The EU's General Data Protection Regulation (GDPR), effective from 2018, necessitates businesses to adapt their email marketing to comply with privacy laws.

Non-compliance with GDPR is costly, exemplified by Amazon's €746 million fine.

Despite restrictions, GDPR-compliant email marketing can still be successful with proper audience segmentation and strategic planning.

GDPR compliance in email marketing revolves around four principles: explicit informed consent, transparency and accountability, offering a data deletion option, and protecting subscriber data.

Businesses must use clear language for consent, provide granular options, ensure easy access to privacy policies, make unsubscribing straightforward, employ strong data security, and collect only necessary data.

Success in email marketing under GDPR is achievable by gaining clear consent, valuing subscriber privacy, and delivering valuable content, while minimizing data collection and enhancing data protection.