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The Marketing Engineers’ Blog

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Checklist: Ensuring Customer Orientation in direct digital marketing

CommunicationBy Sebastian Pieper25. February 2015

Customer orientation can be a clear competitive advantage for a company. Lacking or insufficient customer orientation is actually more and more becoming a significant competitive disadvantage. According to a study by Oracle, European companies record up to 18% turnover loss due to lacking or inconsistent customer orientation. Customer orientation is…

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Involving Users in Online Marketing Through Self-service

DataBy Stefan von Lieven18. February 2015

Obtaining comprehensive consent for the collection of personal data in marketing is one of the most important challenges in direct digital marketing. The aim is to gain insights about users (e.g. product interests) from this data, which can then be used to individualise the online dialogue. However, it is not…

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Pre-targeting to Approach Users in an Individualised Way From the First Moment of Contact

CommunicationBy Sebastian Pieper4. February 2015

The individualisation of content is an important sales driver in direct digital marketing. The more information about a user is available, the more precisely you can tailor content to his preferences. For the start of the dialogue, i.e. after registration of the user, e.g. for a newsletter, you will face…

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Microcopy Optimisation for Higher Click Rates

Practical TipsBy Stefan von Lieven27. January 2015

When optimising email content, a lot of time and creativity goes into the wording of product descriptions, test texts etc., as well as into layout and imagery. This is of course vital, as content and graphic design of an email are the key elements which persuade users to click. However,…

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Integrating direct digital marketing with an Inventory Control System

CommunicationBy Sebastian Pieper13. January 2015

Customers in the digital world are used to receiving the required information immediately and without delay. However, the information must also be up-to-date. When a customer orders a product, which according to the online shop display is still available (or a product promoted in a newsletter) but in reality, is…

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Checklist: Preventing Send Mistakes in Email Marketing

Practical TipsBy Stefan von Lieven7. January 2015

Mistakes in email marketing happen even in the largest and most successful companies. However, depending on the mistake, the impact can range from a user’s awkward surprise without consequences to serious damage to your business. We have compiled a few tips on how to avoid or at least significantly decrease…

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Shopping Basket Abandonment does not equal Shopping Basket Abandonment

CommunicationBy Sebastian Pieper29. December 2014

Re-targeting emails to notify customers about filled but not checked out shopping baskets in online shops are a popular tool in email marketing of retail companies. However, employed in the wrong way, they can put off customers instead of reactivating them. A shopping basket, which is not checked out, yet,…

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4 Ways to Integrate Social Media Users

CommunicationBy Stefan von Lieven22. December 2014

Use social media not only for unilateral push-communication but as a channel for the exchange at eye-level. Activate users instead of having only passive readers. Engagement instead of (only) coverage. In order to fully use the potential of social media, users should be involved in the dialogue. There are a…

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Using Snapchat as a Marketing Channel

CommunicationBy Stefan von Lieven10. December 2014

With approximately 100 million active users and a valuation of 10 billion dollars, Snapchat is one of the most popular and currently most talked about mobile services. This messaging app allows users to take photos with a mobile device and send these to other users. The unique feature of this…

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Using the Pre-header to Activate Users

Practical TipsBy Stefan von Lieven5. November 2014

The pre-header is the first element at the very top of each email. Nevertheless, the pre-header is often underrated and little attention is paid to its design. A pre-header can be used to set important impulses for user activation with little effort In the pre header, you will often find…

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