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Email Marketing Glossary.

Clear, no-fluff definitions of every email marketing term that matters—from open rates to double opt-in. 

 

GDPR (Email Marketing)

The GDPR (General Data Protection Regulation) is an EU privacy law that governs how you collect, store, and use personal data — including email addresses — of people in the EU, generally requiring clear consent.

Also known as: General Data Protection Regulation, GDPR compliance

If you email anyone in the EU, GDPR applies to you — regardless of where your business is based. It sets a high bar for consent and data handling, and the penalties for getting it wrong are steep.

What does GDPR require for email marketing?

A lawful basis for processing (usually freely given, specific, informed consent), clear opt-in without pre-ticked boxes, easy withdrawal of consent, transparency about data use, and honoring data rights like access and deletion.

How is GDPR different from CAN-SPAM?

CAN-SPAM (US) allows unsolicited commercial email if you follow its rules; GDPR (EU) generally requires prior consent and is far stricter about data protection.

Staying compliant

Use clear opt-in forms, keep records of consent, provide easy unsubscribe and data-request handling, and only collect data you genuinely need. This is general information, not legal advice — consult a professional for your situation.

Related terms

CAN-SPAM Act Opt-In Unsubscribe Permission-Based Marketing CCPA

Related reading from Drip

The General Data Protection Regulation (GDPR) (Help Center) Drip Embedded Forms (GDPR compliant)

Frequently asked questions

What is GDPR in email marketing?
GDPR (General Data Protection Regulation) is an EU privacy law governing how you collect, store, and use personal data — including email addresses — of people in the EU. For email marketing, it generally requires clear, freely given consent.
Does GDPR apply to my business?
GDPR applies to anyone who processes the personal data of people in the EU, regardless of where the business is located. If you email EU residents, you need to comply.
What does GDPR require for email consent?
A lawful basis — usually specific, informed, freely given consent collected via clear opt-in (no pre-ticked boxes). You must also make it easy to withdraw consent and honor data rights like access and deletion.
How is GDPR different from CAN-SPAM?
CAN-SPAM (US) permits unsolicited commercial email as long as you follow its rules, while GDPR (EU) generally requires prior consent and imposes much stricter data-protection obligations. This is general information, not legal advice.
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