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,…

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…

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…

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…

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…

There are many horror scenarios about the consequences of the new General Data Protection Regulation (GDPR) on the internet at the moment. Some sites give you useful suggestions on how companies should implement necessary changes. But you will hardly find an answer to a key question: Will it remain legal to use sales leads generated through web portals after the…

A picture is worth a thousand words, as the idiom goes. But what about videos in B2B marketing? The advertising agency dieleutefürkommunikation AG investigated this and published their results in a new marketing study. More than 200 decision makers from the B2B sector participated in the study to determine how videos are used in work environments. In this blog entry,…

Generating sales leads online has become one of the most important marketing objectives for B2B companies. They are typically obtained by placing enquiry forms on the company’s own website, on dedicated landing pages or on B2B internet portals. Users with questions or information requests fill them in, submitting their contact details, all in the expectation of receiving a quick and…

When searching the internet for new software that our company could use, I regularly come across webinars or videos that give me a quick impression of how a software solution works and what its typical uses are. This helps me to assess with little effort whether the tool could be suitable for us and if it is worth looking at…

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…