Legal
Where can I get a good overview of the current legal basis for email marketing?
We are happy to recommend the current "CSA Guidelines for Permissible Email Marketing" by the CSA (Certified Senders Alliance).
Do I have to provide a legal notice in my e-mail?
Yes, an imprint must be easily recognizable, directly accessible, and constantly available in email marketing. (see § 5 Telemedia Act) Please note that we only provide recommendations that do not claim to be comprehensive or constitute legal advice. ...
Does the mailing have to contain a link to unsubscribe?
To ensure that a subscriber can unsubscribe from your mailing list at any time, every email you send (including the subscription confirmation email) must contain a working unsubscribe link. Additionally, unsubscriptions via email, phone, or other ...
What legal aspects do I need to be aware of in the registration form?
Do not send newsletters without the recipient's explicit consent. Inform new subscribers during registration that their data will be used solely for email delivery and will not be shared with third parties. Collect as little data as possible – the ...
What is a double opt-in process?
For the legally compliant delivery of your mailings, the explicit consent of the contact person must be obtained. This consent is provided through the double opt-in process, enabling you to prove that the recipient has authorized the communication. ...
Can I collect the double opt-in consent retrospectively?
The retrospective collection of consent for email delivery is not legally permitted. The recipient must personally trigger the double opt-in process. Even sending a single email without prior permission constitutes unlawful harassment, for which you ...
Why shouldn't I buy addresses?
If you purchase addresses from an address provider, the permission to send emails does not automatically transfer to you. This means you are not allowed to contact these addresses. Therefore, we strongly advise against buying addresses. Please note ...
What does e-mail marketing law say in other countries?
We recommend seeking advice from a specialized lawyer.
To who can I send e-mails/newsletters?
You may only send your newsletter to recipients who have provided their explicit consent in advance, as required by § 4 BDSG and § 7 UWG. This means you are not allowed to use addresses from public directories or websites, even to establish initial ...
Can I also collect addresses offline?
You can also collect offline addresses, for example, at trade fairs, exhibitions, and conferences. However, to send your newsletter to these collected addresses, the recipient's explicit consent via a double opt-in process should also be obtained. Be ...