E-Mail marketing with MailStone®
Our new Product for Email Marketing is MailStone®. MailStone® analyzes e-mail addresses to make your mail campaigns more successful.
The sorting of email address owners into target groups is only carried out on the basis of email addresses.
MailStone® enables you to assign email addresses to target groups. Even if no further information about the Email address owners is present.
Products or services can be assigned to these target groups.
With MailStone® you can divide your email addresses into target groups and adapt your newsletters to the respective target groups. Thus you only send messages that are interesting for your customers.
Avoid frustrating your customers with inappropriate content.
Learn how artificial intelligence supports your campaign management.
Precision in marketing – newsletters and campaigns precisely tailored to target groups.
Further advantages of MailStone® in campaign management for you:
- Reduction of spam declarations by consumers
- increase in read, open and link activation rates of email offers
- Reduction of spam declarations by email providers based on recognition of recipient-based user behavior (e.g. junk mail declarations by users/receivers)
- Reduction of email newsletter unsubscribe rates
- Reduction of bounce rates
Intelligent campaign management – win more orders
Mailstone® is an offer to optimise marketing in B2C companies. For example, for the tourism and travel industry, for the automotive industry, energy suppliers and brokers, as well as for banks and insurance companies. Advertising or marketing agencies also use MailStone for newsletter management. The increase of the sales figures with newsletters and banners are the characteristics of MailStone? This is reached by getting to know the customers and prospective customers on the basis the E-Mail address.
Functional principle of MailStone®
An email address is divided into its components (names and terms before the @ sign, second level domain, top level domain). The individual components are analyzed, findings are determined, weighted and visualized.
The results of the email address analysis are insights into the interests, character traits or socio-economic parameters of customers and prospects.
Example of an email address analysis by MailStone®
Example email address: Andrea.Schneider@t-online.de
This mail address contains the following information:
Gender, age, cultural affinity, income, character trait and interests.
1. sex determination using the e-mail address:
The gender is determined primarily by the first name of the e-mail address. In Germany, Andrea is a female first name (in Italy, for example, Andrea is a male first name). The fact that the email address owner is highly likely to be female (and German) is also shown by the surname, email provider, distribution and number of Italian citizens in Germany (generally as well as at the time of email registration).
2. Determination of cultural affinity by email address:
The cultural affinity (in the example email address German) of the first name, last name, email provider (highest number of registered email addresses in Germany) and the top-level domain .DE in the e-mail address.
3. age determination using the email address:
The age results from the first name (number of names per year of birth) and the second-level domain, namely the email provider.
- Andrea is a widely used first name in Germany
- Schneider is a common surname in Germany.
- The dot as separator is the most popular separator for email addresses in Germany
- The email provider T-Online, a former subsidiary of Deutsche Telekom, was one of the first companies to register an email address at the end of the 1980s. The owner of the email address mentioned above had less than 10 seconds to register the e-mail address on the first day on which the email address could be registered (because the first and last names as well as the separator in the email address are widely used). With a probability of over 90%, the owner of this email address was between 16 and 25 years old at the time. As a result, the owner of this email address is now between 52 and 65 years old.
- The interest can be derived from the fact that the email address owner was one of the first to switch from BTX to the Internet at the end of the 1980s. With a high probability, the owner of the email address is technology affine.
- The income can be derived from age and technology affinity.
The email address analysis example described here is greatly simplified.
We currently have over 30,000 criteria that we use to analyze email addresses. The more information that can be extracted from an email address, the more valuable the email address is.
You should not pay email address merchants a flat rate for a certain number of email addresses, but analyze the email addresses before purchasing and then negotiate the price.
Newsletter Marketing Sequence
Email marketing begins before the creation of a newsletter.
Before the e-mail campaign begins, the email addresses should be analysed. The planning of the newsletter should take place after the qualification of the email addresses. First the email address validation should be carried out, then the planning of the newsletter subject line as well as the campaign content.
The definition of the success factors, which are used to determine the success of the newsletter, must also be carried out before the newsletter is sent. In general, the usual success factors are
- Newsletter opening rate
- read rate
- CTR (Click Through Rate) “How many newsletter recipients have clicked on a link in the newsletter”
- erase rate (read/unread)
- Conversion (e.g. how many prospective customers have bought and become customers or how many information brochures have been downloaded)
What are your email addresses worth?
The conversion rates for newsletter marketing and campaign management depend on the industries.
To the conversion comparison in newsletter marketing.
Your benefits of email address analysis at a glance
Email campaigns generally have a relatively long duration, usually several days. As a rule, after 4 days, more than 80% of the
Email marketing indicators
We have evaluated the following email marketing metrics in the trial described below:
delivery rate – the proportion of recipients who actually received an email. The value results from the total number of recipients minus the bounces. The bounce rate results from the proportion of failed deliveries.
opening rate – the proportion of recipients who have opened an email. It can be calculated either from the total number of emails or from the number of emails delivered. You can consider all openings or count each recipient only once (unique opening rate).
click rate – the proportion of recipients who clicked on a link in an email. It is a measure of how exciting the topics contained are so that the recipient wants to read more information. Again one can consider all clicks or count each recipient only once (unique
click rate). The openings per recipient result from the total click-through rate and the unique click-through rate.
Click-Through-Rate – the proportion of recipients who clicked on a link after opening it. A measure of how to get recipients to open the emails. This value can help to better compare the click rate to the opening rate.
Unsubscribe rate – the percentage of recipients who have unsubscribed from a particular mailing.
Bounce rate – the proportion of failed deliveries in the total number of recipients. The bounce rate can be used as an indicator for the quality of the
recipient lists. A distinction is made between hard bounces, which cannot be delivered permanently, and soft bounces, which are only temporarily unavailable.
Conversion calculations Email marketing
Below is a simplified description of how conversion is calculated for email campaigns in most companies.
- CR = Bookings : Email-Clicks
- CR = Bookings : Email openings
- CR = Bookings : Emails delivered = Bookings : (Shipping quantity – Bounces)
- CR = Postings : Shipping quantity