Email marketing is the cornerstone of most multi-channel retailers’ digital strategies. But what type of consent do you need from your customers before you can send them a too-good-to-be-missed offer?
In respect of emails from retailers to individual customers, both the Data Protection Act 1998 and Privacy and Electronic Communications Regulations 2011 apply. This stipulates that when a retailer wishes to send promotional emails to individuals, the “soft opt-in” takes effect. This means that as long as the retailer complies with the following checklist, the individual may be deemed to have consented:
For more information on how to run an effective email marketing campaign feel free to drop us a line. We’ve been sending out promotional messages on behalf of our clients for well over a decade now so have all the bases covered.
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