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…
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…
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…
Email Marketing is Permission Marketing. This means the sending of promotional emails to a user is only legal with his explicit consent (opt-in). You can find more information on the legal requirements in email marketing in our checklist 23 Questions About Email Marketing and Law). Generating opt-ins is becoming an…
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…
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.…
Apps are seen as the core of mobile terminal devices, such as smartphones and tablets. According to the ARD/ZDF online study in 2013, 44% of German-speaking online users have used apps. In the target group 14 – 29 year olds it is as high as 70 %. Apps are one…
The economic significance of the internet industry in Germany is constantly increasing. Entrepreneurial players are not only internationally active internet corporations, but also small and medium-sized companies. How do you assess the competitiveness of German companies in the international comparison? Which potentials do you see and how can these be…
What does the current status of the Data Protection Regulation look like? With the vast majority of the parliament voting for the Data Protection Regulation, we have set a clear sign that we wish to negotiate immediately with the council. We as the European Parliament and also the public in…
Mr. Voss, could you give us an overview of the current status of the Data Protection Regulation in the EU? In March, the European Parliament has confirmed in a plenary the compromises in relation to the Data Protection Regulation negotiated last year. However, before we can enter in this trilogue,…