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url("https://e-dialog.group/wp-content/uploads/2022/01/e-dialog-whitepaper.svg");}.icon.icon-job {background-image: url("https://e-dialog.group/wp-content/uploads/2022/01/e-dialog-jobs.svg");}.icon.icon-e-dialog-event {background-image: url("https://e-dialog.group/wp-content/uploads/2022/01/e-dialog-events.svg");}.icon.icon-pressrelease {background-image: url("https://e-dialog.group/wp-content/uploads/2022/01/e-dialog-presse.svg");}</style> <div class="mwd-blogPost flex breadcrumb"> <div class="container"> <span class="parent"> <a href="https://e-dialog.group/blog/" title="Beiträge">Blog</a> </span> <span class="arrow">></span> <span class="category">Marketing Automation</span> <span class="arrow">></span> <span class="child">E-Mail Marketing: Was Sie dürfen und was nicht - 10 Use Cases</span> </div> </div> <div class="mwd-blogPost flex header" style="background-image: url(https://e-dialog.group/wp-content/uploads/2022/02/Online-1-1-1024x683.jpg);"><div class="container"><h1>E-Mail Marketing: Was Sie dürfen und was nicht - 10 Use Cases</h1><p class="author">von Mariella Giraldo</p></div></div><div class="mwd-blogPost flex metabox space-top space-bottom"><div class="container"><div class="col"><div class="metabox-holder"><div class="date">21. Dezember 2021</div><div class="duration"> <span class="span-reading-time rt-reading-time"><span class="rt-label rt-prefix">Lesedauer:</span> <span class="rt-time"> 5</span> <span class="rt-label rt-postfix">Minuten</span></span></div></div><div class="excerpt-box"><h3>Management Summary</h3><p>Mit Inkrafttreten der DSGVO wurde die Art und Weise, wie E-Mail Marketing betrieben werden darf, strenger reglementiert. Grundsätzlich gilt: dem Erhalt von Werbe E-Mails (dazu zählen auch Newsletter) muss ausdrücklich und rechtskonform zugestimmt werden. Im Zweifel trägt der Absender die Beweislast. Das heißt, Sie müssen als UnternehmerIn nachweisen, dass Sie eine solche Zustimmung erhalten haben. Während die meisten Unternehmen die wesentlichen Änderungen bereits rechtskonform umsetzen, gibt es häufig ganz bestimmte Situationen, in denen noch immer rechtliche Unklarheit herrscht. Und für solche Irrtümer bezahlt man unter Umständen teuer. In diesem Blogartikel zeigen wir ein paar solcher Situationen anhand von 10 Use Cases auf. </p></div></div><div class="col"><div class="categorybox"><div class="categorybox-inner"><div class="categorybox-inner-title">Marketing Automation</div><p><p>Von klassischen Newsletter Kampagnen zu automatisierten, hochgradig personalisierten Nachrichten - mit der richtigen Strategie wird der Kanal E-Mail zum Performance-Hit! </p> </p><a href="/bessere-kampagnen/#marketing-automation" class="btn btn--space-top">Mehr Erfahren</a></div><div id="wobble"></div></div></div></div></div><div class="mwd-blogPost flex content space-top space-bottom"><div class="container"> <div data-elementor-type="wp-post" data-elementor-id="28130" class="elementor elementor-28130" data-elementor-post-type="post"> <section class="elementor-section elementor-top-section elementor-element elementor-element-27bf743e elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="27bf743e" data-element_type="section"> <div class="elementor-container elementor-column-gap-default"> <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-7d2b1cf9" data-id="7d2b1cf9" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-4f2ade53 elementor-widget elementor-widget-text-editor" data-id="4f2ade53" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p><span style="font-weight: 400;">Hinweis: Diese Anwendungsbeispiele dienen der Orientierung und sind daher nicht als Rechtsberatung für E-Mail Marketing zu verstehen. Bitte beachten Sie, dass sich die rechtliche Lage laufend ändern kann. Wir empfehlen Ihnen, sich über die Links am Ende dieses Blogeintrags weiter zu informieren und für jegliche rechtliche Fragen jedenfalls Ihre Rechtsabteilung zu Rate zu ziehen.</span></p> </div> </div> </div> </div> </div> </section> <section class="elementor-section elementor-top-section elementor-element elementor-element-0bafeae elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="0bafeae" data-element_type="section"> <div class="elementor-container elementor-column-gap-default"> <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-2de3395" data-id="2de3395" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-5909b2f elementor-widget elementor-widget-heading" data-id="5909b2f" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <h2 class="elementor-heading-title elementor-size-default">Dürfen oder nicht dürfen? - das ist hier die Frage.</h2> </div> </div> <div class="elementor-element elementor-element-73e9ba0 elementor-widget elementor-widget-text-editor" data-id="73e9ba0" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p><span style="font-weight: 400;">Für die 10 Use Cases in diesem Blogartikel verwenden wir das Beispiel von Bernd. Bernd betreibt mehrere Blumenläden in Wien. Da er vor allem auf StammkundInnen setzt, hat er das Instrument des E-Mail Marketings für sich entdeckt, mit dem er seine KundInnen gezielt ansprechen kann. Unter anderem </span><b>versendet Bernd monatlich einen Newsletter</b><span style="font-weight: 400;">, mit dem er seine KundInnen über sein neuestes Sortiment an Pflanzen und Blumen aller Art informiert. Zu diesem Newsletter kann man sich auf Bernds Website anmelden.</span></p> </div> </div> </div> </div> </div> </section> <section class="elementor-section elementor-top-section elementor-element elementor-element-64ff571 elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="64ff571" data-element_type="section"> <div class="elementor-container elementor-column-gap-default"> <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-480656c" data-id="480656c" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-9197517 elementor-widget elementor-widget-heading" data-id="9197517" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <h3 class="elementor-heading-title elementor-size-default">1. Use Case: Versenden des Newsletters an bestehende KundInnen ohne deren ausdrückliche Zustimmung</h3> </div> </div> <div class="elementor-element elementor-element-f387345 elementor-widget elementor-widget-text-editor" data-id="f387345" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p><span style="font-weight: 400;">Bernd versendet seinen Newsletter nicht nur an Kontakte, die sich über das Webformular angemeldet haben sondern auch an seine großen B2B KundInnen, mit denen er regelmäßig in E-Mail Kontakt steht. Eine vorherige Zustimmung haben diese B2B KundInnen Bernd nicht ausdrücklich erteilt. Darf Bernd das?</span></p> </div> </div> <div class="elementor-element elementor-element-bdd2a09 elementor-widget elementor-widget-text-editor" data-id="bdd2a09" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p><i><span style="font-weight: 400;">Das ist eine rechtliche Grauzone. Grundsätzlich darf Bernd das, wenn alle der folgenden Voraussetzungen gegeben sind: (1) die E-Mail Adresse des Kunden wurde beim Verkauf einer Ware oder Dienstleistung erhoben </span></i><b><i>und </i></b><i><span style="font-weight: 400;">(2) der Kunde hatte zum Zeitpunkt der Erhebung die Möglichkeit, der Zusendung zu widersprechen </span></i><b><i>und </i></b><i><span style="font-weight: 400;">(3) im Newsletter werden ähnliche Produkte und Leistungen beworben </span></i><b><i>und </i></b><i><span style="font-weight: 400;">(4) der Kunde ist nicht in einer </span></i><a href="https://www.rtr.at/TKP/service/ecg-liste/ECG-Liste.de.html"><i><span style="font-weight: 400;">ECG-Liste</span></i></a><i><span style="font-weight: 400;"> eingetragen </span></i><b><i>und </i></b><i><span style="font-weight: 400;">(5) die Abbestellung des Newsletters ist jederzeit problemlos für den Kunden möglich. In der Praxis kann vor allem Bedingung (2) nicht wirklich erfüllt werden. Bei bestehenden Kundenbeziehungen schätzt man aber das rechtliche Risiko gering ein.</span></i></p> </div> </div> </div> </div> </div> </section> <section class="elementor-section elementor-top-section elementor-element elementor-element-45d6455 elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="45d6455" data-element_type="section"> <div class="elementor-container elementor-column-gap-default"> <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-9d91c58" data-id="9d91c58" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-6b799b6 elementor-widget elementor-widget-heading" data-id="6b799b6" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <h3 class="elementor-heading-title elementor-size-default">2. Use Case: Incentives für die Newsletter-Anmeldung</h3> </div> </div> <div class="elementor-element elementor-element-c579346 elementor-widget elementor-widget-text-editor" data-id="c579346" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p><span style="font-weight: 400;">Bernd betreibt auch einen Online Shop, in dem er ein gewisses Sortiment anbietet und direkt an KundInnen liefert. Während des Registrierungsprozesses im Online Shop bietet Bernd seinen KundInnen die Möglichkeit, sich zum Newsletter anzumelden und gewährt als Anreiz für die Anmeldung 10% Rabatt auf den nächsten Einkauf. Darf Bernd das?</span></p> </div> </div> <div class="elementor-element elementor-element-5f057c8 elementor-widget elementor-widget-text-editor" data-id="5f057c8" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p><i><span style="font-weight: 400;">Ja. Für die Anmeldung zum Newsletter dürfen Anreize angeboten werden, solange die Anmeldung freiwillig ist. </span></i></p> </div> </div> </div> </div> </div> </section> <section class="elementor-section elementor-top-section elementor-element elementor-element-df12eee elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="df12eee" data-element_type="section"> <div class="elementor-container elementor-column-gap-default"> <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-5960d1d" data-id="5960d1d" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-65faafc elementor-widget elementor-widget-heading" data-id="65faafc" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <h3 class="elementor-heading-title elementor-size-default">3. Use Case: Koppelung der Newsletter-Anmeldung an den Kauf einer Ware</h3> </div> </div> <div class="elementor-element elementor-element-f7a6e79 elementor-widget elementor-widget-text-editor" data-id="f7a6e79" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p><span style="font-weight: 400;">Bernd hatte zusätzlich zum Rabatt, den er für die Newsletter-Anmeldung in seinem Online Store als Anreiz gewährt, noch eine (seiner Meinung nach) tolle Idee: Er lässt KundInnen den Kauf online nur abschließen, wenn sie sich auch zum Newsletter anmelden. Darf Bernd das?</span></p> </div> </div> <div class="elementor-element elementor-element-e8d3f7e elementor-widget elementor-widget-text-editor" data-id="e8d3f7e" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p><i><span style="font-weight: 400;">Nein. Hier greift das Koppelungsverbot. Der Abschluss eines Vertrages (etwa Kaufvertrag) darf nicht an die Einwilligung zum Erhalt von werblichen Inhalten gekoppelt sein. </span></i></p> </div> </div> </div> </div> </div> </section> <section class="elementor-section elementor-top-section elementor-element elementor-element-8d4404d elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="8d4404d" data-element_type="section"> <div class="elementor-container elementor-column-gap-default"> <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-47f393c" data-id="47f393c" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-c7c1921 elementor-widget elementor-widget-heading" data-id="c7c1921" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <h3 class="elementor-heading-title elementor-size-default">4. Use Case: Eine Zustimmung für Datenschutz und Newsletter-Anmeldung </h3> </div> </div> <div class="elementor-element elementor-element-b0f78e6 elementor-widget elementor-widget-text-editor" data-id="b0f78e6" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p><span style="font-weight: 400;">Bernd findet, dass die Opt-In Formulierungen im Kontaktformular auf seiner Website sehr langwierig sind. Er hat deshalb die Idee, das Opt-In für die Datenschutzbestimmungen und die Anmeldung zum Newsletter in einem Punkt zusammenzufassen. Das Formular wird dadurch kürzer und die UserInnen müssen nur noch ein Häkchen setzen, statt zwei. Darf Bernd das?</span></p> </div> </div> <div class="elementor-element elementor-element-3acc27f elementor-widget elementor-widget-text-editor" data-id="3acc27f" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p><i><span style="font-weight: 400;">Nein. Die Zustimmung zum Erhalt des Newsletters muss von der Zustimmung zu anderen Bedingungen getrennt erhoben werden.</span></i></p> </div> </div> </div> </div> </div> </section> <section class="elementor-section elementor-top-section elementor-element elementor-element-c22f24c elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="c22f24c" data-element_type="section"> <div class="elementor-container elementor-column-gap-default"> <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-d36e3a3" data-id="d36e3a3" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-d49bb98 elementor-widget elementor-widget-heading" data-id="d49bb98" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <h3 class="elementor-heading-title elementor-size-default">5. Use Case: Erfassung weiterer Daten bei der Newsletter Anmeldung</h3> </div> </div> <div class="elementor-element elementor-element-6230d8c elementor-widget elementor-widget-text-editor" data-id="6230d8c" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p><span style="font-weight: 400;">Bernd möchte seinen KundInnen gerne maßgeschneiderte Angebote des Blumengeschäftes in ihrer unmittelbaren Nähe zukommen lassen. Dafür beschließt er, im Newsletter-Anmeldeformular die postalische Adresse in einem optionalen Feld abzufragen. Darf Bernd das?</span></p> </div> </div> <div class="elementor-element elementor-element-79b6a25 elementor-widget elementor-widget-text-editor" data-id="79b6a25" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p><i><span style="font-weight: 400;">Es kommt darauf an. Grundsätzlich gilt das “Prinzip der Datensparsamkeit”. So darf Bernd nur Daten erheben, die für die Erbringung der Leistung zwingend erforderlich bzw. für die KundInnen erwartbar sind, selbst, wenn es sich dabei um optionale Felder handelt. Für die Zusendung des Newsletters wird die postalische Adresse nicht benötigt. Bernd kann aber mit einer gesonderten Aussendung seine KundInnen darum bitten, mehr Informationen von sich preiszugeben. Am besten funktioniert das, wenn man den KundInnen einen klaren Nutzen für die Bekanntgabe ihrer Daten kommuniziert. Zum Beispiel, dass sie dadurch besser zugeschnittene Angebote erhalten. </span></i></p> </div> </div> </div> </div> </div> </section> <section class="elementor-section elementor-top-section elementor-element elementor-element-079a7af elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="079a7af" data-element_type="section"> <div class="elementor-container elementor-column-gap-default"> <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-83e2244" data-id="83e2244" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-a25bfa4 elementor-widget elementor-widget-heading" data-id="a25bfa4" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <h3 class="elementor-heading-title elementor-size-default">6. Use Case: Kaufen von E-Mail Adressen</h3> </div> </div> <div class="elementor-element elementor-element-aa053f1 elementor-widget elementor-widget-text-editor" data-id="aa053f1" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p><span style="font-weight: 400;">Bernd ist frustriert. In den letzten 6 Monaten konnte er keine neuen Newsletter-Anmeldungen generieren. Er möchte aber so gerne noch mehr Leute über sein abwechslungsreiches Sortiment informieren. Deshalb sucht Bernd online nach einer Möglichkeit, bestehende E-Mail Adressen von BewohnerInnen in Wien zu kaufen. Darf Bernd das?</span></p> </div> </div> <div class="elementor-element elementor-element-aac6c49 elementor-widget elementor-widget-text-editor" data-id="aac6c49" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p><i><span style="font-weight: 400;">Davon ist abzuraten. Grundsätzlich ist der Erwerb von E-Mail Adressen rechtlich nicht verboten. Jedoch muss Bernd vor Versenden seines Newsletters die ausdrückliche Zustimmung der EmpfängerInnen erhoben haben und dies im Zweifelsfall beweisen. Bei Erwerb von E-Mail Adressen ist so eine Zustimmung (VOR! Versenden jeglicher E-Mail) praktisch schwer möglich. </span></i></p> </div> </div> </div> </div> </div> </section> <section class="elementor-section elementor-top-section elementor-element elementor-element-1cdd521 elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="1cdd521" data-element_type="section"> <div class="elementor-container elementor-column-gap-default"> <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-a70178d" data-id="a70178d" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-fdbeb88 elementor-widget elementor-widget-heading" data-id="fdbeb88" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <h3 class="elementor-heading-title elementor-size-default">7. Use Case: Einmietung in einen anderen Newsletter</h3> </div> </div> <div class="elementor-element elementor-element-dc4e030 elementor-widget elementor-widget-text-editor" data-id="dc4e030" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p><span style="font-weight: 400;">Bernd war als Jugendlicher Teil einer Umweltorganisation, von der er monatlich immer noch einen Newsletter zugesendet bekommt. Bernd weiß, dass sich die Mitglieder dieser Organisation sehr um die Umwelt sorgen und gerne Pflanzen kaufen – hat er doch dort seine Liebe zur Floristik für sich entdeckt. Außerdem hat die Organisation eine riesengroße Reichweite in Wien. Deshalb hat Bernd die Idee, gegen Bezahlung seine Inhalte über den Newsletter der Organisation zu spielen. Darf Bernd das?</span></p> </div> </div> <div class="elementor-element elementor-element-559e2aa elementor-widget elementor-widget-text-editor" data-id="559e2aa" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p><i><span style="font-weight: 400;">Ja. Bernd darf Werbefläche in einem fremden Newsletter kaufen und dort seine Werbung platzieren. Diese Inhalte müssen jedoch vom Absender ausdrücklich als Werbung gekennzeichnet werden. </span></i></p> </div> </div> </div> </div> </div> </section> <section class="elementor-section elementor-top-section elementor-element elementor-element-d71c167 elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="d71c167" data-element_type="section"> <div class="elementor-container elementor-column-gap-default"> <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-dcd2267" data-id="dcd2267" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-193e582 elementor-widget elementor-widget-heading" data-id="193e582" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <h3 class="elementor-heading-title elementor-size-default">8. Use Case: Co-Sponsoring bei Gewinnspielen</h3> </div> </div> <div class="elementor-element elementor-element-ccb4a61 elementor-widget elementor-widget-text-editor" data-id="ccb4a61" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p><span style="font-weight: 400;">Bernd hat sich nun in den Newsletter der Umweltorganisation eingemietet – trotzdem stagnieren seine Neuanmeldungen. Er hat nun von einem tollen online Gewinnspiel in Wien gehört, bei dem gleich mehrere Firmen als Sponsoren auftreten. Möchte man am Gewinnspiel teilnehmen, muss man einwilligen, dass seine Kontaktdaten zu werblichen Zwecken (wie etwa dem Versand eines Newsletters) von den teilnehmenden Unternehmen verwendet werden. Ist das legal?</span></p> </div> </div> <div class="elementor-element elementor-element-10734c2 elementor-widget elementor-widget-text-editor" data-id="10734c2" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p><i><span style="font-weight: 400;">Grundsätzlich ja. Laut</span></i><a href="https://www.absolit.de/rechtslage/aktuelle-urteile-im-e-mail-marketing"><i><span style="font-weight: 400;"> jüngster Rechtsprechung</span></i></a><i><span style="font-weight: 400;"> ist die Teilnahme an Gewinnspielen als freiwillig zu werten. Deshalb greift bei Gewinnspielen kein absolutes Koppelungsverbot. Auch Co-Sponsoring ist rechtlich erlaubt, jedoch sind hierfür strenge Rahmenbedingungen geboten. Beispielsweise muss die Zustimmung ausdrücklich und wirksam erfolgen, der Zweck der Verwendung muss angegeben sowie die Unternehmen namentlich angeführt werden. Dazu kommt, dass die Anzahl der teilnehmenden Firmen per gerichtlichen Entscheidungen immer wieder begrenzt wird. </span></i></p> </div> </div> </div> </div> </div> </section> <section class="elementor-section elementor-top-section elementor-element elementor-element-e025936 elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="e025936" data-element_type="section"> <div class="elementor-container elementor-column-gap-default"> <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-c4aff22" data-id="c4aff22" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-542068e elementor-widget elementor-widget-heading" data-id="542068e" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <h3 class="elementor-heading-title elementor-size-default">9. Use Case: Lange Zeit zwischen Opt-In und Versand des ersten Newsletters</h3> </div> </div> <div class="elementor-element elementor-element-de96be9 elementor-widget elementor-widget-text-editor" data-id="de96be9" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p><span style="font-weight: 400;">Bernds Business boomt. Er hat in seinen Geschäften so viel zu tun, dass er zwei Jahre lang nicht dazu kommt, seinen Newsletter zu versenden. Als er nun endlich wieder eine Ausgabe rausbringt, bekommt er eine Beschwerde von einer Empfängerin: Der Newsletter sei unrechtmäßig an sie versendet worden, da sie dem Versand nicht zugestimmt hätte. Steckt Bernd in Schwierigkeiten?</span></p> </div> </div> <div class="elementor-element elementor-element-a480a1b elementor-widget elementor-widget-text-editor" data-id="a480a1b" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p><i><span style="font-weight: 400;">Womöglich ja, denn das Opt-In kann erlöschen, wenn zwischen der Zustimmung zum Erhalt des Newsletters und dem tatsächlichen Versand der ersten Ausgabe an diese Empfängerin zu viel Zeit verstrichen ist. Laut dem </span></i><a href="https://www.it-recht-kanzlei.de/rechtssichere-e-mail-werbung.html"><i><span style="font-weight: 400;">Urteil eines Münchner Gerichts</span></i></a><i><span style="font-weight: 400;"> im Jahr 2018 wurden 17 Monate beispielsweise als zu lange aufgefasst. Bernd sollte daher darauf achten, seinen Newsletter wenigstens einmal im Quartal zu versenden, um rechtliche Schwierigkeiten zu vermeiden. </span></i></p> </div> </div> </div> </div> </div> </section> <section class="elementor-section elementor-top-section elementor-element elementor-element-c1b92ab elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="c1b92ab" data-element_type="section"> <div class="elementor-container elementor-column-gap-default"> <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-eb5834f" data-id="eb5834f" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-766d98b elementor-widget elementor-widget-heading" data-id="766d98b" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <h3 class="elementor-heading-title elementor-size-default">10. Use Case: Eintrag in ECG Liste</h3> </div> </div> <div class="elementor-element elementor-element-0f0d812 elementor-widget elementor-widget-text-editor" data-id="0f0d812" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p><span style="font-weight: 400;">Bernd erhält erneut eine Beschwerde von einem Newsletter-Empfänger. Er hätte sich in die s.g. </span><a href="https://www.rtr.at/TKP/service/ecg-liste/ECG-Liste.de.html"><span style="font-weight: 400;">ECG-Liste</span></a><span style="font-weight: 400;"> eingetragen. In die ECG Liste können sich KonsumentInnen eintragen, die generell keine Werbe-E-Mails erhalten möchten. Nun habe er rechtswidrig Bernds Newsletter in seiner Inbox. Steckt Bernd in Schwierigkeiten?</span></p> </div> </div> <div class="elementor-element elementor-element-d565148 elementor-widget elementor-widget-text-editor" data-id="d565148" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p><i><span style="font-weight: 400;">Nicht unbedingt. Wenn der Empfänger trotz Eintrags in der ECG-Liste dem Erhalt von Bernds Newsletter zugestimmt hat, so ist diese Zustimmung gültig und das Zusenden des Newsletters rechtskonform. Entscheidend ist hier, dass sich der Empfänger</span></i><b><i> trotz seines bereits bestehenden ECG-Eintrags</i></b><i><span style="font-weight: 400;"> zum Newsletter angemeldet hat. </span></i><span style="font-weight: 400;"> </span></p> </div> </div> </div> </div> </div> </section> <section class="elementor-section elementor-top-section elementor-element elementor-element-3c4ed28c elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="3c4ed28c" data-element_type="section"> <div class="elementor-container elementor-column-gap-default"> <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-742516df" data-id="742516df" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-47274e08 elementor-widget elementor-widget-heading" data-id="47274e08" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <h3 class="elementor-heading-title elementor-size-default">Fazit</h3> </div> </div> <div class="elementor-element elementor-element-8dd6bf elementor-widget elementor-widget-text-editor" data-id="8dd6bf" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p><span style="font-weight: 400;">E-Mail Marketing ist nach wie vor eine der beliebtesten Kommunikationsformen sowohl für Marketeers als auch für KonsumentInnen. Trotzdem gilt es vor allem bei der Zusendung von werblichen Inhalten (und Newsletter zählen hier jedenfalls dazu) einiges zu beachten, sodass Sie rechtskonform agieren und rechtliche Konsequenzen durch Unwissenheit vermeiden. </span></p> </div> </div> </div> </div> </div> </section> <section class="elementor-section elementor-top-section elementor-element elementor-element-ed63d4f elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="ed63d4f" data-element_type="section"> <div class="elementor-container elementor-column-gap-default"> <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-f7ce813" data-id="f7ce813" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-68df28e elementor-widget elementor-widget-heading" data-id="68df28e" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <h3 class="elementor-heading-title elementor-size-default">Haben Sie noch Fragen? Wir unterstützen Sie gerne bei allen Fragen rund um Ihr E-Mail Marketing und führen ein Audit Ihrer Opt-In Prozesse durch. Senden Sie dazu gerne eine Kontaktanfrage an <a href="mailto:kontakt@e-dialog.group">kontakt@e-dialog.group</a> </h3> </div> </div> </div> </div> </div> </section> <section class="elementor-section elementor-top-section elementor-element elementor-element-3b7ef9e elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="3b7ef9e" data-element_type="section"> <div class="elementor-container elementor-column-gap-default"> <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-f18065c" data-id="f18065c" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-64c57b5 elementor-widget elementor-widget-heading" data-id="64c57b5" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <h3 class="elementor-heading-title elementor-size-default">Quellen & Weiterführende Links</h3> </div> </div> <div class="elementor-element elementor-element-00e6612 elementor-widget elementor-widget-text-editor" data-id="00e6612" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <pre><a href="https://www.e-recht24.de/artikel/datenschutz/11551-kopplungsverbot-dsgvo-newsletter-gewinnspiele.html"><span style="font-weight: 400;">https://www.e-recht24.de/artikel/datenschutz/11551-kopplungsverbot-dsgvo-newsletter-gewinnspiele.html</span></a><br /><br /><a href="https://www.wko.at/service/wirtschaftsrecht-gewerberecht/EU-Datenschutz-Grundverordnung.html">https://www.wko.at/service/wirtschaftsrecht-gewerberecht/EU-Datenschutz-Grundverordnung.html</a><br /><br /><a href="https://www.wko.at/service/wirtschaftsrecht-gewerberecht/E-Mails_versenden_-_aber_richtig.html">https://www.wko.at/service/wirtschaftsrecht-gewerberecht/E-Mails_versenden_-_aber_richtig.html</a><br /><br /><a href="https://www.wko.at/service/innovation-technologie-digitalisierung/e-mail-marketing-fragen-und-antworten.html">https://www.wko.at/service/innovation-technologie-digitalisierung/e-mail-marketing-fragen-und-antworten.html</a><br /><br /><a href="https://www.akademie.de/de/wissen/basiswissen-e-mail-marketing/rechtliche-grundlagen-e-mail-marketing">https://www.akademie.de/de/wissen/basiswissen-e-mail-marketing/rechtliche-grundlagen-e-mail-marketing</a><br /><br /><a href="https://www.it-recht-kanzlei.de/rechtssichere-e-mail-werbung.html">https://www.it-recht-kanzlei.de/rechtssichere-e-mail-werbung.html</a><br /><br /><a href="https://www.e-recht24.de/artikel/marketing-seo/10578-marketing-gewinnspiele-co-sponsoring.html">https://www.e-recht24.de/artikel/marketing-seo/10578-marketing-gewinnspiele-co-sponsoring.html</a><br /><br /><a href="https://www.absolit.de/rechtslage/aktuelle-urteile-im-e-mail-marketing">https://www.absolit.de/rechtslage/aktuelle-urteile-im-e-mail-marketing</a></pre> </div> </div> </div> </div> </div> </section> </div> </div></div><div class="mwd-blogPost flex call-to-action space-top space-bottom"><div class="container"><div class="call-to-action-inner"><span class="lead">Kampagne anfragen</span><div class="call-to-action-inner-title">Bereit für Ihr neues Projekt?</div><p>Wir freuen uns auf Ihre Anfrage und beraten Sie gerne unverbindlich! Füllen Sie dazu einfach das Kontaktformular aus oder rufen uns direkt an.</p><a href="https://e-dialog.group/kontaktformular/" class="btn" title="Jetzt kontaktieren">Jetzt kontaktieren</a></div></div><div id="wobbleCTA"></div></div> <div data-wpr-lazyrender="1" class="mwd-blogPost flex more-topics space-top space-bottom"> <div class="container"> <h3 class="more-topics-headline">Weitere Themen</h3> <div class="c-post-types c-post-types--slider"> <div class="c-post-types__container swiper-container" data-interval="0"> <div class="swiper-wrapper"> <article class="c-post-types__entry post-28155 post type-post swiper-slide"> <div class="c-post-types__entry-card"> <a class="c-post-types__entry-thumbnail-link" href="https://e-dialog.group/blog/ux-testing-personalisation/lead-nurturing-7-moglichkeiten-um-ihre-kundendaten-anzureichern/"> <div class="c-post-types__entry-thumbnail"> <img width="768" height="404" 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<div class="c-post-types__entry-text"> <h3 class="c-post-types__entry-title"> <a href="https://e-dialog.group/blog/marketing-automation/buchvorstellung-trojanisches-marketing-ii/"> Buchvorstellung: Trojanisches Marketing II </a> </h3> <a class="c-post-types__entry-read-more" href="https://e-dialog.group/blog/marketing-automation/buchvorstellung-trojanisches-marketing-ii/"> MEHR LESEN </a> </div> </div> </article> <article class="c-post-types__entry post-25042 post type-post swiper-slide"> <div class="c-post-types__entry-card"> <a class="c-post-types__entry-thumbnail-link" href="https://e-dialog.group/blog/marketing-automation/best-practice-opt-out-seite-von-fab/"> <div class="c-post-types__entry-thumbnail"> <img width="600" height="191" src="data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%20600%20191'%3E%3C/svg%3E" class="attachment-medium_large size-medium_large wp-post-image" alt="" decoding="async" data-lazy-srcset="https://e-dialog.group/wp-content/uploads/2022/02/fab-opt-out_0.jpg 600w, https://e-dialog.group/wp-content/uploads/2022/02/fab-opt-out_0-300x96.jpg 300w" data-lazy-sizes="(max-width: 600px) 100vw, 600px" data-lazy-src="https://e-dialog.group/wp-content/uploads/2022/02/fab-opt-out_0.jpg" /><noscript><img width="600" height="191" src="https://e-dialog.group/wp-content/uploads/2022/02/fab-opt-out_0.jpg" class="attachment-medium_large size-medium_large wp-post-image" alt="" decoding="async" srcset="https://e-dialog.group/wp-content/uploads/2022/02/fab-opt-out_0.jpg 600w, https://e-dialog.group/wp-content/uploads/2022/02/fab-opt-out_0-300x96.jpg 300w" sizes="(max-width: 600px) 100vw, 600px" /></noscript> </div> <div class="c-post-types__entry-badge c-post-types__entry-badge--category"> Marketing Automation </div> </a> <div class="c-post-types__entry-text"> <h3 class="c-post-types__entry-title"> <a href="https://e-dialog.group/blog/marketing-automation/best-practice-opt-out-seite-von-fab/"> Best Practice Opt-Out Seite von fab </a> </h3> <a class="c-post-types__entry-read-more" href="https://e-dialog.group/blog/marketing-automation/best-practice-opt-out-seite-von-fab/"> MEHR LESEN </a> </div> </div> </article> </div> </div> <div class="c-post-types__swiper-controls"> <div class="c-post-types__swiper-control c-post-types__swiper-control--prev"></div> <div class="c-post-types__swiper-control c-post-types__swiper-control--next"></div> </div> </div> </div> </div> <div data-elementor-type="footer" data-elementor-id="1986" class="elementor elementor-1986 elementor-location-footer" data-elementor-post-type="elementor_library"> <section class="elementor-section elementor-top-section elementor-element elementor-element-80bdb4f mwd-footer elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="80bdb4f" data-element_type="section" 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data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <p class="elementor-heading-title elementor-size-default">TRUTH IN NUMBERS</p> </div> </div> </div> </div> </div> </section> <section class="elementor-section elementor-inner-section elementor-element elementor-element-7e5650a elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="7e5650a" data-element_type="section"> <div class="elementor-container elementor-column-gap-default"> <div class="elementor-column elementor-col-20 elementor-inner-column elementor-element elementor-element-c15a520" data-id="c15a520" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-eb37fd2 elementor-widget elementor-widget-heading" data-id="eb37fd2" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <p class="elementor-heading-title elementor-size-default">WIEN</p> </div> </div> <div class="elementor-element elementor-element-1c07966 elementor-widget elementor-widget-heading" data-id="1c07966" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <p class="elementor-heading-title elementor-size-default">Opernring 1 <br> 1010 Wien</p> </div> </div> <div class="elementor-element elementor-element-526bcb4 elementor-widget elementor-widget-heading" data-id="526bcb4" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <p class="elementor-heading-title elementor-size-default"><a href="tel:+4313090909">+43 1 309 09 09</a></p> </div> </div> <div class="elementor-element elementor-element-8918758 elementor-widget elementor-widget-heading" data-id="8918758" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <p class="elementor-heading-title elementor-size-default"><a href="mailto:kontakt@e-dialog.at">kontakt@e-dialog.at</a></p> </div> </div> </div> </div> <div class="elementor-column elementor-col-20 elementor-inner-column elementor-element elementor-element-b9ed94d" data-id="b9ed94d" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-5258832 elementor-widget elementor-widget-heading" data-id="5258832" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <p class="elementor-heading-title elementor-size-default">Berlin</p> </div> </div> <div class="elementor-element elementor-element-5e72bf6 elementor-widget elementor-widget-heading" data-id="5e72bf6" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <p class="elementor-heading-title elementor-size-default">Jägerstraße 27 <br> 10117 Berlin</p> </div> </div> <div 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elementor-widget elementor-widget-heading" data-id="a1ba35e" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <p class="elementor-heading-title elementor-size-default">Düsseldorf</p> </div> </div> <div class="elementor-element elementor-element-8c9477b elementor-widget elementor-widget-heading" data-id="8c9477b" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <p class="elementor-heading-title elementor-size-default">Fürstenwall 172 <br> 40217 Düsseldorf</p> </div> </div> <div class="elementor-element elementor-element-8171015 elementor-widget elementor-widget-heading" data-id="8171015" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <p class="elementor-heading-title elementor-size-default"><a href="tel:+4917618141586">+49 176 1814 1586</a></p> </div> </div> <div class="elementor-element elementor-element-b7d5537 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data-widget_type="heading.default"> <div class="elementor-widget-container"> <p class="elementor-heading-title elementor-size-default">Hohe Bleichen 8 <br> 20354 Hamburg</p> </div> </div> <div class="elementor-element elementor-element-f23cf74 elementor-widget elementor-widget-heading" data-id="f23cf74" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <p class="elementor-heading-title elementor-size-default"><a href="tel:+4917618141586">+49 176 1814 1586</a></p> </div> </div> <div class="elementor-element elementor-element-3ce77f5 elementor-widget elementor-widget-heading" data-id="3ce77f5" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <p class="elementor-heading-title elementor-size-default"><a href="mailto:kontakt@e-dialog.de">kontakt@e-dialog.de</a></p> </div> </div> </div> </div> <div class="elementor-column elementor-col-20 elementor-inner-column elementor-element 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class="elementor-heading-title elementor-size-default"><a href="tel:+41763363888">+41 76 3363 888</a></p> </div> </div> <div class="elementor-element elementor-element-b978e36 elementor-widget elementor-widget-heading" data-id="b978e36" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <p class="elementor-heading-title elementor-size-default"><a href="mailto:kontakt@e-dialog.ch">kontakt@e-dialog.ch</a></p> </div> </div> </div> </div> </div> </section> <section class="elementor-section elementor-inner-section elementor-element elementor-element-ea2cecb elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="ea2cecb" data-element_type="section"> <div class="elementor-container elementor-column-gap-default"> <div class="elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-d8d05e0" data-id="d8d05e0" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-066b5ca elementor-widget elementor-widget-heading" data-id="066b5ca" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <p class="elementor-heading-title elementor-size-default">Newsletter</p> </div> </div> <div class="elementor-element elementor-element-3ddd69c elementor-widget elementor-widget-text-editor" data-id="3ddd69c" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p>Holen Sie sich unsere Online Marketing-Insights und Trends direkt in Ihr Postfach!</p> </div> </div> </div> </div> <div class="elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-3827f78" data-id="3827f78" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-9c8a17f 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