Expert knowledge for digital decisions
How to legally connect CRM and Newsletter?
Short answer
What must be transferred
Not only the email address, but:
- Whether consent exists
- When it was granted
- How – form, double confirmation, written
- For what exact purpose
Without these four pieces of information, consent is not verifiable in a dispute – and thus practically worthless.
Unsubscribe in both directions
If someone unsubscribes via the unsubscribe link, this must be reflected in the CRM. Conversely: If a marketing objection is noted in the CRM, the newsletter system must not send further emails.
This reverse synchronization is missing in many integrations. It is the most common cause of complaints.
Existing customers
§ 7 Abs. 3 UWG allows advertising for similar products to existing customers under strict conditions without explicit consent – the email address must have been collected during the sale, the right to object must be mentioned with every use, and objection must be simple to exercise.
These contacts should be clearly distinguished from consensual contacts in the CRM, as different rules apply.
Technically
An integration via interface with bidirectional synchronization, not via CSV export. A monthly export means unsubscribes may take up to four weeks to take effect.
This text does not replace legal advice.
Key facts
- Must be transferred
- Whether, when, how and for what purpose consent was given
- Most common error
- Unsubscribe only takes effect in one direction
- Existing customers
- § 7 Abs. 3 UWG, clearly distinguish
Sources
All external claims are backed by traceable sources.-
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Gesetz gegen den unlauteren Wettbewerb (UWG) Bundesministerium der Justiz