E-mail marketing is an extremely cost-effective marketing tool and continues to be one of the most effective marketing methods. Used properly, it can turn individuals with no intention to buy into genuine prospective buyers, and the targeted approach can in turn convert prospective buyers to customers. At best, satisfied customers thus become multipliers.
There are many reasons for e-mail marketing: It allows you to reach your target audience via the most popular means of communication in the business world, because e-mail is the most widely used technology on the web. In 2013, there were 3.6 billion e-mail accounts, and in 2016 this number is expected to rise to 4.3 billion. E-mail marketing also saves time and money, as there are no associated printing, postage and lettershop costs. Using e-mail as an advertising medium reduces the costs per recipient to just a few euro cents and makes it possible to implement an entire campaign in as little as a few hours. In general, the return on investment is up to 40 times greater than with conventional direct mailshots. The flexible implementation options make it easier to maintain regular contact with customers. The targeted advertising creates memorable value: unlike one-off campaigns, customers are a lot more likely to remember the company due to the regular contact. A response rate of 5-15% is not unusual for professional e-mail campaigns. The response rates achieved through newsletter subscriptions are up to 50 times higher than when using classic banner advertising, and five times higher than with conventional direct advertising. Within a few minutes after an e-mail campaign has been distributed, the first reactions to the advertising medium can already be measured. 80% of all reactions to an e-mail campaign happen in the first three days. With conventional direct advertising this can take several weeks. E-mail campaigns are measurable and can be extensively evaluated. A number of simple tests are available to measure which type of advertising mediums are the most successful. These findings can be immediately taken into consideration for the the next e-mail campaign. E-mail as a marketing tool allows you to personalise your message appropriately. Target-group-specific selections and differentiated advertising material design enable users to adjust their offering to the needs of the recipients down to the smallest detail within an e-mail campaign.
Despite overflowing mailboxes everywhere, sending advertising e-mails is still recommended from a marketing point of view. According to recent studies, a significant portion of newsletter recipients regularly go on to make purchases based on information in the newsletter. It is a plausible and important assumption that many customers expect to receive useful information when signing up for newsletters. E-mail marketing should be primarily concerned with meeting these expectations systematically.