Already very well-established, but, as compared to the classic direct marketing tools, still very young, happens to be the email. It is the strongest growing direct marketing tool, whereby this growth is experiencing additional impetus by new receiving devices (for example, mobile phones and PDAs).
The benefits of the email are quite obvious:
- High coverage of the medium: Around 50% of all Germans regularly use the medium of email
- Low contact costs
- Accurate contact with less waste circulation
- Personal approach possible
- Easy response measurement
- High speed
- Compatibility with other media
- Wide range of end devices for reception
Even the flexibility of the email is enormous, if the practical application is almost always restricted to a conventional newsletter. The creativity of the marketing team is demanded here. The basic question is:
- When is an occasion for communication?
- What information will interest my target group?
- How will the information affect the image of one’s own performance, the company and the brand?
In times of overfilled mailboxes due to unwanted publicity emails ("Spam"), a basic rule is regarded as irrevocable:
Never send an email without an explicit consent of the recipient! This applies, in particular, in the end-customer marketing.
Collective occasions:
- Special offers, discount campaigns and price lists
- Information on lucky-draws/contests, surveys, voting
- Changed payment- and delivery terms
- Announcement of trade fairs, congresses and exhibitions
- Announcement of trainings, workshops and seminars
- Tip and instructions for using the products
- Information on product updates, recall campaigns
- Cross-selling offers
- Organisational news (for example, new branch, new contact person etc.)
- Editorial information covering a product
- Motivation of in-house salespersons
- Training of the salespersons and dealers
- Information on company results for shareholders/investors
- Information on other advertising measures
- Measures for file maintenance
Individual occasions:
- Information on individual discount
- Confirmation of inquiries, use of a feedback form
- Post-processing of inquiries
- Birthday, anniversary, customer relations
- Welcome new customers
- Inquiries with request for feedback (customer satisfaction)
- Coupon as compensation after complaint
- Date confirmations, reminder
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| Suitability for various marketing objectives |
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| Acquisition of new customers |  | |
| Customer loyalty |  | |
| Sales promotion | | |
| Increase brand awareness | | |
| Brand building | | |
| Reduce costs |  | |
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