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Unsolicited marketing: the right approach for e-billing in light of GDPR

In a recent study by consumer body Which?, several major retailers were potentially at risk for violations of data protection regulations by sending marketing content to customers via e-receipts – the same customers who specifically requested not to be contacted for promotional offerings.

It comes as no surprise that retailers are determined to deploy such a high engagement tactic, but it does not take a GDPR expert to work out that turning transactional communications into a marketing opportunity requires thorough understanding of the rules about what can and cannot be done.

Full article: Unsolicited marketing: the right approach for e-billing in light of GDPR – GDPR.Report

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