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As we will discuss next, each level of opt-in requirements enforced by GDPR regulations has its own advantages and disadvantages for B2B email marketers. For a number of reasons, most B2B companies prefer more permissive countries or countries with opt-out laws over countries with opt-in requirements. It is easier to send an email marketing communication to any prospect and include an opt-out option than to obtain single or double-layer consent to continue a marketing campaign.

At Leadiro, in countries outside of Europe and are therefore familiar with opt-out laws, as the United States is an opt-out country. Businesses in the United States must comply with the CAN-SPAM Act. You can learn all about CAN-SPAM on the FTC website, but the legal requirement most relevant to this particular conversation is its opt-out rules. Specifically, the FTC states that businesses marketing to US customers must "tell recipients how to opt-out of receiving future emails" and must also "promptly honor requests to opt-out." There is no opt-in requirement, which means that B2B companies doing business in the United States can contact potential customers via email without obtaining zalo database consent. However, US businesses must comply with GDPR and PECR when contacting individuals in Europe.

EU countries following similar withdrawal agreements include:

Croatia
Estonia
Finland
France
Hungary
Ireland
Latvia
Portugal
slovenia
Sweden
U.K.
Obviously, the advantage here is that there is no consent step required. B2B marketers can move faster in countries with opt-outs (and worry less about legal consequences) because they are meeting privacy requirements by providing an easy way out. However, there are also disadvantages to this system because you may end up sending a lot of unwanted emails. As a result, your emails are more likely to be marked as spam, which can cause future deliverability issues.

‍Moderately loose countries

If the U.S. is a lax country, Leadiro’s other largest customer hub, Canada, is a “moderately lax” country. Canadian businesses must comply with Canada’s Anti-Spam Legislation, or CASL.

At the heart of CASL is a rule that requires businesses to obtain consent from designated recipients when sending “commercial electronic messages” (CEMs) “in, from or to Canada.” A CEM can be an email, text message, or any other electronic message with a marketing angle. Businesses can obtain written or verbal consent from recipients, including single-opt-in consent through a subscription form or other similar system. Consent can also be implied, such as when there is an existing business relationship or the recipient has publicly posted his or her contact information.