Social media, Google Ads, SEO. Everyone talks about the latest channels. Meanwhile, email marketing remains the channel with the highest return on investment. Studies show that every franc invested returns an average of 36 to 42 francs.
At Alpboost, we use email marketing strategically to build sustainable customer relationships. In this article, we share the fundamentals to get you started.
Why Email Marketing Is So Effective
Unlike social media, you own your email list. No algorithm decides whether your message gets delivered. You reach your contacts directly in their inbox.
The key advantages:
- Direct access: Your message lands directly with the recipient, no algorithm filter.
- Highest ROI: No other marketing channel delivers comparable returns.
- Measurability: Open rates, click rates, conversions. You see exactly what works.
- Automation: Once set up, email sequences work around the clock for you.
- Personalization: You can tailor content based on interests and behavior.
Building Your Email Marketing Right
Growing Your List
Your email list is your most valuable marketing asset. Never buy email lists. Build yours organically:
- Lead magnets: Offer a free resource in exchange for the email address. This could be a guide, checklist, or webinar.
- Newsletter signup: Place signup forms at strategic points on your website.
- Content upgrades: Offer related downloads with blog articles.
- Events and webinars: Collect email addresses at events.
Quality beats quantity. 500 engaged contacts are worth more than 5,000 inactive ones.
Finding the Right Frequency
How often should you email? It depends on your industry and audience. As a guideline:
- Newsletter: 1 to 2 times per month
- Action-based emails: Immediately after the trigger event
- Nurturing sequences: 3 to 5 emails over 2 to 4 weeks
Better less but relevant. Every email must provide value to the recipient.
Writing Emails That Get Opened
The subject line determines whether your email gets opened or not:
- Keep subject lines under 50 characters
- Use curiosity or specific benefits
- Personalize with the first name
- Avoid spam words like "free," "win," "congratulations"
- A/B test different subject lines
Email Automation: Your Sales Team That Never Sleeps
The real power of email marketing lies in automation. Once set up, these sequences work automatically:
- Welcome sequence: 3 to 5 emails for new subscribers. Introduce yourself, provide value, build trust.
- Abandoned cart: Remind visitors who abandoned a purchase.
- Post-download follow-up: People who download a lead magnet receive related content.
- Re-engagement: Reactivate inactive contacts with special offers.
Tools like Mailchimp, ActiveCampaign, or Brevo make implementation straightforward. Start simple and expand gradually.
For more on combining email with your overall approach, see our article on content marketing strategy.
Good to know: Pay close attention to GDPR and Swiss data protection law (DSG). You always need explicit consent (double opt-in) and must provide an easy unsubscribe link in every email. Violations can be costly. When in doubt, consult a legal expert before launching your first campaign.
Conclusion: Email Marketing Belongs in Every Marketing Mix
Email marketing is not outdated. It is one of the most effective and cost-efficient channels available to you. With a clean list, relevant content, and smart automation, you build sustainable customer relationships that drive revenue.
Start today: set up a signup form, create a welcome sequence, and begin delivering value regularly. The results will speak for themselves.
Ready to implement email marketing professionally? Book a free consultation and we will develop your email strategy.