Email marketing is a core component of the digital marketing and direct marketing, in which companies send targeted e-mails to a defined list of recipients. The primary aim is to convey information, Customer relations and to achieve specific marketing objectives. It serves to strengthen customer loyalty, increase the Increase sales and the Brand awareness to increase.
Objectives and benefits of email marketing
The use of email marketing enables companies to pursue various goals and benefit from a number of significant advantages.
- Strengthen customer loyalty: Regular and relevant communication strengthens the relationship with existing customers.
- Increase in sales: Targeted sales impulses, personalized offers and information on new products or services contribute directly to increasing sales.
- Increase brand awareness: Continuous presence in the target group's inbox and the sharing of valuable content promote the visibility of the brand.
- Cost efficiency: Compared to traditional Marketing methods email marketing is often much more cost-effective and offers a high return on investment (ROI).
- Direct and personalized communication: Emails make it possible to address recipients individually. Content can be tailored to interests and demographic characteristics, which increases the relevance of the messages.
- Measurability: Modern email marketing tools provide detailed analyses of open rates, click-through rates and Conversions, which allows campaigns to be optimized based on data.
- Automation: Emails can be sent along the customer journey Automated for example through welcome emails, transactional emails or re-engagement campaigns.
Legal framework and compliance
In order to ensure the effectiveness of email marketing and avoid legal risks, compliance with legal regulations is essential. In particular, the General Data Protection Regulation (GDPR) in the European Union sets strict requirements for the sending of marketing emails.
Companies must obtain explicit consent from recipients before sending promotional emails. The double opt-in procedure (DOI) is the recommended method for this, as it makes the recipient's active consent to receive emails verifiable. Such consent must be voluntary, specific, informed and unambiguous. In addition, imprint obligations in accordance with the German Telemedia Act (TMG) and the option to easily unsubscribe from the mailing list must be observed in every email.
