Regulations on data-driven marketing vary between the E.U., U.S. (state and federal levels), Canada, etc. It can be thorny.
But Act-On's David Fowler offered an overarching primer: In the
U.S., opt-out drives regulatory practice. Everywhere else, it's opt-in.
Nonetheless, sorting through the rules isn't always pleasant. Fowler said at the Email Insider Summit he was speaking
with a German lawyer yesterday and it "was almost as fun as having a root canal."