How does the new EU cookie law affect email tracking? This report from the DMA offers a guide to email marketers on changes to customer consent, and how to turn the new law to your advantage.
Email is often different from a user visiting a website. With email, the user has agreed to receive the marketing email they are being sent. If at the point of recruiting a customer to email communications the marketer gives clear and concise information about the kind of data and how it will be used to serve emails, then it is likely that the recipient will have some expectation of measurement and tracking of their actions.
This is known as “implied consent”. If, however, the data is being used for more intrusive purposes, such as being combined with other data and used in a way that the recipient is unlikely to know about, understand or expect then it will be affected by the new Regulations.
Read the full report here (PDF)
