GDPR has fundamentally reshaped email marketing, mandating explicit consent, transparent data processing, and empowering individuals with rights like the right to be forgotten. This has led to a shift towards personalized, permission-based strategies, requiring marketers to prioritize data security, consent management, and ethical practices. While lead generation may be more challenging, focusing on quality over quantity can yield higher engagement and build trust. Key changes include stricter consent requirements, broadened definitions of personal data, unified data protection rules within the EU, and specific website compliance requirements. Using legitimate interest as a basis for processing also requires significant consideration and documentation.