Why do people need email for marketing

Hardly any success in email marketing? 3 strategies for emails that won't be ignored

Email marketing sounds great: You can reach your target group directly and without paying for every click. Emails don't get lost in the newsfeed between cat videos and you have clear numbers to help you measure and optimize. So much for the promise. In practice, many companies have problems with low click-through and open rates, poor deliverability and an overall poor ROI with their email marketing. That's why strategies are needed to get noticed in the mailbox. Here are three tried and tested.

So many emails, so many impressions

This is mainly because most newsletters look like advertisements and get lost in the crowd. In 2015, people received an average of 88 emails a day (a number that has hardly changed since then, but has actually increased). Therefore, it is important to attract attention in the background noise of the mailbox. While obvious marketing emails were also interesting in 1990, bad newsletters are now at best ignored and at worst marked as spam and deleted unread.

To prevent this from happening to your e-mails (anymore), in this article you will learn three strategies that make your e-mails stand out in the inbox, so that they are opened and clicked, so that you achieve a good ROI through your e-mail marketing can.

1. Higher open rates? This is more important than the subject line

If your emails make an uninteresting first impression, your open rate will inevitably drop. Conventional email marketing tips advise using interesting subject lines to achieve higher open rates. That seems logical at first: the subject is the first thing we see of an email. But that's not the whole truth. Better subject lines result in a higher open rate.

And the prize for the best #GDPR email subject line goes to @Harlands_NE. pic.twitter.com/ZHjT3G8yhV

- Gary Turner (@garyturner) May 22, 2018

But the subject isn't the only thing that affects the first impression of an email. Because you are sending another piece of information: the sender.

Think of it this way: When you get an email from your boss or customer, you don't delete it, you open it and read it - regardless of the subject. That's because you know the content is important to you. If you want readers to instinctively open your email, then they need to perceive it as important and / or valuable. You can do this by sending only relevant emails that entertain and add value to your readers.

Who should be the sender?

Don't use your company name, use a person. In the case of smaller companies, the founder or managing director is recommended, while larger companies should best use a team member with whom the reader would speak if interested. With someone as the sender, your email will not be immediately stamped as advertising and ignored.

Practical tip: If you have different departments, try switching recipients. Because of the unexpected name, more people will open your email. Be honest and only change if your message is different than usual. Otherwise the change will only cause confusion.

2. Who is this about

Many ineffective marketing emails have the wrong aim. The newsletters describe which projects the company has implemented and what other news there is. Many companies forget about the customer.

People are primarily interested in themselves. This also applies to your customers. Therefore, address your readers directly in the e-mails and make it clear why the information in the e-mail is relevant. Of course, that doesn't mean that it shouldn't be about you and your company at all. Compare these two fictional email marketing examples from a gym called PrimaFit:

Focus on the company:
We're celebrating our 12th birthday!

A lot has happened since PrimaFit was founded in 2007: We have moved into a new building and have completely renewed our equipment. In addition, Alex has been giving the kickboxing course on Wednesdays for three years now and Tanja helps our members relax with yoga on Tuesdays. We look forward to the next 12 years and give all members a free month of PrimaFit!

Focus on the customer
Free month for you!

Perhaps you still know the first building on Frühlingstrasse and the old devices that we started with in 2007. Perhaps you only got here later and don't even know PrimaFit without kickboxing, yoga and high-quality equipment. Whether you are an 'old hand' or a brand new member: We look forward to seeing you — and want to give you a present for our 12th birthday: Your monthly fee will not be debited from your account this month.

You have probably noticed that addressing the customer directly is much more appealing. The title alone makes this clear. How could you ignore a free month?

Practical tip: Try to have at least two “you / you” for every “we / I”.

3. Storytelling

Even with a customer focus, a lot of marketing emails remain boring. Although they contain valuable information, they express it in such a way that the customer does not remember it. So the message is drowned out again in the background noise. The solution: tell a story. Storytelling is used even less in email marketing, especially in the German-speaking area. This gives you a chance to get noticed with your emails. Stories allow you to package your information in a way that will entertain and entertain your customers. Compare the two versions from a fictional newsletter from an advertising agency.


This month we were able to set up a new website for Schulz and Sons. The project was a complete success and the customer is satisfied. With a content strategy, we will ensure that our newest customer is easily found by search engines in the long term. We welcome Schulz and Sons as satisfied customers.


When Schulz and Sons approached us, they had few customer inquiries. During the initial consultation, we decided to develop a website that would be easier to find on the Internet. After completing the website, we decided to implement a long-term content strategy. "Customer inquiries come over the Internet without spending hours in front of the PC every day," says Christian Schulz, Managing director of the company Schultz and Sons.

Unfortunately, most marketing emails look more like the first example, while the second example is a lot more interesting and entertaining. Therefore, tell stories in your email marketing.

Practical tip: The core elements of every story are a main character, a problem to be solved, a discovery, and the solution to the problem through the discovery.


You may have noticed that this article was about making your marketing emails as interesting, valuable and entertaining as possible for the customer. And that's exactly what really effective email marketing is all about: to offer the customer clear added value.

You can find the essence of this article with tips that can be implemented directly in the brief checklist. So you can remind yourself and / or your team if you keep looking at the overview.

The checklist: In a nutshell: 3 strategies that will make your emails irretrievable

1. Do you want higher open rates? The sender is more important than the subject.

While good subject lines have a huge impact on open rates, readers open emails because they expect value and entertainment from it. If you deliver this reliably, then your emails will be opened because they come from you - your target group trusts you.

How do you do this:

Make the sender a (real!) Person, ideally the founder or CEO (NOT the company or a team). Make your emails valuable to the customer.

2. It's always about the customer.

The customer reads your email for their own benefit. Therefore, speak to him directly and make him feel that he is reading a personal message, not a “newsletter”.

How do you do this:

Minimize "I" and "we".
Maximize "you" / "you".
A good me / you ratio is around 30/70.
Before you write your email, think about what you want to give the customer.
As you proofread each sentence, ask yourself if it will help your client.

3. Tell stories

People can't stop reading a good story. Put the content of your emails in a story format.

How do you do this:

Always focus on the customer in every story. Ask yourself if the story is really relevant to the customer.
A good story consists of the following four elements:

  • Main character
  • problem
  • Discovery that solves the problem
  • the solution of the problem

People can't stop reading a good story. Put the content of your emails in a story format.


After a few years as a freelance copywriter and marketing consultant, Finn got fed up with annoying spam and boring commercial emails. That's why he decided to use his marketing expertise to help entrepreneurs who want to see better results in their email marketing. Today he uses EffektiveEmails to implement e-mail strategies that turn strangers into customers and customers into fans.