E-Mail-Marketing » Für effektive Kundenbindung

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Es gibt viele verschiedene Marketing-Maßnahmen, doch eine Maßnahme ist unabdingbar: E-Mail-Marketing. Professionelles E-Mail-Marketing kann die Kundebindung effektiv und langfristig steigern. Der große Vorteil von E-Mail-Marketing ist, dass sich die Empfänger bewusst für den Erhalt der E-Mails entschieden haben und die Akzeptanz daher sehr hoch ist. Doch wie funktioniert effektive Kundenbindung durch E-Mail-Marketing? Hier gibt es die Antworten!

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Was ist E-Mail-Marketing?

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E-Mail-Marketing kann als die digitale Form des Direktmarketings bezeichnet werden. Dabei werden kommerzielle E-Mails an bestimmte Personen oder Gruppen versendet. Die verfassten E-Mails landen direkt im persönlichen Postfach der Personen und werden damit direkt angesprochen. Dabei gilt es zu beachten, dass kommerzielle E-Mails nur an Personen gesendet werden dürfen, die ausdrücklich dem Erhalt dieser E-Mails zugestimmt haben. Die Grundlage für den Versand bilden E-Mail-Listen.

E-Mail-Marketing ist nicht mit Massenmailings zu verwechseln. Professionelles E-Mail-Marketing grenzt sich immer mehr von Massenmailings ab und richtet sich an spezifische Zielgruppen und fokussiert sich damit auf die personalisierte Kommunikation.

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Erfolgreiches E-Mail-Marketing – So geht’s!

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Die E-Mail-Postfächer werden tagtäglich mit einer Flut an E-Mails bespielt. Daher ist es wichtig, dass Du verhinderst, dass Deine E-Mails in der Masse untergehen oder im Spam-Ordner landen. Es braucht daher eine effektive Strategie für die Kundenbindung mit E-Mail-Marketing. Nur so werden Deine E-Mails auch gelesen.

1. Zielgruppe definieren

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E-Mail-Marketing ist effektiv, wenn die versendeten E-Mails auch relevant für die Empfänger sind. Sie sollten also auf eine spezifische Zielgruppe abgestimmt sein. Daher solltest Du im ersten Schritt Deine Zielgruppe bestimmen. Nur, wenn Du Deine Zielgruppe kennst, kannst Du Deine E-Mails auch auf diese ausrichten und somit erfolgreich Kunden binden.

2. Ziele setzen

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Für eine erfolgreiche E-Mail-Marketing-Kampagne ist es wichtig, realistische Ziele zu definieren. Daher solltest Du in Erfahrung bringen, welche Ergebnisse üblicherweise in Deiner Branche zu erwarten sind, um somit eine Benchmark für die eigene Kampagne zu haben.

3. E-Mail-Adressen sammeln und Empfängerliste erstellen

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Um die Kundenbindung mit E-Mail-Marketing zu starten, brauchst Du erst einmal die E-Mail-Adresse Deiner Kunden. Opt-in-Formulare machen es heutzutage sehr einfach E-Mail-Adressen zu sammeln und es werden nur Adressen von Kunden gesammelt, die wirklich Interesse an Deinen E-Mails haben. Sammle die E-Mail-Adresse interessierter Kunden in einem speziellen Verteiler. Gib Deinen Kunden häufig die Möglichkeit, sich für den E-Mail-Verteiler anzumelden. Nach und nach wird Deine Empfängerliste immer länger.

4. Richtige E-Mail-Kampagne wählen

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Hast Du Deine Zielgruppe und Ziele definiert, musst Du Dich für die richtige E-Mail-Kampagne entscheiden. Je nach Zielgruppe kannst Du unter anderem wöchentliche Newsletter, Blog-Beiträge oder auch Produktneuigkeiten versenden. Segmentiere Deine Kontakte am besten nach der bevorzugten Kampagnenart.

5. E-Mail schreiben

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Das Schreiben der eigentlichen E-Mail ist entscheidend. In der Regel schneiden kürzere E-Mails besser ab als lange Texte. Achte auf eine übersichtliche Struktur und knackige Überschriften. So ist der Lesefluss einfacher und das Interesse des Lesers wird geweckt. Bilder helfen dabei, die E-Mail ansprechender zu gestalten und aufzulockern. Wichtig ist, dass der Leser einen Mehrwert von der E-Mail hat. Arbeite zudem mit Call-to-Actions, um den Leser zu bestimmten Handlungen zu bewegen.

6. Zeitplan erstellen

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Es ist sinnvoll, einen bestimmten Zeitplan für den E-Mail-Versand zur Kundenbindung aufzustellen. Teile Deinen Kunden mit, wann sie neue E-Mails erhalten. Allein schon durch, dass Du Dich an den angekündigten Zeitplan hältst, erzeugt Vertrauen. Zudem sorgt der regelmäßige Versand der E-Mails dafür, dass die E-Mails nicht so leicht untergehen und Kunden auf Deine E-Mails eingestellt sind.

7. Ergebnisse analysieren

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Nach dem Versand ist vor dem Versand. Eine der wichtigsten Aufgaben beim E-Mail-Marketing ist die Erfassung und Analyse der Kennzahlen. So kannst Du Deine E-Mails optimieren und herumprobieren, was am besten funktioniert. Bereits kleine Anpassungen können großes bewirken und zu erstaunlichen Ergebnissen führen. Wichtige KPIs sind unter anderem:

Zustellrate
Öffnungsrate
Klickrate
Bouncerate
Conversionrate

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5 Tipps für erfolgreiche Kundenbindung durch E-Mail-Marketing

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Es gibt verschiedene Wege, die Aufmerksamkeit von Kunden zu gewinnen und mit E-Mail-Marketing die Kundenbindung zu steigern. 5 Tipps für eine erfolgreiche Kundenbindung mit E-Mails.

1. Aktivierung durch Willkommensmails

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Meldet sich ein Kunde neu für Deinen E-Mail-Verteiler an, solltest Du ihn mit einer Willkommensmail begrüßen. Bedanke Dich für die Anmeldung und nutze die hohe Öffnungsrate von Willkommensmails aus.

2. Personalisierung

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Das Kaufinteresse von Empfängern wird durch gut kuratierte Inhalte geweckt, die auf ihn zugeschnitten und persönlich sind. Die Personalisierung der E-Mails spielt eine wichtige Rolle bei der erfolgreichen Kundenbindung mit E-Mail-Marketing. Frage bei der Registrierung zum E-Mail-Verteiler Name, Geschlecht und Alter ab und verwende die Informationen in Deinen E-Mails.

3. Aufmerksamkeit schenken

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Schenke Deinen Kunden Aufmerksamkeit und zeige Wertschätzung und Interesse. So kannst Du Dich nach dem Kauf bei den Kunden mit einer E-Mail bedanken oder bespiele Kunden mit Rabattaktionen oder anderen Vorteilen. So wird die Treue einfacher gehalten.

4. Nach Feedback fragen

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Frage Kunden auch gerne nach Feedback und nutze dieses, um Dein E-Mail-Marketing zu optimieren. Nicht nur Du profitierst davon, sondern es hinterlässt beim Kunden auch einen positiven Eindruck. Gib Deinen Kunden das Gefühl, dass deren Meinung wichtig ist und für Dich einen großen Wert hat. Sammle dazu auch gerne Bewertungen durch verschiedene Tools z.Bsp.: Google My Business oder Proven Expert ein.

5. Inaktive Kunden reaktivieren

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Mithilfe von E-Mail-Marketing können inaktive Kunden reaktiviert werden. Wenn ein Kontakt länger nichts mehr bei Dir gekauft hat, bedeutet das noch lange nicht, dass dieser kein Interesse mehr an Dir hat. Vielleicht hat einfach das richtige Angebot gefehlt. Biete inaktiven Kunden Rabattgutscheine an und erfrage die Gründe für die Inaktivität.

Fazit: E-Mail-Marketing ist das perfekte Tool zur langfristigen Kundenbindung

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E-Mail-Marketing ist eine effektive Maßnahme zur Kundenbindung und eignet sich sowohl für größere als auch kleine Unternehmen. Es sollte in keinem Unternehmen fehlen und das Potenzial genutzt werden. Wichtig ist eine ausgefeilte Strategie, um aus der Masse an E-Mails im Postfach der Kunden herauszustechen und einen Mehrwert zu bieten. Achte auf eine Personalisierung der E-Mails und zielgruppenspezifische Inhalte. So kannst Du langfristig die Kundenbindung steigern und somit den Umsatz steigern.

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kostenlos Kennenlernen & entscheiden

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Du bist Dir unsicher, ob wir die Richtigen für Dich sind?

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Um diese Frage zu beantworten, können wir uns in einem kostenlosen Erstgespräch entspannt kennenlernen. Du schilderst uns Deine Wünsche & Vorstellungen einer erfolgreichen Zusammenarbeit. Wir sprechen darüber und wissen danach welchen Weg wir gehen.

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Langfristige Kundenbindung durch E-Mail-Marketing – So geht’s!