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Email marketing for online stores selling in Germany
Germany is next door and a big step. Customers expect German, familiar payment options and a careful approach to consent.
Language, payment and delivery
Write in German
Native German, not a quick translation. Decide between “du” and “Sie” and keep it the same everywhere.
PayPal, Klarna and invoice
Many German shoppers want to pay by PayPal, with Klarna or on invoice. Say which of these you offer in your abandoned cart email.
Say who delivers
Name the carrier, for example DHL, and how long delivery to Germany takes from your warehouse. Honest times beat fast promises.
The German shopping calendar
Some dates match the Netherlands and Belgium. Others are German only.
- Valentine’s Day, 14 February.
- Easter, a bigger gifting moment than in the Netherlands.
- Mother’s Day, in May.
- Black Friday, late November.
- Advent and Nikolaus, 6 December, when children find small gifts in their shoes.
- Christmas, with presents on Christmas Eve, 24 December. Cross-border delivery takes longer, so your last send comes earlier.
No Koningsdag and no Sinterklaas evening. Leave those out of your German segment.
Consent and the rules
The GDPR applies, and German practice is strict about marketing email.
- Double opt-in is the norm. Someone signs up, gets a confirmation email, clicks the link, and only then is subscribed. Keep proof of that click.
- An Impressum is required in newsletters: your company name, address, contact details and registration details. Put it in your email footer once.
- Every email needs a working unsubscribe link.
- Check your consent texts with someone who knows German law before your first send.
This is general information, not legal advice.
How Unsolve helps
Germany shares your time zone, so the work is in language and segments, not in clocks.
- A German segment, so German customers only get German emails.
- Schedule per subscriber time zone for everyone outside Central Europe.
- Four ready-made flows you can set up in German next to your Dutch ones.
- Import only people who agreed to receive email.
Questions about Germany
Is single opt-in enough for Germany?
It is risky. Double opt-in is the norm, and it gives you proof that the person behind the address really signed up.
What goes in the Impressum?
Who you are and how to reach you: company name, address, contact details and registration details. Ask a lawyer what applies to your company.
Can I use my Dutch flows for German customers?
Use the same structure, but write the text again in German and adjust payment methods and delivery times.
You have enough solutions.
Get the one that takes things away.
