Why does email marketing work

E-mail marketing: using newsletters and mailings correctly

Email Marketing: Yesterday's News?

Even in the age of Facebook, Twitter and Co., classic email marketing is still justified. For example, the fact that it is more widespread than social networks among the population speaks in favor of e-mail as a marketing tool. Over 95% of Internet users have an email account.

While an advertising message on social media is quickly drowned in the flood of news and does not reach all users, one can assume that an e-mail will be seen by the customer in the inbox, even if he is not online every day. A point that should not be neglected is that a well-maintained list of addresses for e-mail marketing also creates independence from the major search engines. Even if your own page is not placed in the top 10 on Google, you can reach and reactivate your customer base personally via a newsletter.

If a customer entrusts his or her email address to a company, this indicates a specific interest in the company and its products. So it is not surprising that, according to a study by the Bundesverband des Deutschen Versandhandels, online shops confirm that email marketing has the highest response and repurchase rate of all online marketing activities. Therefore, even in times of social media marketing, it is worth taking a look at email marketing.

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How do I set up an email distribution list?

Before you can send out a newsletter, you need to build up a database of email addresses to which you can distribute your mailings. Due to the legal framework, it is essential for e-mail marketing that you obtain the recipient's consent when obtaining the e-mail addresses.

There are numerous options for setting up the e-mail distribution list. The most important channel is obtaining e-mail addresses from your own website. Place a registration form for your newsletter in as prominent a place as possible. Write a short and concise text that summarizes the advantages of subscribing to the newsletter. Advantages of registering with an e-mail distribution list can be, for example, special discount campaigns or early information about new products. Make sure that the registration is as easy as possible for the user. A single text field in which he leaves his e-mail address can be enough and lowers the inhibition threshold to register with an e-mail distribution list.

Social media can also be used to set up an email distribution list. For example, you can add a login form on your Facebook page. Another tried and tested concept is "Share with your Network". This increases the reach of your e-mail distribution list by allowing your customers to recommend interesting information to their social network.

You can also collect e-mail addresses offline in order to expand your e-mail distribution list. Be it at trade fairs, in a conversation with a customer on the phone or, if necessary, at the point-of-sale, in a shop - but make sure that you always get the consent of the customer for the newsletter to be sent out here, too.

Design of a newsletter for email marketing

Despite all the advantages, there are a few things to consider for successful email marketing. In addition to the strict legal situation, the user-oriented design of the e-mail is of great importance due to the spam problem. Because the customer is only willing to read a newsletter regularly if it contains information that is useful for him. Impersonal sales messages land immediately in the trash and email marketing comes to nothing.

A good advertising e-mail is also characterized by a short and concise subject line, a clear structure and a conspicuously placed "call to action". In e-mail marketing, this is understood to be the request to take action: a download, a purchase can do that a product or a visit to a website.This request is usually combined with a prominently placed link to the online offer.

If you do not want to deal with the technical details of the newsletter design, there are numerous online tools that offer you, among other things, a construction kit and attractive templates.

Online tools for email marketing

The American provider MailChimp and the German provider Cleverreach are widely used online tools for e-mail marketing. Both are free up to a certain size of the mailing list. In theory, you can also use the mail merge function of Outlook to conduct your e-mail marketing. In addition to the lower administrative effort, e.g. the automated processing of registrations and cancellations at the email distribution list, there are numerous other reasons for using specialized online tools for email marketing.

The provision of ready-made registration forms and construction kits for the visual design enable even technically inexperienced users to easily get started with e-mail marketing. You also benefit from the whitelisting projects of the email marketing providers. These work together with the major e-mail providers so that their newsletters pass their spam filters without any problems. Some providers also integrate social media functions so that the recipients can easily share your newsletter with their friends. Most e-mail marketing tools also come up with numerous evaluations and statistics and support you in monitoring the success of your e-mail campaigns. We have put together an overview of suitable providers for email marketing software for you.

The legal framework for email marketing

Anyone who relies on a correct imprint in their newsletters and the express consent of the recipient is legally on the safe side with email marketing. Since you, as the operator of the newsletter, have to prove in case of doubt that you have the express consent of the recipient, you should use the double opt-in procedure. This means that after registration, the recipient must click on a link in a confirmation email in order to actually be entered in the email distribution list. Last but not least, you must ensure that a recipient can unsubscribe from the newsletter at any time and free of charge.

Also note all data protection regulations that have been tightened in the course of the GDPR.

Author: Für-Gründer.de editors

As editor-in-chief, René Klein has been responsible for the content of the portal and all publications by Für-Gründer.de for over 10 years. He is a regular interlocutor in other media and writes numerous external specialist articles on start-up topics. Before his time as editor-in-chief and co-founder of Für-Gründer.de, he advised listed companies in the field of financial market communication.