The cost of acquiring new customers has increased. Advertising platforms are more expensive, competition is higher, and organic reach is declining. In this context, retention and re-engagement through email marketing become essential. A well-designed newsletter can transform current customers into repeat buyers and brand advocates.
It's possible to do your first campaigns yourself, but personalization, segmentation, and automation require time and experience. A 360 marketing agency can accelerate implementation and optimization for better results.
Why email marketing remains a high ROI channel
- Cost-effective : low cost per delivery compared to other channels.
- Message control : you reach the inbox directly, without dependence on social media algorithms.
- Better retention : customers who return when they receive relevant content at the right time.
Can you do this yourself? Of course, but you need to consider the aspects presented below. Generic emails lead to unsubscribes. The key is personalization and segmentation based on real data.
Types of newsletters useful for SMEs
- Informative : news, tips, short and applicable guides.
- Promotional : offers, discounts, product and package launches.
- Educational : articles, tutorials, case studies that increase authority.
- Retention : Campaigns targeting inactive customers and win-back campaigns with clear value propositions.
An agency doesn't just stop at selecting the type of newsletter. It builds logical sequences, defines the timing of sending, and constantly tests to maximize results.
Personalization that delivers results.
- Behavioral segmentation : recent buyers, visitors without orders, inactive customers.
- Messages based on preferences : categories of interest, desired frequency, level of involvement.
- Dynamic content : different offers and recommendations in the same email, depending on the segment.
An entrepreneur can set up basic segments. However, CRM integration (if applicable), lead scoring, and dynamic content at scale are faster and safer when managed by an experienced team.
Automations that save time
- Welcome series : guiding new subscribers to their first conversion.
- Abandoned cart : messages with clear benefits.
- Post-acquisition : onboarding, upsell, cross-sell, review request.
- Reactivation : Win-back with personalized offers and relevant content.
Automations require clear rules, exclusions, and monitoring.
What can go wrong without a strategy?
- High unsubscribe rates when messages are irrelevant or too frequent.
- Deliverability problems if you don't follow best practices or the lists aren't clean.
- Poor campaigns due to lack of A/B testing, clear objectives, and proper tracking.
Measurement and Optimization
- Key indicators : open rate, click rate, unsubscribe rate, revenue per email.
- Retention indicators : purchase frequency, average order value, return rate.
- Experiments : subject lines, preheaders, layouts, calls to action, offers, and sending times.
Without a testing structure, the results remain random.
Email marketing and retention are vital for sustainable growth. You can start with a simple newsletter yourself, but for consistent results and campaigns that convert, a 360° marketing agency brings process, experience, and tools that reduce implementation time and increase performance.
Frequently Asked Questions about Email Marketing.
What is personalized email marketing?
Personalized email marketing means sending messages tailored to each customer's behavior and preferences. Examples: different offers based on previous purchases or recommendations based on browsing history.
Why is customer retention important?
Customer retention is essential because the cost of acquiring a new customer is much higher than the cost of retaining an existing one. Loyal customers generate recurring revenue and have a greater long-term value for the business.
Can I do email marketing for my business myself?
Yes, you can start with a simple newsletter yourself using platforms like Mailchimp or Klaviyo. However, for better results, segmentation, automation, and A/B testing are needed, and this is where a marketing agency brings in its expertise and advanced tools.
What are the most effective types of newsletters?
The most effective types of newsletters for SMEs are: informational newsletters, educational newsletters, promotional campaigns, and automated retention emails (e.g., messages for inactive customers or win-back campaigns).
