Email marketing strategy 101: How charities can prepare for soft opt-in success
A new era of email marketing is opening up for UK charities. With the soft opt-in expected to become law later this year, charities will be able to re-engage supporters more easily – but only if they prepare well.
This piece explores the opportunity in depth, from data hygiene and consent management to content strategy and responsible use of legitimate interest, showing how to turn the change into stronger supporter relationships and increased income.
20:20 Insight: Soft opt-in – what charities need to know
UK charities now have clarity on how to navigate the soft opt-in under the Data (Use & Access) Act.
This coverage from the CIOF 20:20 Insight session outlines what data qualifies, how to structure compliant opt-in and opt-out processes and practical steps for updating forms, privacy notices and communications. It positions soft opt-in as both a compliance requirement and a strategic opportunity to improve supporter engagement and fundraising outcomes.
How to create proactive and reactive campaign journeys, with charity soft opt-in strategies
This webinar demonstrates how charities can combine proactive and reactive campaign journeys with soft opt-in strategies.
It showcases real-time tracking, event-driven triggers and automated supporter actions using Apteco Orbit Journeys, alongside practical guidance on implementing soft opt-in to drive engagement and campaign performance.
The Data & Marketing Association UK (DMA UK) has successfully lobbied government to amend the Data (Use & Access) Act to include soft opt-in for charity email marketing. Now the bill has become law, this will allow UK charities to potentially earn an additional £290m annually.
As a DMA UK member, Wood for Trees, part of Salocin Group, provided data analysis which supported this lobbying to have the charity soft opt-in clause reinstated in the now enacted bill.
Help for charities navigating change
Wood for Trees can provide expert guidance to help charities navigate this legislative change for charity email marketing, such as by conducting Legitimate Interest Assessments (LIAs), implementing effective consent and preference mechanisms and crafting high-impact email campaigns, with AI-powered personalisation and data-driven insights.
Read more about the charity soft opt-in here and contact us to start preparing.
