Score points: Hit the mark with an email newsletter

Author Kurt Schauer

Even if you sometimes feel like you're being inundated with online advertising, unlike direct mailings, email advertising without the recipient's express consent is prohibited in Germany and can, in the worst case, lead to warnings. Since the courts have restricted the mass sending of emails, however, the email newsletter has paradoxically become increasingly popular. Why is that?

The answer is simple and plausible:

Precisely because the mass sending of emails has declined, email newsletters are enjoying high acceptance. Customers and interested parties now consciously sign up to find out about interesting topics and news. The advantage for the sender: The benefit is great, while the effort and costs remain manageable.

The content and the right mix of information are of central importance. No other medium makes it possible to convey information so quickly, specifically and compactly - be it news, current projects, tips and tricks or reports on a company anniversary or the last company outing.

As a sender, it is important to consider the right marketing mix. Before you take action, the concept and strategy should be established: content, format, frequency and time of dispatch must be carefully planned. The aim is to address the right recipient at the right time without annoying them. The reactions can vary depending on the objective: while provider A simply wants to provide information and be perceived as a competent partner, provider B aims to promote the sale of a product or service.

Success is always measurable: whether through online orders, filling out a form or downloading additional information - every interaction is recorded. Tools such as "Google Analytics" not only monitor opening and click rates, but also passive data such as the length of time spent or behavior on the website. This data is used to measure success and help to optimize future campaigns.

A few simple rules

Tuesday, Wednesday and Thursday between 10 a.m. and 14 p.m. are considered the ideal times to send an email newsletter to business customers. End customers, on the other hand, are best reached on Thursday afternoons and Friday afternoons. But a different strategy outside of these times can also attract a lot of attention.

An appealing subject line is crucial for the recipient to open the email at all. Studies show that over half of recipients open emails because of attractive keywords. The sender's reputation also plays a role. Addressing the recipient correctly and directly by name creates trust and signals that the message is relevant. Further personalization using data from customer relationship management (CRM) can increase the response rate. Information such as the customer's role, interests or previous purchases makes it possible to address the target group in a targeted manner. It is important to maintain the fine line between personal address and the use of data. The question remains: is the information actually relevant or useful for the recipient?

customer relationships and "double opt-in"

But how do I create awareness and build a subscriber list? Sending an email newsletter legally requires the express consent of the recipient. Technically, this is most easily done via the so-called "Double Opt-In": The recipient enters their email address and receives an email for confirmation. Only when the confirmation link in this email is actively clicked is the process completed and the recipient is added to the subscriber list. Of course, every email should also contain the option to opt out.

Customer relationships alone do not automatically entitle you to send email newsletters. Even in existing relationships, it is important that the potential recipient actively and verifiably gives their consent. It is advisable to only request the email address as a mandatory field when registering. Further information should be optional in order to make the registration process as simple as possible. However, if you cluster your recipients into groups when registering, you can provide more targeted and relevant information. Information about the type, purpose and handling of personal data should always be transparent. Newsletter archive can create trust as potential subscribers see what to expect. In existing relationships, the "Confirmed Opt-In" proven, where consent is obtained personally and confirmed.

Fast and powerful

Just a few years ago, sending email newsletters without external help was a challenge. Today, content management systems (CMS) such as account, which is used at KAOS to maintain websites, allows newsletters to be sent easily with just a few clicks. Subscriber management is fully automated, and even for sending to up to 100.000 recipients, no additional resources are required - there are no additional costs.

Since a lot of content is already available on the website, an email newsletter can be quickly created and sent from an HTML template. This allows you to react flexibly to market situations while saving time, stress and money.

On the road with full attention

In the fast-moving world of email communication, it is crucial to capture the recipient's attention at the moment of receipt. Since more than half of all emails are now opened on mobile devices, it is essential that your email newsletter not only arrives at the right time, but also has a responsive design. A responsive design ensures that your content is displayed optimally on all devices, be it smartphone, tablet or desktop. This increases the chance that your message will be read and not lost in the flood of emails.

Many decision-makers use waiting times, such as at the airport or on the train, to check their emails on their smartphones. If your newsletter appears at this moment in an appealing and easy-to-read format, you'll hit the right note. A well-designed, mobile email newsletter becomes a real evergreen that not only attracts immediate attention, but also leaves a positive long-term impression.

Optimize your email newsletters for mobile devices to ensure that your message always appears in the best light and your target audience is reached effectively.