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…
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…
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…
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…
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…
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…
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…