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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
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