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Newsletters and automations, set up on solid legal ground

A list that belongs to you, collected cleanly, with sequences that keep working in the background while you are on site or in a meeting.

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Almost every business sits on a customer list it never uses and instead buys reach on platforms whose algorithm can change next week. The mailing list is the one channel nobody can take away from you or make more expensive. Yet it sits in the invoicing software gathering dust.

The reason is rarely laziness but uncertainty: double opt-in, proof of consent, mandatory sender details, the narrow existing-customer exception under section 7 of the German UWG. These are obligations rather than recommendations, and they can be set up correctly in an afternoon. Anyone turning that into a threat is selling you consultancy instead of a solution. We tell you what applies and note that this does not replace legal advice.

The honest limit: email only works with a list you built yourself. Purchased addresses are legally worthless and wreck your deliverability. At 40 contacts the effort does not pay off yet, and a phone call plus a good website page is the faster route.

Who this suits

A fit if

  • You have existing customers who could return but do not think of it on their own
  • Your service recurs: maintenance, inspections, resupply, seasonal work
  • You have something to say beyond a reminder that you still exist
  • You want reach that does not depend on a platform

Not a fit if

  • You want to buy addresses or scrape them from a directory
  • Your customers buy once in a lifetime and never again
  • You cannot say who will sign off on the content
  • You expect results from the very first send

What is included

  • Choosing and setting up the sending tool with EU hosting and a data processing agreement
  • Double opt-in with logged consent, unsubscribe link and complete mandatory sender details
  • Sign-up forms on the website plus an incentive that matches your offer
  • A welcome sequence: three to five emails, each with one goal, timing and subject lines
  • Technical deliverability: SPF, DKIM and DMARC on your domain so the mail actually arrives

How we work

  1. 01

    Reviewing the list

    We look at which contacts you have and on what legal basis. Anything collected without demonstrable consent does not get mailed, it gets re-collected through an invitation.

  2. 02

    Setting it up cleanly

    Tool, domain authentication, double opt-in, a template in the look of your website. What stands afterwards is a list you can evidence if it is ever challenged.

  3. 03

    Building the sequences

    The welcome sequence first, then the automations that fit your business: maintenance reminders, follow-up after a quote, reactivation after twelve quiet months.

  4. 04

    Finding a rhythm

    Better once a month with substance than weekly with filler. We track opens, clicks and unsubscribes and adjust frequency and topics to those, not to an editorial calendar.

What it costs

The sending tool itself is the smallest line item: entry tariffs from the common European providers sit at roughly 7 to 20 euros net per month for the first 500 contacts according to their public price lists, growing with list size. The work before and after costs more: template design runs roughly 50 to 200 euros one-off on the market, copy and imagery per send roughly 100 to 500 euros. Those are market ranges, not fixed prices. We set it up once and hand over the access: the tool runs in your name, the list belongs to you.

Common questions

Further reading

Let us talk about Email marketing

A conversation where we listen first and then say honestly whether and how we can help.

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