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Email Marketing: innovative strategies and efficiency gains

Email marketing remains one of the most effective digital marketing tools, despite the constant changes in technology and the emergence of new communication channels. The ability to reach customers directly through a personalised email message is an invaluable opportunity to build long-term relationships and increase sales.

Email. Email Marketing Basics

Email marketing is the process by which businesses send informational or marketing messages to existing or potential customers via email. The effectiveness of this type of marketing is measured in terms of open rates, click-through rates and conversion rates.

Latest Trends

In 2023, email marketing trends are focused on personalisation, automation and the use of AI technologies:

  • Personalisation: sending tailored messages based on customer behaviour and preferences can significantly increase open and click-through rates. This includes not only including names in headlines, but also tailoring content to customers' previous interactions.

  • Automation: email marketing automation allows companies to create sophisticated but effective communication campaigns that work according to defined triggers and behavioural patterns.

  • Artificial intelligence: AI can analyse vast amounts of data to help optimise sending times, segment audiences and even generate tailored message texts.

Best Practices

In order to achieve high performance, it is important to follow email marketing best practices:

  • Clear and attention-grabbing headlines. The headline is the first thing the recipient sees. It should be attractive and clearly show the content of the message.

  • Mobile friendly design. Most emails are opened on mobile devices, so it's important to ensure that your emails look good and are easy to read on small screens.

  • Valuable content. Sending content that is useful to your audience helps keep engagement high and reduces the likelihood of unsubscribing.

  • Data analysis and optimisation. Continuously monitoring important indicators such as open, click, and conversion rates allows you to improve future campaigns.

Email marketing is a dynamic and constantly evolving segment of digital marketing. The latest technologies and techniques allow companies to achieve high ROI and strengthen customer relationships. Successful email marketing requires continuous learning, experimentation and adaptation to new challenges.


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