GDPR is bringing some big changes to email marketing. Start preparing now if you don't want to get caught out come the May 2018 compliance date.
With fines for breaches of a single contact's consent (Higher of 20 million euros or 4% global turnover), the implications for companies with email mailing lists that aren't entirely built with provable consent are huge.
Under the current regulations, you can email an existing customer providing you give them the opportunity to opt out at the time of purchase (or provision of data via a form completion). This is called implied consent or soft opt in. Under the new regulation, this has been removed as all consent must be explicit. This means that you must be able to prove that the customer agreed to receive the emails (by a selection action, not just a disclaimer).