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30.05.2016

Viewtime für ein effizienteres Dialogmarketing

Viewtime für ein effizienteres Dialogmarketing

Karlsruhe, 30. Mai 2016. United Internet Media schärft den Blick in den elektronischen Postkasten. Dialogmarketers, die auf den Qualitätsstandard trustedDialog setzen, erhalten mit der Kennzahl "Viewtime" ein neues Werkzeug für mehr Werbeeffizienz. Der Leistungswert gibt detailliert an, wie lange ein Nutzer sich mit einer E-Mail oder einem Newsletter tatsächlich beschäftigt hat. Analysiert wird die Öffnungsrate sowie die konkrete Verweildauer direkt in der Inbox, sobald die Viewtime über eine Sekunde beträgt. Als Service bietet United Internet Media sowohl die Bildung von Branchendurchschnitten als auch den Vergleich von stationären und mobilen Endgeräten.

Viewtime zeigt relevante Stellschrauben auf
"Mit Viewtime schafft trustedDialog für den Werbekunden mehr Transparenz im digitalen Dialogmarketing. Die Analyse der Öffnungsdauer zeigt den Werbekunden, wie interessant und wertvoll der Inhalt einer bestimmten Werbemail beziehungsweise einer Newsletter-Nachricht ist. Durch Optimierung identifizieren Versender die relevanten Stellschrauben, um Empfänger länger für ihre Botschaft zu begeistern. Damit wird das Dialogmarketing mit trustedDialog noch effizienter", sagt Rasmus Giese, CEO der United Internet Media GmbH.

Die Viewtime funktioniert bei den trustedDialog-Partnern WEB.DE, GMX, 1&1 und freenet.de. Dabei dokumentiert United Internet Media jede einzelne Öffnung einer E-Mail und kann so einen Durchschnitt über alle verschickten Nachrichten hinweg bilden. Als Service wird in regelmäßigen Abständen ein Durchschnitt der Viewtime einzelner Branchen gebildet. Damit können Unternehmen erkennen, wie stark die eigenen Mails im Vergleich zur Konkurrenz funktionieren. Zudem kann dargestellt werden, wie sich die durchschnittliche Verweildauer auf mobilen und stationären Endgeräten unterscheidet.

Viewtime ergänzt die Vorteile von trustedDialog
Der Qualitätsstandard trustedDialog bietet aktuell über 170 Marken einen sicheren E-Mail-Versand und eine höhere Sichtbarkeit im Posteingang durch die Integration der Markenlogos. Mit der Kennzahl Brandviews weist der Qualitätsstandard auch die Anzahl der ausgelieferten Logos aus, um Branding-Effekte messbar zu machen. Das trustedDialog-Siegel steigert zudem das Vertrauen der Empfänger in die Nachricht. Das erhöht die Öffnungs- und Klickraten. Um hier für noch mehr Transparenz zu sorgen, analysiert trustedDialog das Mailvolumen nach Internet-Service-Provider sowie nach verwendetem Endgerät.

Verschiedene Kampagnen lassen sich so direkt auf Tagesbasis miteinander vergleichen. Auf Basis dieser Erkenntnisse lässt sich das Dialogmarketing optimieren. Stellschrauben für eine bessere Performance von Newslettern sind beispielsweise die klassischen Bild-/ Textkombinationen oder auch der Einsatz von Bewegtbildinhalten.
 

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Jörg Fries-Lammers

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Kay Städele

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 presse@united-internet-media.de

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