Enquiry replies and marketing consent
Does a business enquiry permit marketing messages?
Keep a reply to an enquiry separate from marketing choices. Record the wording shown, the person's choice, its date and method, the business and purpose covered, and any unsubscribe or restriction. Check the applicable requirements before sending commercial messages.
Someone who asks a question expects an answer. That does not automatically mean they want a continuing sequence of promotional messages.
Describe the purpose of each message
Before building a follow-up sequence, identify whether each step answers the original request, provides an agreed update or promotes something else. This makes the consent question easier to assess.
ACMA's guidance says marketing messages need consent, accurate sender information and a working unsubscribe option. It also advises keeping evidence of express consent. A completed enquiry form alone should not be treated as an unrestricted marketing permission.
Keep an understandable consent record
- The wording the person saw.
- Their recorded choice.
- The date and method of that choice.
- The business and purpose covered.
- Any subsequent unsubscribe or restriction.
Test the exit as well as the entry
An unsubscribe request should change what happens next. Check that future promotional messages stop and that a later import or automation does not quietly reverse the person's choice.
For an operational example, a supplier asking about an introduction may need a reply about that introduction. Adding the same address to a general newsletter is a different use and needs its own valid basis.
Keep transactional and promotional templates clearly named so the team can tell them apart. Review mixed messages carefully, because a useful update can still contain promotional content.
Before switching on a sequence, test it with an authorised internal address and inspect the sender details, links and stop conditions. A clear communication process should respect both the original request and the recipient's later choices.
General business-process information. Check the circumstances and seek appropriate professional advice for contractual, legal or specialist decisions.
Further reading
For a corporate enquiry, contact EJN Services.
