Definition
An email data processing record documents what subscriber data is collected, why it is collected, how it is processed, where it is stored, who has access, how long it is retained, and whether it is shared with third parties. Under GDPR Article 30, organisations must maintain records of processing activities. For email marketing, this includes subscriber data collected through sign-up forms, behavioural tracking data, purchase data used for personalisation, email engagement data, and any data shared with ESPs or analytics platforms.
What to Document
- Categories of data subjects and types of personal data collected
- Purposes of each data processing activity
- Legal basis for processing (consent, legitimate interest, contractual necessity)
- Third-party recipients of data (ESP, analytics, CRM, ecommerce platforms)
- Data retention periods per category
- Technical and organisational security measures
- International data transfers and safeguard mechanisms
Best Practices
- Maintain the processing record as a living document updated whenever programme changes occur
- Map all data flows from collection through processing to deletion
- Review and update the record at least annually
- Ensure the record includes sufficient detail to demonstrate compliance during a regulatory inspection
- Use the processing record as a reference for privacy impact assessments and data subject access requests
Related Glossary Terms
A/B Testing
A/B testing in email marketing is the practice of sending two variations of an email to a small sample of your list to determine which version performs better before sending the winner to the remaining subscribers.
Abandoned Cart Email
An abandoned cart email is an automated message sent to customers who added items to their online shopping cart but left without completing the purchase. It is one of the highest-converting email types in ecommerce.
AIDA Model for Email
The AIDA model (Attention, Interest, Desire, Action) is a classic copywriting framework used to structure email campaigns that guide subscribers from awareness to conversion.
AMP for Email
AMP for Email is a Google-developed framework that allows email messages to include interactive elements like forms, carousels, accordions, and live content. It turns static emails into dynamic, interactive experiences directly inside the inbox.
Anchoring Effect in Email Marketing
The anchoring effect is a cognitive bias where the first piece of information presented (the anchor) influences subsequent decisions, used in email to frame pricing and value perception.
Announcement Email
An announcement email is a dedicated campaign that communicates a specific update, milestone, or change to subscribers, from product launches and feature releases to company news and events.