The power of email marketing and newsletters
Even after 40 years, e-mail marketing is still in use. Large companies as well as many small providers use e-mails or mailings as effective marketing tools for their products and services - and with success.
Thanks to the advancing digitalization and a variety of tools offered by the modern email platform, it is now much easier to offer products to customers via newsletters or to present the company's services.
Email marketing and its undeniable advantages
By using email marketing, companies can minimize their costs, and the most important thing is that this method is timely, highly effective and more personal. In order to have successful email marketing, it first requires careful organization, the creation of appealing texts and the integration of various images, as well as the development of a well thought-out plan.
Email marketing enables extended reach in customer acquisition. It also helps protect the environment by reducing the need for physical mail, thus reducing waste. The content of emails and campaigns remains up to date, resulting in greater readability and effectiveness.
Pro Tip: 62% of marketers consider personalization the most effective email marketing tactic in 2019/2020 (Ascend2 2019). According to our experience, this would still require the Target group segmented shipping, the Email Automation and the use of interactive content add( https://www.riegg.com).
The "prime time" for newsletters and email marketing
Careful analysis of recipients' reading habits can be critical to determining the best possible time to send marketing emails or newsletters. Considering factors such as recipients' professional activities and their typical times for checking their emails is essential.
Diverse research has shown that the best time to open emails is usually about an hour after they have been sent. This highlights the fact that the target audience prefers to read emails while they are fresh and up to date. However, if marketing emails get lost in a crowded inbox, there is a significant risk that they will go unnoticed.
The best times to read newsletters are typically in the first hour after they are sent, or between 8:00 a.m. to 10:00 a.m. and 2:00 p.m. to 4:00 p.m. on Tuesday and Thursday. Another factor influencing whether or not newsletters are read is where the target audience is at a given time. Another study has shown that recipients often read newsletters in the car, in the office or comfortably at home on the sofa.
Email marketing in the corporate world
Recently, companies have been making increasing use of email marketing, especially those that need to stay constantly up to date. These include online stores, media companies, agencies, banks, insurance companies and tourism businesses.
Online stores, for example, can use e-mail marketing to create and send individual newsletters and product recommendations directly based on customer data. Media companies also benefit significantly from newsletters and can serve their customers professionally.
Agencies, banks and insurance companies are also active in constantly presenting new offers to their customers. In the tourism industry, travel tips and vacation offers are no longer only distributed in travel agencies, but also regularly by e-mail. This means that everyone can now receive travel offers from the comfort of their own home and obtain additional information for the trip they are planning.
In summary, email marketing continues to occupy an important place in the marketing mix. As already mentioned, it undoubtedly offers numerous advantages, but there are also disadvantages to consider that come with the entire digital world.
Author:
Adelisa Salaji Kalajdzini is a trainee editor at Galledia Fachmedien AG.
