Sending Newsletters Correctly

Article translated by machine

This text is a machine translation. A revised version is planned.

The dispatch of newsletters represents a favorable and effective advertising medium, in order to reach customers and subscribers. When creating and sending a newsletter, certain conditions must be met in order not to violate applicable law or annoy the recipient.

You should take this into account when sending newsletters:

  • Double-Opt-In: Send only to recipients who have previously registered and then expressly confirmed that they want to receive emails. See also:

  • Text format: Always add an introductory part in plain text format to HTML format. This ensures that your emails can be read by all recipients.

  • Notice of registration and deregistration: In each of your emails, include a note indicating which page the recipient has logged on to. Here is an example:

    "You receive this newsletter because you have registered on our Internet pages If you no longer wish to receive messages from us, please click here (link)".

  • One-click unsubscribe: Include a link in each email that allows the recipient to unsubscribe with a single click.

    Important: The unsubscribe link should already contain the address to which you sent your newsletter. Other unsubscribe procedures that require you to enter your email address often fail in practice.

  • Check your shipping details: Please make sure that an existing email address is entered in the"FROM" or"RETURN-PATH" fields when sending your newsletter. This ensures that you receive undeliverable messages if one of the recipients no longer exists.

  • Evaluate the undeliverable messages: Any address for which you receive an automatic undeliverable message should be removed from your address list. Depending on the volume of your address list, you can use software for evaluation and administration.

Tip: Manage, design and send newsletters easily via the Newsletter Tool.