What is understood as email marketing?
The term email marketing is used to describe any mail sent by companies to customers and prospects to promote business relationships. Often in the form of newsletters, individual offers, information and news can also be sent by email. The aim is to maintain active communication with the recipient and thus increase the chances of future purchases or bookings.
It is advisable to handle the implementation of marketing measures via e-mails with a professional partner right from the start. Two reasons in particular speak for professional support:
- An appealing design of the content and the right frequency of emailing is crucial for success. If the mail does not meet the recipient’s expectations or if mails and newsletters are sent too frequently, the recipient perceives them as “spam”. This makes for negative marketing.
- Mail distribution should be automated to save time and effort. Nevertheless, the content should not seem arbitrary, but should fit exactly to the respective recipient. This can be realised with software and digital tools that only a professional web agency has at its disposal.
How is the marketing technically realised?
Email marketing should be carried out according to a previously developed editorial plan. For weeks and months in advance, it should be clear on which date emails are to be sent and what content they should contain. By automating the sending process, you no longer have to worry about sending the emails yourself.
Just as important is a connection to your CRM system, if this is used to maintain customer relationships or generate leads. From the customer and order history, content can be integrated into the emails with the right software that explicitly fits the recipient. For example, if you know which products were bought in your online shop the last few times, you can fill your current promotional email with related products. This is all done without any work on your part.
Why do email marketing?
Emails are the classic form of digital communication. Every one of your customers will use an email address, even if social media and other communication channels are used more frequently. With this direct line to prospects and customers, you can use these advantages of digital marketing with emails:
- Even with a small budget, you can reach a large number of recipients.
- Replace postal delivery with emails, benefits the environment.
- The success of your email campaigns can be selected with technical precision.
- All contents of your mails fit exactly to the respective recipient.
- By sending them regularly, you increase customer loyalty.
To combine all these factors in the best possible way, a digital marketing agency will help again. Factors such as length, frequency and variety in mail content are easiest to choose when you approach your email marketing with independent experts.
Which content to choose for email marketing?
As already mentioned, the content should be relevant, exciting and appropriate for the respective recipient. Under no circumstances should you opt for a classic advertising email that does not bring the recipient any added value. If the recipient realises that you are sending your mails solely for advertising purposes, this is likely to contribute to negative marketing.
Better ideas and approaches that you can develop together with an online marketing agency are:
- Current, exciting news about your company
- Tutorials and explanations about your products
- Buying advice for individual product areas of your shop
- Competitions and similar promotions
Every email should serve a clear purpose, which becomes clear to the recipient after reading the first few lines. Marketing with e-mails should therefore never be done on principle. At worst, this leads to sending two or three emails every week that say nothing and are of no help to the customer.
How a professional web agency can help
A modern online marketing agency like ONELINE is the right contact for all facets of digital marketing. Besides Google Ads campaigns, search engine optimisation or web design development, email and newsletter marketing are among the strengths of an experienced agency. A commission for companies of all sizes and industries is worthwhile for these reasons:
1. Editorial help
Many companies find it difficult to find exciting content. Especially when there are currently no new products or other news about the company. This is where an online marketing agency can help you find quicker ways to inspire readers with exciting content. In addition to the selection of content, the agency also helps with the creation and realisation of editorial plans.
2. Automation
Hardly any companies have software and tools with which the sending of individual e-mails can be automated. Many email clients already have options for sending mass emails. However, these have a standardised format and only allow for individual design to a very limited extent. A digital marketing agency is much better equipped.
3. Analysis and optimisation
In order to conduct good newsletter marketing, an evaluation in retrospect is crucial. In this way, content can be optimised for the future and customers can be targeted even more specifically with exciting content. An online marketing agency is also well equipped in this area to conduct efficient marketing.
4. Legal certainty
When are companies allowed to contact business and private customers at all and use existing mail addresses for advertising purposes? Consumer and data protection in Switzerland and throughout Europe brings with it a number of pitfalls. Newsletter marketing with an agency protects you from missteps in legal terms.
Strong campaigns with a digital marketing agency
Some industries are predestined for versatile and creative marketing with emails and newsletters. These include:
- Online shops
- Publishing houses and media companies
- Travel and tourism industry
- Digital service providers
Since everyday business in these industries is characterised by many tasks and work processes, the entire newsletter marketing should be handed over to an experienced digital marketing agency. The experts at ONELINE will show you what this looks like in concrete terms and how it can be realised even with a small budget. Reduce the risk of ending up in your customers’ spam folder right from the start!
