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The Marketing Engineers’ Blog

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Over 400 % Turnover Increase – 6 To-dos for Individualised Email Marketing

CommunicationBy Stefan von Lieven17. September 2014

Individualisation is one of the essential success factors in email marketing. A recent survey by Certona of 500 retail companies concluded that personalised emails can lead to a turnover increase of up to 412 % per opened email. Individualised email marketing contributes directly to turnover. No wonder that the development…

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7 Tips for the Correct Sender Address in Email Marketing

Practical TipsBy Stefan von Lieven3. September 2014

Email marketing places a lot of emphasis on the wording of the subject line, whereas the sender address is often neglected.  It serves as an identifier and when correctly chosen, it can transmit trust and personality. The wrong address however can cause damage, e.g. the classification as Spam. We have…

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Twitter as an Effective Branding Communication Tool – 3 Practical Tips

Practical TipsBy Stefan von Lieven27. August 2014

80 % of Twitter users communicate about brands in their social network. In January 2014, 99% of users looked at a minimum of 1 brand in their newsfeed, according to the current study by ARF “Discovering the Value of Earned Audiences — How Twitter Expressions Activate Consumers”. However, brands are…

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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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