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 responses, e.g. click rates, and…
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 conversion. In this article, we…
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 an invisible image when the…
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 user receives a message from…
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. Email marketing offers a large…
Your recipients know best, which newsletters/mailings they like. A/B test have proven useful for this purpose. We will show you how A/B tests work and what you need to bear in mind. There is a multitude of factors, which need to be optimised in a newsletter or mailing, e.g. the subject line, the header graphics,…
Especially for brands, social media is an ideal tool for reputation management. This term refers to the positive influencing of the brand image through direct and viral marketing in social media, or the response to negative image influences. The construction of a positive reputation does not only depend on the self-portrayal of the company, but…
The first article on the online CRM series by artegic AG deals with the function of online CRM in companies, i.e. with the operative tasks – the operative CRM. For these tasks, e.g. the construction of a personal customer dialogue in email marketing, decisive information about customers is necessary. The efficient capturing, administration and analysis…
Customer Relationship Management – or CRM – represents a further development of the classic marketing approach. In traditional mass marketing, a large number of people are targeted with the same message. Segmenting, e.g. according to psychographical criteria, does not take place. Target group marketing takes one step further and adjusts its marketing measures specifically to…
The use of email marketing implies the development of a clear and structured strategy. This includes the definition of concrete email marketing targets, which are to be reached through individual measures, e.g. newsletters, stand-alone campaigns or transaction emails. We have compiled an overview of the most important goals, which can be pursued with email marketing.…