Email Marketing and the Law
Email marketing is powerful, but it sits squarely within PECR and the UK GDPR. Getting it wrong can lead to complaints, deliverability problems and enforcement action.
This is general guidance to keep your campaigns compliant and welcome.
The Essentials
- Have a lawful basis — usually consent or the soft opt-in.
- Identify yourself clearly in every email.
- Provide a working, one-click unsubscribe.
- Keep your list accurate and act on opt-outs at once.
Building a Clean List
Grow your list with genuine opt-ins from people who want to hear from you. A smaller, engaged list outperforms a large, unconsented one and keeps you on the right side of the law.
Record Keeping
Keep evidence of how and when each subscriber joined. If a complaint arises, you will be glad of the audit trail.
Frequently Asked Questions
Can I email past customers about a new product?
Possibly, under the soft opt-in, if the product is similar to what they bought and you gave an opt-out at the time. See our soft opt-in article.
If you need a hand with any of this, your Progressive Robot delivery team is ready to help. Raise a ticket from the Support area of your client portal or speak to your account manager and we will guide you through the next steps.