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url("https://e-dialog.group/wp-content/uploads/2022/01/e-dialog-events.svg");}.icon.icon-pressrelease {background-image: url("https://e-dialog.group/wp-content/uploads/2022/01/e-dialog-presse.svg");}</style> <div class="mwd-blogPost flex breadcrumb"> <div class="container"> <span class="parent"> <a href="https://e-dialog.group/ch/blog/" title="Blog">Blog</a> </span> <span class="arrow">></span> <span class="category">Marketing Automation</span> <span class="arrow">></span> <span class="child">Personalisiertes Mailing » So wird Ihr Newsletter für Ihre Leser relevant</span> </div> </div> <div data-bg="https://e-dialog.group/wp-content/uploads/2022/02/E-Mail-Marketing-Individualisierung.jpg" class="mwd-blogPost flex header rocket-lazyload" style=""><div class="container"><h1>Personalisiertes Mailing » So wird Ihr Newsletter für Ihre Leser relevant</h1><p class="author">von Sophie Kubec</p></div></div><div class="mwd-blogPost flex metabox space-top space-bottom"><div class="container"><div class="col"><div class="metabox-holder"><div class="date">27. Juli 2016</div><div class="duration"> <span class="span-reading-time rt-reading-time"><span class="rt-label rt-prefix">Lesedauer:</span> <span class="rt-time"> 3</span> <span class="rt-label rt-postfix">Minuten</span></span></div></div><div class="excerpt-box"><h3>Management Summary</h3><p>Der Posteingang ist voll, die Zeit ist knapp. Keine gute Ausgangssituation für Ihre Mailings und Newsletter. Wie schafft man es trotzdem, seine Empfänger zum Lesen und Klicken zu motivieren? Indem man für sie relevante Inhalte kommuniziert. Ein personalisiertes Mailing kann ein wichtiger Türöffner sein - denn sie signalisiert einen persönlichen Bezug und schafft für den Leser einen echten Mehrwert. Wer glaubt, mit der Individualisierung der Anrede wäre die Pflicht schon erledigt, liegt eindeutig falsch. Wirkliche Relevanz schafft man mit Artikel-Personalisierung, Inhalts-Personalisierung und Artikel-Priorisierung.</p></div></div><div class="col"><div class="categorybox"><div class="categorybox-inner"><div class="categorybox-inner-title">Marketing Automation</div><p><p>Von klassischen Newsletter Kampagnen zu automatisierten, hochgradig personalisierten Nachrichten - mit der richtigen Strategie wird der Kanal E-Mail zum Performance-Hit! </p> </p><a href="/ch/bessere-kampagnen/#marketing-automation" class="btn btn--space-top">Mehr Erfahren</a></div><div id="wobble"></div></div></div></div></div><div class="mwd-blogPost flex content space-top space-bottom"><div class="container"> <div data-elementor-type="wp-post" data-elementor-id="41180" class="elementor elementor-41180 elementor-26010" data-elementor-post-type="post"> <section class="elementor-section elementor-top-section elementor-element elementor-element-38027e39 elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="38027e39" data-element_type="section"> <div class="elementor-container elementor-column-gap-default"> <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-1a7a458b" data-id="1a7a458b" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-5a71568f elementor-widget elementor-widget-heading" data-id="5a71568f" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <h2 class="elementor-heading-title elementor-size-default">Artikel-Personalisierung: Berücksichtigen Sie Interessen!</h2> </div> </div> <div class="elementor-element elementor-element-12b54100 elementor-widget elementor-widget-text-editor" data-id="12b54100" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p>Zur Veranschaulichung verlassen wir kurz die Online-Welt und stellen uns ein persönliches Verkaufsgespräch im Geschäft vor. Würden Sie einem Pensionisten einen Jugend-Sportkurs empfehlen? Einer überzeugten Veganerin ein Rezept-Buch mit den neuesten Steak-Variationen vom Grill? Oder gar einem Kunden, der sich gerade ein neues Smartphone kauft, nach der Bezahlung einen Gutschein für genau dieses Smartphone aushändigen?</p><p>Leider passiert aber genau das im E-Mail Marketing viel zu häufig. Allen Empfänger werden 1:1 die gleichen Inhalte präsentiert. Obwohl man genau weiß, dass diese vielleicht für die Hälfte der Abonnenten überhaupt nicht interessant sind. Machen Sie es besser und nutzen Sie Artikel-Personalisierung, um <b>ausgewählte Abschnitte Ihres Newsletters nur bestimmten Abonnentengruppen anzuzeigen</b>. Daneben gibt es natürlich auch die Möglichkeit, ganze Aussendungen nur an Empfänger zu versenden, also schon vorab zu Segmentieren.</p><p>Wer jetzt einwenden möchte, dass man online ja keine Informationen über die potentiellen Kunden hat, der hat bei uns schlechte Karten – denn dieses Argument lassen wir nicht gelten 🙂 Welche Daten Sie für die Individualisierung nutzen können, dazu später mehr.</p> </div> </div> </div> </div> </div> </section> <section class="elementor-section elementor-top-section elementor-element elementor-element-6c9951b elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="6c9951b" data-element_type="section"> <div class="elementor-container elementor-column-gap-default"> <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-2a8459e" data-id="2a8459e" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-8e54d19 elementor-widget elementor-widget-heading" data-id="8e54d19" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <h2 class="elementor-heading-title elementor-size-default">Inhalts-Personalisierung: Erzeugen Sie Nähe!</h2> </div> </div> <div class="elementor-element elementor-element-97ccc86 elementor-widget elementor-widget-text-editor" data-id="97ccc86" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p>Neben der Auswahl der richtigen Interessen und Themenfelder, gibt es auch noch eine andere Möglichkeit für mehr Relevanz zu sorgen: Mit der <b>Individualisierung von bestimmten Inhalten</b> innerhalb eines Artikels schaffen Sie es, einen <b>persönlichen Bezug</b> für Ihre Leser herzustellen.</p><p><strong>Zur besseren Verständlichkeit ein Beispiel:</strong><br />Sie möchten per E-Mail den Beginn des Ausverkaufs in Ihren Geschäften bewerben. Statt einfach nur “Ab heute: Sale in unseren Filialen” zu schreiben, können Sie einen Textbaustein für den Ort hinterlegen. <img fetchpriority="high" decoding="async" class="alignleft size-full wp-image-5306" src="data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%20744%20462'%3E%3C/svg%3E" alt="Personalisierung anhand des Wohnorts" width="744" height="462" data-lazy-src="https://e-dialog.group/wp-content/uploads/Sale.png" /><noscript><img fetchpriority="high" decoding="async" class="alignleft size-full wp-image-5306" src="https://e-dialog.group/wp-content/uploads/Sale.png" alt="Personalisierung anhand des Wohnorts" width="744" height="462" /></noscript></p><p>Ein kleiner Zusatz, der für die Empfänger aber Nähe schafft. Er kann dafür sorgen, dass bei den Lesern der Eindruck entsteht, sie hätten die Chance auf personalisierte Angebote in Ihrer Stadt.</p><p>Aber auch für den Namen gibt es weniger offensichtliche Einsatzorte als die Anrede. So können Sie beispielsweise auch Bilder und Call-to-Actions mit dem Namen des Empfängers anreichern.</p> </div> </div> <div class="elementor-element elementor-element-704ba03 elementor-widget elementor-widget-text-editor" data-id="704ba03" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p><img decoding="async" class="wp-image-5279 alignnone" src="data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%20305%20256'%3E%3C/svg%3E" alt="Cheers Sophie! Happy New Year" width="305" height="256" data-lazy-src="https://e-dialog.group/wp-content/uploads/Happy-new-year.jpg" /><noscript><img decoding="async" class="wp-image-5279 alignnone" src="https://e-dialog.group/wp-content/uploads/Happy-new-year.jpg" alt="Cheers Sophie! Happy New Year" width="305" height="256" /></noscript> <img decoding="async" class="wp-image-5280 alignnone" src="data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%20305%20256'%3E%3C/svg%3E" alt="Cheers Stefanie! Happy New Year" width="305" height="256" data-lazy-src="https://e-dialog.group/wp-content/uploads/Happy-new-year-1.jpg" /><noscript><img loading="lazy" decoding="async" class="wp-image-5280 alignnone" src="https://e-dialog.group/wp-content/uploads/Happy-new-year-1.jpg" alt="Cheers Stefanie! Happy New Year" width="305" height="256" /></noscript></p><p>Dass diese Namen-Personalisierung besonders gut wirkt, ist wissenschaftlich bestätigt. Neurologische Forschung zeigt, dass das Lesen unseres eigenen Namens positive Gefühle in unserem Gehirn erzeugt, unabhängig vom Zusammenhang in dem er gezeigt wird.</p> </div> </div> </div> </div> </div> </section> <section class="elementor-section elementor-top-section elementor-element elementor-element-c5e543b elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="c5e543b" data-element_type="section"> <div class="elementor-container elementor-column-gap-default"> <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-1e118a1" data-id="1e118a1" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-096899a elementor-widget elementor-widget-heading" data-id="096899a" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <h2 class="elementor-heading-title elementor-size-default">Artikel-Priorisierung: Erzählen Sie das Wichtigste zuerst! </h2> </div> </div> <div class="elementor-element elementor-element-03780a2 elementor-widget elementor-widget-text-editor" data-id="03780a2" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p>Ganz ehrlich: Wie viele (Online-)Texte lesen Sie bis zum Ende? Bei Newslettern verhält es sich nicht anders. Im Durchschnitt haben sie nur wenige Sekunden Zeit, um mit ihren Inhalten zu überzeugen. Deshalb lautet die Strategie: Wichtiges zuerst. Das Problem dabei – für jeden Ihrer Abonnenten ist etwas anderes wichtig. Doch auch dafür gibt es mittlerweile eine Lösung.</p><p>Gewisse E-Mail-Marketing-Tools bieten zusätzlich zur Personalisierung auch Artikel-Priorisierung an. Anhand eines Algorithmus oder manuell, werden dabei die <b>einzelnen Newsletter-Abschnitte nach den individuellen Präferenzen des jeweiligen Abonnenten gereiht</b>.</p> </div> </div> </div> </div> </div> </section> <section class="elementor-section elementor-top-section elementor-element elementor-element-931eca5 elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="931eca5" data-element_type="section"> <div class="elementor-container elementor-column-gap-default"> <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-826e33d" data-id="826e33d" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-5fc0ee9 elementor-widget elementor-widget-heading" data-id="5fc0ee9" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <h2 class="elementor-heading-title elementor-size-default">Daten für die Individualisierung </h2> </div> </div> <div class="elementor-element elementor-element-caf3942 elementor-widget elementor-widget-text-editor" data-id="caf3942" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p>Ein personalisiertes Mailing klappt natürlich nur, wenn man auch Daten hat, anhand derer man individualisieren kann. Dafür gibt es mehrere Möglichkeiten, die im Idealfall sogar kombiniert werden: </p> </div> </div> <div class="elementor-element elementor-element-738d6af elementor-widget elementor-widget-heading" data-id="738d6af" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <h3 class="elementor-heading-title elementor-size-default">Präferenzen abfragen </h3> </div> </div> <div class="elementor-element elementor-element-e8eae0e elementor-widget elementor-widget-text-editor" data-id="e8eae0e" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p>Eine Option zur Datengenerierung ist es, die Abonnenten (etwa bei der Newsletter-Anmeldung) zu befragen. Die Empfänger können hier ihre Vorlieben und personalisierte Interessensfelder selbst auswählen. Auch demographische Daten lassen sich, z.B. mit einem Daten-Anreicherungs-Mailing im Willkommensprozess, gut abfragen.</p> </div> </div> <div class="elementor-element elementor-element-820fd5f elementor-widget elementor-widget-heading" data-id="820fd5f" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <h3 class="elementor-heading-title elementor-size-default">Klickverhalten analysieren </h3> </div> </div> <div class="elementor-element elementor-element-536e372 elementor-widget elementor-widget-text-editor" data-id="536e372" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p>In den E-Mail-Aussendungen selbst Daten sammeln – das funktioniert mithilfe von <strong>Interessenstracking, einem MUSS für erfolgreiches E-Mail Marketing.</strong> Dabei wird jeder Link in Ihrem Newsletter oder Mailing einer bestimmten Kategorie zugeordnet. Das Klickverhalten der Abonnenten wird also bei jeder Aussendung analysiert und so immer mehr Daten zu den Interessen der einzelnen Empfänger gesammelt.</p> </div> </div> <div class="elementor-element elementor-element-59cdfe8 elementor-widget elementor-widget-heading" data-id="59cdfe8" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <h3 class="elementor-heading-title elementor-size-default">CRM-Datenintegration </h3> </div> </div> <div class="elementor-element elementor-element-0e3fbeb elementor-widget elementor-widget-text-editor" data-id="0e3fbeb" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p><b><span style="font-weight: 400;">Eine weitere Möglichkeit besteht darin, Daten aus anderen Systemen für die Individualisierung Ihres E-Mail Marketings zu nutzen. Mithilfe von CRM Datenintegration wird ein Profiling anhand des Kaufverhaltens, des Kundenstatus oder demografischer Merkmale möglich. </span></b></p> </div> </div> </div> </div> </div> </section> <section class="elementor-section elementor-top-section elementor-element elementor-element-18bcd9b elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="18bcd9b" data-element_type="section"> <div class="elementor-container elementor-column-gap-default"> <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-8388b25" data-id="8388b25" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-90da8a1 elementor-widget elementor-widget-heading" data-id="90da8a1" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <h2 class="elementor-heading-title elementor-size-default">Sie haben Interesse an der Aussendung eines personalisierten Mailings? </h2> </div> </div> <div class="elementor-element elementor-element-0b9acfa elementor-widget elementor-widget-heading" data-id="0b9acfa" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <h3 class="elementor-heading-title elementor-size-default">Großartig! 🙂 Wir helfen Ihnen gerne und zeigen Ihnen, was alles möglich ist und wie die technische Umsetzung klappt. 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