What is email marketing and what should I pay attention to?

Every business is doing online marketing these days. One form of online marketing is email marketing. And that is of interest to any business. In this regard, it doesn’t matter how big or small your business is. It also doesn’t matter whether you operate in the B2B or B2C market. Many companies like to use it to stay in touch with customers and other interested parties. But what is email marketing and what opportunities does it actually offer my business? And what should I pay attention to for maximum effect? You can read about that and more in this article!

What is email marketing anyway?

Before I start giving some tips on email marketing, I will first explain what it is. Email marketing is a form of direct marketing in which a message is sent directly to the recipient. That be a general message or a message completely tailored to the recipient’s preferences. Consider a newsletter containing offers or promotions. But also other messages that have news value to the recipient. Recipients are interested in receiving such emails from your company. After all, they gave themselves permission to do so. But how do you get recipients to open your email and continue reading?

Some tips

When I receive a general newsletter from a company, I almost never bother to open it. Does that apply to you as well? Basically, when it comes to email marketing, it’s important to be personal. Write a message to the recipient as if you were sending it to a close friend. A good start is to make the subject line personal. Don’t put “newsletter No. 1 of 2022” here. It works better if you put a sentence like: Based on your previous purchases, we have selected these deals especially for you.

Another important rule in email marketing is to keep it short and to the point. For example, I annoy myself with emails from companies that seem to have no end in sight. As a result, you quickly lose the recipient’s attention and chances are that your call to action (CTA) won’t be noticed either. Keep it as short as possible. For a newsletter, I always choose a short intro in addition to a catchy image. If interested, the recipient can click “continue reading” to be redirected to the website that contains the full article.

Finally, with email marketing, it is important to limit it to one action. This prevents multiple call-to-actions from getting mixed up and the recipient might not click at all.

Need help?

Thanks again for reading and I hope you can use the above tips when you start email marketing. Do you have any questions after reading this article? Or do you need support in setting up email marketing for your business? If so, feel free to contact us so we can help you with that.