How can I sell my 2018 email list

Address trading: Data protection assessment of list broking

The most important information about address trading in brief

  • Address trading essentially serves that purpose Direct marketing and is intended to expand the customer base of the buying companies.
  • It is basically permissibleTo sell or buy customer addresses. Section 28 of the Federal Data Protection Act allows these processes to be carried out subject to the fulfillment of legitimate business purposes.
  • The Consent of the person concerned is usually not necessary if the business interests outweigh their own interests or the data is publicly accessible.

What are the goals of address trading?

The address trade (List broking) is a important instrument in the field of direct marketing. Companies are always looking for potential new customers. To the Expand customer base To be able to and distribute tailored advertising, many resort to buying addresses if there is not enough potential in their own databases.

The companies then turn to Address trader (List broker) who give you an agreed number of Company or private addresses leaves. The potential new customers can then over different advertising measures (Flyer, extensive Infopost, vouchers, etc.) in the hope that at least some of the private individuals will respond and be included in the customer base.

When companies buy company or private addresses, they can too considered different criteria when creating address lists become. If necessary, these can be individualized to the usual target group of the buyer (e.g. location in middle-class residential areas, vehicle owners, smokers, doctors).

In addition, the origin of the addresses allows Conclusions about the interests of the data subjects. Suppose the person concerned buys a new, exclusive kitchen from a supplier. An address dealer can now sell this address data to a company that sells high-quality kitchen utensils. This can then send advertising to the person concerned, who may decide on one or the other equipment for the new kitchen.

But it is not only possible to buy private addresses, but also company addresses. Because even companies can become customers of other companies (for example when selling work machines, specialist books, work materials, etc.).

Address trading is, so to speak, that analog variant for direct marketing on the Internetthat is about the evaluation of user data individualized advertising enables.

With address trading, it is not only possible to buy customer addresses directly. There is also the possibility of Address rental. In this case, the purchasing companies do not receive the address lists themselves, but give them to an external party Trustee. The advertising is distributed via this. Only when a potential new customer reacts to the marketing measures is their address finally forwarded to the company.

Buying addresses & selling addresses: The largest providers in Germany

If companies want to buy addresses that should increase their customer base in Germany, they can turn to a wide variety of locations. Since address trading is a lucrative business, the market is flourishing. Below is a Selection of the currently largest list brokers in Germany:

  • Deutsche Post Direkt GmbH
  • ABIS GmbH (subsidiary of Deutsche Post Adress GmbH & Co. KG)
  • EOS group of companies (subsidiary of the Otto Group)
  • Acxiom Deutschland GmbH (subsidiary of a US service provider)
  • AZ Direct GmbH (subsidiary of Arvato / Bertelsmann AG)
  • Adress-Base GmbH & Co. KG
Buy & sell addresses: The price for the data is generally dependent on the scope of the requested or transmitted data. But the thematic pre-sorting also has an impact on the costs. Flat-rate prices cannot therefore be set.

Buying and Selling Addresses: Is It Legal?

In view of the extent to which the address trade has assumed, the question quickly arises whether it is actually permissible from a data protection point of view to buy or sell address lists in order to deliver individually tailored advertising. Address trading and data protection seem admittedly hardly to get along. The address data of a person fall under the provisions of data protection as personal data. But:

In principle, neither the sale nor the purchase of addresses violates data protection! This is in turn governed by the Federal Data Protection Act (BDSG). According to § 29 BDSG, the consent of the data subject is not even necessary for the transmission. It suffices if either

  1. if the interests of the body outweigh those of the individual concerned or
  2. the data is generally accessible or (e.g. via the imprint of a website)
  3. the body should publish it.
So it is not illegalTo sell customer addresses. The purchase of addresses itself is also permitted accordingly. However, usually only companies or business people can buy addresses. In the case of private individuals, the necessary business purpose, which is a prerequisite for admissibility, is usually missing. Thus, not all data trading per se is permitted.
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Address trading: Data protection assessment of list broking
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