Contacting people lawfully.
WHAT GOVERNS MARKETING
Data protection law, plus rules specific to electronic communications in many jurisdictions.
WHAT THAT MEANS
Having a lawful basis is necessary but may not be sufficient.
WHAT CONSENT IS USUALLY REQUIRED FOR
Unsolicited electronic marketing to individuals.
WHAT AN EXCEPTION FREQUENTLY COVERS
Marketing similar products to existing customers who were given an opt-out at collection.
WHY THAT EXCEPTION IS NARROW
It applies to similar products, existing customers, and requires an opt-out every time.
WHAT TO DO IN PRACTICE
Collect consent properly, and record it.
WHAT TO RECORD
When, how, and what they were told.
WHAT EVERY MARKETING MESSAGE NEEDS
Identification of the sender A working, simple way to unsubscribe
WHAT UNSUBSCRIBING MUST BE
Immediate and free.
WHAT TO NEVER DO
Require signing in to unsubscribe Continue sending after a request Buy lists and treat them as consented
WHY PURCHASED LISTS ARE DANGEROUS
Consent does not transfer, and you cannot demonstrate it.
WHAT TO DO ABOUT OBJECTIONS
Stop immediately; the right is absolute for marketing.
WHAT TO MAINTAIN
A suppression list, permanently.
WHY PERMANENTLY
Deleting the record risks contacting them again.
WHAT TO AUDIT
Where your list came from.
