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The Marketing Engineers’ Blog

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Choosing the Right Image Formats in Email Marketing

Practical TipsBy Stefan von Lieven6. August 2014

Images often say more than words. In any case, they attract attention and are an important element to activate users in email marketing. No wonder that images are an elementary component of designed HTML mailings in email marketing. However, not all images are the same. Different file formats are available…

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Email Marketing Opt-Ins from a Behavioural Approach

AnalyticsBy Stefan von Lieven30. July 2014

Why do users give their opt-in to email marketing? And what prevents them from doing so? In the context of the article Determinants of Email Marketing Opt-ins from a User Point of View we have demonstrated, which factors of the decision making process of a user regarding email marketing opt-ins…

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High-quality Indicators for Recipient Loyalty and Activity

AnalyticsBy Stefan von Lieven23. July 2014

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…

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Monetary Performance Figures in Email Marketing – Determining the Economic Success

AnalyticsBy Stefan von Lieven15. July 2014

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…

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How to Measure Clicks in Email Marketing

AnalyticsBy Stefan von Lieven9. July 2014

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…

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How to Measure the Open Rate and Open Factor in Email Marketing

AnalyticsBy Stefan von Lieven2. July 2014

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…

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Email Marketing Opt-In Determinants from a User Point-of-View

DataBy Stefan von Lieven24. June 2014

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…

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Checking the Deliverability of Community System Emails

AnalyticsBy Stefan von Lieven11. June 2014

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…

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Determining the Right Email Marketing KPI

AnalyticsBy Stefan von Lieven2. June 2014

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.…

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Integrating Email Marketing and Mobile Apps

CommunicationBy Stefan von Lieven28. May 2014

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…

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