The one and only thing to remember about email marketing in Europe is – “Don’t even bother unless you have the recipients’ explicit consent.”
Under the GDPR and UK’s Privacy Communication Regulations, businesses can only send email campaigns to people who have explicitly agreed to them doing so. Being it ticking a box saying “click here to subscribe” or registering for an event and providing personal information when doing so with verbal agreement to receive content.
However, it appears the EU thinks U.S. businesses require some ‘further education’ given the loose privacy regulations that exist under their CAN-SPAM law. In theory, under that law, businesses must only provide the option for recipients to opt-out from their emails.
There is a major exception to both EU and U.S. privacy rules though. You can email existing subscribers without specific consent if –
a) they’ve given you the contact information by showing interest in your products/services; and,
b) you’ve given them the option to opt-out from your marketing emails in every other message after you’ve collected their data.
Overall, for successful email marketing – all over the world – the recipients’ explicit consent is the holy grail businesses must-have.