Blog / Email marketing: Our guide for beginners

Email marketing: Our guide for beginners

Titelbild Blogbeitrag "E-Mail-Marketing"
Maurice – September 4, 2023 – 10 min read

Email marketing is a critical tool for any growth marketing and online marketing strategy! Because nothing connects you faster and more closely with your target group. And loyal customers are important if you want to sustainably increase your sales.

However, getting started in email marketing can be intimidating and especially so for newbies. That’s why we’ve written this comprehensive guide and in it, we’ll introduce you to the most important things you can do with your mail marketing.

In the guide we answer the following questions:

  • What is email marketing?
  • Where should you start?
  • What are the different types of emails?
  • What are the benefits of email marketing?
  • What are email marketing campaigns?
  • What tips do you have for your email marketing?
  • What mistakes do many email marketers make?
  • What are the most important metrics in email marketing?
  • What tools help with email marketing?

So let’s plunge into the world of email marketing and answer these questions.

What is email marketing?

Definition email marketing

Email marketing is a form of direct marketing that allows companies and businesses to communicate directly with potential customers via email. Email is still one of the most popular forms of communication and offers marketers effective ways to reach new audiences, generate leads and thus increase sales.

But why should companies bother with it at all?

6 Advantages of email marketing

6 Advantages of email marketing

But what advantages does mail marketing actually bring? 6 advantages are decisive in our opinion:

  1. Higher range:
    Because businesses can reach a large audience quickly and easily with email marketing, it’s a great way to promote goods and services to a broad consumer base.
  2. Cost-effective:
    Compared to other forms of marketing, email marketing is relatively inexpensive and allows companies to reach a large audience at a low cost.
  3. Customizable:
    Email marketing allows businesses to customize their communications, which increases engagement and conversion rates.
  4. Measurable results:
    Email marketing provides businesses with measurable results, allowing them to track open rates, click-through rates, and conversion rates and make data-driven decisions to improve their campaigns.
  5. Increased brand awareness:
    Email marketing helps increase brand awareness by regularly engaging subscribers with a company’s goods, services, and messages.
  6. Direct communication:
    Email marketing allows companies to communicate directly with their target audience. This allows them to send targeted messages, respond to customer inquiries, and build relationships with their subscribers.

Don’t miss out on these benefits and take a close look at whether you too can use mail marketing to your advantage.

Now we know what the benefits of email marketing are. But how do you get your foot in the door and get started? Let’s take a look.

But how do you get started with email marketing?

How to get started with email marketing?

Email marketing is powerful when used correctly!

Fortunately, its basic outline is also very simple and only becomes more complex in the details. Because mail marketing basically focuses on 5 things:

  1. Creating an email list
  2. Creating first class mails
  3. Analyzing the sent mails
  4. Designing various mailing campaigns
  5. The automation of mailing series

So let’s go into more detail about the basic features:

Creating an email list

Generally, the first goal of mail marketing is to get as many people as possible on your mailing list. To do this, you collect the data of your potential customers and then send them your content, offers or promotions on a regular basis.

The creation of first class mails

Once and while you’re building your email list, it’s time to create compelling content that engages recipients and moves them to action. Because only your content will ensure that your mailing list does exactly what you want it to do.

Analyzing the sent mails

It is important to analyze and constantly track the performance of your emails. Email marketing campaigns should be closely monitored to find out what content resonates with readers, when they interact with your emails, and which emails lead to conversions or sales. Because only if you know this data, you can influence it by optimizing parts of your campaigns.

The conception of various mailing campaigns

Basically, no one should just send emails indiscriminately, yet it happens far too often. That’s why it’s also an art to plan, design and analyze a mailing campaign that works and converts. Every good mail marketer should be able to do this.

The automation of mailing series

Email automation is a great way to save time and effort. With email automation tools, you can create automated campaigns that send messages at specific times or when certain criteria are met. That way, you can make sure you’re taking advantage of every opportunity to connect with your customers. It’s also one of the few ways to scale personal care and contact.

Now that we have learned the principles, it is time to delve deeper into the subject and learn about the different types of email.

The different types of emails in email marketing

6 types of emails

Although you may find it hard to believe, in email marketing, emails are sent. But what are the actual types of emails? We distinguish 6 types:

  1. Welcome email
  2. Newsletter email
  3. Advertising mail
  4. Transaction email
  5. Email Drip Campaign
  6. Re-engagement email

Let’s take a closer look at email types:

Welcome email

Welcome emails are automatically sent to new subscribers who join an email list. They are a great way to make a good first impression and set the tone for future discussions.

Benefits of welcome emails:

  • Compared to other types of emails, welcome emails have a higher open and click-through rate.
  • Welcome emails are a great way to connect with your readers and gain their trust.
  • Welcome emails are a great way to reinforce your brand message and increase brand awareness.
  • Welcome emails can be used to set expectations for future communications and give subscribers a clear picture of what to expect from you.

The disadvantages of welcome emails are as follows:

  • If the welcome email is not configured properly, it may be classified as spam and not sent to subscribers.
  • Some subscribers ignore or delete welcome emails, especially if they receive a large number of them.
  • Automated welcome emails can be perceived as impersonal, which may put off some subscribers.

In summary, while welcome emails offer many benefits, it is important that they are properly planned, targeted and timed to optimize their impact.

Newsletter e-mail

Newsletters are periodic emails sent to subscribers to keep them informed about a company or organization’s goods, services or information.

Newsletters offer the following advantages:

  • Newsletters can help increase subscriber engagement by keeping them up to date on new goods, services or information.
  • Newsletters are a great tool to reinforce your marketing message while increasing brand awareness.
  • Newsletters can enrich readers’ lives by providing important information, unique offers or exclusive material.
  • By including links to new material or merchandise, newsletters can increase traffic to a company’s website.
  • Newsletters are a cost-effective way to reach a wide audience and can be an effective strategy for attracting new customers and retaining existing ones.

Disadvantages of newsletters:

  • If the newsletter is not sufficiently optimized, it may have low open rates, which can negatively impact its effectiveness.
  • If the newsletter is not optimized properly, it may be marked as spam and not sent to subscribers.
  • Some readers ignore or delete newsletters, especially if they receive too many of them and the material is irrelevant.
  • Automated newsletters can be perceived as impersonal, which may put off some subscribers.

In summary, newsletters can be a helpful tool to keep subscribers informed, but they must be properly planned, targeted and timed to be successful.

Advertising mail

Promotional emails Promotional emails sent to subscribers to advertise a company’s goods, services or content. They are often sent to a specific audience to generate leads or sales.

Advantages of promotional emails:

  • To increase the effectiveness of promotional emails, they can be tailored to individual subscribers based on their interests, habits, or demographics.
  • Promotional emails can be easily monitored and evaluated, allowing companies to assess their effectiveness and make necessary changes.
  • Promotional emails can be a cost-effective strategy to reach a wide audience and generate leads or revenue.
  • By marketing a company’s goods or services to a specific audience, promotional emails can increase brand awareness.

Disadvantages of promotional emails:

  • Low deliverability: if the promotional emails are not set up properly, they may be classified as spam and not sent to subscribers.
  • Some subscribers ignore or delete promotional emails, especially if they receive too many of them and the material is irrelevant.
  • If the promotional emails are not targeted or tailored, they can be considered spam, which can damage the company’s image.
  • If a promotional email is not properly optimized, it can have low click-through rates, which reduces its effectiveness.

In summary, promotional emails can be a helpful tool for marketing a company’s goods, services or information, but they must be properly designed, targeted and timed to be successful.

Transaction email

Transactional emails are automated emails that are sent when a customer or user performs a specific action, such as completing a purchase, signing up for an account, or changing a password. They should provide the recipient with information that is both relevant and useful.

Advantages of transactional emails:

  • Transactional emails have high open rates because they are triggered by specific activities and are seen as relevant and important by the recipient.
  • Customer engagement can be increased through transactional emails by providing helpful information or asking customers to take action, such as tracking a delivery or changing their account information.
  • The customer experience can be enhanced through transactional emails that provide important information in a timely and easy manner.
  • Transactional emails can increase brand awareness by reiterating a company’s brand message and reminding consumers of their interactions with the company.

Transactional emails have the following disadvantages:

  • If the transactional emails are not configured properly, they may be classified as spam and not sent to the recipient.
  • Automated transactional emails can be perceived as impersonal, which can put off certain recipients.
  • If the transactional emails are not designed properly, they may contain errors, such as incorrect information or broken links, which reduces their effectiveness.

In summary, transactional emails can be a helpful tool to convey relevant information and encourage consumer interaction, but they must be properly designed and optimized to be successful.

Email Drip Campaigns

Drip campaign emails are a sequence of automated emails sent to subscribers over time to get them to take a desired action, such as completing a purchase, signing up for a trial, or requesting more information.

The benefits of drip campaign emails:

  • Drip campaign emails are automated and can therefore be adjusted depending on subscriber activity, which increases their relevance and impact.
  • Drip campaign emails can increase customer engagement by sharing important information and content over time to build a connection with the recipient.
  • Drip campaign emails can help with lead nurturing by guiding prospects through the sales funnel and moving them closer to a desired action.
  • Drip campaign emails can increase brand awareness by repeating a company’s brand message and reminding subscribers about the company’s goods or services.

Drip campaign emails have the following disadvantages:

  • If the Drip Campaign email is not configured properly, it may be classified as spam and not sent to the recipient.
  • If the drip campaign emails are not properly targeted or tailored, they can be considered spam, causing the company’s reputation to suffer.
  • If the drip campaign email is not optimized appropriately, it may have poor click-through rates, reducing its effectiveness.
  • Setting up and managing drip campaign emails can be complicated and requires careful planning and execution to optimize their impact.

In summary, drip campaign emails can be a helpful tool to nurture leads and get them to take a desired action, but they need to be set up and optimized properly to be successful.

Re-engagement email

Re-engagement emails are automated emails sent to subscribers who have been inactive or have not responded to previous campaigns to reignite their interest and encourage them to stay with a company.

Benefits of re-engagement emails:

  • Re-engagement emails can increase customer loyalty by targeting inactive subscribers and reminding them about a brand’s goods or services.
  • Re-engagement emails can improve the cleanliness of email lists by tracking inactive subscribers and enabling companies to remove them from their mailing lists.
  • Re-engagement emails can increase brand visibility by reminding inactive subscribers about the company’s brand and products.
  • Re-engagement emails are less costly than recruiting new subscribers because they target existing subscribers who have already shown interest in a brand’s goods or services.

The disadvantages of re-engagement emails are as follows:

  • If the re-engagement email is not configured properly, it may be classified as spam and not sent to the recipient.
  • If the re-engagement email is not targeted or tailored, it can be seen as spam, causing the company’s reputation to suffer.
  • If the re-engagement email is not properly optimized, it may have a poor open rate, reducing its effectiveness.
  • Re-engagement emails can have poor response rates because some subscribers have lost interest in a company or its products.

In summary, re-engagement emails can be a helpful tool to target inactive subscribers and remind them about a brand’s goods or services, but they need to be set up and optimized properly to be successful.

What is an email marketing campaign?

Definition email marketing campaign

An email marketing campaign can be defined as an advertising activity conducted through an email service provider. Email marketing campaigns are used to reach potential customers and convert them into paying customers or retain existing customers.

What are email marketing campaigns used for

With email campaigns, companies can send marketing messages to their target audience to:

  • increase awareness of its own brand,
  • to further bind customers to their own company,
  • to increase the sales of their own company,
  • Promote products, services or events; and
  • Build relationships with customers.

Email marketing campaigns are therefore an essential part of any digital marketing strategy and can help you reach more people quickly and cost-effectively.

But for these to work they should:

  • Be strategically planned
  • Be tailored to your different customer segments
  • Contain the right level of automation and
  • First class content includes

But where to start when you want to run an email marketing campaign?

Prepare an email marketing campaign – Formulate the strategy

In growth marketing and online marketing, it is always central to have a strategy. And this should be the case before you launch an email campaign, because it allows you to set and plan the goals of your campaign and then decide how to most effectively achieve those goals.

Because only a well-thought-out strategy will allow you to develop personalized content tailored specifically to each customer to ensure they receive relevant and interesting messages.

After covering the basics of email marketing by looking at email campaigns, we’ll take a behind-the-scenes look at the finer points and give you effective tips.

12 tips for successful email marketing

12 tips for successful email marketing

We’ve come up with tangible 12 tips for your email marketing to make your efforts work and your resources succeed. These are as follows:

  1. Know your target audience
  2. Segment your email list
  3. Keep your email list up to date
  4. Personalize your emails
  5. Be brief in the subject line and captivate your readers
  6. Use a clear CTA
  7. Test and optimize
  8. Pay attention to the right timing
  9. Build trust and credibility
  10. Keep your emails as short as possible and never longer than necessary
  11. Apply A/B testing
  12. Measure and analyze your results

So let’s look in detail at what’s behind the tips:

1. know your target audience

It’s important to know the interests and needs of your target customers so you can tailor your messaging specifically to them. Here you will find an article that will help you with this: Define target group .

2. segment your email list

By segmenting your email list, you can send targeted messages to specific groups of people, increasing the relevance and effectiveness of your email campaigns. This will ensure that your open rate increases and at the same time you make more sales, as your target audience will feel that everything you write is relevant to them.

3. keep your email list up to date

Be sure to constantly update your email list with new subscribers and delete inactive users. This way you make sure your emails are sent to the right people at the right time.

4. personalize your emails

If you personalize your emails, it can greatly increase their impact. As an example, consider using the recipient’s name, your company name, or other relevant information in your emails.

5. be brief in the subject line and captivate your readers

Since the subject line is the first thing the recipient sees, it should be short, attention-grabbing, and relevant to the recipient.

6. use a clear CTA

A clear and concise CTA can greatly increase the effectiveness of your emails. Consider using action verbs like “download here” or “sign up today.”

7. test and optimize

By regularly testing and tweaking your email campaigns, you can find out what’s working and what’s not so you can make improvements and get better results over time.

8. pay attention to the right timing

Timing is very important in email marketing because the right timing can greatly increase the effectiveness of your emails. So test out when the open rate is highest and when your audience is most active.

9. build trust and credibility

Building trust and credibility with your audience is critical to the success of your email marketing. Consider using testimonials, endorsements, and other features that lend credibility to your communications.

10. keep your emails as short as possible and never longer than necessary

Long, complicated emails are read less often than short, concise emails. To make your emails easier to read and understand, use bullet points, subheadings, and other tactics.

11. apply A/B tests

Test different versions of your emails (e.g., subject line, color, image) with A/B testing or other methods to see which works best before launching an entire campaign.

12. measure and analyze your results

Measuring and analyzing your results is an important part of any email marketing campaign, as it allows you to track your progress and make improvements over time.

But it’s not just for email marketing itself that it’s important to know effective approaches. Because if the emails aren’t good, then even the best strategy doesn’t stand a chance. So how can you succeed in writing top-notch emails?

5 tips for a first class email

5 tips for a first class email

Without writing mails, there is no mail marketing and even though this article does not focus on the process of writing, we still summarize 5 tips that will improve your next mail in just a few minutes:

  1. Design a first class subject line
  2. Personalize the content
  3. Be brief and get to the point
  4. Add an explicit CTA
  5. Maintain a professional tone

Let’s go into more detail about the tips:

Design a first class subject line

Email subject lines should be concise yet engaging and give recipients a good indication of what the email is about. It is also important that the subject line is not too long, as it could be cut off in most inboxes.

If possible, it should also arouse curiosity and stimulate thinking.

Personalize the content

Email campaigns should be personalized for each recipient, as this increases the likelihood that they will actually engage with the email. This may mean, for example, using the customer’s first name in the greeting or addressing a topic that touches on their interests.

Be brief and get to the point

Short, concise emails are more likely to be read and responded to. So keep your message short and sweet, using bullet points and headings when necessary. But here, too, as always: exceptions prove the rule.

Insert an explicit CTA

Make it clear what you want the recipient to do after reading the email. For this, add a clear, action-oriented prompt to make it easier for your reader to take action.

Maintain a professional tone

Your email should be professional and respectful to the recipient. Avoid slang or overly casual language and use proper grammar, spelling, and punctuation. Again, it always depends on the target audience and the personality of your business.

You can even check and control whether your strategy and your mails really work. You will learn how this works in the next section. So stay tuned.

The most important key figures in email marketing

5 most important key figures in email marketing

There are a number of metrics that can be used to measure the success of an email campaign, and we don’t want to deprive you of the most important ones:

  • Opening rate
  • Click-through rate (CTR)
  • Deregistration rate
  • Bounce rate
  • Engagement Score

Let’s take a closer look at them:

Opening rate

Open rate is one of the most important metrics for email marketers because it measures how many people have opened your email.

It is calculated by dividing the number of emails opened by the total number of emails sent and expressing it as a percentage. An open rate of at least 20% should be aimed for.

Definition opening rate

Example: (One-time opens / (Sent emails – Bounced emails)) * 100 = Open rate

Click-through rate (CTR)

CTR measures how many people clicked on links or CTAs in your email. A high CTR means that your content resonated well with your customers and prompted them to take action. Email marketers should aim for a CTR of 1% or higher.

To calculate the CTR, the number of clicks on links in your email is divided by the number of unique opens, and then the result is multiplied by 100 to get the percentage.

Definition CTR

Example: (clicks / unique opens) * 100 = CTR

Deregistration rate

The unsubscribe rate measures how many people have chosen not to receive emails from you in the future. If this number is too high, it could indicate that your customers found your content irrelevant or annoying and unsubscribed as soon as they had the chance. Email marketers should aim for an unsubscribe rate that is below 0.5%.

To get the unsubscribe rate, divide the number of recipients who opted out of receiving future emails by the total number of emails sent. Then multiply the result by 100 to get the percentage.

Definition deregistration rate

Example: (Unsubscribes / Sent emails) * 100 = Unsubscribe rate

Bounce rate

The bounce rate measures how many emails did not reach the intended recipient due to invalid addresses or other technical errors such as server timeouts or full mailboxes. Email marketers should try to keep their bounce rate below 5%.

Definition Bounce Rate

Example: (Bounced emails / Sent emails) * 100 = Bounce rate

Engagement Score

The email engagement score is calculated by taking into account various factors such as opens, clicks, replies, and forwards to determine what type of content resonates best with customers and drives them to take action. Email marketers should aim for an engagement score above 50%.

Definition Engagement Score

Example: (open rate + CTR) / 2 = engagement rate

These metrics are important indicators of the success of your email marketing, and they help you measure your progress over time, refine your strategy, and adjust your tactics accordingly.

This can be a complex activity, but here, as well as in the implementation of your strategy and the management of your mail, tools can support you.

Email Marketing Tools

Popular email marketing tools

Email marketing tools are an essential part of any company’s digital marketing strategy. With email marketing tools, businesses can easily create and send emails, track KPIs, segment contacts, create automated campaigns, and more.

The most popular email marketing tools include the following:

  • E-mail Service Provider (ESP)
  • Content Management System (CMS)
  • Email design tools
  • List management tools
  • A/B testing tools
  • Landing page and form creation tools
  • Analysis and reporting tools
  • Spam Test Tools

So let’s take a look at what the tools offer in detail:

E-mail Service Provider (ESP)

An email service provider (ESP) is a platform that helps companies manage and execute emailings. Often known as email marketing software, it helps to collect an email address, manage it and then send emails as advertisements or for other purposes. ESPs also still offer a variety of services that simplify and improve the email marketing process, such as:

  • Email list management: Email service providers (ESPs) enable organizations to maintain and manage their email subscriber lists.
  • Email creation and design: Most ESPs have email design templates and drag-and-drop editors that make it easy to create aesthetically pleasing emails.
  • Email delivery: ESPs handle the technical aspects of email delivery, ensuring that emails arrive in subscribers’ inboxes and are not marked as spam.
  • Email automation: Email service providers (ESPs) enable businesses to create automated email campaigns, such as welcome emails, abandoned order reminders, and more.
  • Email analytics: ESPs provide comprehensive analytics on email campaign performance, such as open rates, click rates, and conversions.

Mailchimp, Aweber, Constant Contact, GetResponse and other well-known email service providers are examples of ESPs. It’s important that you choose an ESP that meets your needs and budget while providing the features that are most important to your business.

Content Management System (CMS)

A content management system (CMS) is a software platform that allows businesses to manage their digital content and assets, such as websites, images, videos, and more. A CMS can be useful in organizing and delivering email content as part of email marketing.

Some of the most important features of a CMS for email marketing are:

  • Email templates: A content management system (CMS) can store and manage email templates, which makes it easier to create consistent email campaigns with your own name.
  • Content library: a CMS can store and organize your digital content so it’s easier to find and use in your email campaigns.
  • Personalization: using customer data such as name, location, and purchase history, a CMS can help you personalize your communications.
  • Segmentation: a CMS can help you segment your email list based on customer behavior, preferences and other factors so you can send targeted and relevant emails.

Hubspot, Marketo, Pardot and other well-known content management systems for email marketing are examples. It’s important to choose a CMS that connects with your ESP and provides the features that matter most to your business.

Email design tools

An email design and coding tool is a software platform that allows businesses to create, design and code their email campaigns. These tools make it easier to create aesthetically beautiful and interesting email content.

The main functions of these tools are:

  • Drag-and-drop editors: they allow you to design emails without needing to know how to code, making it easier to quickly create professional-looking emails.
  • Pre-built templates: many email design and coding tools come with pre-built templates that you can customize to fit your brand and message.
  • HTML code editors: they allow you to change the HTML code of your emails and give you more control over style and layout.
  • Responsive Design: many email design and coding tools are built with Responsive Design in mind, ensuring your emails look great on any device, including desktop, tablet, and mobile.

Mailchimp, Campaign Monitor, Litmus and other popular email design and coding tools are examples. Choose a solution that meets your needs and budget while providing the features you need for successful and engaging email campaigns.

List management tools

A list management tool is a software that helps businesses manage their email subscribers and keep their email list in good condition. These tools help organize, segment, and analyze your email list, allowing you to send targeted and tailored email campaigns to your subscribers.

The most important functions of a list management tool include:

  • Subscriber management: use these tools to add, remove and update email list subscribers.
  • List segmentation: You can use list management systems to segment your email list by numerous factors, such as subscriber activity, geographic location, or demographic makeup.
  • Email list cleanup tools: These tools can help you remove incorrect or inactive email addresses from your list, improving the overall deliverability of your emails.
  • Reporting and analytics: List management software provides reporting and analytics capabilities that allow you to track the effectiveness of your email campaigns and analyze the behavior of your subscribers.

Popular list management software includes Mailchimp, Campaign Monitor, Constant Contact and others. To manage your email list efficiently, you should choose a service that suits your needs and offers features like segmentation, automation and reporting.

A/B testing tools

With an A/B testing tool, you can test different versions of your email marketing campaigns to see which performs better. You can test variations of the subject line, sender name, layout and content. The goal is to determine the most effective approach and optimize your email marketing strategy.

Examples of good A/B testing tools are:

  • Optimizely
  • VWO
  • Google Optimize
  • ConvertFlow
  • Unbounce
  • Instapage
  • Clickfunnels
  • Leadpages
  • A/B Tasty
  • Crazy Egg

Landing page and form creation tools

With a landing page and form builder tool, you can create special conversion-optimized pages for your email campaigns. This tool may also contain forms that you can use to collect information from prospects or customers, such as email addresses, names, or other data.

Below you will find some great tools for creating landing pages and forms:

  • Leadpages
  • Unbounce
  • Instapage
  • Clickfunnels
  • ConvertFlow
  • Gravity Forms
  • Formstack
  • Typeform
  • Wufoo
  • Jotform

Analysis and reporting tools

An analytics and reporting tool can give you useful information about the effectiveness of your email marketing initiatives. This tool helps you track data like open rates, click-through rates, conversion rates, and more, and the insights you gain can then help you improve your email marketing strategy and campaign performance.

Excellent analytics and reporting tools for email marketing are:

  • Google Analytics
  • Omniture
  • Piwik
  • Mixpanel
  • KISSmetrics
  • Heap
  • Mouseflow
  • Hotjar
  • ClickTale
  • Crazy Egg

Spam Test Tools

With a spam testing tool, you can make sure that your email marketing campaigns are not marked as spam or junk by email providers. This is important because emails marked as spam are less likely to be seen by your target audience and can negatively impact your reputation as a sender. Some good options for spam testing tools are:

  • Mail Tester
  • IsNotSpam
  • Litmus Spam Test
  • Email on Acid Spam Filter Test
  • Return Path Spam Test

All in all, email marketing tools are incredibly versatile platforms that make it easier than ever for businesses of all sizes to create effective email campaigns that generate leads, drive conversions, and build long-term customer relationships.

But can the tools actually always be used, regardless of whether the target market is private customers or business customers? And what actually differentiates these groups in email marketing?

The differences in B2B and B2C email marketing

The differences in B2B and B2C email marketing

When it comes to email marketing for B2B and B2C companies, there are some important differences that need to be considered. Email marketing for B2B companies is usually about building relationships with potential customers and nurturing existing ones, while email marketing for B2C companies is usually focused on direct sales.

In terms of content, B2B emails tend to be educational and informative, while B2C emails are often more promotional in nature. In addition, the tone of B2B communication tends to be professional and authoritative, while B2C emails take a more casual approach.

But how you flesh out email marketing for your business on the long end depends on your target audience and their preferences.

In general, however, the email marketing process differs in B2B and B2C, so let’s briefly explain what makes these two processes so different in detail:

What makes the B2C sector?

The B2C email marketing approach differs from B2B email marketing in the following details:

  • Individual customer focus: B2C email marketing focuses on building relationships with individuals, while B2B email marketing focuses on building relationships with businesses.
  • Personalization: B2C email marketing is highly personalized and requires precise knowledge of the target audience. After all, companies can only develop content that connects with their target audience if they know their needs, goals, and problems.
  • Emotional connection: B2C email marketing aims to evoke an emotional response from the recipient. This can be achieved through aesthetically pleasing information, narratives, or engaging language.
  • Short-term goals: B2C email marketing initiatives are often focused on short-term goals, such as increasing sales, promoting items, or raising awareness.
  • Frequency: B2C email marketing campaigns tend to be more frequent than B2B email marketing campaigns. Consumers demand frequent contact with companies they associate with, so companies must communicate with them consistently.
  • Call to Action (CTA): A clear call to action such as “buy now,” “learn more,” or “subscribe here” is common in B2C email marketing campaigns. This is important to achieve the desired results, such as more sales or more visitors to the website.

B2C email marketing is basically characterized by the fact that it is highly individual, emotionally motivated and short-term, and also contains a clear call to action. Companies can then develop successful B2C email marketing programs if they understand and heed these important distinctions.

What makes up the B2B sector?

B2B email marketing differs from B2C email marketing in the following details:

  • Focus on businesses: B2B email marketing focuses on building relationships with other businesses, while B2C email marketing focuses on building relationships with individual consumers.
  • Customization: Because businesses have unique requirements and problems, B2B email marketing requires a high degree of customization. Customized content and offerings are usually more successful in this area than generic material.
  • Long-term goals: B2B email marketing initiatives are often focused on long-term goals, such as relationship building, brand recognition, and lead nurturing. B2B sales cycles are often longer than B2C sales cycles, and that’s why building trust with potential customers is so critical.
  • Data-driven approach: data and insights are often used to drive B2B email marketing initiatives. For example, companies can use data to segment their audience and send tailored content to each segment.
  • ROI focus: B2B email marketing campaigns are often designed to demonstrate a return on investment (ROI) to the recipient. This may include showing the cost savings or income improvements that can be achieved by using a particular product or service.
  • Multi-step approach: B2B email marketing campaigns often involve a multi-step approach with multiple touchpoints over a longer sales cycle. For example, a B2B email marketing campaign may start with a welcome email, followed by a series of nurturing emails, and finally a close email.

In summary, B2B email marketing is characterized by its focus on building relationships with other businesses, requires customization, has long-term goals, is data-driven, focuses on ROI, and involves a multi-level strategy. And companies can only design successful B2B email marketing campaigns if they know and observe these important distinctions.

The future of email marketing

Email in itself is still an extremely powerful channel for getting in touch with customers and also staying in touch. New technologies are being developed to improve user experience and performance and therefore the future of mail marketing promises to be a positive one as well.

Indeed, in the near future, email marketing will become increasingly targeted and personalized. AI-driven segmentation, as an example, will allow marketers to send tailored messages to each recipient based on their individual preferences and interests. Marketers will also likely be empowered to use predictive analytics to anticipate customer needs and respond quickly with appropriate messaging.

Data-driven optimization is also becoming increasingly important as marketers, especially in email, look for more ways to maximize engagement rates and ROI on their campaigns.

In addition, email optimization tools like A/B testing, split testing, and heat mapping will help you determine which email elements work best for your specific audiences so you can continually refine your strategies for maximum impact.

It is likely that email will also expand to short messengers, so WhatsApp messages, SMS and other representatives will play a greater role in the future. Ultimately, however, it doesn’t matter how these messages reach their own target groups.

In summary, email marketing has great potential for the future, but it requires careful planning and constant development if companies are to make the most of this powerful channel. The key is to automate processes while paying attention to personalizing content according to customer preferences.

Conclusion – What’s next for your email marketing?

Personally, I consider mail marketing to be simultaneously the most powerful and criminally neglected tool in online marketing. No other tool can achieve this kind of ROI. But why is this so? Well, email marketing is simple, not fancy enough for some marketers. You cannot hide your own inadequacy in this area. This is because you are closer to your customers and this means that mistakes and, above all, strategic planning errors are punished much more quickly and sustainably.

I hope our guide could give you a first insight into the topics of mail marketing. But where is the best place to start now? We believe that any action should be prepared by a well thought-out strategy.


8+ years of Growth Marketing
Published September 4, 2023


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