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E-mail marketing brings your business a number of significant benefits that can contribute considerably to its growth and success:

Increased customer loyalty
Regular communication with your customers helps to build and strengthen your relationship with them. By providing relevant content such as news, tips and special offers, you keep customers engaged and increase their loyalty to your brand.

Encouraging repeat purchases
E-mail marketing makes it possible to target customers with tailored offers based on their previous purchases or behaviour. This can motivate further purchases and increase customer lifetime value.

Increased brand awareness
By sending e-mails regularly you keep your brand in your customers’ minds. This helps to increase brand awareness and strengthens your position on the market.

Cost efficiency
Compared with other marketing channels, e-mail marketing is relatively inexpensive. It offers a high return on investment, because you can reach a large number of people for a fraction of the cost associated with traditional media.

Measurable results
E-mail marketing provides accurate, immediately available data on the performance of your campaigns. You can easily track open rates, click-through rates, conversion rates and many other metrics, which allows you to adapt and optimise your strategies quickly.

Personal, personalised communication
E-mail marketing makes it possible to segment your database and send targeted messages to specific groups of customers. This increases the relevance of your messages and improves the overall effectiveness of your marketing campaigns.

Wide reach
With the almost universal use of e-mail you can reach customers all over the world, which broadens your potential market and increases the reach of your business.

E-mail marketing, when done properly, can be a powerful tool for increasing sales, customer loyalty and overall brand awareness. It provides a communication platform that is at once personal, customisable and widely accessible, which makes it an essential part of any successful marketing strategy.

The key differences between e-mail marketing and other forms of digital marketing lie in their approach, personalisation, reach, cost and measurability. E-mail marketing allows direct, personal communication with individual recipients, which is essential for building deeper relationships with clients. Unlike social media or search engine marketing, where the content is public and targets a broad audience, e-mails can be carefully tailored to the needs and interests of each customer. This makes a high degree of personalisation possible, which is often not achieved in other channels.

Another difference is the ability of e-mail marketing to measure engagement and conversions directly. By contrast, social media and PPC advertising metrics are often less direct and can be influenced by external factors. E-mail marketing also usually requires a smaller investment to reach target groups, which represents a high return on investment.

While social media offers broad reach and the possibility of content spreading virally, e-mail marketing provides a stable platform for long-term communication that is not dependent on third-party algorithms. This means that while social media posts can easily get lost, e-mails remain in the inbox until the recipient reads or deletes them.

In addition, e-mail marketing enables businesses to build extensive contact databases that can be used for future communication. This type of database is a valuable asset that cannot be created so easily through other digital marketing channels.

In the context of these differences, e-mail marketing can be understood as a complement to a broader marketing strategy, one that offers unique advantages in terms of personalisation, measurability and cost efficiency.

Imagine you are on a first date and trying to find the right frequency for messaging your new discovery. If you send them ten messages a day, they will probably label you as too intense and dump you. On the other hand, if you get in touch once a month, they will probably forget about you or find someone who remembers them more often. Just as in romance, the key in the world of e-mail marketing is to find the right balance.

According to Omnisend, sending 10 to 19 e-mails a month, which is roughly three to five e-mails a week, could be ideal for your e-commerce business. But remember, this number is not set in stone. Your ideal frequency depends on what your audience expects and on the value your e-mails bring them.

Focus on analysing key metrics such as open rates, click-through rates and conversions in order to find out what works and what does not. And do not be afraid to experiment. You may find that your audience prefers an exciting „adventure“ full of more frequent e-mails with unique content to waiting for your monthly „letter“.

Think of it as trying to bake the perfect cake. If you add too much sugar to the mixture, it will be over-sweet. If you do not add enough, it will not be sweet enough. The key is to find the right balance according to the taste of your guests. It is the same in e-mail marketing – your goal is to provide exactly as many e-mails as your audience appreciates, without overwhelming them or leaving them wanting more.

Forget ONE-SIZE-fits-all. Adapt your sending frequency to the unique preferences and behaviour of your audience. And remember, even though e-mail marketing is a bit like the dating game, with a little attention and careful tuning you can find the right balance that will lead to a long-term relationship full of mutual interest and engagement.

Imagine your e-mails are like a flirtation that you send out (instead of across a bar to the opposite sex) far into the digital universe. You want someone at the other end to smile and open your message with enthusiasm. How do you achieve that? One magic trick is emojis in the e-mail subject line. Yes, you heard correctly. Using emojis can give your e-mail a distinctive touch and set it apart from the others in a very crowded inbox.

But beware – with the power of emojis comes great responsibility. It is important to choose the right emojis, ones that genuinely resonate with your message and your brand. There is no point adding random emojis just because they are cute. They must be relevant to the content of your e-mail and the added value must be obvious.

Besides emojis, there are a number of other strategies for increasing the open rate of your e-mails:

Write an attractive subject line
Your subject lines should be like good book covers – interesting enough to arouse curiosity, but also true to the content. Be creative, but honest. Monitor their impact and recycle the successful ones. Do not be afraid to send the same e-mail a second time to those who did not open it, but this time with a different subject line.

Personalisation is the key
Addressing the recipient by name can do wonders for the open rate. People like the feeling that an e-mail is intended just for them.

Optimise for mobile devices
These days people read e-mails on their phone in bed in the evening or on the bus on the way to work or school, so make sure your e-mails look good on small screens too.

The best sending time
Test different days and sending times to find out when your audience opens e-mails most often. Sometimes sending an e-mail at the right time can be decisive. Research favours Tuesday; weekend messages, by contrast, usually get lost. Also choose the time of day according to your target group.

Avoid spam words
Certain words can send your e-mails straight to the spam folder. Avoid excessively sales-oriented language and words that a spam filter can easily pick up.

Offer real value
People will open your e-mails if they expect something useful or interesting from you. Make sure that every e-mail contains something that is valuable to your subscribers.

A/B testing
Do not be afraid to experiment. A/B testing different subject lines can give you valuable information about what most appeals to your audience.

Imagine your e-mail campaigns are like a first date. There are several faux pas that can seriously reduce your chances of a second date (in other words, of your e-mail being opened again). Here are some of the most common mistakes in e-mail marketing, presented in the light of our dating analogy:

Using clichéd phrases in the subject line
This is like saying on a first date: “Do you have a map? Because I keep getting lost in your eyes.” It may sound sweet, but it usually does not come across as sincere. In the world of e-mail it is like using “You won’t believe what happened next!” That can feel like a cheap trick and put the recipient off opening the message.

Too many e-mails
It is as if your date were constantly calling and texting you. Instead of arousing interest, it will probably lead to being blocked quickly. In e-mail marketing it is important to find the right frequency so that your subscribers stay interested but are not overwhelmed. An e-mail once a year is not exactly ideal either.

Lack of personalisation
Sending a generic e-mail is like saying “Hi, you!” on a date without using the person’s name. Personalisation, such as using the name in the subject line or at the start of the e-mail, can significantly increase the chances of your e-mail being opened.

Ignoring mobile devices
This is like inviting someone on a date to a restaurant that only has high stools when you know they prefer comfortable sofas. These days you need to optimise e-mails for mobile devices, because most people view their e-mails on a phone.

An unclear call to action (CTA)
This is like ending a first date with “Right then, take care.” without any hint of what you would like to happen next. Your e-mails should have a clear, prominent CTA that tells the recipient what to do next.

Ignoring testing and subsequent analysis
This is like going out in a new suit without checking it in the mirror. Always test your e-mails before sending them to make sure they look good on all devices and in different e-mail clients. And ignoring analysis is like taking no interest in how your date went and what you could do better next time. Track the key metrics of your e-mail campaigns so that you can find out what works and adjust your strategy.

Imagine you are trying to get into an exclusive party. But instead of security letting you in, you are sent straight down to the cellar. Well, in the world of e-mail that cellar is the spam folder. To make sure your e-mails go straight to the inbox instead, like VIP guests, here are a few tricks without using magic bullet points:

First, just as when you are trying to get into a VIP party, it is important to have a good name. Make sure that your „sender name“ and e-mail address are clearly recognisable and trustworthy. It is like being on the guest list as a „plus one“ from the DJ himself.

Second, create an attractive subject line, but avoid words that scream „Spam!“, such as „Free!“, „Guaranteed!“ or „No risk!“ That is like trying to get into a party by claiming to be the organiser’s best friend when in fact nobody knows you.

Third, obtain consent before sending. That is like getting an official invitation to the party. Make sure that people really have subscribed to your e-mails and that you are not simply sending them out.

The fourth trick is to keep a clean list. That is like having a guest list with no party crashers. Regularly remove inactive subscribers and those who have unsubscribed from your e-mails.

The fifth strategy is to create quality content. That is like bringing something great to the party, perhaps delicious refreshments that everyone will appreciate. Make sure that your e-mails bring value and are relevant to your subscribers.

The sixth tip is to optimise for mobile devices. It is like making sure that your party outfit looks great not only at home in front of the mirror but also in the dynamic environment of a club. Most e-mails are read on mobile devices, so it is important that they look good on any device.

And finally, always offer an easy way out. That is like having a clearly marked exit in case someone at your party feels uncomfortable. Make sure that your e-mails contain an unsubscribe link that is easy to find.

Remember that the goal is not just to get in, but to become the star of the party. Keep your e-mail list clean, be a welcome guest in the inbox, and your e-mails will always be at the centre of things instead of ending up in the spam cellar.

If you want to make sure that your e-mails do not land in the spam folder, think of it as trying to get into a very exclusive party. Except that this time, instead of relying only on your charm and an invitation, you have to prove that you have a special pass – in this case a technical set-up that confirms your identity and your authorisation. Here are the key technical aspects that serve as your VIP passes to the world of e-mail communication:

SPF (Sender Policy Framework)
This is like having confirmation on the guest list that your limousine (your e-mail address) is allowed to park in front of the club. SPF verifies that the IP address from which e-mails are sent is authorised by the owner of the domain. This helps to prevent forgers from using your e-mail address to send unsolicited mail.

DKIM (DomainKeys Identified Mail)
Think of this as the seal you press onto your invitation with a special signet ring. DKIM adds a digital signature to your e-mails that confirms the content of the e-mail was not altered during transmission. This strengthens trust in your messages and helps to protect against forgery.

DMARC (Domain-based Message Authentication, Reporting, and Conformance)
This is like the party security checking your identity while also recording who came in. DMARC uses SPF and DKIM to verify that an e-mail really does come from a legitimate source, and instructs recipients on what to do with e-mails that are not authentic.

Think of SPF, DKIM and DMARC as your three most important VIP passes, the ones you need in order to enter the inbox without any problems. Without them your chances of getting onto the VIP list drop dramatically and you may end up in a dark alley full of spam.

When you have these technical aspects set up correctly, it not only increases the chances that your e-mails will be delivered, it also improves your overall sender reputation. It is like being on the VIP list: not only do they let you in, everyone also takes you more seriously.

How and where do I set this up?

Setting up SPF, DKIM and DMARC requires a little technical knowledge and access to your DNS (Domain Name System) manager, which is usually the panel provided by your web hosting company or domain registrar. Think of it as setting up a security system for your house. First you have to find out where the control panels are and how to set them up correctly to make sure that your house (in this case your e-mail communication) is protected. Here is a basic overview of how to go about it:

Setting up SPF:

1. Log in to your DNS manager: This may be at your web hosting company or wherever you registered your domain.
2. Create a new TXT record: In the DNS record management section, find the option to add a TXT record.
3. Enter the value of the SPF record: The value should look something like this: v=spf1 include:_spf.yourdomain.com ~all, where _spf.yourdomain.com is the address of the e-mail service you use for sending e-mails. This setting allows e-mails from your e-mail service to be considered legitimate.

Setting up DKIM:

1. Request a DKIM key from your e-mail provider: Many e-mail marketing platforms, such as Mailchimp or SendGrid, will let you generate DKIM keys directly in their settings.
2. Add the DKIM record to your DNS: Just as with SPF, you add a new TXT record to your DNS. The value of the record will be a longer string provided by your e-mail provider.
3. Activate DKIM in your e-mail service: After adding the record to DNS, make sure that DKIM is activated on the side of your e-mail service.

Setting up DMARC:

1. Create a DMARC policy: A DMARC policy is formulated as a TXT record that defines how e-mails failing SPF and DKIM should be handled. For example: v=DMARC1; p=none; rua=mailto:[email protected], where p=none specifies that nothing will be done with non-compliant e-mails for the time being, but reports about them will be sent to the e-mail address given.
2. Add the DMARC record to your DNS: As with the previous steps, create a new TXT record and enter your DMARC policy as the value.

Remember that after setting up SPF, DKIM and DMARC it can take up to 48 hours for the changes to take effect. It is a good idea to check regularly whether your settings are correctly detected, using the various online tools for verifying SPF, DKIM and DMARC. It is like checking whether your home security system is communicating correctly with the monitoring centre. These steps will increase the chances that your e-mails arrive where they should and will protect your reputation as a sender.

If you are not sure how to proceed, feel free to contact us and we will help you.

Most often because of the technical set-up of the domain. Without SPF, DKIM and DMARC records the sender looks untrustworthy. The second reason is the database: inactive addresses, contacts obtained without consent and a non-functioning unsubscribe link all damage reputation. Only in third place comes the content. An audit will show you which of those three it is.

It speeds up the preparation of variants of subject lines and texts for individual segments, helps to estimate who will be interested in an offer and helps to choose a suitable sending time. It does not replace the decision about what to send and to whom, nor a good database. Personalisation applied to poor data merely sends out the wrong message faster.

It makes sense even with a few hundred contacts, provided they are people who buy from you. Quality decides, not quantity. A smaller, well-segmented database commonly earns more than tens of thousands of addresses that nobody has ever cleaned. That is why we start with cleaning and segmentation, not with collecting new contacts.