Checklist: How to generate and qualify legally compliant leads

The most important and biggest challenge for companies is attracting the interest of potential customers and then converting them into actual customers. The solution: e-mail and inbound marketing in conjunction with professional lead management. However, if you want to organise this process in a legally compliant manner, you have to comply with a number of legal framework conditions. These include the Federal Data Protection Act (BDSG), the Telemedia Act (TMG), the Civil Code (BGB) and the Law against Unfair Competition (UWG). It is not easy to keep track of all this. To avoid running the risk of receiving a warning letter or even being punished with a fine, companies must comply with all the legal requirements. These requirements are shown in the following checklist by SC-Networks, producer of the e-mail marketing automation solution Evalanche (

Checklist for legally compliant lead generation and qualification:

  • Does your website feature a complete legal notice including all the important corporate information? Is it easy to find and call up?Have you placed a prominently displayed privacy policy on your website, which provides information about the purpose and method of data collection, storage and processing, and the right of withdrawal? Is your privacy policy easily accessible from all pages, such as via a link?Are your mailing templates set up to ensure that every e-mail and every newsletter provides a possibility of withdrawal, such as an unsubscribe link?
  • Have you set up a double opt-in that prospective customers must use to explicitly confirm their subscription?
  • Are your forms designed such that you are only collecting the necessary data with as few mandatory fields as possible – and thus adhering to principle of data economy?
  • Have you set up pseudonymised tracking and obtained the user’s explicit consent to use tracking cookies and collect data?
  • Are users given the option of objecting to the use of cookies and the collection of data during tracking? Is it ensured that this objection can also be technically implemented?

Comprehensive e-book for free download (only available in German)
This checklist and a lot of additional information are included in the e-book: “E-Mail-Marketing und Lead Management rechtskonform gestalten” (Legally compliant e-mail marketing and lead management). The e-book provides an overview of the data security and data protection requirements that must be taken into account for e-mail marketing and lead management – from selecting the software provider to preparing and planning campaigns through to the concrete designing of e-mails and forms.

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