Tips for email marketing compliance when moving your business online

Stine Mangor Tornmark
Written by
Stine Mangor Tornmark
May 5, 2020
Image of man and computer

An online presence is imperative to success for most businesses today. Some of the marketing tools and activities companies use, incorporate initiatives such as email-marketing and newsletters. However, there are rules about who you are allowed to send email marketing offers or newsletters to legally.

We have therefore created this checklist of things you need to do to make sure that your email marketing efforts are compliant:

  • It is not permitted to send email marketing or newsletters, unless you have been given explicit consent,
  • You may not ask for consent via an email,
  • A consent is only valid from the time it was obtained,
  • The consent must be explicitly obtained for marketing purposes,
  • You may send offers to existing customers, who have provided you with an email address when they have bought something from you - provided you gave them an option to unsubscribe. You can only send offers about similar goods to things they have purchased
  • It must at all times, and in all your communication, be easy to unsubscribe or opt-out from your email marketing or newsletter.

The rules might differ if you are sending email marketing to business leads / prospects.

Further reading

We have compiled an in-depth article about website compliance, where you can find out more about the compliance elements and legislation you need to comply with as a website owner.

Collect and store cookie consents the right way with Openli

We know how frustrating it can be to keep track of your cookie consents. That’s why we have built a cookie consent solution to help you obtain, track, process, and store compliant cookie consents.

We have built a cookie solution with compliance in mind, where the user is asked for consent, at a time where it actually provides value for them - and you.

Read more about our cookie consent solution