Email Marketing: The Do's and Don'ts

This contribution is part of an article from the April issue from MK. The flood of irrelevant messages is continuously increasing. For companies that want to score points with email marketing, it is important not to lose sight of the user and his or her state of mind. Because the quantitative increase in e-mails dulls the recipient and makes him press the delete button more and more quickly. An e-mail without relevant content ends up in the trash. And even worse: the sender is hardly noticed the next time irrelevant content is repeatedly delivered - and his or her mail is deleted without being read.E-mail marketing is indeed suitable for any dialog between a company and its customers, as well as a tool for customer retention - but knowing how.Quality, creativity, mobilityOne agile player in email marketing is Swiss Post. On its website, for example, the company has compiled the latest insights on the subject from various sources. For Swiss Post, here are ten developments to watch out for: 1: Quality becomes more importantIn the long term, only quality will prevail. Both with high-quality content and through professional contacts, the company can distinguish itself as an expert, inspire trust and attention, and strengthen the brand.2: Positive experiences instead of advertisingIn order to reach customers, it is not only advertising and offers that are important, but also individual and emotional communication that picks them up at the relationship level.3: Creativity is requiredAdvertising has a harder time than ever before. Only those who convey their messages in a particularly creative, humorous or exciting way, or who intelligently combine TV advertising and the Internet, will attract attention.4: Brands remain importantMedia diversity is increasing, as is the number of channels and end devices. This makes lighthouse brands that offer consumers long-term orientation all the more important. Strong brands have a clear profile, polarize, and stand for certain values.5: Mobile optimization becomes a mustIn the future, TV, radio, and the Internet will be used increasingly on different devices and increasingly on the move. All online content should therefore be designed in a responsive manner.6: Using data treasuresBig data allows conclusions to be drawn about preferences or even future behavior. Spending on data analysis is expected to grow by 60 percent in 2015.7: Use cloud servicesCloud services are on the rise. On the one hand, this includes the use of software that is located at the service provider instead of on the local computer, and cloud services to store data externally.8: Systems and tools become cheaperToday, even smaller companies can benefit from sophisticated systems such as analytics software, address management tools, CRM systems or social engagement tools because they are becoming affordable.9: Launch explainer videosVideo marketing has been a sought-after and valuable lead generation tool for some time now. Currently, the trend is moving in the direction of explainer videos.10: Email marketing remains importantEmail marketing is the only digital marketing tool that enables long-term, sustainable, personalized, and particularly value-added dialog throughout the entire customer lifecycle.