Newsletter marketing with Maileon

In the ever-evolving landscape of digital marketing, email marketing remains an essential cornerstone of customer loyalty. Few other channels offer such a direct line to your customers. Used correctly, it can strengthen customer relationships and increase your sales in the long term.

To harness this potential in practice, Maileon offers a professional, GDPR-compliant marketing and automation solution that is specifically tailored to growing online businesses. As a user of the ePages Now version, you can start with the free plan, test features at your leisure and talk to an email expert about how email marketing can support your business goals.

However, there are a few important aspects to consider in order to optimise your results. In this article, we present five key elements of email marketing that aim to build lasting relationships and increase your ROI (return on investment).

Must-have 1: Use personalisation

One of the most important strategies for profitable email marketing is and remains personalisation. Potential customers pay significantly more attention to a message and respond more strongly when it is tailored specifically to them. This in turn leads to more interactions, e.g. in the form of clicks, purchases or sharing with friends and family.

In email marketing, personalisation usually refers to the best possible alignment with the interests and dynamic addressing of the respective recipient. In addition, email as a technology also offers a number of other interesting approaches, such as:

Type, number and order of offers
Degree of incentive (e.g. discount amount or additional bonuses)
Individual URL links
Dynamic sender addresses (aliases)

Another often neglected point is delivery time optimisation. The special feature here is that each individual recipient receives the newsletter at exactly the time when the probability of a response is highest. Maileon has already carried out several tests on this together with their customers. The results of over 250 A/B tests (comparison of two versions of an email) with more than 25 companies show a clear trend in the use of dispatch time optimisation:

Open rate: +2.6%
Click rate: +6.2%
Unsubscribe rate: –4.4%

Must-have 2: Obtain consent to send emails

Trust is the foundation of every relationship, including the one with your customers. Data protection, security and consent are non-negotiable. This applies to you and your recipients as well as to email providers such as Gmail, Outlook and Yahoo.

Therefore, always be transparent and obtain the consent of recipients before sending emails – e.g. via registration forms on your website. Inform potential subscribers clearly about what content they can expect and how often. Use the double opt-in procedure, in which the registration is confirmed again by email. This is the basis of GDPR-compliant email marketing.

Also, make it easy for recipients to change or withdraw their consent. Every email sent must include a clear and simple unsubscribe option. This is usually placed in the email footer alongside the imprint and legal information.

Must-have 3: Tracking marketing measures

Evaluating your email marketing performance is essential for data-driven decisions. Only those who know the effectiveness of their measures can structurally improve their ROI.

Focus on metrics that give you a clear picture of your relationship with your customers, such as click-through rates, conversion rates and unsubscribe rates. By analysing the results, you can identify which types of emails appeal to your target group and adjust your strategy accordingly.

In addition, you can use A/B testing to compare different versions of your emails and determine which differences lead to the best results. For example, test different subject lines, offers or layouts to continuously improve your results.

Must-have 4: Encourage recipient interactions

Email marketing is often still seen as a one-way street. However, this channel offers the ideal opportunity to interact with your customers and prospects. Use email as a tool to start a conversation and gather feedback. This will give you valuable insights into the needs and preferences of your customers.

For example, use an interactive survey, set up polls or ask users to share reviews, user photos or other content with you.

Must-have 5: Offer relevant incentives

Convincing added value is crucial for customers to discover your brand, experience it and remain loyal in the long term. With personalised and relevant content and offers in your emails, you can strengthen loyalty and customer retention. This includes, for example, dynamic discounts or exclusive access to events and collections.

Also encourage your customers with incentives to share their experiences and opinions about your brand (e.g. via social media). Fans of your shop are worth their weight in gold. Reward them, be authentic and focus on genuine relationships. Then your customers will stay with you much longer than just for a single purchase.

Get started with Maileon

With well-thought-out campaigns and a little creativity, you can have a lasting positive impact on your brand’s perception. Get started now and build relationships that not only increase your sales but also turn your customers into true fans of your brand. Try Maileon for free through the App Store in your shop or get personalised advice from one of their email experts first.

About Maileon

Maileon is a marketing suite that has been offering advanced email marketing and automation solutions from Germany for over 20 years. Its wide range of innovative marketing technologies helps companies of all sizes to effectively master the design and implementation of their marketing and communication strategies and achieve lasting success.