{"id":1374,"date":"2024-02-28T00:03:00","date_gmt":"2024-02-28T00:03:00","guid":{"rendered":"https:\/\/one-line.ch\/en\/?p=1374"},"modified":"2024-02-23T12:44:23","modified_gmt":"2024-02-23T12:44:23","slug":"what-is-e-mail-marketing","status":"publish","type":"post","link":"https:\/\/one-line.ch\/en\/blog\/what-is-e-mail-marketing\/","title":{"rendered":"What is e-mail marketing?"},"content":{"rendered":"\n
Email marketing remains one of the most effective and adaptable marketing channels that can achieve significant reach. In a world where almost everyone is active on social networks, email remains a universal means of communication. Almost every internet user has at least one email address and uses it regularly. The number of email users has continued to grow, with over 4.48 billion email users registered worldwide in 2024, sending over 347 billion emails every day.<\/strong> These figures make it clear that despite the variety of communication channels, emails remain a central element of digital communication.<\/p>\n\n\n\n Email marketing is proving to be effective in both the B2C and B2B segments. In the B2C segment, it maintains direct relationships with end customers. In the B2B segment, it supports business relationships between companies. Its strength lies in its high profitability for acquiring new customers and increasing sales with existing customers. The price per thousand contacts (CPM)<\/a> in email marketing is usually cheaper than many other forms of advertising, making it a cost-effective tool for companies to consolidate their market position and remain competitive.<\/p>\n\n\n\n Advancing digitalisation and the availability of advanced marketing technologies have evolved the landscape of email marketing. Personalisation and automation have become key elements of successful email campaigns. Companies that create tailored content based on the behaviour and preferences of their users achieve significantly higher engagement rates. <\/strong>In addition, the integration of email marketing into omnichannel strategies enables a seamless and coherent user experience across different platforms and touchpoints.<\/p>\n\n\n\n An essential prerequisite for effective communication is the availability of corresponding customer data, in particular e-mail addresses. Without this data, targeted communication with existing and potential new customers is not possible. Email marketing<\/a> enables a more direct and personalised approach than the wide-ranging communication on social media platforms.<\/p>\n\n\n\n The quality of the existing data pool is crucial for the success of email marketing campaigns.<\/strong> Data must not only be complete and error-free, but also comply with current data protection regulations. The integration and preparation of data sets from different areas of the company, such as sales, customer service, newsletter subscriptions and the online shop, requires careful scrutiny. It is essential to verify the origin of the data and ensure that its use for advertising measures is legally permissible.<\/p>\n\n\n\n Since the introduction of the General Data Protection Regulation (GDPR) in the EU and similar regulations worldwide, companies must prove that they have obtained consent to use customer data for email marketing. This includes legal verification and setting up processes to obtain and manage consent and protect user privacy.<\/p>\n\n\n\n Once the legal framework has been clarified, the strategic preparation and segmentation of the data sets can begin. These measures are crucial in order to develop email campaigns that are personalised and targeted. <\/strong>They must fulfil the interests of the recipients and at the same time comply with data protection regulations.<\/p>\n\n\n\n Careful preparation of the data pool is crucial for the effectiveness of email marketing campaigns. Correct email addresses are the foundation of every successful campaign. Invalid or incorrect addresses can ruin a well-designed marketing concept by impairing deliverability and therefore contact.<\/p>\n\n\n\nThe basis of e-mail marketing: customer data<\/h3>\n\n\n\n
Possibilities of data preparation<\/h3>\n\n\n\n