Ralph van den BroeckMarketing Executive

Tien e-mailmarketingtrends voor meer conversie

Over mijRalph van den Broeck

Marketing Executive

Drie hoofdtrends

Data-Driven marketing Omni-Channel Marketing Mobile Marketing

Tien trends1. Progressive Profiling2. Data Quality Management3. Real-Time personalised marketing4. Marketing Automation 5. Omni-channel marketing strategy6. Mobile-first email design7. Contextual email marketing8. Customer-centric email marketing9. Visual Inbox10. Progressive enhancement email design

Trend 1:Progressive Profiling

Data = overal

Trend 1

Progressive Profiling

Indirect ProfilingDirect Profiling

Trend 1

Indirect Profiling

Trend 1

Direct profiling

Trend 1

Trend 2:Data Quality Management

Veel data leidt tot problemen Niet bestaande e-mail adressen Dubbele gegevens Verouderde gegevens Onduidelijkheid over opt-in Levensduur opt-in Beschikbaarheid van de data Segmentatie van de data Data in silo’s

Trend 2

Oplossingen

Trend 2

Koppeling tussen verschillende systemen via API Win-back campagnes Automatisch datamanagement

Koppeling tussen verschillende systemen

Trend 2

Win-back campagnes

Trend 2

Automatisch Datamanagement

Filter dubbele gegevens Filter bounces Levensduur van opt-in

Trend 2

Trend 3:Real-Time personalised marketing

Programmatic MarketingAdvanced Personalisation

Trend 3

Programmatic marketing

Drip email campaigns Abandoned shopping carts Transactional emails

Als {X} dan {Y}

Trend 3

Advanced personalisation

Trend 3

Trend 4:Marketing Automation

Lead to revenue management

Drie onderdelen:1. Lead generatie2. Lead nurturing3. Lead scoring

Trend 4

Lead Nurturing

Trend 4

Lead Scoring

Trend 4

Trend 5:Omni-channel marketing strategy

Maak gebruik van meerdere kanalen

Trend 5

Trend 6:Mobile-first email design

51%MOBILE OPENSSource: Litmus (2014)

Trend 6

Trend 7:Contextual email marketing

Rekening houden met ontvanger

Trend 7

Rekening houden met ontvanger

Trend 7

Trend 8:Customer-Centric Email Marketing

De ontvanger bepaalt

Trend 8

Trend 9:Visual Inbox

Google inbox

Trend 9

Trend 10:Progressive enhancement email design

Complexiteit bij design

50% van de e-mailclients ondersteunt geen HTML5

50% van de e-mailclients ondersteunt wel HTML5

Trend 10

Video in e-mail

Trend 10

Tien trends1. Progressive Profiling2. Data Quality Management3. Real-Time personalised marketing4. Marketing Automation 5. Omni-channel marketing strategy6. Mobile-first email design7. Contextual email marketing8. Customer-centric email marketing9. Visual Inbox10. Progressive enhancement email design

Ralph van den BroeckMarketing Executive

Thank you!

Vragen?

ralph.vandenbroeck@copernica.com