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Smedja

Last updated: 30 September 2026

Privacy

Who I am

I am Alex Reinholdsson, owner of Reinholdsson Media House B.V., De Netelhorst 9C, 8051 KE Hattem, the Netherlands, Chamber of Commerce 96166959. This is the controller for smedja.nl and for the emails I send from Smedja. Questions: hello@smedja.nl.

What I collect, and why

1. When you book a call

Name, email address, and if you fill them in company, phone number and message, plus the chosen date and time. I use them to set, confirm and keep the appointment. Basis: the appointment you make with me (performance of a contract, or steps leading up to one). The appointment goes into my Outlook or Google calendar with your name and email address.

2. When you use the contact form

Name, email address, company if you fill it in, and your message. I use them to answer you. Basis: my legitimate interest in replying to whoever asks me something.

3. When I have sent you a business email without you knowing me

Then I did not get your data from you. This is the notice the GDPR requires for that (article 14).

  • What I hold: first name, last name, job title, company, business email address, and sometimes the link to your LinkedIn profile.
  • Where it comes from: Apollo.io, a business contact database, supplemented with public sources such as your company's website and LinkedIn.
  • What I do with it: an AI model (Claude by Anthropic) gives each profile a score from 1 to 10 and a short reason, based on job title, industry and company size. After that, at most four emails written by me go out, on a fixed schedule. No AI writes personal emails to you.
  • What I keep: the data above, the score and the reason, which emails were sent when, and the status (replied, call booked, unsubscribed, not delivered).
  • Basis: my legitimate interest in approaching companies that fit my work. I only approach business addresses of decision makers, with a subject that fits their role.
  • Stopping: every email has an unsubscribe link. You can also reply "stop" or email hello@smedja.nl. After that you receive nothing more, and your address stays only on a list to prevent me from approaching you again.

4. Technical data

Vercel's server logs the IP address, time, requested page and browser type of every visit, to make the site work and to counter abuse. I do not use those logs to follow you.

5. Visitor statistics

I use Vercel Web Analytics to see which pages are viewed how often, on what kind of device, from which country, and through which site visitors arrive. That works without cookies and without a personal profile: I see totals, not who you are, and the numbers cannot be tied to you. Basis: my legitimate interest in knowing whether the site does its job.

Cookies

The site sets no cookies to track you and uses no advertising networks; the visitor statistics work without cookies too. If you pick another language, a functional cookie (NEXT_LOCALE) remembers that choice; no consent is needed for that. The admin part of the site, where only I log in, uses a login cookie.

Who I share data with

Only with parties I need to do the above, and only for that purpose:

  • Vercel (hosting of the site, the server logs and the cookieless visitor statistics)
  • Supabase (the database holding appointments, messages and the data of companies I approached)
  • Resend (sending emails)
  • Microsoft and Google (my calendar, where an appointment with you ends up)
  • Anthropic (the AI model that scores profiles for business emails)
  • Apollo.io (the source of business contact data)

I do not sell data. Some of these parties process data outside the EU; that happens under the European Commission's standard contractual clauses or a comparable basis. The full list with country of establishment is on the Subprocessors page.

How long I keep it

  • Appointments and contact messages: as long as we are in touch, and then at most two years.
  • Data of companies I approached: at most twelve months after the last email, unless a conversation comes out of it. Unsubscribes I keep as long as needed to not approach you again.
  • Server logs: for Vercel's standard period.
  • Visitor statistics: as totals at Vercel, not tied to you.
  • Invoices and contracts: seven years, because the Dutch tax authority requires it.

Your rights

You may see your data, have it corrected or deleted, object to its use, and ask for a copy in a common file format. Email hello@smedja.nl. You will hear from me within one working day, and I handle it within a month. If you disagree with me, you can complain to the Dutch Data Protection Authority (Autoriteit Persoonsgegevens).

Changes

If anything changes in how I process data, I update this page and the date at the top.