Bonus material: The future of email [PDF]

by Andrew Bonar

Founder, Email Expert

We will inevitably see more breaches of data and leaks of email addresses. This combined with a greater understanding of GDPR and CASL will result in businesses having a keener understanding of the risks and costs of storing consumer data.

Consumers beyond Europe are likely to also earn the legal ‘right to be forgotten’ whilst Europeans will develop a fuller understanding of their rights and being to exert them with increased pressure. I predict this will all lead to less data being stored about recipients, their behaviour and visits. This will introduce challenges to marketers and their use of automation in email. The combination of these factors will lead astute marketers to an increase in relevance. One hopes the industry will develop a more coherent definition of relevance and legitimacy.

This article is from our white paper ‘The Future of Email’. To download your free copy, head to