Successful email marketing

Successful email marketing

The first e-mail was received in Germany more than 30 years ago. A lot has happened since then: e-mails have established themselves as a means of communication in the working world and have become a very successful marketing channel. Today, millions of newsletters and marketing mailings are sent out every day. How does email marketing work and what do you have to consider?

What is email marketing?

Email marketing is a form of digital marketing . Relevant content and information are sent specifically to interested parties and customers by e-mail. This can be a wide variety of advertising messages such as information on new products, blog articles, white papers or classic newsletters, invitations to webinars or mailings on specific occasions such as birthdays or Christmas. With e-mail marketing, many contacts who have registered with you to receive e-mails can be reached quickly and reliably with little effort. The costs are low compared to other forms of marketing.

What are the goals of email marketing?

The aim of e-mail marketing is to provide customers and prospects with relevant information, to offer them added value and thus to encourage them to make a purchase or make further conversions.

What is a conversion?
A conversion is a process in which a prospect performs a desired action. An example would be the download of an e-book offered in the newsletter.

E-mail marketing is therefore suitable both for maintaining your existing customers and for the further qualification of prospective customers. Through personal and direct communication, you ensure that contact with your customers and prospects does not break off and constantly create new touchpoints. This allows you to strengthen the relationship with your prospects and increase customer loyalty.

Benefits of email marketing for businesses

  • More sales: Email marketing is one of the most efficient online marketing channels. Discount campaigns or special offers by e-mail can be used to generate new sales quickly, easily and effectively.
  • Fast communication: You can quickly reach a large number of interested parties via e-mails and provide them with important information and offers.
  • Low costs: In comparison, e-mail marketing is significantly cheaper than other forms of marketing. You only pay for the tool you use to send your mailings. Many CRM solutions include an e-mail marketing function at no additional cost.

  • Direct target group addressing : With e-mail marketing, you can address your customers and prospects individually and personally and create different mailings for different target groups. In this way, your prospects only receive e-mails that are of interest to them.
  • Strengthen customer loyalty : Once you have received consent to receive emails from your prospect, you can accompany them throughout the entire customer journey. You can also use email marketing to reactivate inactive customers with suitable offers. This is how you retain your customers in the long term.
  • Simple measurement of success : In e-mail marketing, you can monitor the transmissions, opening rates and link clicks immediately after sending. This allows you to track directly and in real time how the campaign is received by the recipients.

What is the difference between emailing and newsletter?

Basically, every newsletter is also an e-mail, but not every e-mail is a newsletter. Dispatch at regular intervals is characteristic of a newsletter . The topics are usually diverse and can range from new products and events to special offers, tips, news from the company and much more. A newsletter is sent to all subscribers, i.e. to everyone who has registered for the newsletter on the website.

In addition to the newsletter, there are also e-mails in the form of direct mailings such as event invitations and customer surveys, which are sent to a more specific target group than the newsletter. Here customers are addressed personally and a certain interaction, for example registration for the event or participation in the survey, should be achieved.

There are also automated e-mails , including birthday mailings, welcome mailings or transactional mailings such as order confirmations that are sent automatically. Extensive e-mail marketing tools such as a CRM system offer the option of automated dispatch. The keyword here is marketing automation.

How does email marketing work?

Start your email marketing step by step.

1. Find the right tool

For smooth email marketing to succeed, you need the right tool at your side. Compare different providers to find the right solution for your business. There are three things you should pay particular attention to when choosing a provider:

  • Provider professionalism: Make sure your provider’s servers are on the most important whitelists. This is how you ensure that your e-mails reach the recipients and do not end up in the spam folder.
  • Location of the provider: When it comes to data protection, the location of your provider is also crucial. Only German providers are obliged to comply with the data protection guidelines applicable in Germany for recipient data. You should therefore make sure that the security of your customer data is guaranteed.
  • Provider ‘s pricing model: The solutions also differ in terms of pricing models. Billing is often based on the number of recipients or emails sent. Find the right tariff for your company and make sure that you have sufficient shipping capacity. Many CRM providers usually also have e-mail marketing functions that are available to you free of charge as part of your license.

2. Build recipient list

Of course, to start email marketing you need, you guessed it, email addresses and recipient data. If you offer a newsletter registration option on your website, you can collect contact data from your customers and prospects. You can make the registration more attractive with discount campaigns such as 10% on the first order when registering for the newsletter and thus increase the number of registrations. When registering for the newsletter, be sure to use a double opt-in procedure.

What is the double opt-in procedure?

In order to comply with the GDPR , the newsletter recipients must explicitly agree to being included in your newsletter distribution list. With the double opt-in procedure, you can implement this requirement of the General Data Protection Regulation in a legally secure manner. The recipient must give their consent to receive the newsletter twice. Once with a mouse click when registering and the second time additionally via a link in a confirmation e-mail sent to him. The double opt-in procedure can be easily mapped in a CRM system : consent or rejection is stored directly with the contact. In this way, you do not take any risks when sending newsletters or advertising emails, as the system prevents them from being sent to contacts with an advertising block.

3. Create content and design

In order for your mailings to be opened, the content and the look must appeal to your target group. Design your mailings in your company’s corporate design, incorporate your logo and use image material. The recipient can see at first glance that the e-mail is from you. Using a visual email editor in the usual email marketing tools, you can create mailings and test different layouts with just a few clicks. You should also include your target group in the content. Choose the right content and offer your customers added value. Use clear call-to-action (CTA) buttons with a specific call to action. You should also personalize your mailings and use the recipient’s name when addressing them. So he feels addressed directly.

4. Determine e-mail distribution list

Which target group should receive the created mailing? Not every email is relevant to all of your available recipients. Therefore, select those recipients from your mailing list who you want to specifically address with your mailing. In your CRM system, for example, you can easily select by gender, customer status, professional position, etc. and thus determine a targeted group of recipients.

5. Send mailing

As soon as the mailing has been finalized and tested, the recipients have been determined and the right time to send has been chosen, you can start sending the mailing or postpone it to a desired time in the future. Depending on how much shipping capacity your provider allows, several thousand emails can be sent within a few minutes.

6. Measure success

E-mail marketing does not end with the successful sending of a mailing. Afterwards you can measure the success and make optimizations for future mailings. With the right tool, important key figures are available to you. For example, see open rates, link clicks and unsubscribe rates directly in your tool.

What should you consider with email marketing?

  • Right time : Choose the right time to send your mailing. Depending on the industry and target audience, the best days and times for shipping may vary. Conduct A/B tests and find out when your mailings are best accepted.
  • Right target group: Make sure that you only provide your recipients with information and offers that are relevant to them. If you send too many e-mails with uninteresting content, unsubscribing from the newsletter is just a click away.
  • Possibility to unsubscribe: According to the General Data Protection Regulation (GDPR), each of your recipients has the right to revoke their consent to receive newsletters and advertising emails at any time. This means: every newsletter and every marketing mailing must also have an unsubscribe link. Don’t forget to place it in the footer of the mailing.
  • Mobile display: Especially in the B2C sector, e-mails are mainly opened via smartphones. Therefore, make sure that the layout is responsive and adapts to the end device. You can also use your email marketing tool or CRM to see which devices are used to open your mailings.
  • Test mailings: You should definitely check your newsletter before sending it out. To do this, send yourself a test e-mail in advance, make sure that the display is correct, check the mailing for typographical errors and test whether the links provided work.

Email marketing in the CRM system

A CRM system offers some advantages for email marketing.

1. Map everything via one system

In the CRM you can handle all your email marketing in one system. Access your customer data directly, add recipients to the mailing and start sending without system disruption. This not only saves annoying imports of contact data but also time when creating them.

2. Design with a mouse click

In the CRM system, you can create mailings with just a few clicks. Use different templates that you can easily adapt to your company.

3. Create email marketing campaigns

Another advantage of a CRM system is that you can map entire email campaigns or routes. Plan lead-nurturing sessions in which you determine which consecutive, automated mailings your prospects should receive. Design the follow-up routes individually according to the interests and interactions of the recipient. If the e-mail is not opened, in the next step, for example, a different e-mail can be sent to this recipient than to someone who opened the e-mail. In the CRM, such route planning can be easily mapped using so-called workflows.

4. View evaluations

You can view the controlling of your e-mail marketing activities directly in the CRM. Diagrams give you an insight into the usage behavior of your recipients in a matter of seconds.

Conclusion: Strengthen customer loyalty with e-mail marketing

Email marketing is one of the most effective online marketing methods. It is inexpensive and allows you to reach a large number of interested parties and customers quickly and easily with relevant information and offers. In this way, the relationship with prospects can be strengthened and the bond with customers strengthened. With the right e-mail marketing tool, such as a CRM system, you can ensure that the dispatch runs smoothly. In addition, you uncover optimization potential and can make your e-mail marketing even more successful in the future.

Leave a Comment

Your email address will not be published.