Email marketing is still one of the most effective methods for building lasting customer relationships, increasing sales and consolidating brand awareness. When implemented correctly, it is not only cost-efficient, but also achieves significantly higher conversion rates than many other channels.
In this guide, you will learn step by step how to reach your target group, inspire readers and achieve measurable success with professional email marketing.
The start of email marketing
Email marketing does not start with sending newsletters, but with a clear strategy. Focusing on relevant content and the right structure right from the start lays the foundation for successful campaigns.
The right target group generation
What good are the best posts if nobody reads them? The key to success lies in attracting the right subscribers. Use valuable lead magnets instead of purchased email addresses.
Lead magnets are free content or offers that motivate your target group to sign up for your newsletter. This not only increases your subscriber numbers, but also attracts genuinely interested readers.
Effective lead magnets are, for example:
- White papers, checklists, exclusive content or discounts that deliver real added value
- Content-Upgrades to your blog articles, e.g. additional tips or instructions
- Visible registration forms on the website, blog and social media that immediately catch the eye
- Optimised landing pages with a clear value proposition
Make the registration process simple, legally compliant and personalised
- Use double opt-in: This ensures that only genuinely interested users are added to your list. At the same time, you protect yourself legally and improve data quality.
- Keep forms short: The e-mail address is sufficient in most cases, the name can be included optionally. Fewer details increase the registration rate.
- Send a welcome email directly: Welcome new subscribers immediately after registration, but personalise the email. Standard templates from the CRM often come across as impersonal.
- Communicate added value clearly: Explain directly what content your subscribers can expect and how often they will receive emails from you. That way, they know exactly what they can look forward to.
Test directly how your current form works. Register yourself and check whether the process is really clear and simple.
Stay fair by cancelling your subscription
Even if nobody likes to think about unsubscribing, a clear, uncomplicated unsubscribe process is essential.
- Place a visible unsubscribe link: Every email should contain a clearly recognisable link that allows users to easily unsubscribe.
- Allow preferences to be customised: Give your subscribers the opportunity to choose their own topics or mailing frequency. This way, interested parties who only want certain content are retained.
- Quick and easy process: The unsubscribe process should be completed in just a few clicks, without cumbersome forms or additional steps.
Retaining subscribers
Now that you know how to gain subscribers, you need to provide them with relevant content.
Segmentation and personalisation
For your newsletter to remain truly relevant, it is not enough just to have many subscribers, you also need to address them in a targeted manner. Personalised communication tailored to their interests significantly increases the open and click rate.
This is how you segment your subscriber list effectively:
Customise content to the individual profile of your subscribers.
Welcome series, birthday or anniversary offers, reactivation campaigns.
Distinguish between new customers, active buyers and inactive subscribers. This allows you to accompany and target each group appropriately.
For example, show regional offers, product recommendations or industry-specific tips, depending on what is relevant for the recipient.
Mobile-First-Design & Layout
Grab your reader’s attention within 3 seconds. Structure the email clearly:
Header → Main message → Content blocks → Call-to-action (CTA)
Use short paragraphs and bullet points so that content can be scanned quickly on smartphones. Concentrate on one main action per newsletter (“One Main Goal”) and avoid too many links or offers.
Focus on mobile-first design, as 60-70% of subscribers use smartphones:
- Use single-column layout
- Legible font sizes: Continuous text 14-16 pt
- Sufficiently large buttons: at least 44×44 px
This applies to all devices:
- Fast loading times: Compressed images, few external scripts, file size < 150 KB
- Image/text ratio: Not too image-heavy (note the risk of spam)
- Readability & usability: make links and CTAs eye-catching, visible “above the fold”
- Paragraphs & white space: Enough space for an overview
- Contrast: Black lettering on a white background looks professional
- Consistent brand identity: colours, 2-3 fonts, logo (and possibly claim) prominently placed
Readability is also important on the desktop: headings should be 20-24 px in size, body text 14-16 px.
Stay authentic through speech and tone of voice
Address your readers in an authentic and target group-appropriate way (you/they, casual or professional). A consistent tone of voice strengthens recognition and trust.
Storytelling instead of advertising
Offer your subscribers tips, tutorials or exclusive insights that will help them progress and use storytelling to anchor your brand emotionally. Supplement your posts with clear call-to-actions that lead directly to attractive offers.
And don’t forget: regularly evaluate performance data to identify which content is best received and continuously optimise your emails.
Subject lines & preview text: The door opener
The subject line determines whether your newsletter is opened. Therefore:
- Short and concise (max. 33 characters)
- Personalisation, if appropriate
- Avoid spam terms (“free”, “buy now”)
- Use the preheader as a supplement (max. 40 characters)
Note: These recommendations are based on proven experience. Note that trends and user behaviour can change – so test regularly what works best for your target group.
Sending frequency & sending time in email marketing
Find the optimum frequency through testing: send your newsletter weekly, fortnightly or monthly. Be careful not to flood your subscribers. Fewer but relevant emails often work better than daily messages. Keep the frequency consistent to build trust.
Also test different days and times, e.g. Tuesday to Thursday mornings, and adapt to the results. Analyse the open and click rates per segment to identify the best time for your target group.
Test & dispatch processes
Carry out A/B tests for subject lines, content and sending times to find out which versions perform best. Test the display in all common email clients such as Outlook, Apple Mail or Gmail.
Send test emails to your team to check layout, links and spelling. Manage your mailing processes using a clear checklist: Content, target group, segment, test and approval. This ensures that every email is sent professionally and without errors.
Keeping an eye on the numbers: Analysis & KPIs
- Open rate: Success of subject lines & sender
- Click-through rate (CTR): Content and CTAs
- Conversion rate: Readers perform the desired action
- Unsubscribe rate: content relevant?
- Bounce rate: Delivery correct?
Analyse heatmaps and click paths to improve posts in a targeted manner. Compare campaigns with each other to identify the best performers and adapt your strategy.
Legal requirements
Ensure that you comply with the GDPR and other regulations:
- Use double opt-in and document each consent (date, IP, form source)
- Provide a clear privacy policy upon registration
- Enable simple deregistration at any time
- Do not send emails to purchased lists
- Provide transparent information about the purpose and content of your newsletter
Fazit
In conclusion, email marketing works best when you continuously optimise and try out new ideas. A clear editorial plan ensures regularly relevant content, while accessibility ensures that all subscribers can easily use your newsletter. Test subject lines, integrate small gamification elements and use authentic content from your customers, such as photos or reviews. Interactive features such as countdown timers, accordions or clickable product galleries bring your newsletters to life and increase engagement. These measures strengthen the bond with your subscribers and make your email marketing exciting, relevant and successful in the long term.
Frequently Asked Questions
Questions & answers about email marketing:
Yes, email marketing is still relevant today. It enables direct, personalised contact with subscribers, is cost-efficient and delivers measurable results. Those who offer relevant content reach their target group effectively and increase customer loyalty and sales in the long term.
Which email marketing tool best suits your company depends on your specific requirements, your budget and your preferences. Before deciding which tool you want to work with, you should know your target audience well to know which features you need. The most common email marketing tools are Mailchimp, Constant Contact, HubSpot, GetResponse, Campaign Monitor, AWeber, ActiveCampaign and SendinBlue.
The costs you can expect for your email marketing activities depend on various factors. The size of your email list, the number of emails you want to send and the functions you envisage are examples of factors that influence the price. The decision in favour of a particular provider also determines how high your regular email marketing costs will be.
