LUMITOS's online marketing blog

Apr
5
How using dedicated landing pages can make print media advertising more successful
5.04.16 | 0 Comments | Author: Rolf Preuß
Marketing budget is routinely wasted without generating any sales leads. That’s the quintessence of a study by LUMITOS in the course of which the ads appearing in the German magazine “Laborjournal” (3/2015 edition) were scrutinised. In this blog article I will demonstrate how landing pages are used properly to avoid typical mistakes in print media advertising. They offer a way…
Jan
18
E-Mailing with pitfalls
A cultural aspect of e-mailings in German
18.01.16 | 3 Comments | Author: Rolf Preuß
In the English speaking world, commercial e-mailings and newsletters typically use either an informal salutation such as “Dear Rolf” or – even more commonly – none at all. In this respect, however, German language e-mailings to professionals in Germany, Austria and Switzerland (the so-called “DACH” countries, an abbreviation composed of their country codes as found on cars) are an entirely…
Jun
6
Online Marketing Performance Indicators, Part 6: Social Sharing Rate and Mobile Reading Rate
6.06.18 | 0 Comments | Author: Marcus Bierbaum
Here it is: the final part of our series of articles on online marketing performance indicators, which looks at two key figures that I believe ought to feature more in B2B marketing considerations than they often do. They are the social sharing rate, which is the rate of content recommendations posted on social media, and the mobile reading rate, the…
May
28
Online Marketing Performance Indicators, Part 5: Conversion and Conversion Rate
28.05.18 | 0 Comments | Author: Eva Pach
Gradually we’re coming towards the end of our series of articles on “Online marketing performance indicators“. Today’s subject is conversion and its derivative, the conversion rate. Conversion is, in general, the induced transformation of a potential buyer into a more promising potential buyer or an actual buyer. The conversion rate tells us which proportion of a targeted group or of…
Aug
16
A secret about high conversion e-newsletters revealed
Four useful tips for creating successful e-newsletters
16.08.17 | 0 Comments | Author: Manuela Gaeth
It happens all the time: an e-newsletter with content tailored specifically towards a target group mysteriously turns out to be a flop for unknown reasons. The root cause analysis begins, covering analyses of the open rate [OR], click-through rate [CTR] and click-to-open rate [CTOR]. And then it dawns on the person in charge: “If only I had carried out a…
May
25
Online Marketing Performance Indicators, Part 4: Click-to-Open Rate (CTOR)
25.05.18 | 0 Comments | Author: Marcus Bierbaum
Today’s subject in our series “Online Marketing Performance Indicators” is the click-to-open rate (CTOR). In part 3 of our series, we introduced you to the click-through rate (CTR), which represents the number of clicks by recipients of your e-mail shot or newsletter as a percentage of the number of recipients. What the CTOR relates the number of clicks to is,…
May
22
Online Marketing Performance Indicators, Part 3: Clicks and Click-Through Rate
22.05.18 | 0 Comments | Author: Eva Pach
If there is a most crucial indicator to assess the success of direct e-mail campaigns, then that would have to be the number of clicks. This value and the resulting click-trough rate (CTR) are the subject of this third part of our series of articles “Online Marketing Performance Indicators“. The reason why you disseminate direct e-mails is usually that you…
May
18
Online Marketing Performance Indicators, Part 2: Open Rate
18.05.18 | 0 Comments | Author: Eva Pach
This blog entry in our series “Online Marketing Performance Indicators” is about the open rate of e-mail shots and newsletters. To evaluate the success of our newsletters and direct e-mail campaigns, we at CHEMIE.DE always consider the net open rate. Only e-mails that actually reach the recipients will ever have the chance to be opened. (The proportion of undelivered e-mails is…
May
14
Online Marketing Performance Indicators, Part 1: Bounces and Delivery Rate
14.05.18 | 0 Comments | Author: Eva Pach
The first part of the series “Online Marketing Performance Indicators” is about the indicators delivery rate and bounce rate. Both can help you to assess the quality of your e-mail distribution list. This, in turn, directly influences the potential effectiveness of your e-mail campaigns: only e-mails which succeed in reaching your target group can lead to the intended actions that…
May
11
Online Marketing Performance Indicators
11.05.18 | 0 Comments | Author: Eva Pach
One of the much-emphasised benefits of online marketing in general, and of e-mail marketing in particular, is its excellent measurability. A number of key indicators and ratios have been defined that provide information about whether your marketing message has reached your target group. Print advertising, on the other hand, usually leaves you in the dark. But this advantage of online…
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