Email marketing is a popular tool for promoting a company’s services or products to customers.
This is what is meant by email marketing
In email marketing, companies communicate via email with potential or existing customers to inform them about products or services and motivate them to purchase.
- With this direct form of advertising, companies can specifically target their customers, draw attention to new offers and build a relationship with them. Links that are embedded in the email can increase traffic on the company website or on social networks.
- Examples of email marketing include newsletters, welcome emails, confirmation emails, discount codes and vouchers, customer loyalty emails such as birthday greetings, surveys, seasonal messages or invitations to events.
- In order to better reach the target groups, emails can also be sent using a marketing strategy only to selected people in the distribution list in order to address those who are most interested in the topic or product.
- But this marketing tool also has the disadvantage that emails are quickly classified or perceived as spam if they pile up or do not seem relevant to the reader. It is not easy to encourage customers to click or even buy – emails are often deleted unread.
What matters for good email marketing
If you want to use emails as a marketing tool, it is not enough to simply send your customers texts. Good email marketing involves much more:
- Interested parties win: By offering a discount on the first order, you can convince customers to sign up for your newsletter or to be added to your mailing list. This way, you can attract interested parties who have already familiarized themselves with your company and your products.
- Relevant content: The emails should be interesting and useful for the recipient. Nobody wants to receive newsletters that offer no added value, because they will be deleted immediately. So think about new promotions, exciting background stories about the company or present products in an unusual way.
- Attractive design: Your emails should be clear, visually appealing and easy to read. Remember that customers access them on different devices and therefore they must be optimized for various mobile devices.
- Call-to-Action (CTA): In email marketing, each message should contain a clear call to action, such as “Buy now,” “Learn more,” or “Sign up here.”
- Retain customers, don’t scare them away: Regularity in sending is important in order to build a bond with customers. However, emails should not be sent too frequently so as not to annoy the recipient. Remember that other companies also use this tool and people on the other hand receive a lot of emails every day.
- Follow the rules: There are national and international regulations for email marketing that you must adhere to. These include, for example, the GDPR, obtaining consent (opt-in) and the option to unsubscribe (opt-out) from the mailing list.