The words data protection may throw your head into a spin, but don't let it put you off.
Unravelling data protection issues is often the point where implementing an email system stalls. Relax, it's not as difficult as it seems.
To comply with the Data Protection Act you need agreement from the email recipient confirming they wish to receive information from you. It is important that individuals opt-in to receive your emails, rather than opting-out.
Once authorised you are only permitted to send them the information they have requested with very few exceptions – such as an imminent threat to public safety.
For example, your leisure services team may send an email newsletter with regular information to thousands of residents. But under the current rules you would not be able to send them information from other service areas – such as advice on school closures - unless your data policy at the time the user subscribed allows you to do so. You need to review these policies to see what they state.
Even with very restrictive policies in place you can achieve impressive results if you get your email communication strategy right. The important data protection rules only relate to the information you are sending to recipients based on the permission they have given. They rarely restrict or specify the email system used to deliver it.
Once you have consolidated your emails into a centralised system, you can begin to cross-promote other email alerts and service areas by encouraging subscribers to update their preferences and subscribe to other service areas. This way you are abiding by data protection by giving residents the option to opt-in.