The Information Commissioner’s Office has set out in its practice notes a list of good practice recommendations that email direct marketers should follow:
• Try to go for permission-based email marketing as much as possible. This way you are only contacting customers who want you to contact them.
• Provide a statement of use when you collect details. Put this in an obvious place or make sure it has been read before individuals submit their details.
• Make sure you clearly explain what individuals details will be use for. For example, explain to individuals why you might use their email address in the future.
• Do not have consent boxes already ticked.
• Provide a simple and quick method for customers to opt-out of email marketing messages at no cost other than that of sending the message.
• Promptly comply with op-out requests from everyone, not just those from individuals.
• Have a system in place to deal with complaints about unwanted marketing
• When you receive an opt-out request, suppress the individual or company details rather then deleting them, this way you will have a record of who not to contact.
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