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|
|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|
Legal Monsters can you navigate the global legal landscape, collect compliant consent, sync your marketing tech stack and optimise for conversion.
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