One of the most important advantages of online advertising is the measurability of their success. We are even more surprised when customers tell us that they receive no figures at all from many online portals, figures only on request by e-mail or some wild Excel tables. For many portal providers, it is obviously not a standard procedure to provide customers…

What’s call tracking? Call tracking gives you an additional performance figure that makes the success of your online advertisement transparent by letting you attribute incoming phone calls directly to your advertising campaigns at LUMITOS. A dedicated new telephone number (including your area code) is allocated to you and displayed alongside your Premium Company Presentation or other advertising measures for users…

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…

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…

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…