FAQ - Frequently Asked Questions

What you should know about online marketing

This is where we regularly provide new answers to frequently asked questions concerning performance marketing and e-Mail marketing.

These are abbreviations for some of the different settlement models:

CPA = Cost per action
You pay for an action defined in advance

CPC = Cost per click
Costs are governed by the number of clicks generated

CPL = Cost per lead
A price for each contact or address acquired

CPM = Cost per mille
This factor shows the amount of costs for each 1,000 contacts generated by an advertising vehicle.

CPO = Cost per order
The price in this settlement model is based on the orders generated. Another term for this settlement model is "Pay per Sale".

CPX = Cost per …
This is a generic term – The X is replaced by one of the foregoing success factors (often CPL or CPO).

A hybrid model is a combination of two settlement models. For example, a low CPM can be taken as the basis and a success-dependent component (e.g. CPO) is added to this.

Double Opt-In basically means that users have to confirm something twice. For example, if they register for a newsletter, a message asking for confirmation is sent to the e-Mail address entered in the registration form. This message contains an activation/confirmation link that users must click on to verify their registration. Only then can it be said for certain that the real owner of the address has registered. The Double Opt-In process prevents third parties from registering with contrived e-Mail addresses and thus protects against misuse. It is also the process recognised by current legislation as being the most suitable for acquiring leads and subscriber addresses in e-Mail marketing. As a general rule, the only addresses you should use for your marketing campaigns are those generated using the DOI process. Every genuine provider would certainly be ready to confirm that they only use addresses generated in this way.

Every time that a computer logs on to the Internet, it is allocated a dedicated IP address, which identifies the provider and the connection. An IP address consists of 4 blocks of numbers, each block made up of up to 3 numbers (for example: When someone registers for a service or a newsletter, their IP address is recorded along with the timestamp. The timestamp records the date and time to the exact second. These two features establish precisely who registered and when and can also be important in providing evidence. A legally recognised DOI (see above) thus consists of two IP addresses and two timestamps. One demonstrates the request, the other the confirmation.

A landing page is the page on which users land after clicking on an advert or a link. A landing page ought to be designed in such a way that visitors are persuaded to buy a product or service without a lot of fuss. An online shop could well be a suitable landing page.

Performance marketing is understood to be marketing methods that are settled on a success basis. Recognised examples of performance marketing are affiliate marketing, e-Mail marketing and search engine marketing.

Permission marketing means that advertising is only sent to consumers who have given their express permission. For instance, the only recipients who would come into question as a target group for an e-Mail marketing campaign are those whose addresses were generated conform to current legislation in a DOI process.

As a means to monitor your success, we report in detail on your marketing campaigns. The information includes the recipients (total number of contacts addressed), openers (also called readers -> people who have demonstrably read the mailshot) and clickers (potential leads who have followed one of links in the newsletter after reading it).

Target groups are understood to consist of certain persons with a potential interest as defined by the customer or client. The more specifically a target group can be defined and delimitated, the lower the scattering losses. For example: a manufacturer of ladies' underwear really only wants to write to women; someone who organises regional events perhaps only needs to address people in that particular area. The better that a target group can be defined, the greater the chances that the campaign will succeed. On the other hand, campaigns can be imagined that make a broad scattering not only desirable, but also make a great deal of sense. This could be the case if a product or a service is promoted which may well appeal to almost anyone. Another example is if a provider is still not quite sure which target group it should be aiming at; the reporting process in a widely spread campaign can then give clues as to what group of people are showing the most interest in the promotions.