Email Marketing GDPR

You could contact B2B leads using your legitimate interest to foster a mutually beneficial business, according to Art 6 GDPR (Lawfulness of processing), paragraph 1 (f). I recommend performing a Legitimate Interest Assessment to determine whether the purpose is correct (identify the legitimate interest), whether the processing is necessary (evaluate other means that might be less invasive), and the balancing test (consider the individual’s interests, such as not wanting to be contacted). If you go through the Legitimate Interest Assessment and decide to contact your B2B leads, please make sure you add a disclaimer at the end of the email to allow them to opt out from further communication.    

Please consult these resources as well:

• Article 6 GDPR – Lawfulness of processing https://advisera.com/eugdpracademy/gdpr/lawfulness-of-processing/
• Email marketing in the era of GDPR – How to ensure compliance? https://advisera.com/eugdpracademy/blog/2019/05/27/gdpr-and-email-marketing-rules-for-compliant-campaigns/
• How do we apply legitimate interests in practice? https://ico.org.uk/for-organisations/guide-to-data-protection/guide-to-the-general-data-protection-regulation-gdpr/legitimate-interests/how-do-we-apply-legitimate-interests-in-practice/