The definition doesn’t cover electronic mail sent for administrative or customer service purposes. For example, emails to advise changes to terms and conditions or advise someone of a problem with their account. These types of messages are often referred to as “service messages”. They don’t count as direct marketing if you use them purely for administrative purposes. This is because you aren’t advertising or marketing to customers. However, if you include promotional content within your service message, then the message counts as direct marketing. For example, content with the aim of getting your customer to buy more products or increase their donations.
