Email Marketing
Email Marketing explained
A good email fulfils a clear promise. Sender and subject should match the , and the message should explain its relevance to the recipient. An editorial newsletter can be as useful as a triggered message. Segmentation should use reliable, lawfully available information rather than turning every click into supposedly certain preferences.
In Germany, advertising emails generally require prior express consent. The existing-customer exception in section 7(3) UWG applies only when all its conditions are met: an address obtained through a sale, the sender’s own similar offers, no objection, and clear opt-out information at collection and each use. A purchase or business email address alone is insufficient. Data-protection obligations also apply; other markets’ rules require separate assessment.
Check technical delivery too. For personal Gmail addresses, Google distinguishes general sender requirements from additional requirements for larger senders. Depending on volume, these include authentication and technical one-click unsubscribe alongside a visible unsubscribe link. The stated DMARC minimum can be met with “p=none”; “quarantine” or “reject” are not universally required for that minimum. Meeting the requirements still cannot guarantee inbox placement.
Design the content and destination as a connected journey, including on small screens and without loaded images. AI can prepare wording variants; claims, brand fit, links and the actual offer need checking. We take responsibility for the concept and quality. Opens and clicks can originate from automated retrieval. Assess suitable actions, feedback, complaints and complete costs together; revenue per email is not an ROI calculation.
Examples
Hypothetical application
A specialist supplier sends a promised newsletter with a practical explanation. The subject, short message and linked guide address the same topic. Unsubscribe is easy to and respected by connected sending workflows. The team evaluates actual enquiries and feedback against editorial, sending and management costs.
Key Points
- Fulfil a clear promise with appropriate content.
- Check contact permission, unsubscribe and technical delivery together.
- Evaluate outcomes and complete costs with measurement limits in mind.
Practical application
Plan a specific occasion and . Check the basis of the list, wording, display, destination and unsubscribe. Begin at a manageable scale and assess suitable actions and ongoing effort before extending the programme.
Useful measures
Suitable next steps
Record relevant enquiries or actions with clear attribution and observation periods.
Sending and contact quality
Check bounces, complaints, unsubscribes and their actual implementation.
Economics
Include revenue and costs covering content, systems, discounts and management.
Common mistakes
- Treating DOI or a previous purchase as blanket advertising permission.
- Presenting automatic opens, clicks or attributed revenue as certain added value.
- Adopting universal ROI promises or incorrect technical requirements.
Sources and context
- § 7 UWG: Unzumutbare Belästigungen
German rules for electronic advertising, including the limited existing-customer exception (section 7).
- Google: Email sender guidelines
Sender, authentication and unsubscribe requirements for personal Gmail addresses.
- Mailchimp: Bot activity and filtering
Limits of open and click measurement caused by automated retrieval and security checks.
Frequently Asked Questions about Email Marketing
No. Newsletters are one format. Agreed welcome sequences and other automated programmes can also qualify. A purely service-related or order message should be distinguished by its actual content.
Only to a limited extent. Privacy features, security checks and bots can trigger these events. Review definitions and filtering, and consider actual next steps and feedback.
No. Authentication is an important technical component. Sending quality, complaints, recipient rules and other factors still affect delivery.
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