Consent or legitimate interest? 

There is a major, ongoing debate and some confusion around consent and legitimate interest with regard to GDPR versus PUL and the Marketing Act. Peter Berg, CEO of Paloma, suggests that you as a direct marketer can use legitimate interest for B2B, but recommends that you actively obtain consent, as this improves the quality of the communication after May 25, when GDPR enters into force.

What does PUL and the Marketing Act say about valid consent and legitimate interest in direct marketing via electronic communication?

Answer: According to PUL and the Marketing Act, you need a valid consent from the data subject to market via e-mail, text messaging and/or via automated telephone sales to the data subject. Alternatively, you may have an in-depth professional relationship with the customer. You then have a legitimate interest and have the right to carry out direct marketing to that customer. My interpretation is also that relevant B2B mails based on the person’s professional role are also subject to legitimate interest, irrespective of consent or customer relationship. My recommendation is to always seek consent as this improves the quality of the communication.

I want to customise and personalise my e-mail marketing, for example adapt my newsletter to specific target groups. What applies?

Answer: Please see above

If I use some kind of web-based marketing program that uses different depths of customer data for profiling, segmentation or target group adaptation, how to I GDPR-safeguard this?

Answer: Be transparent and inform your existing and future customers about this and give them choices about how their data is managed.

Can you give me some concrete examples of how I do that?


1) Obtain your customers’ consent to receiving direct marketing from you and your company.

2) Inform them at the time of registration that your mailings after consent has been obtained will contain targeted offerings and personalised recommendations.

3) Add information about how you use the customer data, why you use it in this manner, the advantages of disclosing the personal data to you and the options available.

4) Offer the choice between targeted and unique content based on the data subject’s interests, and non-personalised content. That way, the data subject can still subscribe to your mailings, even if he or she does not, at the time of registration, consent to being tracked. 


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Best software for newsletters & email marketing

The best software for newsletters is easy to use to create attractive design newsletters. Postman newsletter software serves you with smart features, enabling you to take your email marketing to the next level. 

The newsletter is a perfect channel for establishing and maintaining solid customer relations. As a result of the fact that customers of both today and tomorrow are living their lives online email marketing and newsletters is an essential key as well as an amazing opportunity to succeed with your communication. In a number of enquiries email marketing has turned out to have the best ROI (Return On Investment) of all channels, including social media.  

Using newsletter software doesn’t have to be tricky or hard. We have worked hard with usability and interface to make sure that our software for newsletters is as intuitive and easy as possible to get familiar with. 

You can create stylish newsletters without effort using our drag and drop editor. Heaps of automated features will save you time and frustration in the process of producing and sending your newsletter. 

If you are arranging an event you can connect to Magnet by Paloma – our software for guest registrations och online ticket sales. You are also able to retrieve immediate feedback by applying quick question in your email. 

If you have different departments or multiple editors working on your newsletters you can use editor accounts, with different access levels. RSS feed is another time saving feature for your newsletter. Allow content to be automatically generated from another source and avoid duplicating your efforts!

Free templates and plenty of tips & tricks 

Keep your communication consistent and solid using a newsletter template. Templates are also in favor of the continuous work with your newsletter as you will be fast on track instead of creating layout from scratch for every dispatch. You will have good looking ready made templates at hand for instant use. You will also have access to an archive to store your templates as well as other files such as images and documents. 

On our site, blog and in our newsletter you can find plenty of tips on digital newsletters and email marketing. 

Create & send newsletters in no time

Our easy to use software for newsletters will help you create professional, creative and interesting newsletters in html. 

✔️ Design, send and monitor with statistics

✔️ Filter, segment och target content at the right target audience

✔️ Retrieve content from another source automatically through RSS, avoid duplicating efforts 

✔️ Implement marketing automation with trigger email.

✔️ Intuitive and sharp drag and drop editor

✔️ Easy contact management

✔️ Smart feedback

✔️ Multiple editors.

Try Postman software for marketing newsletters & email

If you are looking to develop your business marketing newsletters and email Postman is a your perfect match. 

✔️ 9 out of 10 of our users recommend us and we have got 

✔️ 97% support contentment.

✔️ 100% of our employees recommend Paloma as a workplace.