However, ensuring that your database is compliant with the GDPR and ensuring your marketing approaches are consistent with the Privacy and E-Commerce Regulations (PECR) will ensure your business is seen as professional and isn't tarnished by the poor practice of some in your industry. Not to mention ensuring you are not subject to any fines for non-compliance.
While we wouldn't recommend that you rely on consent for processing personal data under your privacy notice, other than in two tightly defined circumstances, the PECR requires businesses to collect GDPR standard consent from individuals if you want to e-market to them. This includes calls, texts, messages on social media as well as sending emails.
Consent must be:
The person can change their mind and withdraw their consent at any time.
You should keep clear records of consent and refresh lists frequently so as to ensure those who have recently opted out do not receive unsolicited contact.
Another tip is to check you are adhering to the best practice in your marketing communications by giving the person the choice to opt out every time you contact them with unsolicited marketing (ie information about your brand that has not been specifically requested).
If you need more detailed advice on your marketing approaches or how to obtain consent, feel free to contact us on the details below.