One question you should keep in mind when using or being the target of digital marketing campaigns is whether the platforms used to run them meet the legal requirements regarding data protection.

In recent years there has been exponential growth in the use of these platforms, given the ease with which they can be carried out. Currently, it is the most economical way for companies to communicate closely with you and present their products and services in a personalized and customized manner.

So, what requirements should be considered when choosing an e-mail marketing platform?

In terms of data protection, it is considered essential to comply with the principle of transparency, which is related to the right to information that the data subject holds and that presupposes an active position on the part of the controller.

One of the possible issues with these platforms is that they are cloud services and, therefore, outside the servers and control of the data controllers. Furthermore, it is aggravated by the fact that their servers are located outside the European Economic Area, for a possible lack of adequate protection and sufficient guarantees from the European Union standpoint. Thus, evaluating the benefits expected from these platforms across the risk associated with their use is crucial.

In this study, we assess the cost of using this type of service to its benefit without compromising the customer data protection of our partners. In its scope, we evaluated and analyzed the seven most significant players in e-mail marketing, primarily comparing them and understanding which ones best meet the legal requirements regarding data protection legislation.

As such, we made a comparative analysis of all the services that the evaluated platforms offer their customers during the first stage.

Afterward, a match was made between the services provided by these companies and the legislation in place to evaluate their compliance.

Compiling the evaluations carried out on the various e-mail marketing platforms, we have the following global view of the results:

• Legenda:

• The evaluated element is missing or a contradictory statement is made
• The information is incomplete, difficult to access and understand, and formulated in a language that is not clear and complex (for example, poorly structured, in a separate document, ...)
• The information is complete, easy to access and understand, and formulated in a clear and simple language