5. CAN I STILL SEGMENTIZE ON THE BASIS OF ENRICHED PROFILES?
Conventional email marketing activities remain possible under the GDPR. It is good to keep track of your contacts’ CTO (click-to-open) and CTR (click-through-rate), but also to enrich these profiles to be able to segmentize them better. The recipients of your emails do not experience any disadvantages in relation to these activities. In general, most consumers like to receive relevant emails.
However, the GDPR is strict when it comes to what is referred to as automated decision making that disadvantages consumers. For example, an insurance company may not automatically increase the price if the CTO and CTR via third parties show that the consumer has an unhealthy lifestyle. Another example is that you cannot automatically show higher prices in your online store for visitors who are seen to live in an expensive municipality based on their IP address.