Why email marketing is indispensable for companies

Email is the only digital channel you have complete control over. Your list is yours – no social media algorithm can separate you from your target group. At the same time, email marketing allows for personalization and segmentation that is not possible on any other platform with such precision. You address people directly, at the right time, with the right content.

The basis for successful email marketing is a clear strategy: define goals, segment target groups, develop relevant content and use the right tools. If you implement this consistently, you have a sales channel that is continuously optimized and scales with the company.

For companies that want to structure their digital sales, it is advisable to take a look at the agency’s services – especially if email is to be embedded in a holistic marketing system.

Building a newsletter: From the list to the community

A newsletter is more than just a monthly newsletter. When implemented professionally, it becomes the central means of communication between the brand and the target group. The structure starts with the right lead generation: opt-in forms, lead magnets, content upgrades and landing pages that promise real added value.

The most important elements in the newsletter structure:

• Double opt-in: mandatory from a legal perspective (GDPR), but also crucial for list quality – only genuine prospects get through
• Welcome sequence: The first three to five emails after registration determine open rates and engagement over the next few months
• Segmentation right from the start: Differentiate by source (where did the lead come from?), interest (what topic attracted them?) and behavior (did they buy, click, open?)
• Content calendar: Regularity beats frequency – better every other Tuesday than irregular and hectic
• Test subject lines: A/B tests on subject, sender name and pre-header can improve the open rate by 20-40%

Anyone who brings performance marketing experience to the email strategy immediately understands that the newsletter is not an end in itself, but a conversion channel. Every email must have a clear goal, a clear call to action and a measurable success factor. You can find out more about how channels interact under Performance marketing: ROAS, conversion and strategy.

Agency tip: Don’t start with the perfect template, start with a strong welcome sequence. The first five emails after registration are by far the most frequently opened. Use this time window for onboarding, brand positioning and the first conversion attempt. An average newsletter later in the funnel rarely performs better than the initial phase.

Email automation: trigger emails and workflows

Email automation is the turbo in email marketing. Instead of sending emails manually, companies set up workflows that react automatically to user behavior. The result: higher relevance, better open rates and more conversions – with less manual effort.

The most important automation workflows for companies:

1. Welcome Series: 3-7 emails after registration – brand presentation, added value demonstration, first conversion
2. Abandoned Cart: User has added product to cart but not purchased – reminder after 1h, 24h, 72h
3. Post-purchase sequence: thank you mail, cross-sell, review request, loyalty offer
4. Re-Engagement Campaign: Reactivate inactive subscribers (no opening for 90+ days) or remove them from the list
5. Lead nurturing: guiding B2B leads through the sales funnel – white papers, webinars, case studies, demo requests
6. Birthday/Anniversary: Using personal occasions for highly relevant communication
7. Browse Abandonment: User has visited certain product page but not purchased – targeted follow-up email

The basic rule of automation: every trigger workflow is built once, then optimized. Split tests for timing (immediately vs. after 2 hours), subject and CTA gradually lead to better performance. Automation is not a set-and-forget, but a system that is continuously improved.

The article on social media marketing for SMEs describes how automation fits into an overarching social media strategy.

Email funnels: from lead to customer

An email funnel is a sequential series of emails that guides a contact through a purchase decision. In contrast to a newsletter, which provides content for existing customers, the funnel is aimed at new contacts and has a clear conversion target.

The typical funnel structure for companies:

• Top of Funnel (Awareness): Valuable content, no direct sales message – build trust
• Middle of Funnel (Consideration): Case studies, testimonials, product presentations, FAQs – offer decision support
• Bottom of Funnel (Decision): Concrete offers, discounts, time pressure, guarantees – trigger purchase
• Post-purchase (retention): Onboarding, upsell, cross-sell, loyalty program – ensure customer retention

An effective funnel works with segmentation: someone who goes through stage 1 without clicking gets a different sequence than someone who has clicked on links several times but has not yet bought. This behavior-based segmentation is the key difference between an average and a high-performing funnel.

The next step is to make the ROI of such funnels measurable. We explain how this works in Calculating social media ROI: Formula and examples.

A comparison of email marketing tools

Choosing the right tool determines how far you can get in email marketing. The following five platforms cover different requirements:

The decision for a tool depends less on the price and more on the use case: e-commerce stores are best served by Klaviyo, B2B companies with long sales cycles benefit from ActiveCampaign or HubSpot, and those who want GDPR compliance without effort are well served by Brevo. Mailchimp is the classic entry-level solution – solid, but quickly reaches its limits with complex requirements.

KPIs and measuring success in email marketing

You can’t improve what you don’t measure. The most important KPIs in email marketing are:

• Open rate: Industry average 18-22 %; below 15 % = need for action on subject, sender or sending time
• Click-through rate (CTR): 2-5% is good; 8-12% is also possible with segmented automation emails
• Click-to-open rate (CTOR): Ratio of clicks to opens – shows whether the content is relevant
• Conversion rate: percentage of recipients who perform the desired action after clicking (purchase, registration, download)
• Unsubscribe rate: Below 0.5% is normal; above indicates too high frequency or irrelevant content
• Bounce rate (hard + soft): Hard bounces (invalid addresses) must be removed immediately – they damage the sender’s reputation
• Spam complaint rate: Over 0.1% leads to delivery problems with Gmail and Outlook
• List build rate: New subscribers per month minus unsubscribes – shows whether the list is growing or shrinking

Each of these metrics is a lever. A low open rate indicates problems with the subject or sender. A low CTR shows that the content is not relevant enough. A high unsubscribe rate signals frequency or relevance problems. The interaction of all KPIs provides the complete picture of the email strategy.

If you want to delve deeper into the topic of reach measurement across all channels, you can find the direct route to us under Contact and advice.

Legal requirements: GDPR and email marketing

Email marketing is strictly regulated in Germany and the EU. The GDPR requires clear, documented consent before sending commercial emails. This means in practice:

• Double opt-in (DOI) is mandatory: A simple registration is not enough – consent must be verified via a confirmation link
• Documentation of the consent: IP address, timestamp and source of registration must be saved
• Clear unsubscribe right: every email must contain a functioning unsubscribe link
• No purchasing of email lists: Sending to purchased lists is illegal in the EU and severely damages the sender’s reputation
• Data processing agreement (DPA): Must be concluded with the email tool provider (Brevo and Mailchimp EU offer this as standard)
• Transparency about data processing: privacy policy must explain newsletter operation

Violations of the GDPR in email marketing can result in fines of up to 20 million euros or 4% of annual global turnover. Choosing an EU-based email provider (e.g. Brevo with a server in Germany/Belgium) simplifies compliance considerably.

More on the topic: Funnel marketing – Newsletter marketing – Generating leads – Performance marketing – Webpush notifications

Related articles

• Social media agency – services and contact
• Performance marketing: ROAS, conversion and strategy for companies
• Social media marketing for SMEs: strategy and budget
• Calculate social media ROI: Formula and examples
• Contact us: Request a free initial consultation

Why a Strategy Is Needed, Not Just a Tool

Simply subscribing to a newsletter tool doesn’t automatically boost open rates.

Tools quickly display open and click-through rates—but only well-thought-out segmentation reveals which recipient groups actually respond and which remain merely passive observers. The lack of this analysis often leads to declining engagement metrics after just a few weeks.

Only a strategy with clear segmentation, a consistent sending schedule, and relevant content determines whether an email will be opened, read, and actually result in a click. That’s why we always develop newsletter strategies by asking what specific value a recipient gains from each individual issue, rather than compiling content solely from the company’s perspective.

• A/B testing of subject lines measurably increases open rates
• Segmentation based on behavior has been proven to reduce unsubscribe rates
• Optimizing send times by segment increases click-through rates
• Regular analysis of engagement metrics reveals gaps in strategy

Components of a Newsletter Strategy

• Segment the list by interest and activity
• Editorial calendar with a clear schedule instead of ad hoc
• Automated workflows for welcome and reactivation
• Subject line tests to optimize the open rate
• Clear call to action in every issue
• Ongoing cleanup of inactive contacts

Segmentation as the Most Powerful Lever

The biggest difference between an average newsletter and a highly successful one rarely lies in the design, but rather in segmentation. Sending the same message to all recipients ignores the fact that interests, buying stages, and prior knowledge vary greatly. A more granular breakdown based on behavior and interests significantly increases relevance —and thus open and click-through rates—even if the effort required to set up and maintain the segments seems higher at first.

• Example: B2B leads vs. existing customers
• Track behavior: clicks, downloads, inactivity
• Combine demographic data with purchase history
• Conduct A/B tests per segment and optimize

Automation as a Lever for Scaling

The greatest impact doesn’t come from individual emails, but from automated sequences, such as those set up in email marketing using automation. A welcome series, an abandoned cart trigger, or a reactivation sequence run continuously in the background without requiring each email to be created manually. The technical foundation for this is provided by tools such as those described in our comparison of Klaviyo as email marketing software.

• Conversion Rates from Automation Are Often 3x Higher
• Segmentation based on user behavior increases relevance
• A/B tests in automated flows optimize results
• Maximize personalization through data and behavior

Our Approach as an Agency

We begin every newsletter strategy with an analysis of the existing subscriber list and historical metrics before setting up segmentation, automation, and an editorial calendar. The goal is a newsletter that isn’t perceived as an advertising interruption, but rather as a channel that recipients can rely on—with a measurable impact on revenue and customer loyalty that can be clearly demonstrated in reports over the course of several months.

• List Hygiene: Regularly Clean Up Inactive Addresses
• A/B testing for subject lines and send times
• Implementengagement rate and conversion tracking
• Personalization based on customer segments and behavior

Newsletters in Combination with Other Channels

A newsletter rarely works best on its own. Content from social media or the blog can be highlighted and expanded upon in the email, while the newsletter, in turn, can drive traffic back to the website or online store. Furthermore, actively building your subscriber list through social media, the website, and the checkout process ensures that the list grows continuously, rather than relying solely on a single source that will eventually dry up.

• Segmentation by content source increases relevance
• Track newsletter links with UTM parameters
• A content calendar synchronizes all channels
• Use gating strategies for newsletter sign-ups
• Compare engagement rates across channels

Common Mistakes in Implementation

Many companies either send newsletters too infrequently—causing subscribers to forget about them—or too frequently with content that isn’t very relevant, which leads to unsubscribes. Another common mistake is using the newsletter exclusively for discount promotions instead of also providing value without direct sales pressure. A balanced newsletter strategy therefore deliberately includes a variety of content types so that the mailing list is perceived as a trustworthy channel in the long term—and not just as a flood of advertisements.

• Rule of thumb: 80% value, 20% sales
• Optimize send times with A/B testing
• Segmentation by customer type increases relevance
• Monitor the unsubscribe rate monthly

Become a Performance Marketing Manager at One

From the newsletter funnel to the KPIs – performance marketing includes a mix of online marketing tools. We present you here all areas and advantages, step by step. You will get to know: Social Media, Email Marketing, Affiliates, Display and Native Advertising, but also Content Marketing, Search Engine Ads and lastly Search Engine Optimization. Everything starts with the right strategy and a good performance marketing agency that understands your craft.

• Performance marketing

Already seen and done everything? Perfect! Send us your application.

• Email: office@socialmediaone.de
• Subject: Application Performance Marketing
• Appendix: Application and curriculum vitae

You can expect an international and dynamic working atmosphere. And yes… We celebrate successes together at events. We always have an open ear for your ideas! You can permanently contribute your other skills and take on a leading role in the future.

Your profile in Performance Marketing

• Professional experience in the field (agency side or client side)
• You like to be on Instagram, YouTube, TikTok & Co.
• You know current trends and topics
• You work conscientiously
• Willing to learn, responsible, reflective

Your salary, vacation & Co.

We evaluate your qualities individually! In Performance Marketing Management, we offer you a fair to very good salary and additional opportunities for bonuses, depending on the skills you bring to the table.

• Salary: By arrangement
• Salary: By arrangement

Collaboration with our partners, customers and our team members: Welcome to One! We look forward to receiving your application.

All jobs: Agency overview

Business Development for new clients of our agency, Performance Marketing for existing clients, Social Marketing, Social Ads, Google Ads, Content Marketing, we are always looking for talent. Here you can find all jobs in an overview:

• Jobs

Customers: A selection

Klick-Tipp Experience

For doctors, car dealerships, travel companies, cruises, or even dog food: email marketing is powerful. But to create effective newsletter campaigns, you need the right tool.

We have tried a lot after the many years. Depending on how your company, project or client is set up, there are different solutions. In general, the most recommended for setting up good email campaigns is Klick Tipp. Many online marketing agencies swear by this tool.

So here’s our little look at Klick-Tipp.

Advantages of Klick-Tipp as a program

First, let’s summarize the benefits in a nutshell.

1. Target group segmentation – No list chaos
2. Follow-up emails – Once created, always there (Funnel)
3. End devices – Responsive e-mails and standard newsletters
4. Learns with through email-based tags, so-called SmartTags
5. Good A/B Split Testing
6. Cloud-based – All contacts in one place
7. Email Analytics – Measurable Campaign Success

Plus a few extras that I can’t mention all here, but are fun! For example:

• Autoresponder function
• Facebook list building
• PerformBuilder – Build and Test Login Forms

Disadvantages of Klick-Tipp

Especially in the beginning the user interface is sometimes confusing and you have to search a bit longer.

• User interface sometimes confusing

Why email marketing?

Read the benefits in the article here or …. Pictures are worth a thousand words. Win customers with serious email marketing:

https://www.youtube.com/watch?v=Lpr4spfzS5A

Test access, costs and cancellation

1. Costs and tariffs for access
2. Try Klick-Tipp for free
3. Click-Tip cancellation

Costs and tariffs for access

The most important for all startups and younger companies: How much does Klick-Tipp cost? There are different pricing models depending on whether you pay monthly, annually, if you’re a small business or a larger one and need capacity and extras accordingly. Here are the basic rates:

• KlickTipp Standard (entry level): ~ 27 Euro up to 10.000 contacts

After that it changes between Standard, Premium (+20 Euro), Deluxe (+40 Euro) and Enterprise (+122 Euro).

Try Klick-Tipp for free? Is that possible?

Unfortunately you cannot test the program for free.

How can I cancel Klick-Tipp?

If you want to cancel Klick-Tipp to switch to another email marketing provider, go through these steps:

1. Contact Klick-Tipp Support (Cancellation)
2. Export data from the newsletter system (otherwise your data will be lost)

What is a funnel or sales funnel?

When you collect email adresses, you have direct access to targeted, quality contacts. Klick-Tipp helps you as a (German [privacy]) email marketing provider to build lists, segment target groups and automate your email marketing (funnel).

You always start in the so-called cockpit. In the cockpit, you can make the various settings and create links. Here you have a complete overview of your prepared, running and past campaigns.

Segmentation of target groups

In fact, Klick-Tipp was one of the very first email systems in the world where you could manage your subscribers using tags (so-called labels) rather than simple lists. Meanwhile, the software learns itself, through so-called SmartTags. So it learns through email-based tags and gives you suggestions for improvement.

Automate: Follow-up emails

Tagging allows you to write to your contacts in an extremely targeted manner. The newsletter software is therefore specifically tailored to the needs of online marketers. If you want to have a strong, much-used newsletter or email marketing, the Klick-Tipp automations are perfect.

What does automation mean?

What does automation mean for SMEs? Time, geographical and financial freedom thanks to email marketing (better than selling offline).

More information about the software:

• Click-Tip

You can find more strong recommendations here: Social Media Software.

Is free software better?

Quality has its price, even if it is quite low at only 27 euros. Compared to what you can get with good email marketing from 1,000 contacts.

Free software has the disadvantage that it is always limited in the functions. So anyone who really wants to do sustainable email marketing and thus drive their own sales up, should rely on professional software.

Through numerous best practice examples, it shows that just the paid providers, deliver the most performance. Also from my own experience, the limitation starts e.g. with the amount of email adresses and continues with the functionality around Call-To-Action and analysis as well as monitoring.

Klick-Tipp Tutorials: Instructions and explanations

You want to start with Klick-Tipp? Here are a few of the most important, frequently asked questions with video explanation:

1. Create a newsletter?
2. Create your first campaign?
3. Create and insert registration form?
4. Email seen by recipient?
5. Attach file and link?
6. Attach pictures and videos?
7. Set up double opt-in?
8. Change email address for users?

Create a newsletter? The basics

https://www.youtube.com/watch?v=eUqAd0ppv1o

Create your first campaign?

Create and insert registration form?

So you can create registration form and add it to your website.

https://www.youtube.com/watch?v=uIqD4Gvv3HY

Email seen by recipient?

Where can I see if the recipient has opened the email?

https://www.youtube.com/watch?v=HkVpwg2PXVE

Attach file and link?

So you can attach and link a file to your emails.

https://www.youtube.com/watch?v=XI-mbGwAByw

Send pictures and videos?

So you can email pictures and videos in your newsletter.

https://www.youtube.com/watch?v=Wnjc1biGa0s

Set up double opt-in?

Here’s how you can set up double opt-in processes in Klick-Tipp.

https://www.youtube.com/watch?v=ZcsuQ4f4nbM

Change email address for users?

Here you will learn how your adressees can change their email address.

https://www.youtube.com/watch?v=F6k74WXYtpE

Learn more! What is…

What is email marketing and what is performance marketing? Learn more here.

Email marketing explained

Easy segmentation and personalization, scalable success, promotion of a new product, discount for customers, information about the company. There is hardly a tool that has had so much success in online marketing over a long time.

• Email marketing explained

Performance marketing explained

Performance marketing includes a mix of online marketing tools. We present you here all areas and advantages, step by step. You will get to know the different instruments: Social Media, Email Marketing, Affiliates, Display and Native Advertising, but also Content Marketing, Search Engine Ads and last but not least Search Engine Optimization. It all starts with the right strategy and a good performance marketing agency that knows its craft.

• Performance marketing explained