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Tien e-mailmarketingtrends
voor meer conversie!
Over mij
Nick KuiperNew Business & Partner Management
@Copernica
Drie hoofdtrends
Data-Driven marketing
Omni-Channel Marketing
Mobile Marketing
Tien trends1. Progressive Profiling
2. Data QualityManagement
3. Real-Time personalisedmarketing
4. Marketing Automation
5. Omni-channelmarketing strategy
6. Mobile-first email design
7. Contextual email marketing
8. Customer-centricemail marketing
9. Visual Inbox
10. Progressiveenhancement email design
Trend 1:Progressive Profiling
Data = overal
Trend 1
Progressive Profiling
Indirect Profiling
Direct 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
1.Koppeling tussen verschillende systemen via API
3. Automatisch datamanagement
2. Win-back campagnes
Trend 2
1.Koppeling tussen verschillende systemen
Trend 2
2. Win-back campagnes
Trend 2
3. Automatisch Datamanagement
1. Filter dubbele gegevens
2. Filter bounces
3. Levensduur van opt-in
Trend 2
Trend 3:Real-Time personalised
marketing
Programmatic Marketing
Advanced Personalisation
Trend 3
Programmaticmarketing
Drip email campaigns
Abandoned shopping carts
Transformers
Transactional emails
Als {X} dan {Y}
Trend 3
Advanced personalisation
Trend 3
Trend 4:Marketing Automation
Lead to revenuemanagement
Drie onderdelen
1. Lead generatie
2. Lead nurturing
3. 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 8
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 Profiling
2. Data QualityManagement
3. Real-Time personalisedmarketing
4. Marketing Automation
5. Omni-channelmarketing strategy
6. Mobile-first email design
7. Contextual email marketing
8. Customer-centricemail marketing
9. Visual Inbox
10. Progressiveenhancement email design
