Hi All,
Please can I have some advice from the community / much more experienced survey / data scientists than myself…
I am being challenged by the business that a ‘survey’ opt out link is not necessary for surveys where our reason for sending out is based on legitimate interest. Is this true?
My view is that it is still required because of the following:
Our primary (Post Stay) survey can be sent to the guests through legitimate interest (ie. they booked a stay and agreed to our contract which included a clause that allows us to ask for feedback about their stay). However we sometimes want to send surveys out which do not relate to a booking they have made (eg it could be about changes to our proposition or their holiday intentions) and so we need to give the guest the option to opt out of future surveys.
The point here is ‘future’ as without providing an opt out link will we never know if they want to receive surveys in the future or not, irrespective of whether they relate to a booking or not (which is fine for our business).
I’ve read through various guidelines but this scenario (if it’s legitimate interest do you still need to provide an opt out link) is unclear as to whether it is required for legal reasons (eg GDPR? - perhaps GDPR deals more with Personal Information though?) or best practise reasons. There is also perhaps another element to think of, are SPAM filters less likely to stop an email if an optout link is included?
Any clear guidance on this matter would be really helpful
Thanks
Rod Pestell
