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At the latest since the DSGVO, online forms and newsletter registrations are (rightly!) subject to strict rules for the protection of consumer data. In the following, you will get an overview of the legal framework. In the article “Legally compliant registration processes in email marketing”, we elaborate on these points in more detail:
Rule 1: No newsletter without consent
As soon as you send out a newsletter, you must first obtain the express consent of the recipient. Consent is obtained by clicking the necessary checkboxes. In your registration form, it should therefore be evident that it is.
Rule 2: Collect only the most necessary data
Since DSGVO, the so-called data economy applies. Translated, this means that you may not collect more data than is actually necessary. So if it is specifically about creating a customer account for an order of goods in your online store, you will of course need the postal address of your recipient. However, if it is only about sending a newsletter, only an e-mail address is required. Only this field may be marked as mandatory. All other information, such as first and last name or gender, may be requested, but the respective fields may not be marked as mandatory.
Rule 3: Point out the unsubscribe option
As paradoxical as it may sound: even before signing up for a newsletter, you must point out that your newsletter can be easily unsubscribed at any time. You should not only promise this before the double opt-in but also make it a reality by including a so-called unsubscribe link in every newsletter. You can place the link reservedly in the footer.
Rule 4: On the safe side with double opt-in
As the sender, you bear the burden of proof for consent. You must therefore not only prove that consent has been given, but also that it was actually given by the owner of the e-mail address. The double opt-in procedure offers the greatest legal certainty in this regard. The recipient first registers via a form and confirms the registration in a separate e-mail in the second step.