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Those used for social networks. According to the new cookie law, necessary cookies can be set without the user's prior consent from the start. But in order to store all unnecessary data, visitors must first give their consent. For this reason, the EU Cookie Directive requires an opt-in solution for unnecessary cookies . How the new cookie law affects email marketing Request consent from subscribers Email marketing will be affected by the new cookie law. The reason is that in any email sending strategy, the openings and clicks of the campaigns are tracked . Even the tracking of conversions from emailing and other behaviors are recorded. Therefore, email marketing is affected by this new directive. However, it should be noted that email marketing is different from web visits. But this consent does not in practice include the use of the user's personal data for any purpose.


Although users may expect you to be able to retail email list measure your campaigns, the truth is that most of them do not know what happens beyond this. Therefore, if the use of their data is broader than the user may think, the right thing to do is to increase the level of information and, therefore, consent. In fact, several studies indicate that transparent disclosure of privacy and cookie policies makes people more trusting when subscribing to mailing lists. In this way, the new cookie law should not be seen as a barrier, but as a new opportunity to gain the trust of customers. Email marketers should strive to inform their clients about how cookies allow them to send them more relevant information in their campaigns, avoiding unnecessary or intrusive emails. 1.- Obtain the consent of subscribers The first issue affected by the new cookie law is the consent of all subscribers.