UK guide
Consent when you send leads to your CRM and newsletter
Replying to an enquiry and sending marketing need different permission. What trades need before adding leads to a CRM, newsletter or ad platform.
RoughFigure3 min read
On this page
This guide covers the rules in the UK. Rules where you work may differ.
When a customer asks you for a price, you can use their details to reply about that job, and to keep a record of it in your CRM. To send them marketing (newsletters, offers) or share their details with ad platforms like Meta or Google, you generally need their consent: a clear, unticked box they choose to tick. Keep the two separate, and record which customers agreed.
This guide covers the UK rules (UK GDPR and PECR) in plain terms. It isn’t legal advice; check with an adviser if you’re unsure.
Three different uses of the same details
| What you do with them | Usual basis | Box needed? |
|---|---|---|
| Reply, quote, book a visit | Steps before a contract, or legitimate interests | No, but say so in your privacy notice |
| Keep the lead in your CRM | Legitimate interests | No |
| Add them to your newsletter | Consent (or the soft opt-in, see below) | Yes, unticked |
| Send hashed details to Meta or Google for ad matching | Consent | Yes, unticked |
The soft opt-in
UK rules allow a “soft opt-in” for email marketing to people who gave you their details while buying or negotiating to buy something from you, for your own similar services, if you gave them a simple chance to say no at the time and in every email. A quote request can count as negotiating. Many trades still use a tick-box because it’s clearer and easier to prove.
What a good form looks like
- Required fields are what you need to reply about the job.
- One optional, unticked box: “Send me occasional tips and offers. Unsubscribe any time.”
- A separate optional box if you share ad data: “Let us see which ad brought me here.”
- A link to your privacy notice next to the button.
Keep a record
Save when and how each customer agreed (the form, the wording, the date). If someone asks, or a regulator does, you can show it.
When sending to tools
- CRM: fine to send every lead for handling their enquiry.
- Newsletter: only those who agreed, and never resubscribe someone who unsubscribed. How to add leads to Mailchimp correctly.
- Ad platforms: only those who agreed. Meta Conversions API explained.
Doing it in RoughFigure
In RoughFigure we’ve built consent into every integration. Your CRM connection receives every lead to handle their enquiry, while our nine one-click newsletter connections (Mailchimp, Brevo, MailerLite, ActiveCampaign, Mailjet, Campaign Monitor, Klaviyo, Loops and beehiiv) only receive customers who ticked your marketing box and confirmed it by email, and never resubscribe anyone. Ads and analytics only get data from customers who ticked “Let us see which ad brought me here”. Each lead records what the customer agreed to. Read about newsletter tools.
Questions
Can I add every enquiry to my newsletter?
Not without their agreement, unless the soft opt-in applies and you gave them a chance to refuse. A tick-box is the safe route.
Is a pre-ticked box OK?
No. Consent has to be a clear choice, so the box must start unticked.
How long can I keep leads who didn’t become customers?
Only as long as you need them. Many trades delete or anonymise old leads after one to two years. Say how long in your privacy notice.
