Email newsletters can be a very cost-effective method of marketing, and the success rate is good compared to other types of digital promotion.
But can you simply email business people with your latest offers, products and news?
Consent is the key principle
Work email addresses are generally considered personal data under GDPR.
Collecting email addresses of company employees for direct marketing purposes requires explicit consent, as it does for all individuals. You must have a person’s agreement before you can email them, and you need a lawful basis to process or use the data.
In addition, you cannot ‘get round’ this principle, even if the information is in the public domain. Email addresses from public sources cannot be used without the individuals’ consent. They must actively agree to receive emails from you. So, just because an email might be listed on Linkedin, it doesn’t mean you can use it.
Working out people’s email addresses is illegal. You might know that a company uses the email etiquette: FirstName.LastName@Company.co.uk and you can therefore guess your contact’s email address. This is illegal. No consent has been given.
So when might you get legitimate consent?
You might have a contract with a company and you collect an email address as part of a business relationship. You will still need to implement a system for obtaining explicit consent, such as a tick-box on a form.
And what other principles should you follow?
Be transparent
Explain clearly in your privacy policy what data you collect, how it will be used, and with whom it may be shared.
Provide opt-out mechanisms
Make it easy for individuals to unsubscribe from your email newsletters.
In summary
You can collect email addresses for marketing purposes, but only if you comply with data protection laws and obtain explicit consent from individuals. There needs to be a reason why you have that email address, you must have consent to use it, and you must be transparent and open about how you will use it. Opt outs must be given so that individuals can withdraw their consent.
If you need further information, please contact Umberto Vietri on 01274 352056 or email umberto.vietri@awbclaw.co.uk
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22 April 2025