What is the difference between inbound and outbound marketing?

Inbound and outbound marketing are two strategies with different approaches to customer acquisition.

Inbound marketing

Inbound marketing aims to attract potential customers naturally by providing valuable content and experiences that are tailored to the needs and interests of the target audience. This approach is based on creating content that the target audience wants to find and interact with on their own, with the aim of building trust and nurturing relationships.

For example, one company produces a comprehensive guide on “How to design an environmentally friendly home”. This guide is published on the company website and promoted via social media and SEO measures. This ensures that it is easily found by the target group actively searching for this information.

Outbound marketing

Outbound marketing, on the other hand, involves more direct, often interruptive advertising measures to reach a broad target group. It uses traditional marketing methods designed to send the company’s message to as many people as possible, often without taking into account the individual needs or interests of the recipients.

For example, a company makes cold calls or cold emails to introduce its new product. They contact potential customers directly by phone or email, even if they have had no previous interaction with the company or have not expressed an interest in the product in any way.


In summary, the main difference between inbound and outbound marketing lies in the way companies try to reach their target group. Inbound marketing focuses on attracting customers through relevant and helpful content, while outbound marketing takes a broader strategy to grab consumers’ attention through mass communication. Often, a need for the product has to be created for the first time.

How is the conversion rate calculated?

The conversion rate in a sales funnel is calculated by dividing the number of conversions by the total number of visitors or leads that entered the funnel and then multiplying the result by 100 to express it as a percentage.

Possible conversions:

  • Purchase of a product or service
  • Register for the newsletter
  • Participation in an event
  • Download a PDF
  • Booking an appointment

Calculate conversion rate

Conversion rate = number of conversions / total number of visitors or leads * 100
If you have visitors on your website and of them convert, then your conversion rate is .

How quickly could integration be implemented?

Integration in Aivie is very individualized according to the customer. Aivie recommends gradual integration in order to gain experience, learn from it and then take further steps. An initial use case can generally be implemented in a few days or weeks.

Can I change the number of contacts later?

Yes, you can always increase or decrease the number of your contacts. If you reduce the number of contacts, this will be taken into account with the next billing period.

What all counts as one contact?

An entry counts as a contact as soon as a contact option is stored. So, if an email or a phone number is provided. E.g. one e-mail address = one contact.

Do you have setup costs?

No, you only pay the subscription fees. If you want, we can help you with the setup. That way you can start automating faster and then have templates that you can copy. We call this Quick Starters.

How do I create a preference center/update settings page for a newsletter?

How do I create a preference center/update settings page for a newsletter?
You can create a preference center/update settings by marking a landing page as a preference center. To do this, select “Set as preference center page” under the landing pages settings.

This is an example of an “Update Settings” page, i.e. a Preference Center page:

In your e-mails and newsletters you can add the following URL {unsubscribe_url} as a link for “Update settings” and “Unsubscribe”.

In the Newsletter and Email settings you can select the Preference center page that you have saved.


How can I install the reCaptcha key?

You can activate the reCaptcha key with the following steps:

  1. Open the Google Cloud and open the reCAPTCHA Enterprise
  2. Create a new key, enter your display name and select domain
  3. Now you can read your secret key
  4. The secret key can now be entered at Aivie under the settings > Plugins > reCAPTCHA
  5. Click save & close to complete the process



Is it possible to get insight into page views like with Google Analytics? Or is it also possible to see the clicks?

Aivie/Mautic is always about the interactions of individual contacts with your brand. So, for example, with the website.

So, unlike Google Analytics, you see what an individual contact has done, rather than how users move around the site on the whole.

If the click generates a change of URL in the browser, this is also automatically recorded in Aivie/Mautic.

If you want to track clicks on a page, you can do that via events.

You can find everything about tracking on this page at Mautic:

Wie kann man ein Video in den Newsletter integrieren?

Wir empfehlen, ein Bild mit einem Play Button zu integrieren. Wenn der Kunde draufklickt, wird das Video im externen Browser abgespielt. Z. B. auf YouTube.

Videos können nicht direkt eingebunden werden, da dies von den meisten E-Mail-Clients nicht zuverlässig unterstützt wird. Insbesondere, wenn die Kunden den E-Mail-Client Outlook verwenden.

Wieso funktioniert mein Tracking beim Testen nicht?

Wichtig zu Wissen beim Testing

Wenn du bei Aivie angemeldet bist, ist das Tracking für diesen Browser deaktiviert.

Somit musst du für das Testen den E-Mail-Link in einen neuen Browser kopieren, per Smartphone testen, oder dich nach dem Absenden des Formulars bei Aivie abmelden.

Was sind Marketing KPI’s?

Marketing-Performance-Metriken oder Key Performance Indicators (KPIs) sind eine Quelle nützlicher Daten für Marketing-Experten, CEOs und Vertriebsabteilungen.  Marketing-KPIs unterstützen dich, einen klaren Einblick zu erhalten, wie sich Marketing-Aktivitäten und -Ausgaben auf das Endergebnis des Unternehmens auswirken.

Continue reading “Was sind Marketing KPI’s?”

How can I automatically fill the user’s preferred language?

Each contact has a preferred language region (preferred local) e.g. en/de.
By default, Aivie does not save this, but you can use the forms to automatically fill in the user’s preferred language. j

Each form is language dependent, so you can assume that if someone fills out the German form, they speak German. So you can use a hidden field (preferred local) to automatically set the preferred language for each user.

If you use our package, this is already set up with you directly this best practice.

Why is the [First Name] not resolved in the sent email?

When you send an email via “Send Example”, the [First Name]  field is not resolved yet. However, this is only the case in the test. If you send the E-Mail to yourself via the Contacts, you can check if the [First Name]  field will be resolved correct. But if your Preview shows the Parameter like this [First Name] the System did recognize the Parameter correct.

How can I trigger an email at a specific time?

In the Campaignyou can choose the time of sending your email. Either immediately, at a relative time or you can also select a specific date and time.

Aivie FAQ email timing

In the period in which the e-mail is “Published”, it is also sent to all contacts who are added to the segment. It may make sense to set the unpublished date in 1-2 weeks. You should plan at least 2-3 hours lead time, then the emails will certainly have enough time to be sent. However, this always depends on the number of your contacts.