Is email marketing still a recommendable strategy in 2020?

Even in the age of social media, direct marketing via email remains an effective way of addressing individual target groups. If newsletters are deleted or unsubscribed, it is because they do not contain any information of interest to the addressees and therefore offer no added value. Successful integration into your marketing mix requires a good strategy. Used correctly, email marketing 2020 will boost your sales and increase customer loyalty.

The steps to effective email campaigns

Targeted mailing campaigns motivate recipients to engage with your company and take the desired action. Every successful marketing concept is based on specific goals, typically:

• Expand your subscriber list
• Spread important information
• Introduce new products or services
• Increase cross and upselling
• Generate more social media followers
• Turn existing customers into fans and brand ambassadors
• Re-engage less active subscribers
• Better segment your subscribers.

Your goals determine the choice of the appropriate email type. Promotional emails promote offers or new products, while relationship emails strengthen customer loyalty through relevant information.
To effectively tailor content to your target audience, it goes without saying that you need to know them. Gathering and analyzing relevant information about their interests is a fundamental prerequisite for successful direct marketing.

Success booster content and personalization

As with content marketing, useful content is very important for your target group. Instead of self-promotion, the focus should be on the interests and problems of your readers. As a rule of thumb, content should consist of 90% useful and helpful information and only 10% promotion for your company or product. Think carefully about what added value your recipients will gain from reading your message.

If you want to reduce scatter losses, there is no way around personalization and segmentation. While traditional marketing offers hardly any possibilities in this regard, personalization is trump in online marketing. Meaningful segmentation, based on demographic, geographic, or behavior-based data, guarantees that your message reaches the right recipients. Sending the same message indiscriminately to all subscribers leads to deliverability problems, unsubscribes, or spam complaints and ultimately to revenue losses. Personalization goes far beyond addressing recipients by name. Only when your readers feel that the emails they receive are tailored to their needs and contain high-quality content will they become passionate followers.

Email Marketing Munich – more success tips

A meaningful subject line decides whether to open or not. This clearly communicates what content and benefits your readers can expect and arouses emotions. The call-to-action, a clearly defined request for action in the form of a button that is intended to initiate an immediate reaction, is also crucial to the success of your campaign. Effective CTAs draw attention to themselves and entice the desired click by means of appropriate placement, colors and imperative wording (“Request a free sample now”).

Conclusion

Email marketing remains an essential part of your marketing mix and offers especially e-commerce companies a high return on investment. Professionally executed email campaigns achieve response rates of 5–15%. Extensive evaluation options make results measurable and allow for quick adjustments.

Supplement your classic marketing and enter into direct dialog with your target group. Email Marketing Munich - we provide you with competent and comprehensive support in terms of address generation, content conception, layout design, programming of your templates, dispatch and reporting.

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