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Do you know if you’re collecting email marketing consent correctly?

Written by Stine Mangor on .

Email marketing consent is complex. Depending on their location and whether they’re B2B or B2C, the way you must collect a users consent can vary drastically.

Below is a checklist you can use to determine whether you’re collecting consent in a compliant manner for both B2B and B2C users in three example countries: the United Kingdom, the United States and the Netherlands.

Country United Kingdom United States Netherlands
Type of users giving consent B2B B2C B2B B2C B2B B2C
Do I need to collect email marketing consent? No Yes No No Yes Yes
Is opt-in consent required? N/A Yes N/A N/A Yes Yes
Should I have a consent audit trail? N/A Yes N/A N/A Yes Yes
Should I have an unsubscribe audit trail? Yes Yes Yes Yes Yes Yes
Is an unsubscribe option required in marketing emails? Yes Yes Yes Yes Yes Yes
Do I need a link to our privacy policy in connection with the consent form? N/A Yes No No Yes Yes
Should the consent text mention the following?
Specific marketing purposes? N/A Yes N/A N/A Yes Yes
Marketing channel (e.g. email marketing)? N/A Yes N/A N/A Yes Yes
Full legal name of sender? N/A Yes N/A N/A Yes Yes
The possibility to unsubscribe? N/A Yes N/A N/A Yes Yes

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