E-mail marketing and newsletters: Essential or long outdated?

The e-mail is 50 years old this year – hard to believe. A good time to look into the question of what significance e-mails (still) have in today’s communication and thus also the e-mail newsletter as a marketing tool. Has e-mail possibly been replaced by other communication channels such as social media?


What is marketing by e-mail anyway?

Simply put, email marketing is the digital equivalent of direct marketing. The communication takes place (ideally personalised) with the help of e-mailings that land in the personal mailbox after the person has previously registered for them. The registered person therefore has an interest in receiving information on a certain topic, a certain company or a certain person. For this reason, professional and modern e-mail marketing is definitely not to be compared with a mass mailing, quite the opposite. The better it is adapted to the audience and their interests, the more effective it is. This is a great opportunity for companies and customers not to lose sight of each other.

And by the way: although social networks have become omnipresent and promise more and more features and functions, e-mail is still the most important and most used communication channel for companies of all sizes.


So what speaks for the newsletter as a measure in e-mail marketing?

Newsletters connect companies, products or people with interested parties and ideally promote a long-term relationship – always provided that the topics are interesting for the audience. The relevance of content as well as the regularity and thus reliability of mailings are of enormous importance. Nothing is more tiring than news with low information content but high promotional dynamics and news that arrives only sporadically.

Ideally, a newsletter is a one-to-one communication at its best, which is highly effective due to a high degree of adaptation to the target groups and at the same time is a super supplement to communication via social media channels. In particular, it makes sense to combine the newsletter with other online channels in order to combine the respective advantages of the individual platforms.

Those who regularly send e-mailings are on the safe side – independent of third-party providers such as Google, Facebook & Co. and the successes can be measured easily, directly and in real time. When using special tools for e-mail marketing, the processes, from spelling to sending, are simplified and automated. And even as a prospective customer, subscribing to a newsletter is the best way to stay up to date.


Are there any arguments against the newsletter?

We think – quite few. Contrary to the many advantages of a newsletter, there are only a few points that could make it superfluous. For recipients, an easy overlooking of the emails in the mailbox or the lack of a physical feel could be an argument against a subscription. For companies, the regular sending and personalisation of content can be a challenge (in terms of time). Both are nevertheless necessary to strengthen the relationship with the newsletter audience.


So how will the newsletter perform in the future?

In order for the newsletter to continue to play a successful role in e-mail marketing, it is important to consider the following aspects:

  • E-mail marketing tool / Use appropriate software.
  • Putting on the customer’s glasses
  • Determine the right frequency and time of dispatch
  • Mobile optimisation for smartphones and tablets
  • Clear, concise structure and appealing design
  • Use personalisation
  • Analyse key figures
  • Basically, the entire customer journey must always be taken into consideration, which extends from the registration for the newsletter, to the arousal of interest for the respective topics and a subsequent action.

We are of the opinion that the newsletter will most likely continue to have a promising future in the digital marketing mix if the above criteria are taken into account.


In this context, it is interesting for us to ask how you became aware of this article: Via our newsletter, while browsing our website or via social media? If you are not yet a subscriber to our newsletter, but are interested in exciting projects, internal PAC topics and general topics, you can easily sign up to receive it on our website.