For anyone who does serious email marketing, one thing is clear: permission is mandatory – email marketers are not allowed to send mailings to recipients without their consent. But what about the newsletter content? Which elements are legally required or even prohibited? What should you not do without in any B2B newsletter? In this blog post . What content belongs we answer these questions and give tips on how to implement them.
Let’s start a few steps further back: If you want to send a newsletter, you need recipients. The basic requirement for legally compliant newsletter sending is the consent of the recipient. This means that they must expressly agree that they would like to receive advertising emails from the sender. The safest way for marketers to obtain consent for sending is via the so-called double opt-in process (DOI for short): The future subscriber enters their email address in a newsletter registration form. They then actively confirm the registration by clicking on the confirmation link they received by email. Only then is the recipient added to the mailing list. But be careful: no advertising is permitted in the DOI mailing itself.
Prohibited content: What is not allowed in the newsletter?
Anyone who distributes illegal or dubious content mobile phone number data updated 2025 in their mailing will not be successful: Not only does the sender damage their own brand . What content belongs but emails with suspected spam content will be moved to the spam folder anyway. It therefore goes without saying that you should appear reputable.
What must be included in the newsletter?
It is a legal requirement that every newsletter contains the imprint of the sending company as well as an option to unsubscribe from the newsletter. The imprint serves to identify the provider and generates trust in the recipient.
It contains flexible use of support software an email address and, if necessary, a telephone number to make it easier for the recipient to contact you. In theory, a link to the imprint on the website would be sufficient. However, we recommend that the imprint be included in full in the footer, as emails are often read offline (to explain . the footer is the footer of the newsletter, which usually contains general information).
A clearly visible, clearly worded unsubscribe link allows the reader to quickly unsubscribe from the newsletter – anything else would cause dissatisfaction or mean the email would end up in the spam folder. The imprint and unsubscribe link are usually clearly visible in the footer.
So much for the legally required components of a newsletter. In addition, there are content elements that – once you decide to use them – require certain mandatory information in the mailing. These are the most common cases:
Personal tracking
This requires the reader’s consent. If this is the case and usage behavior is tracked, the recipient of the newsletter must have the option of revoking their consent at any time.
Image usage : Anyone who uses images in their cmo email list newsletters needs the usage rights in advance. It is important to pay attention to the validity of the license . What content belongs i.e. to which channels it applies. In addition, the source of the image must be specified.
Price information : If prices are mentioned in a newsletter . What content belongs it must be clearly stated that they include VAT and that additional delivery and shipping costs apply.
