How Do We Conduct Cold Outreach, such as through LinkedIn, Email, and Phone, Safely?

Before contacting someone, ask yourself:

1. Does my message contain marketing material?
2. What is my lawful reason for reaching out?
3. Is this communication relevant to the recipient?
4. Should I provide an option to unsubscribe?

If you connect with someone new on LinkedIn, avoid pushing them into an automated email sequence. Instead, send a personalized follow-up email explaining why you're contacting them. If you're relying on Legitimate Interest instead of explicit consent, moving a new connection directly into automated marketing can be problematic.

If you have their consent or can justify legitimate interest, and you send a marketing campaign, always include an unsubscribe link.

When using purchased email lists, ensure the data is current and that the broker had permission from the individual to share their data with you. Verify the individual's consent for your type of planned marketing is valid and recent enough.

Although buying data is not recommended, it's understandable that some businesses might need to do so, especially if they haven't built GDPR-compliant opt-in subscription lists but need to generate leads, launch new services, or organize an event.

You can make unsolicited live phone calls (not automated) to businesses. However, you must not call a number registered with the Telephone Preference Service or Corporate Telephone Preference Service unless the subscriber has said they don't mind. Always ensure you have a lawful reason for the call.

Always include an unsubscribe link in direct marketing and never email someone who has opted out.

Double-check your list of individuals who have unsubscribed before sending out a new emaill