Email marketing is a highly underrated channel. And that's a shame, as far as we're concerned, because it has one of the highest conversion rates. Many of the emails we receive from companies are annoying or unnecessary. That can be changed. After all, email marketing doesn't have to look like spam. Wondering how to take your emails to the next level? Our SEA and email marketer Duràn tells you a bit more about that:

E-mail marketing is all about sending commercial or promotional e-mails to contacts for marketing purposes. It is crucial that these contacts have explicitly agreed to receive such emails, otherwise you run the risk of spamming them. This subsequently affects your effectiveness.

E-mail marketing has gone through tremendous changes. Some believe that modern recipients, inundated by spam and inferior content, ignore their messages more often than open them. While spam is annoying to e-mail users, the mailbox still remains the most powerful form of digital marketing. And even more so than options such as affiliate marketing or social media marketing. The secret behind this is simple: emails are personal.

You can communicate directly with your audience, build a community, keep them informed about new products, share important developments and boost sales. Because of the many benefits of email marketing, it is smart to hire specialists in this field.

The following KPIs measure the effectiveness of your emails. For example, you will know how well they are delivered, how many people click through and what the unsubscribe rate is. Think of it as separate puzzle pieces that together make up the success of your email strategy.

• Deliverability
• Open rate
• Unique open rate
• CTR (click rate in emails).
• Unsubscribe rate
• Bounce rate
• Conversion rate

1. Klaviyo: best all-rounder in my opinion.
2. ActiveCampaign: tool integration capabilities.
3. Brevo: for mass mail.

What I am not a fan of: MailChimp. This is the best known and one of the most friendly email software for beginners. What they don't tell you is that you spend a lot of money to be allowed to use all the email design features. Also, the data analysis is very underwhelming. As a beginner it is fine, but for the advanced marketer it is no fun.

Once you've found a tool you enjoy working in? Then it's time for analysis and improvements. For that, I like to work with Shopify for audience segmentation, Typeform to re-engage previous survey respondents and Google Analytics for deep data. Finally, I also consult AI tools like ChatGPT and Perplexity to rewrite or optimize content.

Upfront: Upfront is one of my favorite companies in marketing. The mission and vision translate nicely into their marketing mix. They are very knowledgeable about current trends and the content is very personal and narrative. As a result, their emails are actually interesting to read rather than immediately relegating them to your spam folder.

KingKong (AU): I recently got into the funnel of Australia-based company KingKong. This is because I bought the book Sell Like Crazy by owner Sabri Suby. They send an average of two emails a day, full of information about online marketing. You can tell from the design and writing style that they make good use of neuromarketing techniques. This is something you can't do without these days.

At FindFactory, we think with you to get the most out of your online marketing mix. Curious about what we can do for you? Please contact us for an exploratory meeting.