Newsletter marketing – if you're going to do it, do it right!
Newsletter marketing has been one of the most powerful, reliable and efficient marketing tools for years – especially in the B2B sector. No social media platform, algorithm or trend can match the directness, commitment and sustainability of a well-designed newsletter.
Why newsletter marketing is so powerful
Current industry figures show that:
- More than 80% of all B2B marketers use email marketing as a core element of their communication strategy.
- The average open rate in the B2B segment is often only between 15–25%, with the click-through rate often as low as 3–4%.
- Nevertheless, no other digital channel achieves such a high conversion rate in relative terms and brings decision-makers into contact with relevant content so reliably.
Newsletters create direct visibility – without algorithms, without dependence on platforms, without wastage. What's more, decision-makers read newsletters consciously. But first, they have to arrive and generate relevance.
GDPR – the basis of reputable newsletter marketing
Anyone who sends newsletters bears responsibility. GDPR compliance is not a ‘nice-to-have’, but the legal framework within which every company must operate.
This includes, among other things:
- clearly documented, genuine opt-ins
- transparent information on data processing
- opt-out option at any time
- secure storage and processing of personal data
- minimal, controlled data transfer
And this is precisely where the problem with many standard tools begins.
Why cloud services are often a massive mistake
Mailchimp, HubSpot, MailerLite & Co. sound convenient – both technically and organisationally. But convenience comes at a price:
- Customer data leaves your sphere of influence and migrates to external providers – often even outside Europe.
- Many companies do not even realise that this puts them in a legal grey area.
- The results achieved are often sobering in practice – and that is not an exception, but reality.
We have seen several newsletters from existing customers that have achieved less than 10 (!) clicks on over 4,000 messages sent. Not 10%, no: 10 clicks (!). And 6 of those were from internal employees. ¯\_(ツ)_/¯
The dramatic thing is that a team of five worked on this newsletter for a month – planning, content, layout, coordination, sending via Mailchimp or HubSpot or one of the other providers.
The result: practically zero impact.
The costs: immense!
The ROI: non-existent.
And we see cases like this time and time again.
The technical catch that many underestimate
Many external newsletter engines do not send via the company's servers, but via their standard mailers. Recipients are shown the company's sender address, but technically, every mail client can immediately see that the message did not originate from the company's mail server.
What then happens:
- Mail servers reject the message directly
- Emails end up in the spam or promotions folder
- Trust measures do not work
- Delivery rates plummet
- Click and open rates collapse
To achieve high delivery rates, the technical foundations must be right:
- DKIM
- DMARC
- SPF
- Correct DNS configuration
- Cleanly administered delivery paths
- Correct server limits for outgoing emails
- Intelligent queue control
- Time-delayed delivery to avoid overload
- Optimised and cleaned database
- Bounce avoidance
If just one of these is not right, even the perfect newsletter will be technically ‘stifled’.
Our approach: newsletter marketing done right – from the ground up
That's why we at Alexander Dort GmbH always work with on-premise solutions that run directly on our customers' web servers. No external services. No data leaks. No question marks when it comes to legal certainty.
Our systems offer:
- Sending directly from the customer's server – maximum authenticity, maximum delivery rate
- Double opt-in, single opt-out, fully GDPR-compliant
- Automatic bounce management
- Regular recipient data validation
- Intelligent SMTP queues for load reduction
- Time-delayed sending for larger data volumes
- Highly optimised content for maximum interaction
- On request, even with connection to CRM systems
- On request, also linked to GDPR-compliant tracking and analysis tools, also as an on-premise solution on your own servers
The result is KPIs that are well above the market average:
- Qualified open rates > 70%
- Click rates of up to 50%
- Qualified click rates > 15%
- Response rates above 10%
These values are not achieved by luck. They are achieved through clean technology, sound experience and newsletters that people actually want to read – and can read.
We are one of the top providers in newsletter and mass email marketing
Technical, textual, organisational – we cover everything. And because we set up, operate and optimise all systems individually for our customers, they don't just get ‘a newsletter tool’, but a highly efficient lead and communication instrument.
If you finally want to do newsletter marketing right:
We support you with complete full-service packages:
- On-premise engine
- GDPR-compliant setup
- Technical setup, installation, integration into your website
- Technical setup and/or consulting (DKIM, DMARC, SPF, etc.)
- Content creation & design
- Automation
- Recipient management
- Performance optimisation
- Ongoing support
Contact us – and turn your newsletter management into what it should be, both technically and in terms of content: one of your company's most effective marketing tools!
Would this be something for you and your company?
Then contact us without obligation and we will be happy to discuss the possibilities of a future collaboration.
Click here for a free and non-binding initial consultation.
...or just give us a call and we'll talk about it.