Email marketing represents the online version of classic direct marketing: direct communication with the customer. The latest news or offers are promptly sent to particular target audiences or complete address books per email. This form of marketing represents an important component in the marketing mix, particularly for online shops, but also for service providers.
In contrast to traditional marketing, email marketing offers certain advantages: Information can be immediately sent to the customer. With an adequately sized allocation, a large number of customers can be reached cost effectively. Some target audiences can be categorised and addressed directly. Through the measurability of the resonance, campaigns can additionally be optimised, thereby increasing conversion.
In order for mailings to be effectively carried out, several points should be taken into consideration. The subject heading should suggest a deal or generate an emotional response. The sender must appear credible and possess a certain amount of brand recognition. At least the company name, or likewise, the name of the sender, should be integrated in the heading. One of the biggest barriers for email marketing is the email provider’s spam filter, which often blocks mail advertisements. Emails should be personally addressed. The more personally the newsletter is composed, the bigger the resonance, generally speaking. A professional layout is also a significant factor for determining the success of an email campaign.
A substantial means of generating the desired response though e-mails is the implementation of hyperlinks which are directly connected to the appropriate landing pages. Hyperlinks should be clearly indicated and positioned near the top of the email in order to achieve a higher click rate. Landing pages can either be standard websites or pages especially created for the e-mail. The page or pages should focus on the objectives of the e-mail, for instance, the sale of a product or redemption of a coupon. Too many links to the landing page distract the user from his or her actual goal, and in general, hinder the rate of conversion. All e-mail marketing campaigns should, in addition, be evaluated professionally in order to monitor their success and collect information about the users. It is of interest, for example, to see whether a certain target audience responds to the email in particular.
Email marketing must also hold to certain principles in order to compose and send legally admissible mailings. The creation of an email data bank alone demands caution. This is why the dispatch of an e-mail for the purpose of advertising requires the explicit consent of the recipient. In general, this is carried out through the so-called double opt-in method, by which the recipient must reconfirm his or her acceptance to being added to the mailing list. As a rule, this takes place by clicking on a confirmation link in the email. This method insures that the actual recipient has accepted as opposed to a third party. Likewise, every newsletter must also allow the recipients to cancel the emails.
We work with you to develop an email marketing strategy. Additionally, with your cooperation, we define the objectives of your e-mail campaign, for instance clicks, answers, opening rates, log-ins, log-outs, and bounces, such as purchases or the redemption of coupons. Furthermore, we assist you during the total set-up process and the distribution of emails or newsletters. For instance, we offer our support in creating templates, composing mailing lists, and conducting effective reporting.
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