Email marketing: what is it, how does it work and how do you get success from it?

How does email marketing work?

Email marketing works on a simple principle. You collect permission, you communicate at the right time, and you use data to continuously improve your approach. Although the technology behind email marketing can be extensive and complex, how it works is easy to understand.

The process begins with collecting consent. This can be through a website registration, purchase or newsletter subscription. Emails are then sent, either manually or automatically, depending on the situation. The behavior recipients is measured, such as opens and clicks. Based on this data, one can optimize the content, timing or follow-up emails.

Example for email marketing

Suppose someone registers for a course or places an order. Immediately after this action, the recipient automatically receives a confirmation or welcome email. After a few days, a follow-up email follows, containing additional explanations, tips or onboarding information. When someone clicks on certain links, this can lead to additional emails that elaborate on that topic. All performance is measured and used to improve this so-called "e mail flow."

The main benefits oremail marketing

• High return on investment (ROI)
  Email marketing often delivers more than other channels because you are communicating with an existing audience that has already shown interest. This increases the likelihood for engagement and conversion.
  

• Direct communication throughout the customer journey
  You can reach customers at every stage for the customer journey, from orientation to repeat purchase. This keeps communications relevant and strengthens engagement with your brand.
  

• More traffic to your website
  With targeted content and clear call-to-actions, you redirect recipients to pages that match their interests, which ensures a increase in qualitative traffic.
  

• Complete control over content, timing and dates
  Unlike social media, you decide when and how to communicate. You are not dependent on algorithms or limitations for external platforms.
  

• Independent for advertising platforms
  By investing in email marketing, you build your own channel and reduce dependence on rising costs for Google Ads and social media ads.

Tips for effective email campaigns

An effective email marketing campaign starts with relevance and clarity.

Segment your mailing list

By dividing your mailing list based on behavior, interest or stage in the customer journey, each recipient receives communications that are more appropriate. This increases engagement and the likelihood oraction.

Personalize your e mail

For example, use the recipient's name or tailor the content to previous interactions. The more personal the e-mail feels, the more likely it is to be read.

Write a catchy subject line

The subject line determines whether an e-mail will be opened. Keep it short, clear and promising. Test different variations to discover what works.

Use interesting content and matching images

Make sure each email offers value. Storytelling and clear images help get the message across, but avoid unnecessary distractions.

Place clear call to actions

Focus each email on one goal. Use activating text such as "View our offer" or "Download guide" and make sure buttons are highly visible and mobile-friendly.

Optimize for mobile

Many emails are read on smartphones. Use short text, scannable structure and large buttons so that the email remains pleasant to read. Also pay attention to the choice orimages and banners.

Test your template on different devices and browsers

Emails are opened on a variety ordevices and in different email programs. By testing your template on smartphones, desktops and common browsers, you avoid display problems and ensure that your emails remain legible and functional everywhere.

Different kinds of email marketing

Within email marketing, different forms can be distinguished, each with its own purpose and application within the customer journey.

• Newsletters
  Newsletters are used for periodic communication with your target audience. For example, they contain updates, inspiration, knowledge or offers and are intended to maintain contact and increase engagement.
  

• Transactional emails
  Transactional emails confirm a specific action by the recipient, such as a purchase, subscription or password recovery email. These emails are almost always opened and play an important role in trust and user experience.
  

• Promotional campaigns
  Promotional email campaigns focus on a specific action, such as a product launch, temporary offer or event. They often have a clear commercial purpose and include a strong call to action.
  

• Email marketing automation
  Automation flows provide automatic follow-up based on behavior, timing or events. Think welcome emails, reactivation or follow-up content after a click. This keeps communications relevant without manual actions.

Email marketing software from Ternair

Ternair offers professional email marketing software that goes beyond sending campaigns. The email marketing platform brings data, personalization and automation together in one environment, allowing organizations to create targeted and relevant communications based on up-to-date customer information. Thanks to its flexible data model, the platform connects seamlessly with existing systems and processes.

At Ternair you work with an email marketing platform that is supported by the people who developed it. Our specialists think along with you about set-up, links and the effective deployment of email marketing within your organization. As a Dutch software organization we understand the practice and offer personal guidance that suits your situation.