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H2H, a human in the centre

The two main forms of marketing are B2C and B2B. About those two terms, you can find a great number of articles and knowledge in all of the marketing-oriented books. However, there are many more forms of marketing that are usually omitted and not considered. For so many years we have been taught that the only right forms of marketing are the ones mentioned above. What if B2C and B2C or even B2G are just small parts of H2H?

What the H2H is?

H2H is nothing like chemistry. The secret H letter stands for human and the term H2H means human to human. H2H is one of the marketing forms, which highlights treating receivers of your messages as very personal as a human. Using formal forms or phrases is totally forbidden here. The most important issue in H2H is putting a human in the centre of your communication.

Thinking why?

People feel the need to:

  • experience emotions
  • be noticed
  • belong somewhere
  • be understood
  • be treated as a figure that makes mistakes

Business is people. Brands can be compared to friends. We come back to them if we like them. The relations built with brands remind us about conversations full of authenticity.

Customer needs

A crucial aspect of H2H is getting to know customers’ needs. If you get to know the needs to whom you want to communicate something, it is easier to achieve the goal of the communication. The communication channels of a brand build personal and close relations with the receivers. By doing so, the brand builds loyalty and trust among the customers as well as gains new customers. 

The marketing messages could be excellent, however, it does not make any sense if the sender forgets that he speaks to another human, not a robot. 

While applying H2H you have to remember that on both sides there is a human with a heart and a mind. 

The H2H marketing focuses on building a long-term relationship with a customer rather than sending something at any cost. The brand society is very important here as well. A real H2H forces us to leave the BUY NOW thinking behind. 

In one word H2H is all about RELATIONS

How to recognize H2H?

A great example of H2H may be shown in a  newsletter.

An official email signed with a full company name instead of a real person’s name would be an example of what not to do while practising H2H. This kind of newsletter delivers no emotion nor pushes us to engage. It’s typical for the B2B strategy.

An H2H newsletter is a complete opposite. The relationship is more private, personal and direct. The sender signs the newsletter with his real name instead of a company name. By signing the email with a real name, you build trust in the receiver and make the customers get used to your person handling their issues. It can convert into greater sales. 


How to use H2H marketing in your mailing?

#1 Signature

Remember to sign the email with your real name and surname. It builds the trust and relation between you and the receiver. Also, delivers the customer information about the company’s structure.

#2 Picture

You definitely should consider adding your picture under the signature. Why? People get attached to the images and will always connect the company with your face. By adding a picture you play with the receiver’s emotions.

#3 Phrases

Personalisation not only is trendy but also has a positive impact on customers in H2H marketing. Do you remember us saying as a marketer you always talk to another human? By using personalised emails you highlight the meaning of a concrete receiver.

Which marketing form do you use in your business?

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E-mail marketing: insurance sector

The insurance sector is either hated or ignored. 

WHY?  It’s hard to give a specific answer.

Talking about the insurance sector, the issue that should be highlighted is that an insurance company term includes all of the enterprises working with personal insurance, property and reinsurance.

They work under a contract obliging to provide adequate benefits in the event of the consequences of fortuitous events.

According to research carried out by the Statista portal, every second Pole does not trust health or life insurance. However,  travel insurance is the one we trust the most. In 2019, 59 insurance companies operated on the Polish market. Until December 2018, 60 insurance companies were authorized to conduct insurance business in Poland, each of them conducted its own business. In 2018, the number of full-time employees in this sector was 28,626. One in three Poles working in this sector does not trust insurance companies alone.


The most necessary tools in remote working

According to the latest data collected by Statista, more than  40% indicated business e-mail as a tool necessary for remote work, and thus the method of communication is mailing.


E-mail marketing in the insurance sector

What is the best way to reach the customer? Here comes email marketing and the benefits of this marketing strategy.


#1 Automatization

The dream of improving the operation of a business appears in the mind of every entrepreneur. Also, the insurance companies might find this method beneficial for the business. At a time when technology is rapidly developing, all of the processes can be automated, thus relieving your employees.

Firstly, the concept of Marketing Automation should be introduced. Unfortunately, many businesses still believe that no robot can replace humans. Yes, it is true. On the other hand, automating some activities can help the employees and improve the functioning of the business.

Marketing automation is nothing more than carrying out activities with the use of special software.  In this case, there are various email marketing tools that can improve advertising, sales and content marketing processes.


#2 Refreshing

This email marketing feature is great for the insurance sector. Why?

Remember all the times when you spoke to an insurance company representative, or when you bought insurance? Now you are haunted by phone calls or millions of insurance e-mails. Sounds familiar? Unfortunately, often many insurance companies do not care about refreshing mailing lists within the email marketing tool. However, there are tools that automatically move a person to another list or remove them from the list( after a certain time or after specific actions taken by subscribers).


#3 Gramaticall and name personalisation

Who doesn’t dream of always being treated individually? We don’t know such a person. Hence, it is worth taking care of personalizing your email messages. Unfortunately, many tools on the market do not provide this capability for messaging where the grammatical form nor the name is included in the mailing.


Personalized communication means creating compelling messages that will motivate a specific recipient to take action. The research described in The Effectiveness of Personalized E-mail Newsletters and the Role of Personal Characteristics shows that personalized e-mails were received more positively. As a result, the open rate was higher than in e-mails in which personalization was not used.

Consumers love feeling unique and receiving personalised content!


#4 Occasional personalisation 

An ideal plan for insurance companies is to use email marketing in which private, collected information about the customer will be applied. Such useful information could be birthday dates.  Let them feel you care!

Knowing the customer’s date of birth, we are able to generate an e-mail for him on this occasion. A good idea might be offering e.g. a 10% discount or free delivery. Wait for the effects!

#5 Personalisation- termination of a policy

If you see your customer is running out of policy, don’t hesitate and design for them an email reminder on the extension of the policy. You can save time on making phone calls and show the customer you remember about him and treat him seriously.


To sum it up,

every industry needs an email marketing solution and a smart tool that will meet all business expectations. In addition, the automation of activities undertaken so far will help to save time and money.

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Storytelling in email marketing

In today’s post, we would like to share Artur’s story about his dream business.


Once upon a time…

Artur is a super positive and energetic person, who doesn’t find it difficult to find himself in various environments. Always happy takes what’s best in life. One day Artur decided to change his career path and open his own online shop. After tough planning the concept of his business, setting up a website and an ideal online shopping platform, Artur noticed that the number of customers is relatively low. Therefore, full of fear, he decided upon starting a marketing plan and promoting his online shop on the Internet. Bull’s eye it was indeed.

The number of customers started to increase as well as his business. 

Later on, Artur realised that neither the tools he was using were sufficient nor the human resources he owned. In the critical moment of losing hope, he came across an email marketing tool that would take care of his client database and manage the whole email marketing strategy he had planned.

As a smart entrepreneur, Artur believes the limit is the sky. By finding NetSendo with no limits his dream of automatisation of his business, finally could be reached.

Did you like our story about Artur?

The best way to show what storytelling is…to tell a story, isn’t it?

Artur’s story is our way of storytelling in its purest form. Storytelling is a very popular and magical technique, in marketing , of evoking emotions and interest among the readers.

Do you recall the grandma, uncle or your mum telling you a story? These are the best memories, right? And this is the feature of storytelling that takes its toll on the receivers. The way we create the feelings and awake the imagination reflects on the need of our readers to gain more and more. 

Stories are for children?

Having a look at storytelling in e-mail marketing, it can be easily stated that it delivers measurable and positive outcomes for a brand. The list of advantages coming from storytelling in marketing is universal and can be applied to any marketing sector.

  • Storytelling evokes feelings and interest in a reader.
  • Usually, storytelling makes the reader take actions
  • While unique storytelling, we can distinguish ourselves from competitors. A great example here would be a beer brand Żubr (in English: wisent). By creating stories with the animal as a star, Żubr provokes the reader to collocate the animal and its superpowers with the brand. 
  • Exciting stories stay in the readers’ minds for much longer. 
  • Storytelling correlation with email marketing and other communication channels is relatively easy.
  • The open rate and CTR index increase thanks to storytelling.

How to start storytelling?

Now, we will show you eight points that could help you to apply storytelling to your email marketing strategy.

Target Group

Indicate your target group for mailing. Different stories might work for various groups. You will not achieve the goals if you write political stories for dog lovers.



Create a mailing persona- meaning design a receiver of your email marketing strategy as you would do in the Sims.



Consider which emotions you want to evoke among your target group. The list of emotions depends only on you. Don’t be scared of provoking extreme emotions. Sometimes the more extreme emotion you evoke in your reader, the better he will remember you and your brand. 


Heroes, places…

As in every and each story, timing, place of action and protagonists are super crucial. Therefore, create the story the way you can use it again by applying only different plot twists. 



Follow the plan of your email marketing strategy- plan the schedule of emails, the plots and workflows.



Connect email marketing storytelling with other communication channels.



Analyse and react. Remember to be updated with the results of your campaign and be prepare for implementing some changes into it.



Optimize your mailing campaign and plan further stories scenarios.


Ready to start creating your own story?

Stop thinking, start doing! Everyone has an imagination and it is only up to you how you can use it.

Would you like to share your story with us? Just send it to us and let us give you some feedback! 

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E-mail marketing trends in 2021

An inseparable part of email marketing, as well as any other sector, are the trends. Nowadays, our task is to adjust and implement the trends in our brand so that our subscribers are satisfied and the message coming out of the emails is on the highest level.

Thinking about the methods of attracting your subscribers? This is definitely the place and the time for you to read this post! We will show you some of the trends which you must not miss in your email campaigns.

Text emails


Some people could say that this is the past solution, however, text mails are BACK. The traditional written email is usually associated with a letter, it makes the email look personalised and causes only positive emotions among the recipients. By choosing this option, you have to keep in mind 3 must-have functions of the text. The content shall be interesting, inspiring and engaging. Evoke emotions between your readers, surely it will pay you back in the number of opens of your emails.

Stimulate the reader


Emotions play a huge role in marketing, do you agree? Through inclination to react, evoking concrete feelings somehow we build the writer-reader relation. This is the main goal- we must build a relationship with our subscribers. Not only does your email need to be understandable, but also useful. It is not only about the content. The design would play a crucial role in this part as well. By the usage of specific colours, we can evoke a certain emotion.

    • blue  – peace,
    • green – hope,
    • red – passion, excitement,
    • orange – energy, creativity,
    • yellow – attention, CTA.


A great example here would be using a red colour during any promotions, discounts.

Evoke your reader with a great offer!



Looking for new ideas, especially in graphics is more than welcome. At this point, you shall create graphics that would keep the reader’s attention. The 3D image would catch the subscriber’s attention as well as stimulate the imagination. What comes with imagination is evoking emotions. 

Bold Typography 

The presentation of the content is as important as the content itself. The long and monotonous text would not generate the outcome of evoking interest among the subscribers. This kind of text would provoke to quit reading and become illegible. Boring email loses before the START.

A tip: arrange carefully text and do not be scared of bolding. 

 Dark mode ON

Have you ever experienced a tired eye effect? The truth is the eye is working 24/7 so it gets tired easily. As a lifesaver comes the dark mode,  which popularity is constantly increasing. About 90% of Internet users prefer the dark mode. Keep in mind this fact in your future email creating processes. How to apply dark mode to your email?

The easiest way would be by putting your black text rounded by a white frame in the coding process. 



Super hard to spell and pronounce but extremely useful as a mailing trend. Phantasmagoric Collage. What is hidden under the term? Nothing but a graphic constructed of side-by-side pictures. It feels like the name for it is more complicated than the idea itself.

Watch out! Do not overuse the collage! Sometimes it might lead to overwhelming the reader.




Monochrome is not about using only black and white as the main colours in your emails. The monochromes are different shades of the same colour. A great idea would be defining the one main colour and then working with its shades. For example: choose pink as the main colour, then go through baby pink, salmon pink all the way to fuchsia.

Certainly, women know what we are talking about in here 🙂


Animated graphics


Pictures connected with animations. To help you understand it better a GIF would be an example of an animated picture. It can interest the reader and add a unique value to your email. The message coming out of your email would stick in a subscriber’s mind for much longer. Also, using animation help to limit the text and creates a reader-friendly effect.



Create your first email!


Knowing all of the tips above, there is nothing better you can do than CREATING your first email!

Create your own perfect emails! Remember that it might take some time before you design an ideal email. Sometimes you may feel like giving up but  



Everyone has to start one day…so take the bunch of advice and get ready to run the email world!