Consent is generally required when sending marketing emails to personal (i.e. non-corporate) email addresses. However, where you are sending marketing emails to existing individual customers regarding products or services which are similar to those they have purchased from you previously, and provided the recipient is given the opportunity to unsubscribe from receiving further communications, what is known as “soft opt-in” will apply, meaning consent is not required. Where this is the case, legitimate interests will likely be the appropriate lawful basis for sending such communications. Different rules apply when sending communications to corporate email addresses where consent is not required.