Cold email to Spanish companies: what the LSSI allows and how to do it right

Most cold email playbooks come from the US, where emailing businesses is allowed as long as you include an unsubscribe link. Spain doesn't work that way.

General information, not legal advice.

What the law says

Article 21 of Spain's LSSI prohibits advertising or promotional communications by email or equivalent electronic means that were not previously requested or expressly authorised by the recipient.

• It applies to companies too. The LSSI doesn't distinguish between individuals and businesses as recipients.
• The exception: an existing contractual relationship, writing about products or services similar to those already purchased, with an opt-out in every message.

The Spanish DPA regularly fines unsolicited commercial email.

So how do you win clients by email in Spain?

1. Call first. Call, talk, and if they say "send me some information", that email has been requested.
2. Answer enquiries with as much commercial detail as you like.
3. Work your existing clients with similar products and an opt-out.
4. Offer something useful in exchange for permission: a guide, a template, a free assessment.

If you write, write well

• Short, specific subject line.
• First line about them: "As we discussed on Tuesday…"
• One goal: a meeting or a reply.
• No heavy attachments in the first email.
• Full signature with phone number.

The right address matters

An email that lands with your prospect's accountant is useless even when justified. Use the company's or owner's own email and check the domain exists. On IberiaData that cleaning is done and every email carries a confidence level.