Email Marketing

Email Marketing explained

A good email fulfils a clear promise. Sender and subject should match the content, 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.