Email communication after the LGPD comes into force

What would you like to know?

• How to send Emails in compliance with the LGPD
• Will RD Station Marketing allow sending Emails to leads that have not authorized communication?

The main data protection laws, such as the LGPD in Brazil and the GDPR in Europe, have defined guidelines for communication with leads. If your company wishes to conduct marketing strategies in compliance with these laws, RD Station Marketing provides tools to assist you.

How to send Emails in compliance with the LGPD

First, it is necessary to include information relating to the legal bases of the leads in your base. If you have this information stored outside of RD Station Marketing and want to add it, you can use the Import to update the Legal Bases of your leads.

You can then add the new Data Protection conditions to the segmentation used to select leads in an Email Campaign or Automated Workflow. The article Data Protection Segmentation contains the step-by-step guide to create a segmentation with the leads that have authorized communication.

Will RD Station Marketing allow sending Emails to leads that have not authorized communication?

Yes. RD Station Marketing does not block Email sends to leads that do not have a legal basis authorizing communication and will not block them even after the LGPD comes into force. The platform acts only as a data processor, and consequently, the party responsible for the send is the company executing the action.

For example, Daniela converted on a Landing Page with the Communication Consent field and declined to receive communications. If you want to send an email through RD Station Marketing, you will be able to.

However, deactivated leads will still not receive emails sent through RD Station Marketing. For example, Mayara also converted on a Landing Page and declined to receive communications. Mayara is also deactivated on the platform, because she unsubscribed after receiving an email campaign. In this situation, it is not possible to send emails to Mayara through RD Station Marketing.