You probably also received tons of e-mails referring to GDPR lately. Quite often I see the message “GDPR enforces us to ask you whether we can keep on contacting you”. That is not true. GDPR enforces every organization to ask permission to start e-mailing (opt-in), and enforces every organization to allow the receiver in every e-mailing to opt-out again. If you had the “opts” right yesterday, there is no reason to ask that again. A good reason, of course, is use this GDPR occasion to clean-up the database, and get rid of old data that have no value any longer, but could create a liability in the future. But that’s not the same as blaming GDPR for having to send an e-mailing to the whole address database.