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ADPPA and email marketing: best practices

ADPPA and email marketing: best practices

ADPPA is more present in your life than you might think. How many emails from unknown senders do you receive per day? Have you ever thought about how these companies had access to your email address?

ADPPA punishes companies that leak, misuse or benefit from internet users’ personal data.

Companies must inform internet users what they are going to do with people’s data, where they are going to store it and what they intend to do with it.

Do you know those cookie warnings that appear when we’re browsing a website? That’s exactly it.

It’s better to prevent

Companies concluded that it is best to comply with the provisions of the ADPPA, as in cases of infringement, authorities can impose severe sanctions, including fines for non-consensual use of personal data.

Companies that use email marketing in compliance with legislation gain a good reputation among the public, consumers and, of course, email providers.

It is worth noting that having credit with email providers is crucial for messages to be delivered to recipients’ inboxes.

And since reputation is everything for email marketing, we have gathered here all the practices you need to know to adapt your campaigns to ADPPA.

Read the recommendations below carefully and apply them to your email marketing!

ADPPA in email: where to start

Email address is a personal data used on the internet, and this is what characterizes its relationship with the ADPPA.

Anyone who works with email marketing of any nature needs to obtain permission from recipients through one of the options below:

  • Opt-in: is the prior permission granted by the recipient, authorizing the sending of emails from a sender. This method is applied once, without confirmation.
  • Double opt-in: as the name suggests, it is a double confirmation. The recipient receives a confirmation email and is only available to receive messages after clicking the link.

Include the unsubscribe option

It is important to remember that, in addition to being a mandatory item for compliance with legislation, the Opt-out option must be clearly visible and easily accessible.

Otherwise, the user may dislike your brand by taking a long time to find the cancel button. This annoyance can lead to the “this is spam” button. Therefore, it is better to include the unsubscribe than to be deleted by the recipient!

Build an organic email list

When someone allows you to send their emails, it means they are interested in what you have to say.

This is the first step towards building an organic email list, made up of promising leads.

And creating an email list of people who actually exist is the best way to comply with the ADPPA.

Building a database in any other way poses the risk of breaking legislation, as if the list is created by third parties, the origin of the addresses becomes questionable.

Notice that one thing leads to another. First, contacts allow you to send messages (opt-in or double opt-in).

From there, you build your base organically, with truthful emails. Anyone who follows these steps is off to a good start.

When it comes to email marketing, the quality of an email list always speaks louder than the number of contacts included in it.

There is no point in having an extensive base if the majority of recipients are not interested in your communication. Consequently, your open rate will be low. And, above all, a non-organic list poses a huge risk to your credibility.

ADPPA on registration forms

It all starts with collecting people’s personal data. And registration forms are the tools for this action to be carried out.

ADPPA protects the private information of Internet users. The data includes social security numbers; health diagnosis (past, present and future), financial account, credit and debit card numbers and others.

When creating your registration form, the user must be aware that the form is collecting this information. And the consumer decides whether or not to fill in this data.

Purpose of registration

Is the consumer subscribing to your form to receive a newsletter? Or to participate in an event; download an ebook? Other purposes? Whatever the purpose of the registration, it must be transparent in the form header.

The user must clearly know why they are entering his data.

Privacy Statement

The Privacy Statement is very important to clarify the method you use to process data. This document must contain the following information:

  • What is the purpose of collecting the data.
  • Will the data collected be shared with third parties? If yes, specify the names of those who will receive the data.
  • How long will the data be stored?
  • Enter a contact for the user to access if they have any questions.

It is important to highlight that the more transparent you are, the more credibility you will gain. And trust is the most important prerequisite for ADPPA compliance.

To avoid problems with ADPPA, follow these steps

1. Do not use incorrect practices to generate email lists: harvesting, dictionary attacks and other techniques used by bots collect emails from various forums, blogs and websites to create lists that represent real threats to senders.

Hiring services of this nature means polluting your reputation with both the ADPPA and email providers, who will classify you as a spammer.

And all this not to mention your IP, which is disqualified due to inclusion on blacklists.

In short, never buy or exchange email lists. The losses are many and the penalties are harsh.

2. Be transparent: make this objective an obligation. The ADPPA makes it very clear that transparency in the use and use of user data is the responsibility of the communication agent.

Therefore, the issuer of emails and registration forms must obtain user consent, as well as make the Privacy Statement and relevant legal notices visible.

3. Work with certified partners: compliance with the ADPPA requires professional certifications, dedicated to professionals who work with confidential information in the IT environment.


Compliance with ADPPA means adapting to contemporary digital marketing strategies, as building a transparent relationship with the lead is one of the crucial principles of Inbound.

Although each company has different needs, it is essential that they all respect transparency and ethics when collecting user data.

Efficient communication complies with data protection, and companies’ adaptation to ADPPA is essential for society’s progress in the digital era.