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GDPR means that marketing emails must be consented to. However, if you have a legitimate interest in sending the email, then consent isn't necessary (unless you're sending it to someone who has asked not to receive your emails). If you don't have a legitimate interest, then consent is required.

At a glance But it is important to check if it is, so you can comply with all the relevant rules. Direct marketing includes promoting your aims and ideals, as well as advertising your products or services. This means it includes fundraising and campaigning. Direct marketing is not just about sending messages.

If you're sending direct marketing by post, you don't need consent. However, if you're putting someone's name on a letter or flyer, you'll need a lawful basis for using their personal data. This also applies if you know the name or other information which can identify the person you're sending the marketing to.

Marketers must obtain explicit consent before processing special categories (see Definitions) of personal data, unless the data has already manifestly been made public by the consumer and the use of it was fair and within the reasonable expectations of the consumer.

At a glance You can only use the personal data for a new purpose if either this is compatible with your original purpose, you get consent, or you have a clear obligation or function set out in law.

Marketers are interested in three types of big data: customer, financial, and operational. Each type of data is typically obtained from different sources and stored in different locations. Customer data helps marketers understand their target audience.