According to a survey conducted in 2015 by Marketing Sherpa, 72% of consumers say that e-mails are their favorite communication channel with companies. The newsletter is still an important instrument for maintaining customer loyalty, as long as its content remains relevant and interesting. Readers only continue browsing if their interest is aroused immediately. To ensure that the newsletter actually gets read, there are certain things that online retailers have to consider. With 9 practical tips, Lars Tinnefeld, our e-mail marketing manager, tells you how to properly organise your e-mail marketing and tap its full potential.