5 Tips For A Successful Start in Email Marketing

Avoid Mistakes & Stay Compliant

By now, Email marketing has proven itself to be one of the most effective channels for keeping in touch with customers and driving sales. You don’t need to be an expert to make Email marketing an effective tool for your business but there are still some basic rules you should be familiar with before getting started.

Newsletter2Go is ready to make your entry to email marketing as smooth and simple as possible. Therefore, we’d like to present 5 tips especially for Email marketing beginners which will make sure you’re definitely on the right track.

Tip 1: Building a Recipient List

Building a recipient list is the essential ingredient in Email marketing- after all, you’ll need recipients to whom you can send your newsletters. Before sending to existing contacts such as store customers or those collected from a competition, you’ll want to make sure you’re on the right side of the law: Sending an unsolicited commercial Email to even a single recipient could cost you up to 4,000€ depending which country you’re operating in (§ 7 para 2 No. 3 UWG). To avoid these headaches, you’ll need permission from the recipient to send commercial emails.


Fortunately email marketing software providers have you covered and have already integrated options for legal protection in the software. The solution is the so-called double opt-in, a double confirmation of the Newsletter. In this system, the receivers are sent a confirmation email after entering their data in a registration form. This contains a link, which the user must click before their data are added to the recipient list. This also helps to prevent the misuse of addresses: If someone has not registered themselves, they’ll be notified in the form of a confirmation Email and may decline, by not clicking the link. This way you can be sure that no third party enters the Email address without consent. The recipient’s address is then stored automatically in a daily self-updating list when the confirmation link has been clicked.

Tip 2: Sending via Whitelisted Servers

One of the biggest advantages of using email marketing software is that your newsletter won’t end up lost in a spam folder. Reputable software vendors have been certified as the reliable senders and are therefore trusted by email clients. With delivery rates of 99%, registration on a Whitelist ensures that all Emails are forwarded directly so you’ll be sure your emails arrive safe and sound.

Taking the guesswork out of sending, Newsletter2Go checks the trustworthiness of each new customer. Only then can you be assured that Whitelisting is not jeopardized and every customer’s emails arrive safely.

Tip 3: Design of the Newsletter

Newsletters offer much more extensive design options than regular emails. Once sent in simply HTML format, design now takes place but in an easy-to-use editor which can freely arrange images, text and links. Placeholders are especially handy as personalizations can be stored directly in the newsletter. So you can with very little effort, for example, use personal greetings in the newsletter. Recipients can be addressed personally in the subject line and greeting. The necessary data is drawn from the recipient database by the email marketing software.

No doubt you’ve worked hard to create an attractive design with text and images. What’s important to keep in mind is that there are many recipients for whom graphics will not display by default. This can significantly affect the readability of the newsletter when graphics are replaced by “alt-text “ in the same location. If a picture’s worth a thousand words, you’re missing a lot of content when your graphics don’t show up.

Tip 4: Segmenting Recipients

In addition to personalizing your speech, you should also use other ways to customize the newsletter. This increases the relevance for the recipients and ensures that the newsletter carries that hand-made feel you worked so hard to create. Making sure your newsletter is perfectly customised for each individual means accounting for characteristics such as gender, age, interests or buying habits. All of these can be uniquely personalized and automated by using an email marketing software.  

After you’ve finished customizing, recipients can then be split (segmented) into several groups and sent to target groups with the appropriate newsletter. For example, you can accommodate different content or products depending on characteristics unique to each customer. Even automatic mailings can be set up such as a birthday mailing, which is always sent on the birthday of the recipient.

Tip 5: Monitoring and Reporting

For successful Email marketing, monitoring and evaluation of the newsletter is one of the most important points to consider. One should at least know how often the newsletter was opened and how frequently links were clicked. Only then can you find out exactly what content worked well and what interests the recipient so you can tailor content for the next time. Based on this knowledge, you can then adjust the future newsletters and continually optimize content.  For each mailing, Newsletter2Go automatically generates a concise but detailed report, which includes all important metrics such as open rate, click through rate and conversion.

We hope that you feel well prepared after reading these tips on getting into Email marketing. If you still have questions, take a look at our extensive help section blog articles or give us a call. Stick around and you’ll be an Email marketing wizard in no time.

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