CEO Blog with Martin Bucher
The monthly CEO blog articles by Martin Bucher will deal with email marketing in practice and industry news and trends. The managing director of Inxmail GmbH considers the issues from a personal perspective, examines advantages and disadvantages, and offers specific solutions and suggestions.
Reactivate inactive recipients
Were the opening or click rates for your last newsletter particularly low? It’s not necessarily your fault. Low key performance indicators are often caused by inactive recipients. In his CEO Blog, Martin Bucher explains exactly what inactive recipients are, the effects of their behaviour, and what you as a marketer should avoid in this situation.
How to reactivate inactive recipients
I want self service!
Managing personal data themselves – that is precisely what newsletter subscribers want. Marketers can make this self service a reality in a simple and cost-effective manner. But why do so few marketers make use of this? Martin Bucher reveals what you should do to ensure you do not lose your newsletter subscribers.
I want self service!
Relevance is Rewarded: The Priority Inbox in Gmail
Who has never suffered from a clogged-up email inbox? Not for much longer; email service providers such as Gmail, Hotmail and Yahoo are now helping users to tidy up their inboxes. Important emails can be filtered out from the vast quantity of post received and displayed to the reader at the top of their inbox. Messages that are less important are listed further down, and in the process the reader pays less attention to them. Is your newsletter relevant enough to overcome this new challenge? Learn more about the new prioritising processes in Gmail and ensure that your newsletter is placed at the top.
More attention and higher opening rates
How Germany is helping email become legally binding
The email has proven to be one of the most important digital communication media
to date. The strength lies in its simplicity – and it is precisely this simplicity that makes emails vulnerable. The content of emails can be intercepted or amended en route over the Internet. The De-Mail initiative launched by the German Government
aims to confer the legal certainty associated with 'snail mail' onto electronic letters. Read more about the introduction of legally binding email in Germany in the current CEO blog article by Martin Bucher.
De-Mail: legal certainty, legal authenticity and privacy of correspondence
Using the pre-header successfully
The sender and the subject line are the first text elements that reach the recipient’s inbox. However, this is not quite true. Because smartphones and even some desktop email programs display the first lines of the text for the emails listed. In the mobile environment in particular, this pre-header content provides an important incentive to open an email. In his CEO blog, Martin Bucher will fill you in on how you can use this content to your advantage.
How to use the pre-header successfully
The “mobile” challenge in email marketing
Emails are no longer being read only on PCs and notebooks. Now, reading emails on-the-road is increasingly becoming the order of the day thanks to smartphones. However, many mailings are not being correctly displayed, which can sometimes severely restrict readability. The marketing effect goes to waste. For us marketers, this is reason enough to tackle this issue.
Master the mobile challenge