If someone unsubscribes from marketing emails then at a later date buys a product or service, is the soft opt-in relevant, or should they stay unsubscribed because they clicked the unsubscribe link on a previous marketing email?
In the UK, the Privacy and Electronic Communications Regulations (PECR) allow organisations to send marketing emails to customers who've made a purchase, as long as those emails are about similar products or services and customers had a chance to opt out when providing their contact information and on each subsequent email. This is known as the ‘soft opt in’.
However, if someone has already unsubscribed from marketing emails, it's a good idea to respect that decision and not send them more marketing emails, even if they buy something later on. Once a person unsubscribes, they're essentially saying they don't want marketing emails. If you ignore an unsubscribe request and keep sending marketing emails, you could face complaints and penalties.
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