Why a well thought-out strategy makes all the difference
A well-founded email strategy plays a key role in not only utilising email marketing, but also turning it into a real sales booster. Many companies are looking for a targeted way to optimise their campaigns because they often face challenges such as poor deliverability, low open rates or a lack of relevance for recipients. A well-considered strategy helps to remain visible in the midst of the inbox chaos and to promote the desired business success.
Email strategy: topics and challenges from practice
Many of my clients come to me with requests to better reach their target groups, often reporting low engagement despite a large subscriber base. Others are looking for ideas on how to achieve the right timing and personalisation to reduce unsubscriptions. Another key issue is data quality - such as maintaining mailing lists to minimise spam risks and ensure a stable delivery rate.
The feedback shows how important it is to tackle these challenges proactively and to regularly review and adapt your own email strategy.
The art of segmentation and personalisation
Segmentation is a key component in ensuring that your content reaches exactly the right people. A relevant example from the industry describes how targeted customer segmentation according to interests or purchasing behaviour has significantly increased opening and click rates because content was tailored appropriately. In practice, it often turns out that an email strategy based on individual needs makes the difference for success.
BEST PRACTICE at company XYZ (name changed due to NDA contract)A segment was created for long-standing customers that contains exclusive insights and special offers. The result was a measurable increase in the repurchase rate and thus an increase in sales per contact. This method supports customer loyalty in the long term.
An email strategy that uses personalisation beyond naming names, for example through recommendations based on previous purchases or preferences, creates trust and increases relevance. Especially in the information age, recipients no longer expect mass emails, but customised content that delivers real added value.
Timing, frequency and technical basics
The success of an email strategy depends not only on the content, but also on the correct sending time and a consistent frequency. Clients often report that they were able to improve their open rate by establishing a clear sending schedule because recipients were now communicated with regularly and at the right time. This also reduces unsubscribes and complaints.
BEST PRACTICE at company XYZ (name changed due to NDA contract)The team adapted the sending frequency to the behaviour of the recipients. After the analysis, the email frequency was adjusted for different segments - for example, intensive buyers received offers more often, while occasional buyers were addressed more easily. This led to a stable increase in click and conversion rates without churn.
In addition, technical aspects such as the regular cleaning of mailing lists are part of good practice. Only a clean list supports deliverability and reputation with internet providers. Invalid and inactive addresses are removed to avoid soft and hard bounces and spam traps.
Designing content: Added value instead of sales pressure
The central message of a successful email strategy is to fill every message with real added value. Instead of an unwanted flood of sales, it is important to provide impulses that encourage further thought or action. Storytelling techniques, humorous elements or exclusive insights create closeness and increase the likelihood that emails will be read and recommended.
BEST PRACTICE at company XYZ (name changed due to NDA contract)In this case, a newsletter was used that not only advertised products, but also regularly contained expert tips and customer interviews. The recipients felt better informed and advised, which significantly increased loyalty to the company.
Mobile optimisation is another important building block. More and more people are reading emails on smartphones. An email strategy that does not start here is wasting a lot of potential. Clear structures, fast loading times and responsive design significantly improve the user experience here.
My analysis
An effective email strategy provides the framework for utilising email marketing in a targeted manner and increasing sales in the process. It is important to constantly provide new impetus, react to technological developments and take the individual needs of recipients seriously. Practical experience shows that accompanying support during planning and implementation can help to avoid stumbling blocks and make projects effective. Many companies report that strategic coaching has enabled them to optimise their campaigns and generate more sales through email marketing.
Further links from the text above:
[1] How to reach email marketing goals in 2025
[2] 10 effective SEO strategies to boost your email marketing campaigns
[4] 37 Email Marketing Best Practices and Tips for 2025
[6] 10+ Email Marketing Strategy Tips to Elevate Your Campaigns
[7] 26 Tested Email Marketing Best Practices [2025 Update]
[8] Strategic SEO Tips for Email Marketing
For more information and if you have any questions, please contact Contact us or read more blog posts on the topic TRANSRUPTION here.
Deutsch 
English (UK)