"Email marketing has grown in importance again"
E-MAIL MARKETING is cost-effective, personalizable, measurable - and catches on. In digital marketing, there is no way around this discipline. But there are a few guidelines to follow and abusive applications to avoid. MK asked some experts about this. Email marketing is an important basic element in the marketing mix.BY GREGOR WASERThe numbers speak for themselves: 94 percent of all owners of a [...]
Email marketing is an important basic element in the marketing mix.FROM GREGOR WASERThe numbers speak for themselves: 94 percent of all e-mail address owners have subscribed to at least one commercial newsletter. 80 percent of them read their e-mails every day. 71 percent check their e-mails first thing in the morning.Personal communication channel"E-mail marketing is desirable advertising that is highly personalizable, cost-effective, fast and secure in reaching the recipient," says Andreas Reutimann, Consultant and Team Leader at Unic. E-mail marketing (EMM) is a very powerful tool in a modern marketing mix. "Even today, e-mail is still one of the most direct and personal communication channels," says Swen Krups, EMEA head at Epsilon. "Email marketing is an important basic element in the marketing mix, a discipline that should not be underestimated," he continues, emphasizing customer loyalty. "No matter what I do in the field of email communication, whether newsletters, order confirmations or service messages, everything ultimately serves customer loyalty. " For example, he says, e-mail is the optimal communication channel for purchase and registration confirmations or payment reminders because, on the one hand, it is a very private communication channel and can be linked directly to the individual preference center.High cost efficiencyFor René Koller, CEO of Schober Schweiz, one thing is clear: "E-mail marketing is still one of the most efficient marketing tools of all - for companies, there is hardly any other channel that can be served and played with so precisely targeted and at the same time is so cost-efficient". In addition, there are now many highly developed systems - such as Xcampaign, a web-based campaign management tool that not only enables precise selection of target groups, but also sound measurement of success. "E-mail marketing has regained importance," says Reinhard Egli, head of Click Solutions. "People have now realized again that personal contacts have a higher value than anonymous click values or impersonal Facebook friends." Egli sees the areas of application primarily in customer loyalty, additional sales, recommendation marketing as well as branding and image building.Download the entire article as a PDF: MK Magazine, Digital, Issue 01/2014
