Business to Business email marketing

The current UK regulations state that ‘prior consent’ is not required by B2B marketers who are sending marketing communications to contacts with which they have previously had a customer relationship.

What is prior consent?

The phrase ‘prior consent’ means that the person in which you are sending a marketing email to has formerly ‘opted-in’ to that communication channel i.e. they have at some point notified you, the sender of the email, that you have their consent to email their contact address for marketing purposes.

For a B2B marketer, this ‘prior consent’ requirement does not apply if you are sending a marketing email to contact with which you have a previous customer relationship.

What counts as a previous customer relationship?

A previous, or existing, customer relationship exists if:

  • The email address has been obtained during the course of a sale or sale negotiations of a product or service to that particular individual.
  • Direct marketing is in respect of services or products belonging to you, which are also marketed are like those which are previously provided.
  • Your identity as the sender is clear.
  • The person being targeted is provided with a clear opportunity to withdraw their consent at any given time regarding all forms of communication.

Disclaimer: This article is intended to serve as general guidance only and should not be regarded as legal advice. For more information please visit



By Lee Callender
Friday, 08 November 2013 16:50
Catagory: Delivery
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