When is there a legitimate interest in cold calling by email?

Basics for international providers

Concept and initial situation

A Legitimate interest is given if your business concern is comprehensible and the rights of the recipients do not outweigh it. In B2B-context, many contacts expect factual information on relevant offers. The aim is to make the benefits clear and minimise invasions of privacy.

• GoalRelevant business initiation between companies
• FrameMinimal data, clear transparency, simple deregistration
• Centre of gravityIndustry fit, function of the contact, objective tone

Pay attention to proportionality. The closer the relationship between the offer and the recipient role, the more likely it is that there is a legitimate interest. A lack of connection increases the risk.

B2B vs. B2C in Germany

In the B2B is about professional e-mail addresses and functions. B2C concerns private individuals. For B2B, the more specific the approach to professional tasks, the better. For B2C, advertising emails without prior consent are generally not permitted.

• B2B: Professional contacts, factual content, clear deregistration
• B2CHigh protection standards, usually prior consent
• Borderline caseCase-by-case check for mixed addresses (info@...)

Use clear contact persons with specialised responsibility. Avoid broad distribution lists and unclear collective mailboxes if the reference cannot be verified.

When is a legitimate interest likely?

Strong industry and task fit

A legitimate interest is more likely to be given if your offer is the Core tasks of the recipient. Example: Supplier in the Czech Republic writes the Purchasing of a German mechanical engineering company.

• ReferenceProduct/service solves a specific, known problem
• RoleContact is technically responsible (purchasing, technology, quality)
• Usefulness: Measurable advantage such as price, quality, delivery time

Check the technical competence in advance. Document why your offer is suitable for this company and this role.

Expectability and fairness

Recipients should reasonably can expect to be contacted. This includes the fact that similar companies typically receive such information.

• ContextExisting loose contact, trade fair discussion, LinkedIn exchange
• Industry standard: Supply offers in standard supply chains
• TransparencyWho are you, why do you write, what is the benefit?

Briefly explain how you got the address and why your message is relevant. This creates trust and reduces the risk of complaints.

Data source and data minimisation

Use only necessary Contact details and reputable sources. Keep the e-mail shortdo without attachments if links to facts are sufficient.

• dataName, function, company e-mail; no private details
• Source: Company website, public business directory, trade fair
• CancellationClear, simple opt-out option

Only save what you really need. Make a note of opt-outs and respect them permanently.

How can you write to us?

Structure of the first e-mail

The first e-mail must clear, short and relevant be. Put the benefits in the foreground. Offer an immediate Simple deregistration to.

• SubjectBenefit + product category (e.g. "Cost-effective CNC parts for series 2026")
• First sentenceWho you are, why you write, industry reference
• Core benefits2-3 solid advantages with figures or facts
• Next step: Non-binding appointment or data sheet on request
• Opt-out: One sentence for deregistration at the end

Avoid superlatives and vague promises. Precise statements and a factual tone increase acceptance.

Frequency and follow-up

Set moderate frequencies. A short follow-up is often justifiable if the first e-mail remained unanswered and the reference is strong.

• Clocking1 initial mail, 1 follow-up after 7-14 days, optionally 1 final "last attempt" after a further 14 days
• Stop signalImmediate stop in case of opt-out or clear lack of interest
• DocumentationDispatch time, content, reactions

More than three attempts seem intrusive. After that, there is probably no interest. If you respect boundaries, the risk decreases.

Grey areas and risks

There are Grey areasfor example, in the case of general mailboxes, unclear industry fit or very promotional language.

• General addresses: info@... only with precise reference and concise presentation
• External dataPurchased lists are risky; check origin and up-to-dateness
• Advertising language: Exaggerated claims increase complaints

If in doubt, reduce reach and focus on clearly suitable target accounts. Quality beats quantity.

Practical examples for international companies

Supplier Czech Republic → Manufacturer Germany

A Czech metal processor offers German mechanical engineering companies better delivery times. The recipient is the Purchasing Manager of a relevant work.

• Mail coreUse case, capacities, certifications, sample prices
• ReferenceMention of comparable projects, standards, delivery times
• Opt-out: Simple deregistration at the end

The reference is clear here. The message is factual. The legitimate interest may be obvious if the benefits are robust and opt-out is possible.

USA/China/Saudi Arabia → German customers

An international electronics supplier writes to German OEMs. The contact is Head of Procurement. Topic: Quality + costs.

• Mail coreQuality certificates, audit experience, references without secrets
• ReferenceMatching HS codes/product groups, samples available
• Opt-out: Clear cancellation option

The same applies here: relevance, transparency and restraint. No mass mailing, but targeted. This strengthens the legitimacy of the contact.

Why a virtual office in Düsseldorf helps

Trust through German company address

One German address increases credibility among German recipients. It shows Local availability and reduces concerns about foreign suppliers.

• Advantages: German company addresslocal impression, faster response
• Service: Mail reception for letters, parcels, registered mail
• Seriousness: Clear sender data instead of anonymous foreign mailboxes

With a Virtual office your email looks more familiar. This can increase opening and response rates because barriers are lowered.

Visibility through Google Maps and accessibility

A Google Maps entry with a Düsseldorf address improves the Findability. Recipients can check your data and gain confidence.

• Map advantages: Local visibility, Reviews, Directions
• AccessibilityGerman telephone number, fixed times
• EffectLess doubt, faster queries, shorter cycles

For international suppliers, this is an easy way to more Visibility. Virtualoffice-Germany provides address, mail service and entry.

Checklists and templates

Quick check before dispatch

Before each initial mail, use a short Checklist. This ensures quality and reduces risks.

• Addressee: Professionally responsible? B2B address?
• Reference: Concrete benefit for precisely this company?
• TransparencyWho are you, why do you write?
• data: Only minimal data used?
• Opt-out: Simple deregistration included?
• Clocking: Maximum of 3 contacts planned?

If an item is "No", optimise first. Only send when Relevance, Transparency and Respect are fulfilled.

Sample for a first B2B mail

A clear structure helps. Customise each module to the sector and recipient function.

• Subject"[Product group] with 12-week delivery time for [company]"
• Opening: "we manufacture [product] and support [industry] with [benefit]"
• Proof"Certificates, capacities, sample project, key figures"
• Call-to-action: "15-minute vote next week?"
• Opt-out"If you don't want any information, a short message will suffice."

Provide the signature with German company address and telephone number. This shows presence and facilitates enquiries.

Common mistakes and how to avoid them

Bulk mailing without personalisation

Mass emails without reference cause complaints. This weakens your argument of legitimate interest.

• RisksSpam categorisation, reputational damage, legal conflicts
• Antidote: Narrow target account list, clean research, clear benefit statement

Focus on quality instead of quantity. Every message should prove that you Know and respect.

Unclear identity and missing opt-out

Incomplete sender data looks dubious. If the cancellation is missing, the risk increases.

• Mandatory proximityComplete signature, unique company, address, telephone number
• Opt-out: Visible, simple, without hurdles

Transparency and a clear Second company headquarters in Germany-The information removes barriers. This increases your success rate.

Conclusion

A Legitimate interest for cold-contact e-mails is given above all when Relevance, Transparency and Restraint come together. Address your message to the right role, mention tangible benefits and make it easy to unsubscribe. A Virtual office in Düsseldorf with German address, Mail reception and Google Maps entry strengthens trust and increases the response rate. This turns an initial contact into a real Business initiation.

Establish a serious presence in Germany now

Secure your German company address in Düsseldorf. With Virtual office, Mail reception and Google Maps entry by Virtualoffice-Germany. Use the contact form directly below this article. Your next e-mail will immediately appear more trustworthy.

Note: This article offers practical tips for B2B communication. It does not replace legal advice.