How to Collect Consent for Email Marketing

Before you send email campaigns, you need permission. That is not just good practice - it is a legal requirement. Whether you are operating in the EU, UK, or another regulated market, collecting valid consent for email marketing is important for compliance and customer trust.

This guide walks through real examples of how to collect consent - via forms, checkouts, gamification, and even chatbots - and shows how MyLINK MarketingPlatform and MyLINK Connect help automate the process.

What Is Email Marketing Consent?

Email marketing consent means the person has actively agreed to receive marketing messages from your business.

Under privacy laws like GDPR, valid consent must be:

• Freely given

• Specific and informed

• An active, clear choice

That means no hidden opt-ins, no pre-checked boxes, and no bundling with other services.

1. Consent via Newsletter Signup Forms

Example:

A clear form in your website footer or pop-up that says:
Subscribe to get updates, offers, and product news by email.

Include:

• A visible checkbox (not pre-ticked)

• A brief privacy note or link

• Optional double opt-in for added compliance

2. Consent During Checkout

You can offer email marketing opt-in at checkout, as long as it is not required for completing the order.

Example:

[ X ] Yes, I want to receive news and offers by email.

Keep it separate from transactional communication like order confirmation emails.

3. Consent in Account Sign-Up Flows

Make it easy for new users to opt in to marketing emails while creating their account.

Example:

[ X ] I agree to receive marketing emails from [Company Name]. I can unsubscribe at any time.

Keep the checkbox separate from terms and conditions.

4. Consent via Events or Webinars

Registration for webinars or events is a good opportunity to request marketing consent.

Example:

[ X ] I agree to receive marketing content and follow-ups by email from [Company Name].

Be specific about what kind of emails they will receive after the event.

5. Consent via Downloadable Content

Gated content like guides or eBooks can also include a clear marketing opt-in.

Example:

Enter your email to receive the guide.

"[ X ] I want to get related email marketing from [Company Name]."

Do not require consent to access the material.

6. Consent via Gamification

Gamification is a fun way to increase opt-ins - using digital scratch cards, spin-to-win games, or prize draws.

Example:

Play to win! Enter your email to play, and choose if you want to receive marketing emails.

MyLINK MarketingPlatform integrates with several gamification platforms, so any new consents can be automatically funneled into personalized email journeys.

7. Consent via Chatbots

Chatbots are becoming a popular way to interact with customers - and collect consent.

With MyLINK Connect, you can ask for email marketing permission as part of a conversation. For example, during a product recommendation or support chat, the bot can ask:

Would you like to get updates and special offers by email?
[Yes] [No]

Consent is stored and passed directly to MyLINK MarketingPlatform, where it can trigger automated welcome emails or onboarding flows - without the need for manual input.

This method is ideal for companies using conversational channels on their website or messaging apps.

Best Practices to Follow for Collecting Consent for Email Marketing

Following a few basic rules helps you stay compliant and build trust with your audience. Here are some best practices for handling email marketing consent the right way:

• Store proof of when and how consent was collected

• Always include an unsubscribe link in every email

• Let users know what kind of emails they will receive

• Use double opt-in where possible to verify consent and reduce fake signups

These practices protect your business and improve the quality of your email list over time.

Why Proper Consent Collection

Email sent without permission can damage your brand, reduce engagement, or lead to legal trouble. On the other hand, a clean, consent-based list helps you connect with customers who actually want to hear from you.

MyLINK MarketingPlatform and MyLINK Connect work together to help you collect, manage, and use consent across multiple entry points - automatically and in compliance with regulations.