Author: Kurt Schauer
Even if it sometimes feels like you are being positively flooded with online advertising: unlike postal direct mailings, email advertising without the recipient’s express consent is prohibited in Germany and can, in the worst case, lead to cease-and-desist letters. However, ever since case law has restricted the mass sending of emails, the email newsletter has paradoxically been growing in popularity. Why is that?
The answer is simple and plausible:
Just because the mass sending of emails has declined, the email newsletter enjoys a high level of acceptance. Customers and prospects now subscribe deliberately in order to learn about interesting topics and news. The advantage for the sender: The benefit is great, while effort and costs remain manageable.
The content and the right mix of information are of central importance here. No other medium makes it possible to convey information so quickly, in such a targeted manner, and so concisely – whether it is news, current projects, tips and tricks, or reports about a company anniversary or the last company outing.
It is important, as a sender, to take the right marketing mix into account. Before you become active, the concept and strategy should be in place: Content, format, frequency, and send time must be carefully planned. The goal is to reach the right recipient at the right time without being annoying. The reactions can vary depending on the objective: While Provider A merely wants to inform and be perceived as a competent partner, Provider B aims to promote the sale of a product or a service.
Success is always measurable: Whether through online orders, filling out a form, or downloading additional information – every interaction is recorded. With tools such as „Google Analytics,“ not only open and click rates are monitored, but also passive data such as dwell time or behavior on the website. This data serves to measure success and helps to optimize future campaigns.
A few simple rules
For sending an email newsletter to business customers, Tuesday, Wednesday, and Thursday between 10 AM and 2 PM are considered ideal times. End customers, on the other hand, are particularly receptive on Thursday afternoon and Friday afternoon. However, a different strategy outside these times can also attract high attention.
For the recipient to even open the email, an appealing subject line is crucial. Studies show that over half of recipients open emails due to attractive keywords. The sender’s familiarity also plays a role. A correct and direct address using the recipient’s name builds 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 function, interests, or previous purchases allows for targeted communication with the audience. 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 to 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 explicit consent of the recipient. Technically, this is most easily achieved via the so-called Double Opt-In: The recipient enters their email address and receives a confirmation email. Only when the confirmation link in this email is actively clicked is the process complete and the recipient added to the subscriber list. Of course, every email should also include the option to unsubscribe (Opt-out).
Customer relationships alone do not automatically entitle you to send email newsletters. Even with existing relationships, it is important that the potential recipient actively and demonstrably gives their consent. It is advisable to only request the email address as a mandatory field during registration. Further details should be optional to make the registration process as simple as possible. However, those who cluster their recipients into groups during registration can provide more targeted and relevant information. Information about the type, purpose, and handling of personal data should always be transparently communicated. A newsletter archive can build trust, as potential subscribers can see what to expect. In existing relationships, the Confirmed Opt-In has also proven effective, where consent is obtained personally and confirmed.
Fast and effective
Just a few years ago, sending email newsletters without external help was a challenge. Today, Content Management Systems (CMS) like Contao, which KAOS uses for website maintenance, enable easy newsletter dispatch with just a few clicks. Subscriber management is fully automated, and no additional resources are required even for sending to up to 100,000 recipients – incurring no further costs.
Since much of the content is already available on the website, an email newsletter can be quickly created from an HTML template and sent. This allows you to react flexibly to market situations while saving time, effort, and costs.
On the go with full attention
In the fast-paced world of email communication, it is crucial to capture the recipient’s attention at the moment of receipt. With over half of all emails now opened on mobile devices, it is essential that your email newsletter not only arrives at the right time but is also designed with a responsive layout. A responsive design ensures that your content is optimally displayed on all devices, whether 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 that moment in an appealing and easily readable format, you hit the right note. A well-designed, mobile email newsletter thus becomes a true evergreen, not only attracting immediate attention but also leaving a lasting positive impression.
Optimize your email newsletters for mobile devices to ensure that your message always appears in the best light and effectively reaches your target audience.
Do you have questions?
Eliana Gramer
Head of Web/Digital
