One important aspect of marketing is to introduce your product or service to as many relevant people as possible. Even with the rise of social media, don’t forget that over half the world has an email account, and it’s important to utilize the communicative power of email. Over 80% of Germans have an email account and 45% of German customers have made a purchase as a result of an e-mail marketing message.
Email marketing has become commonplace in much of the developed world, but certain places, such as Germany, have special regulations that are important to be familiar with in order to avoid any legal pitfalls. Because of this, your email marketing strategy should not only be tailored to the local cultural norms and expectations, but also include legal considerations. Here are some of the key do’s and don’ts of email marketing in Germany.
Do: Be Aware of the Law
Because Germany has some of the strictest email marketing laws in the world, it is imperative you understand the email marketing laws that apply. One of the most important requirements of email marketing in Germany is consent. If you send an email to anyone who is not already a current customer, you must have his consent to send him an email before you send the email. Furthermore, it is vitally important that you keep records of how and when you got this consent.
Understand too that fines and penalties for noncompliance are steep in Germany. Although consent is important to understand, there are other strict email marketing laws to comply with. Learn more about German email marketing laws, including consent, in the Globig Knowledge Base.
Do: Reveal Who You Are
German law prohibits misleading advertising. To ensure your email marketing messages comply with this prohibition, make sure your messages clearly show who the sender is and provide sufficient contact information to enable the recipient to contact you.
Do: Include all legally required information in the “legal notice”
In Germany, all email marketers must include a legal notice with specific information about the business and legal information about the sender. Most companies add this required information at the end of their email. Learn more about the specific requirements and see an example in the Globig Knowledge Base.
Do: Compile Your Own Marketing Lists
Although it is not illegal to use purchased marketing lists in Germany, it is practically impossible to comply with German legal requirements with purchased lists. If you purchase a list, you must still have specific consent required to send your marketing emails to recipients. “Tell-A-Friend” methods of collecting email addresses are illegal! Some of the most common ways to collect email lists are through contests and product giveaways. Gathering your email lists correctly is the first step in your compliance with German law. Make it clear and easy for people to ‘opt-in’ to your marketing emails. Don’t pre-check the ‘opt-in’ box, let people decide if they want to hear from you.
Do: Include an ‘opt-out’ or unsubscribe option
Every email you send must include an ‘opt-out’ or unsubscribe option. Your ‘opt-out’ or unsubscribe process should be easy to find and clearly described. An unsubscribe acknowledgment page should be displayed showing that the recipient has successfully unsubscribed.
Do: Be Relevant—Only Send Emails People Want to Read
The average consumer today knows enough about email to know what to look out for and what to let in. It’s important that your message is clear and welcoming as early as the subject line to avoid deletion before it’s even opened. Deceptive practices and trying to bait people into opening your emails is not advised. Customers do not want to feel tricked into offering up information they didn’t know they were releasing; they want to trust your company as much as possible. So, the key to do that is to be relevant and transparent.
Do: Provide the Right Type and Enough Information
Keep in mind the cultural differences that play a role in how your recipients will respond to your marketing strategy. For example, in Germany people prefer not to be “sold” to, but rather to learn about your products or services. It is vitally important that you give your German recipients enough information to make an informed decision. Do not rush people to make a decision. This means you may have to send more emails in order to make the sale. However, there is a fine balance between more and too many. To avoid sending too many emails, make sure to create a long-term email marketing strategy and make every email valuable to the customer.
One good strategy is to determine why your recipients sign up for your email list and conform or adjust your strategy to that interest. Most Germans, and people worldwide, sign up for email lists to receive relevant information such as knowledge, special offers or rewards, to sign up for a sweepstakes or contest, and to keep informed and updated about products or services.
Do: Localize Emails to Your Audience
Many companies understand the need to localize their products and services to the German market because it is noticeably different from other markets. Go beyond translation. Adjust your email marketing campaign to your different audiences. This localization includes language localization, cultural norms, interests, and expectations in communicating with people, and thinking through the best way to capture your new recipient’s interest.
Furthermore, keep in mind Germany has many different cultural groups and regions, each of which respond to marketing differently. For certain products and services, a more state-specific marketing approach would benefit you.
Don’t: Send Unsolicited Emails
Unsolicited emails aren’t just irritating for recipients, they are also illegal in Germany. Although this goes without saying since we already discussed consent above, Germany has strict rules that require specific consent to send an email. Learn more about this specific consent requirement, and see some examples, before you start sending emails. When you send out emails, send them to legitimate leads, not to random email addresses.
Don’t: Keep Sending Emails to People Who Aren’t Interested
If a person ‘opts out’ of or unsubscribes from your emails, you no longer have his permission to send him emails. When a recipient ‘opts out’ or unsubscribes, you must provide him with a confirmation page that acknowledges that he has successfully unsubscribed from your email list. After a recipient ‘opts out’ or unsubscribes, never reach out to this recipient again via email, not even to ask him to resubscribe.
Relevant and compliant email marketing is a great way to let potentials customers know about your products and services as a part of a comprehensive marketing strategy. However, with the strict laws in Germany, it is important that your email marketing complies with all legal requirements. Remember to consider the cultural norms and expectations of your recipients in your email marketing campaigns.
Don’t: Forget To Pay Attention To Holidays And Local Times
Germans are very protective of their privacy and private time. Pay attention to local holidays, vacation schedules, weekends, and appropriate business times in the day. It’s considered quite rude to send emails during religious holidays, family time, and vacation time.
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