Definition
This checklist provides actionable steps for ensuring your email marketing program complies with the General Data Protection Regulation. It covers the full lifecycle of subscriber data from collection through deletion.
Checklist Items
- Lawful basis: Document whether you rely on consent or legitimate interest for each list segment
- Consent records: Store proof of when, where, and how each subscriber gave consent
- Privacy notice: Link to your privacy policy in every email footer
- Data map: Document what subscriber data you hold, where it is stored, and who has access
- Retention schedule: Define and enforce how long different types of data are kept
- Subject access requests: Have a process for responding to SARs within 30 days
- Right to erasure: Enable fully deleting a subscriber's data upon request
- Breach notification: Have a plan for notifying authorities within 72 hours
- Data processing agreement: Ensure your ESP signs a DPA
- Annual review: Revisit compliance annually and after any significant process changes
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.