In the Financial Service Forum, Rob Masson, CEO of DPO Centre, discusses the rules that surrounding email marketing campaigns by businesses.
These rules, established by the UK data protection law, puts limitations on how they can ensure individuals’ data protection and privacy are respected. Organisations, especially marketers, should be mindful of these rules so they can avoid trouble with the Information Commissioner’s Office. Service emails and marketing are slightly different and are treated as such. Organisations are permitted to send servicing emails to their customers; these emails provide the customers with information about the organisation, often information needed to fulfil obligations in a contract. The article goes on to state why it is important to gain consent for marketing; for Business-to-Consumer (B2C) marking organisation must gain valid consent to send marketing messages. Privacy and Electronics Communication Regulation (PECR) makes it clear that the definition for ‘valid consent’ is the same as the UK GDPR.
If you want to understand more about marketing and service emails, you can find the article here.