What do you do in email marketing

Why Email Marketing?

It's a simple fact: communication via email is ubiquitous because of its many advantages. This applies in the private as well as in the business area. It is therefore hardly surprising that every company sooner or later grapples with the topic of email marketing. If you are looking for it for the first time, you will quickly see how many arguments there are in favor of email marketing. But it is not that easy to maintain an overview here. We have therefore devoted ourselves in this chapter to the question: "Why email marketing?"

What is Email Marketing?

Email marketing is a form of online marketing in which a target audience receives advertising or notifications via email. In principle, this is direct marketing via email. With the help of personalization, the target group is addressed personally and prompted for a reaction. This is done using call-to-action buttons or links that are intended to encourage visitors to visit a website or purchase a product.

Newsletter marketing is a sub-discipline of email marketing. While newsletter marketing is limited to newsletters, i.e. information sent regularly by e-mail, e-mail marketing includes all marketing measures via e-mail. This can also be, for example, transaction emails, trigger mailings, service and notification emails or email signatures. All of these forms of mailings will be examined more closely in later chapters.

Why do companies need email marketing?

There are tons of reasons to use email marketing. With e-mail marketing, companies can reach prospects and customers in a targeted and cost-effective manner. To put it in an exaggerated way: It is almost negligent not to make use of it. The possibilities range from classic newsletters to one-to-one or transactional emails with highly personalized content.

The statistics also speak for themselves: E-mail marketing is one of the most successful marketing measures of all. It is therefore not surprising that email marketing is an indispensable part of the marketing mix for many companies.

But not all companies know and use the advantages of this communication channel. So in this chapter we explain why email marketing is so successful. We also show which companies should do newsletter marketing.

How does email marketing work?

In principle, email marketing is very simple: a sender sends newsletters and mailings to recipients using a professional mailing solution. All the sender needs is the recipient's email address and their consent to receive the emails. That's basically all.

However, to be really successful with email marketing, it takes a lot more. It is best to rely on the know-how of experts when taking the first steps. There is a lot to consider: it all starts with the distribution of mailings, continues with the distribution of mailings, creation of mailings and personalization up to the actual dispatch of the mailings. With a little start-up help, anyone can quickly celebrate their first successes in their own email marketing.

Why Businesses Should Do Email Marketing

So much for the preface. Let's get down to business! As indicated in the previous lines, email marketing has a number of advantages to offer. For this reason, we have summarized some arguments for you in note form, divided into the various sub-areas of e-mail marketing. Get an idea of ​​the potential that lies dormant in email marketing.

General reasons for email marketing

  • Costs: Email marketing is particularly efficient when it comes to reaching a large number of recipients. The best: The costs for implementation are very low. This increases the return on investment.
  • Test options: Professional newsletter software offers extensive test options. By evaluating the various tests, from the subject line to the content, campaigns can be optimized and their success increased in the long term.
  • Environmental friendliness: The electronic transmission of newsletters and mailings eliminates the need for transport by post and there is no waste. Energy consumption is also reduced with modern server technology.
  • Real time: By measuring opening and click rates as well as other key figures (KPIs) in real time, senders can determine the success of the campaign immediately after sending.
  • Dialogue Marketing: E-mail marketing encourages recipients to enter into dialogue or react. Recipients can reply to newsletters and mailings without experiencing a media break.
  • traffic: Email marketing brings a lot of traffic to websites and online stores. The conversion rate is particularly high.
  • Topicality: Thanks to the immediate dispatch and fast delivery of e-mails, the information for the recipients is always up to date at the time of dispatch.
  • Customer loyalty: Newsletters and mailings help to build lasting customer relationships and thereby increase the likelihood of direct recipient reactions.
  • Layout: Newsletters can be designed individually. In this way, they fit seamlessly into the company's corporate design. Messages are optimally conveyed and your own brand is strengthened at the same time.
  • Success: Email marketing is one of the most successful marketing instruments at comparatively low costs.
  • Low wastage: Interest-based campaigns can be implemented with email marketing. Scatter losses can be effectively minimized.
  • Measurability: Professional solutions offer detailed reporting of the most important key figures (KPIs), such as opening and click rate, in order to measure the recipient's response. As part of the bounce management, returns are also recorded and, depending on the type of bounce, are temporarily contacted or blocked directly. It is not for nothing that more and more companies are relying on this channel for direct marketing.

E-mail marketing can be integrated

  • Integrability: E-mail marketing can be linked to numerous other systems via interfaces. This means that existing data, for example for personalizing e-mails, can be used optimally and synergies can be created.
  • Automation / Marketing Automation: With email marketing, large parts of communication can be automated. That means less work in the implementation for senders and more service for recipients.
  • Omnichannel: Email marketing works optimally with other channels and thus helps to ensure a seamless user experience. If the solutions are connected to one another according to the best-of-breed approach, individual components in the system landscape can also be flexibly expanded or exchanged.
  • Data Driven Marketing: The connection of various systems enables data-driven email marketing with extensive options for segmentation and personalization.
  • Independence: The respective company is responsible for the collected address data. This means that there is no dependency on third parties for everything to do with distribution usage and maintenance.

Email Marketing Services

  • Versatility: Regardless of whether it is lead generation, new customer acquisition, customer loyalty or reactivation - email marketing addresses recipients in all phases of the customer life cycle.
  • Personalization: Newsletters and mailings can be comprehensively personalized. This enables each recipient to be addressed individually - of course, always taking into account the current legal framework.
  • Emotions: Newsletters and mailings are ideal for conveying emotions. This usually leads to good response rates. For example, an emotional subject line can lead to higher open rates. Personalization can also arouse emotions in the target group.
  • Plannability: As part of the communication strategy, e-mail campaigns can be optimally planned in advance and sent automatically and time-controlled.

Legal certainty

  • Privacy: Professional email marketing providers take into account the applicable legal regulations and laws. Newsletters and mailings are therefore only sent in accordance with data protection requirements.
  • Fairness: Professional email marketing only takes place with the consent of the recipient. This can be revoked at any time. In other words: all of your recipients want to receive your emails - and that pays off in the long term.


  • Deliverability: For high delivery rates, reputable senders and e-mail marketing providers rely on quality features such as whitelisting, hosting in Germany or automated bounce management that reacts to returns. These measures secure the recipient's reputation and deliverability, so that newsletters and mailings reliably reach the recipient's inbox and do not end up in the spam filter.
  • Speed: Sending a large number of e-mails often only takes a few minutes and reaches the subscribers of a distribution list in a very short time. After opening the mailing, the recipients can reach their destination with just a few clicks.
  • Scalability: The number of recipients or subscribers contacted can be scaled as required. High shipping volumes - due to large distributors - bring additional cost advantages.
  • Distribution: The communication medium “e-mail” is one of the most frequently used services on the Internet and can therefore be received by a large number of people.
  • Mobile: Newsletters and mailings are correctly displayed on all end devices using mobile-optimized templates - whether desktop, tablet or smartphone.