{"id":1550,"date":"2020-01-11T11:14:17","date_gmt":"2020-01-11T10:14:17","guid":{"rendered":"https:\/\/www.getanewsletter.com\/en\/blog\/email-marketing-regulations-email-laws-you-should-follow\/"},"modified":"2024-04-11T17:18:54","modified_gmt":"2024-04-11T17:18:54","slug":"email-marketing-regulations-email-laws-you-should-follow","status":"publish","type":"post","link":"https:\/\/getanewsletter.com\/en\/blog\/email-marketing-regulations-email-laws-you-should-follow\/","title":{"rendered":"Email Marketing Regulations – Email laws you should follow"},"content":{"rendered":"\n

Email is one of the most effective marketing channels around, but email marketing regulations are getting tighter across the globe. Make sure you don\u2019t breach email marketing regulations with our guide to email laws you should follow.<\/strong><\/p>\n\n\n\n

In this post, we’ll look at steps you can take right now<\/strong> to make sure your email marketing meets the most important international standards.<\/p>\n\n\n\n

Obviously, the big one here is the General Data Protection Regulation or GDPR\u2026<\/p>\n\n\n\n

GDPR came into force on 25 May 2018<\/a>. By including email addresses in its legal definition of \u201cpersonal data\u201d, GDPR transformed email marketing overnight.<\/p>\n\n\n\n

The penalties for breaking GDPR rules are potentially huge: up to 20 million euros<\/strong> or 4% of global business turnover<\/strong><\/a>, whichever is greater.<\/p>\n\n\n\n

But don\u2019t panic!<\/p>\n\n\n\n

We\u2019ve split our tips and advice on GDPR-compliant email marketing down into three big sections, before turning to look at some other important email laws you should follow:<\/p>\n\n\n\n

    \n
  1. Email Marketing Regulations: Signing up subscribers under GDPR<\/a><\/li>\n\n\n\n
  2. Email Marketing Regulations: Opt-out rights under GDPR<\/a><\/li>\n\n\n\n
  3. Email Marketing Regulations: How you handle users\u2019 data under GDPR<\/a><\/li>\n\n\n\n
  4. Email Marketing Regulations: The rest of the legal landscape<\/a><\/li>\n<\/ol>\n\n\n\n

    1. Email Marketing Regulations: Signing up subscribers under GDPR<\/strong><\/h2>\n\n\n\n

    The GDPR sets out six key principles that anybody making use of another individual\u2019s personal data must follow.<\/p>\n\n\n\n

    \"GDPR's
    (Source: https:\/\/www.consultancy.uk\/<\/a><\/u>)<\/figcaption><\/figure>\n\n\n\n
    <\/div>\n\n\n\n

    When it comes to adding new subscribers to your email list, the first principle says you need a \u201clawful basis\u201d to send messages to them. That could be:<\/p>\n\n\n\n

      \n
    1. Consent<\/u><\/strong> – the person has given permission for you to contact them<\/li>\n\n\n\n
    2. Contract<\/u><\/strong> – you need to contact them to fulfill a contractual agreement you have with them<\/li>\n\n\n\n
    3. Legal Obligation<\/u><\/strong> or Public Task<\/u><\/strong> – you need to contact them to fulfill a legal or official duty<\/li>\n\n\n\n
    4. Legitimate Interests<\/u><\/strong> – the contact is necessary for you to pursue your legitimate interests<\/li>\n<\/ol>\n\n\n\n

      We’ll ignore 2 and 3 as they don’t really apply to marketing.<\/p>\n\n\n\n

      Opting-in<\/strong><\/h3>\n\n\n\n

      You should always get consent<\/strong> before adding a named individual\u2019s email address to your list and sending them marketing messages.<\/p>\n\n\n\n

      And that consent has to be given through EXPLICIT AFFIRMATIVE ACTION.<\/strong><\/p>\n\n\n\n

      What does that mean in practice? Take a look at the two forms below:<\/p>\n\n\n\n

      \"Always
      (Source: https:\/\/www.superoffice.com\/)<\/figcaption><\/figure>\n\n\n\n
      <\/div>\n\n\n\n