A01 chaf6542 06 se fm indd

Outbound email 

marketing

Emails are sent to 

customers and prospects 

from an organisation.

Inbound email 

marketing

Management of emails 

from customers by an 

organisation.

Brand

TV

Magazine

Online

Colgate

75%

14%

11%

Kleenex

70%

20%

10%

Dove

72%

13%

15%

McDonald’s

71%

16% (radio)

13%

Source: Interactive Advertising Bureau (www.iab.net). XMOS is a registered trademark of the IAB.

Table 9.2

Optimum media mix suggested by XMOS® studies

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Part 2  Strategy and applications

● 

Clickthrough rate – this is the number of people who click through on the email of those 

delivered (strictly unique clicks rather than total clicks). You can see that response rates 

are quite high at around 10%.

Mini case study 9.6 shows how an online intermediary has been able to launch a revolution-

ary service which now operates in several countries in Europe. It shows the importance of 

using strategic email communications effectively to engage customers as part of its retention 

strategy by targeting them more closely through a defined contact strategy and then integrat-

ing with the website booking system.