FORTE CULTURA E-Marketing-Guide

Guideline for effective e-marketing for fortified heritage 14 4 E MAIL M ARKETING Since the invention of e-mail, over 40 years ago, a lot has happened in the communication indus- try. New media offers more communication options and new marketing opportunities, but the requirements are constantly changing as well. Still the "use of e-mail marketing as part of an ef- fective customer contact and a modern customer care is almost inevitable." 4 E-mail has a decisive advantage over other forms of marketing: The cost-benefit ratio. With email, you are able to send your messages simultaneously to millions receivers in a short time and the financial cost is very low. Therefore it is not surprising that e-mail marketing is be- coming increasingly attractive: "Email marketing is a part of online marketing and direct market- ing in particular, that serves companies to continue to expand and strengthen existing customer contacts." 5 It offers the chance to post your information at the right time and to the right audi- ence. Another advantage of email marketing is easy measurement. With simple tests it can be deter- mined which form of speech your target audiences prefer and at what times most e-mails are opened. You can also learn to respond to the information and / or send offers to your customers in the most effective way. 4.1 T YPES OF E - MAIL Not every e-mail is the same. Within e-mail marketing you will find different e-mail types you can use to build and maintain relationships with your customers. E-mails can have different objec- tives, target audiences and message. Newsletter is the tool for acquiring new customers. Transactional and service e-mails help to retain existing customers. If mailings are tailored to your audience's needs and have a high value for your customers, you can expect great results. Transactional e-mails Confirmation of subscription, order confirmation, delivery confirmation. These e-mails are very interesting for recipients because they contain important information. Therefore transactional emails have huge advertising potential compared to other e-mail advertising. Dispatch of such e-mails is triggered by a specific action of the user (purchase of an item, regis- tration on the website, etc.). The process is usually automated and the Emails are called "incon- spicuous routine-mails of every day e-commerce" 6 . They are sent and accepted without explicit consent of the recipient. 4 Gründerszene: E-Mail Marketing, http://www.gruenderszene.de/lexikon/begriffe/e-mail-marketing (01|2014) 5 Gründerszene: E-Mail Marketing, http://www.gruenderszene.de/lexikon/begriffe/e-mail-marketing (01|2014) 6 See: Schwarz: Leitfaden E-Mail Marketing 2.0, p. 45

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