Direct marketing is crucial - keeping in touch with those on
your database and making sure you have contacted any potential
leads. It's likely that your database will need a refresh to
take account of changes to people's circumstances.
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.
