{"id":17022,"date":"2026-07-28T19:42:04","date_gmt":"2026-07-28T19:42:04","guid":{"rendered":"https:\/\/e-dialog.group\/blog\/newsletter-tracking-whats-allowed\/"},"modified":"2026-07-30T19:46:58","modified_gmt":"2026-07-30T19:46:58","slug":"newsletter-tracking-whats-allowed","status":"publish","type":"post","link":"https:\/\/e-dialog.group\/en\/blog\/newsletter-tracking-whats-allowed\/","title":{"rendered":"Newsletter Tracking\u2014What’s Allowed?"},"content":{"rendered":"
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What happens during newsletter tracking?<\/h2>\n

The most common tracking methods in email marketing are:<\/p>\n <\/div>\n<\/div>

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  1. \n
    \n 01 <\/div>\n
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    Pixel counter<\/h3>

    A 1×1-pixel image in the newsletter. When the email is opened, the image loads from the server, and the sender knows when the email was opened—often including the IP address and device information. <\/p>\n<\/div>\n <\/div>\n <\/li>\n

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    \n 02 <\/div>\n
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    Tracking Links<\/h3>

    Custom links that contain UTM parameters, which can include various types of information.<\/p>\n<\/div>\n <\/div>\n <\/li>\n

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    \n 03 <\/div>\n
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    Profile Creation<\/h3>

    Combining this data to create recipient profiles, for example, to identify interests and personalize future newsletters.<\/p>\n<\/div>\n <\/div>\n <\/li>\n <\/ol>\n <\/div>\n

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    All of this involves two aspects: access to the recipients’ devices and the processing of personal data. That is precisely why several laws intersect here. <\/p>\n

    Data Protection in Email Marketing: The Three Relevant Sets of Regulations<\/h3>\n

    Anyone who sends and tracks newsletters operates within the interplay of three laws.<\/p>\n

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    1. GDPR<\/li>\n
    2. UWG (Section 7)<\/li>\n
    3. TDDDG (Section 25)<\/li>\n<\/ol>\n <\/div>\n<\/div>
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      The key point: Tracking requires its own consent<\/h2>\n

      This is where things get tricky for many senders. It’s not enough to obtain consent “for the newsletter” and then quietly let tracking run in the background. Legally speaking, tracking is a separate measure: <\/p>\n <\/div>\n<\/div>

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