What is Email Marketing?
Email marketing is one of the most effective and cost-efficient marketing channels with an average ROI of 36:1. It includes newsletters, automated email sequences (drip campaigns), transactional emails, and personalized campaigns. The advantage: Direct communication with an audience that has actively shown interest (opt-in). Modern email marketing tools like Mailchimp, Klaviyo, or HubSpot enable segmentation, personalization, and automation. Important metrics are open rate, click rate, conversion rate, and unsubscribe rate. GDPR compliance is essential in the EU: double opt-in, imprint, and easy unsubscribe.
Key Points
- ROI of 36:1 - one of the most effective channels
- Segmentation for more relevant content
- Personalization increases open and click rates
- Automation for welcome, cart, re-engagement emails
- A/B tests for subject lines and content
- GDPR: Double opt-in, imprint, unsubscribe link
Practical Example
“Our email welcome sequence has a 65% open rate and generates 25% of all e-commerce sales.”