“How much can I invest to win a new newsletter subscriber?” How much profit does each new subscriber give me on average?” In order to answer these and similar questions, you can use a customer lifetime value calculation. The individual steps of this calculation will be explained in this article. The customer lifetime value describes…
Digital Marketing including email has to deliver proof for its contribution to the company’s success, i.e. it has to be measurable in performance figures. Email marketing in particular, has always stood out because of its precise measurability and a comprehensive fund of possible KPIs (Key Performance Indicators). As a result, we have the temptation to…
In the article How to Measure Clicks in Email Marketing we have demonstrated how to correctly measure clicks in email marketing. The “ultimate” goal of an email marketing campaign is usually to encourage a user to a conversion after a click on a landing page. Email marketing can pursue different goals. Mostly, they are about…
Creating a high-quality mailing list is one of the most important tasks in email marketing. A high-quality contact base stands out through strong recipient loyalty and high activity. In order to display these, we need innovative performance figures, such as retention rate and segment engagement quotient. Efficient email marketing requires – as every other marketing…
Every company pursues monetary goals, which can be operationalised by means of values, such as profit, turnover, cost or ROI. To fulfil those corporate goals, marketing communication must contribute directly or indirectly, but in any case, measurably. For email marketing, this means, in the analysis, we must not only consider responses, e.g. click rates, and…
In the article How to Measure Opens in Email Marketing we have demonstrated how to correctly measure opens in email marketing. When a user has opened an email, an important step is completed. Most emails aim at taking users to a landing page, where they can then execute out a conversion. In this article, we…
The precondition that an email can unfold its potentials in email marketing, is that the email is actually delivered to the users and subsequently opened. In this article you will learn how to track opens correctly. When a user opens an email, this is called “open”. Opens are identified by loading an invisible image when the…
Online communities, such as social networks or forums usually employ system emails to inform their users about community-internal processes. The community provider must guarantee that the sent system emails will reach the recipient. In order to track the delivery of system emails, there are three important performance figures. When a user receives a message from…
Results and expenditure of email marketing campaigns are often not directly related. One of the reasons is that companies often only focus on coverage and image. However, efficient email marketing requires – as every other marketing discipline – planning and control. Targets must be set and operationalised in measurable values. Email marketing offers a large…
Especially for brands, social media is an ideal tool for reputation management. This term refers to the positive influencing of the brand image through direct and viral marketing in social media, or the response to negative image influences. The construction of a positive reputation does not only depend on the self-portrayal of the company, but…