Email marketing is far from old hat
What is supposed to be so special about email marketing ? Nobody reads it, is no longer up-to-date and anything but useful – you might think. But far from it. The enthusiasm for email marketing is unbroken and is still trendy . Hundreds of thousands of emails fight for attention every year. To stand out from the crowd, you need a successful overall concept. In addition to the company’s own website, e-mail mailing is one of the most effective forms of online marketing advertising. By sending electronic messages, customers and interested parties can be reached quickly and inexpensively.
What exactly is email marketing? The definition
Defined by Abbreviationfinder, E-mail marketing is an integral part of online marketing and clearly belongs to the direct marketing division. Email marketing shouldn’t be a stranger because everyone has received an email like this at some point. It is used to send digital messages to potential and existing customers. By addressing the target group in person, the target group is prompted to respond, either via a call-to-action button or a link, both of which are intended to encourage visitors to visit the website or make a purchase.
Basically, email marketing can be divided into emailing and newsletters . However, email mailing is more flexible. E-mails are sent as soon as there is news or special promotions, for example summer sales. The newsletter, on the other hand, has fixed intervals.
There are also a few things to consider when it comes to email marketing. Just go for it and it can quickly backfire. An important principle is the consent of the recipient – there are some important points that should not be ignored when creating e-mails and creating newsletters.
Unimagined advantages of email marketing
There are many reasons in favor of email marketing: Email is inexpensive and always reaches customers because, unlike advertising by post, emails are read. E-mails usually stay in the mailbox until they are deleted at some point. Strictly speaking, they have a longer lifespan than, for example, a Facebook post that is no longer visible after a short time. In short, email marketing and newsletter marketing have the advantage of reaching an enormous number of people with relatively little effort. The statistics also speak for themselves: e-mail marketing is one of the most successful marketing measures of all. This is why it is not surprising that email marketing is is an indispensable part of the marketing mix for many companies.
Short and compact
- Costs: With email marketing, costs remain low, which increases the return on investment.
- Test options:By evaluating from the subject line to the content, campaigns can be optimized and the success increased sustainably.
- Environmental friendliness:There is no waste by sending newsletters and mailings, and paper is not required.
- Real time:The success of the campaign can be determined in real time by measuring opening and click rates as well as other key figures (KPIs).
- Dialogue marketing: Asks recipients to respond directly.
- Traffic: Email marketing generates huge amounts of traffic . The conversion rate is particularly high.
- Timeliness:With email marketing, recipients are always up to date because there are no delays.
- Customer loyalty: Newsletter marketing and email mailings help to build sustainable customer relationships.
- Design:Newsletters can be designed individually. Messages are conveyed effectively and the brand is strengthened at the same time.
- Low wastage:through interest-based campaigns.
Nothing works without an email marketing tool
No matter if you are a beginner or a professional – you should not be without an email marketing tool . It enables the dispatch to be fully automated, quick and uncomplicated. This not only saves an enormous amount of time, but also prevents careless mistakes that can occur when sending manually. In addition, with standard e-mail providers there is a risk that e-mails above a certain number will be intercepted by the spam filter. The servers of professional e-mail marketing software, on the other hand, are on the most important whitelists and are therefore classified as trustworthy. In one tool all database contents can also be managed centrally. Upload product information and manage recipient lists are no longer necessary. In a nutshell: Creating newsletters and emails can be done quickly and easily, with impressive templates, bypassing the spam filter – directly into the recipient’s inbox.
The right tool for creating a newsletter
There are free and paid e-mail marketing tools that offer delivery as well as automation and personalization options. The so-called CRM tools (customer relationship management tools) contain countless useful functions for lead generation and customer management.
- Editor with drag-and-drop function: campaigns can be designed efficiently with an easy-to-use visual monitor that can be used to personalize e-mail templates .
- Different types of campaigns: The software should support several types of email, including regular newsletters, A / B tests, and autoresponders .
- Marketing automation : Regardless of whether you just need a simple autoresponder or an automated, targeted campaign , software should definitely cover everything.
- Registration Forms: A good newsletter tool allows you to create your own form for subscribers, either embedded on the page or hosted on a separate landing page.
- Interfaces: E-mail software must be able to create links to important applications, e.g. B. to blog, online shop, CRM and analysis tool.
- Deliverability: What use is a newsletter service if the emails can’t get past the spam filters?
- Support: A comprehensive knowledge database as well as support via e-mail and live chat or telephone are ideal. However, not all tools offer these channels.
- Segmentation function:only certain target groups receive mailings.
- Data protection compliance : integrated double opt-in procedure, imprint, unsubscribe link.
- Integrated split tests: A / B tests to compare two different newsletter variants.
- Comprehensive reporting: for evaluating the email campaigns.
- simple and intuitive operation
- enough choice of ready-made responsive templates
The most important tools:
- mailXpert – the largest in Switzerland
- Sendin blue
Pay attention to legal issues
When sending newsletters and e-mails, the legal side must also be considered, because numerous laws regulate the handling such as: the Telemedia Act (TMG), the Federal Data Protection Act (BDSG) and the General Data Protection Regulation ( GDPR ).
If you want to avoid the consequences, you should definitely observe the legal framework for sending e-mails. This includes the following points, among others:
The GDPR stipulates that recipients of newsletters must have demonstrably and expressly consented to the inclusion of the newsletter mailing list. This can only be implemented with the double opt-in procedure. The recipient must give permission when entering their data and confirm the additional link.
The data protection declaration is mandatory, in it the points of data processing must be explained. It makes sense to emphasize that the e-mail addresses are not sold, this not only looks more serious, but also more trustworthy.
Insert unsubscribe link
Every newsletter must contain an unsubscribe link so that the subscriber can unsubscribe at any time.
Each newsletter must be provided with an imprint, which is regulated in the Telemedia Act.