Your email marketing list is more than just a collection of names.
It’s your most valuable digital asset — the fuel behind every campaign, conversion, and customer relationship.
But that also makes it a target.
Cybercriminals know it.
Governments know it.
And now, new UK legislation could change how businesses respond to ransomware attacks.
Why Ransomware Matters for Email Marketers
Ransomware isn’t new.
For years, cybercriminals have used it to lock businesses out of their own systems and demand a payout for release.
While overall attack numbers may be dropping, the scale of the targets is rising — with big names like M&S and the Co-op making headlines.
Here’s the uncomfortable truth: whether you’re a multinational retailer or a mid-sized email marketing agency, your subscriber data is valuable.
Criminals know that losing access — or worse, leaking it — could destroy your business overnight.
What the Proposed Law Says
The UK government has published proposals to curb ransomware attacks (full documentation here).
The core ideas include:
- Banning ransom payments by public sector bodies.
- Forcing private organisations to notify authorities BEFORE making a payment.
- Criminalising payments if the attacker is a sanctioned group.
The logic? Cut off the money supply, and ransomware becomes less profitable.
Why It Matters For Your Email Marketing Compliance
On paper, this legislation isn’t aimed directly at email marketers,
But in practice, it changes the risk landscape.
- Attackers may shift focus. If public bodies can’t pay, cyber gangs could double down on private businesses.
- Subscriber trust is on the line. Even one breach — regardless of whether you pay or not — can scatter your customers’ personal data across the dark web. That’s a trust deficit no subject line can fix.
- Compliance pressure increases. Regulations are stacking: GDPR, PECR, and now stricter ransomware reporting. If you’re sloppy with data security, expect fines — and reputational fallout.
The Myth of the “Honourable” Hacker
There’s a dangerous belief that if you pay the ransom, criminals will simply hand back your data and walk away.
The reality? Many gangs will exploit it regardless.
If they’ve accessed your systems, chances are they’ve already copied subscriber details, financial records, and more.
Paying up only paints a bigger target on your back.
What Email Marketers Should Do Now
You can’t eliminate the threat, but you can reduce it.
Think of it like securing your home: you can’t stop every burglar, but you can make sure they’d rather try the house next door.
Here’s where to start:
1) Audit your systems regularly
Check for vulnerabilities, apply patches, and test your defences.
2) Encrypt subscriber data
If stolen, encrypted data is harder (and often worthless) to exploit.
3) Create a response plan
Know what to do if you’re attacked — from isolating systems to notifying the ICO.
4) Train your team
Human error is still the biggest cause of breaches. Even the best email marketing compliance strategy collapses if someone clicks the wrong link.
5) Communicate transparently
If the worst happens, subscribers will remember how you handled it. Silence kills trust faster than the breach itself.
The Bottom Line
Your email marketing list is the crown jewel of your business.
Protect it like one.
New legislation may reduce ransomware payouts, but it also raises the stakes for private companies.
The smartest move isn’t to gamble on the effectiveness of the law — it’s to make your business a harder target and show subscribers their trust is well placed.
Because in email marketing, trust isn’t just nice to have. It’s everything.
