Relationship Marketing The New Challenges of a Marketer today Peter Schellaert Country manager BENELUX Global SaaS Leader en Email & Social Marketing
Relationele Marketing
Nov 22, 2014
Peter Schellaert, Country Manager Benelux Emailvision
In deze presentatie wens ik de aandacht te vestigen op enkele do’s en don'ts in online marketing en hoe je communicatie problemen/fouten kan vermijden. Meer specifiek wordt gekeken naar de evolutie van emailmarketing, het gebruik en integratie van social media en de verandering in de beleveniservaring van klanten en ontvangers van emails.
In deze presentatie wens ik de aandacht te vestigen op enkele do’s en don'ts in online marketing en hoe je communicatie problemen/fouten kan vermijden. Meer specifiek wordt gekeken naar de evolutie van emailmarketing, het gebruik en integratie van social media en de verandering in de beleveniservaring van klanten en ontvangers van emails.
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Transcript
Relationship
Marketing
The New Challenges
of a Marketer today
Peter Schellaert
Country manager BENELUX
Global SaaS Leader en Email & Social Marketing
Who or what is
Emailvision?
www.emailvision.nl
SaaS for email & social marketing campaign management
FY 2011 revenues €80 million
40% organic growth
Will reach 650 employees in FY11
100 new clients / month
7 000 clients worldwide
Sending 5 billion messages / 350K campaigns / month
Two acquisitions, ObjectiveMarketer and smartFOCUS
Investing in long term product leadership
Company at a glance
www.emailvision.nl
100 New clients per month
Our Culture
www.emailvision.nl
Move from mass mailing to targeted segmentation
www.emailvision.com
Lesson #1:
The challenge: Transform data into
useable information
www.emailvision.nl
I need to
buy the
latest
Nike’s
The data puzzle
www.emailvision.nl
www.emailvision.nl
Campaign Commander CI Retrieve customer data from 100+ million records, in seconds
Segmentation = automatisation = marketer time-saving & greater customer intimacy
www.emailvision.com
Lesson #2:
www.emailvision.nl
Automation
Do you have this already automated today?
www.emailvision.nl
Make your customers “Brand Advocates”
Lead Prospect Client Active Client Best Client Referral
www.emailvision.nl
Customer Intelligence : Target & segment
Bulldozer approach Targeted
All States Local
• Pushed 119,798
• Opened 26,987
• Open rate 22.53 %
• Click through 14,634
• Click through rate 12.22 %
• Pushed 355,945
• Opened 37,174
• Open rate 10.4 %
• Click through 11,110
• Click through rate 3.1 %
+117%
+294%
Incorporate Social Media Channels
www.emailvision.com
Lesson #3:
www.emailvision.nl
Combining social marketing with email
Places to Start
● Leverage your email marketing to build an
engaged community on your social networks
● Add social sharing in your email campaigns
● Build momentum on social networks for an
email campaign
● Listen to your customers and understand
their preferences when connecting with your
brand
www.emailvision.nl
Build your community on social networks
Over 8000 fans
joined in the first
2 days
Now there are
39,900 fans
Prepare your messages for mobile users
www.emailvision.com
Lesson #4:
www.emailvision.nl
Email on devices
Morgan Stanley: Apple iPad is one of the fastest growing new devices ever
www.emailvision.nl
Email on devices
Create a seamless mobile experience
● Identify the customers who are reading
your emails on devices
● Ensure that emails are optimized for
devices in order to increase mobile
conversion rates
● Confirm a positive mobile web
experience beyond your emails
www.emailvision.nl
Monitor your deliverability to final inbox; mobile
or fixed
www.emailvision.nl
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