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20
CHAPTER 20
20. E-mail marketing
It is impossible to imagine the digital world without the newsletter. Almost every site offers the
possibility of subscribing to a newsletter. Everyone also knows the disappointment. Newsletters
that come too often, or too little. Newsletters that are uninformative or contain far too much
information. Despite the fact that many people have a negative experience with newsletters,
this form of communication can be extremely effective.
In this chapter we will discuss the most important aspects of e-mail marketing. In the teaching
method "Social media for MBO" we will discuss this in more detail.
20.1 Why newsletters?
There are many good reasons to start using newsletters. Below is a (non-exhaustive) overview
of the reasons for using newsletters:
• You build up a mailing database that you can use in various ways.
• You can gain customer loyalty by building up expert status.
• You can gain customer loyalty because you are that company with really interesting offers.
• You create extra traffic to your site.
• You can build a long-term relationship with your customers.
• It is better to retain one-off customers.
• You can increase the effectiveness of your newsletter by integrating it with social media.
• You can increase your brand awareness.
20.2 Requirements for a successful newsletter
If you want to be successful with your newsletters, you need to fulfil a number of conditions:
• Make sure that the frequency of publication suits the subject and your site. Especially not
too often.
• Make sure the newsletter is visually appealing.
• Provide relevant content.
• Provide sufficient "call to action".
• Make it possible to share via social media.
• Create a customized newsletter for each target group.
20.3 How do you manage e-mail newsletters?
To realize the above, you need help from E-mail Marketing Software. This type of software allows
you to create professional newsletters and manage e-mail campaigns in a very effective way.
What else can you do with it?
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