes", you can add them. Alternatively, you could have a Newsletter SignUp form / button that shows a really clear benefit to signing up, and offers the "opt in" as a "freebie" for signing up. You can even give your visitors a chance to choose which freebie they would like.

If you'd like any more details or advice on this, please feel free to get in touch with Liz or Yael and we'd love to help.

This article was posted on the 21st May 2019