The 5 Best Practices for Collecting Emails Legally in 2025

Email collection remains the pillar of any B2B marketing strategy. But in 2025, the rules have changed. Between strengthened GDPR, new national regulations, and increasingly wary consumers, collecting email addresses without legal risk requires a methodical approach.

According to a DMA study, 73% of companies consider email their most profitable marketing channel. Yet 42% of them admit to not being fully compliant with current regulations. Fines can reach 20 million euros or 4% of global turnover.

Here are the 5 best practices for collecting emails legally and building a healthy, high-performing contact base.

Why Compliance Has Become Non-Negotiable

Sanctions are no longer theoretical. In 2024, the CNIL issued over 200 million euros in fines for GDPR non-compliance. Companies of all sizes are affected.

Risks of non-compliant collection:

• Heavy administrative fines
• Brand reputation damage
• Blacklisting by email providers
• High complaint rate and plummeting deliverability
• Loss of prospect trust

But beyond sanctions, compliance is a competitive advantage. A consented email base generates open rates 2 to 3 times higher than a purchased or poorly constructed list.

Practice #1: Obtain Explicit and Informed Consent

Consent is the cornerstone of any legal email collection. GDPR requires consent that is free, specific, informed, and unambiguous.

What This Means Concretely

Consent must be:

• Active: no pre-checked boxes
• Separate: distinct from T&Cs and other acceptances
• Specific: specify exact usage (newsletter, commercial offers, etc.)
• Documented: you must be able to prove when and how consent was given

How to Apply It on Your Forms

Use an unchecked checkbox with clear text:

“I agree to receive the monthly newsletter from [Company] with tips and news about [topic]. I can unsubscribe at any time.”

Avoid vague wording like “receive information” or “stay informed about our news.”

With Skedox, you easily configure GDPR-compliant consent checkboxes. Each consent is timestamped and stored, ready for any audit.

Practice #2: Prefer Double Opt-In

Double opt-in adds an email confirmation step before adding a contact to your list. This is the method recommended by the CNIL and most data protection authorities.

Why Double Opt-In Is Essential

Benefits are multiple:

• Verifies the email address is valid and accessible
• Confirms the prospect’s actual intent
• Reduces fraudulent or accidental signups
• Improves your campaign deliverability
• Constitutes solid proof of consent

The Ideal Process

1. User fills out the signup form
2. They receive a confirmation email with a unique link
3. They click the link to validate their signup
4. They’re added to your list and receive a welcome email

Confirmation rate typically ranges between 60% and 80%. This may seem like a loss, but unconfirmed contacts probably would never have opened your emails anyway.

Practice #3: Be Transparent About Data Usage

Transparency isn’t just a legal obligation. It’s a trust factor that directly influences your conversion rate.

Information to Communicate

Near your collection form, clearly indicate:

• Who collects the data (company identity)
• Why you collect it (specific purpose)
• How it will be used (sending frequency, content type)
• How long you’ll keep it
• User rights (access, rectification, deletion)

Example of Effective Legal Notice

“Your data is collected by [Company] to send you our weekly newsletter. It is kept for 3 years and is never shared with third parties. You can unsubscribe at any time via the link in each email or by contacting us at [email].”

This transparency reassures and increases trust. Result: more signups and fewer unsubscribes.

Practice #4: Offer Real Value in Exchange

Nobody gives their email for free. In 2025, your prospects’ inboxes are saturated. They’re selective.

Incentives That Work

To get a quality email, offer a fair exchange:

Premium content:

• White paper or practical guide
• Downloadable template or checklist
• Access to an exclusive webinar
• Study report or industry benchmark

Concrete benefits:

• Promo code or first order discount
• Extended free trial
• Early access to new features
• Free 15-minute consultation

The Mistake to Avoid

Don’t promise what you can’t deliver. If you announce “a monthly newsletter with exclusive tips,” respect that frequency and quality. Unmet expectations generate massive unsubscribes and spam reports.

Discover how to create high-performing collection forms with Skedox and optimize your conversion rates while staying compliant.

Practice #5: Make Unsubscription Easy at Any Time

This may seem counterintuitive, but making unsubscription easy improves your marketing performance.

Why It’s Essential

A visible and functional unsubscribe link:

• Is a legal requirement (GDPR and ePrivacy directive)
• Avoids spam reports that harm your deliverability
• Naturally cleans your list of disengaged contacts
• Shows you respect your subscribers

Unsubscription Best Practices

• One-click unsubscribe link (no account creation)
• Processing time of 48 hours maximum
• Unsubscription confirmation email
• Preference option (reduce frequency rather than unsubscribe)

What to Absolutely Avoid

• Hiding the unsubscribe link in small or light gray text
• Requiring login to unsubscribe
• Imposing a multi-day delay
• Continuing to send emails after unsubscription

A contact who unsubscribes easily keeps a good image of your company. A contact who struggles to unsubscribe reports you as spam.

Compliance Checklist for Your Collection Forms

Before launching your next collection campaign, check these points:

Consent:

• Unchecked consent checkbox
• Clear and specific consent text
• Separate consents if multiple purposes

Information:

• Data controller identity visible
• Collection purpose explained
• User rights mentioned
• Link to privacy policy

Process:

• Double opt-in configured
• Personalized confirmation email
• Consent timestamping enabled

Unsubscription:

• Unsubscribe link visible in every email
• Unsubscription process in less than 2 clicks
• Effective removal within 48 hours

Tools for Collecting Emails in Full Compliance

Managing compliance manually is tedious and error-prone. The right tools automate regulatory aspects.

What Your Collection Solution Should Offer

• Native double opt-in management
• Automatic consent timestamping
• Secure storage of consent proofs
• Easy integration of legal notices
• Data export to respond to access requests

With Skedox, you centralize all your email collection in a single interface. Consents are automatically recorded and timestamped. In case of audit, you access the complete history in a few clicks.

Collection Mistakes That Cost Dearly

Buying Email Lists

This is illegal under GDPR. These contacts never consented to receive your communications. Result: high complaint rate, blacklisting, and potential lawsuits.

Harvesting Emails from LinkedIn Without Consent

Collecting professional emails from social networks to add them to a marketing list is prohibited without prior consent.

Using the Same Consent for Everything

Consent for a newsletter doesn’t apply to sales calls or sharing with partners. Each purpose requires its own consent.

Neglecting Consent Updates

Is consent given 5 years ago still valid? When in doubt, run a re-consent campaign to clean your base.

Conclusion: Collecting Emails Legally, a Profitable Investment

Applying these 5 best practices for collecting emails legally requires initial effort. But the return on investment is considerable.

A compliant email base means:

• Open rates above 25% (versus 10% for dubious lists)
• Optimal deliverability
• Zero legal risk
• Preserved brand reputation

Explicit consent, double opt-in, transparency, value exchange, and easy unsubscription aren’t constraints. They’re the foundations of a lasting relationship with your prospects.

Ready to implement compliant and high-performing email collection? Discover Skedox and create your optimized collection forms in minutes. Built-in GDPR compliance, automated double opt-in, stored consent proofs: everything’s designed for worry-free collection.

Your future customers deserve a respectful approach. Your company deserves an email base that performs.