Note: This is general information, not legal advice. Consult a lawyer for your specific case.
Which rules apply?
- GDPR – applies whenever you process personal data, including a named person's work email (e.g. anna.svensson@company.se).
- Swedish Marketing Act (Marknadsföringslagen) – governs electronic marketing such as email and SMS.
- Electronic Communications Act (ePrivacy) – the EU basis for consent rules in electronic marketing.
Cold emails to companies
In Sweden, the prior-consent requirement for email marketing mainly protects natural persons. Emails to legal entities – generic addresses like info@ or sales@ – are generally allowed without consent, as long as they follow good marketing practice.
When you email a named person at a company, GDPR applies. Most B2B senders rely on legitimate interest (Article 6(1)(f)), which requires that:
- your offer is relevant to the recipient's professional role,
- you have balanced your interest against the recipient's privacy,
- you state who you are and where you got the data,
- every email includes a clear, easy way to unsubscribe – and you honour it.
Physical direct mail
Addressed direct mail to companies is one of the most established and lawful forms of B2B marketing. No prior consent is needed for postal mailings to companies. Respect any opt-outs, and if you address a named person, the same GDPR legitimate-interest reasoning applies.
Why we only supply company data
b2bleads.se contains no data about private individuals – no private phone numbers, home addresses or similar. That keeps your outreach focused on businesses and makes compliance much easier.
Why cold outreach still works
- Companies need suppliers. A relevant offer at the right time is welcome, not spam.
- Inboxes reward relevance. Well-targeted, personal emails get far better responses than mass mailings.
- Physical mail stands out. Business mailboxes are less crowded than inboxes – letters get read and kept.
- It's measurable. Test audiences, messages and offers, then scale what works.
- Multiple channels add up. A letter followed by an email (or vice versa) builds recognition.
Compliance checklist
- Target by industry and role – keep it relevant.
- Clearly state which company is sending.
- Include an unsubscribe link and keep a suppression list.
- Document your legitimate-interest assessment.
- Don't keep data longer than necessary.