In de Mijn Bedrijf bijlage van de Telegraaf stond vorige week een interview met Borgers&Straathof. Als insteek is gekozen voor marketing bij de kleine zelfstandigen. In de beleving van hen is uitgebreide marketing te hoog gegrepen. Ondernemers denken dat het alleen kan als je een fors budget hebt. E- mailmarketing bewijst echter dat dit niet zo hoeft te zijn.

Via e-mailmarketing kunnen ondernemers (potentiële) klanten op de hoogte brengen van nieuwe producten of aanbiedingen en op die manier verleiden naar de winkel te komen. Maar de mailontvanger moet daar eerst toestemming voor hebben gegeven. Dat is te realiseren door gebruik te maken van bestaande contactmomenten. “Een winkelier zou een kleurplatenactie kunnen organiseren en de winnaar via e-mail bekendmaken. Als een slager dan ook nog om een geboortedatum vraagt, kan hij de klant specifieke aanbiedingen doen als de verjaardag in aantocht is. Een winkelier kan het toonbankpraatje per mail voortzetten, want een e-mail is goed te personaliseren.”

Het gehele interview vindt u ook hier op de online pagina van Mijn Bedrijf van de Telegraaf >

Borgers&Straathof is dit jaar actief aanwezig op de nationale emailmarketing conferentie op 8 en 9 september in DeFabrique in Utrecht. Zo hebben wij getracht als content partner een zo interessant mogelijk programma voor u samen te stellen. Wij denken dat dit met bv de keynote spreker Chris Combemale van de Email Academy en 15 praktijkcases dit aardig is gelukt. We hopen dat dit ook voor u als bezoeker (?) ook zo uitpakt.

Verder, nieuw dit jaar in het programma, doet Borgers&Straathof (ism Bart van Eyefun) een gooi naar de titel: “Email Idol”. Een aantal bureaus hebben voor Bakker Hillegom een email design gemaakt; deze zijn allemaal werkelijk verstuurd. Op de conferentie worden deze getoond. Inclusief de resultaten! Het design met de hoogste conversie is Email Idol van 2010.

Listen to what Ivo Ivanov from the ECO in Germany has to say about the Legal differences for email marketing in Europe and the Unites States.

Two email marketing queens Tamara Gielen from the Email Marketers Club and Kath Pay from Ezemail. Kath starts off by saying that Deliverability has reached a certain level of maturity. Watch also how the ladies think you should integrate Social media in Emailmarketing and the other way around.

At the Email Evolution Conference in Miami we talked to Dylan Boyd from eROI about the Emailmarketing trends in 2010 and 2011.
His top 3:
1) Design email campaign for cross devices
2) Use/integrate Social Media in a contextual way in which the audience directly benefit from
3) Learning by sharing

In this discussion with Jason Baer, social media strategy consultant, from Convince&Convert we learn how to use Social media in relationship with other online channels. How are we going to be social and what type of relationship do companies want to have with there customers. Those are the basic questions every company needs to ask themselves, before they jump in. This year lots of companies move away from the experimental phase and take Social more seriously in there marketing mix.

Social is, just like Email, an other way to develop highly personalized and contextually relevant relationships with your customers. Think about a facebook page. What really is a facebook page other than a new way to do an email newsletter. Keep your brand top of mind and interact with your customers.

Make sure to listen to the 3 tips at the end of the video…

In Miami Beach we were lucky to discuss with Bill McCloskey, founder of Email Data Source.

They see it all! Whatever industry your in or how tough the competition is, Bill let you see all relevant emailmarketing insights. Including the effectiveness of any individual emailings. This email data source is able to analyze and report on very specific communication which comes across. This helps to have that bit of extra competitive advantage. Not only emailmarketing though, it now also reports on how active people share emailings on twitter.

Loren McDonalds, VP of Silverpop explains in this interview how Send Time Optimization actually works. No matter how dynamic email consumers are, there is always an average on what time of the day or day of the week your clients opens and clicks your emails. So this is all about finding the optimum of being on top of their inbox at the right time. And it works…

Mobiel and social increases the relevance of email
In the discussion about where email marketing stands within the upcoming years, Loren said that social and mobile increases the relevance of email. Email marketeers will have to change with the rise of social media and mobile usage. As well as their marketing messages will have to change from being promotional to incorporating much more personality, humanism and education. Email marketing should become more social to help people to make a decision and use trust that a brand has build.

The power of Data
An other key area is that data-driven email marketing will become even more important. Data will have to be pulled in from social media and from everything that is behavioural. In other words marketeers should ‘listen’ to everything that happens around them. From real-life transactions to online visits. The tools of today makes it possible to track any individual during their tour on your website. Communication programmes will have to make use of this available behavioural data.

Marketing automation the key to more ROI
Finally Loren believes that automation will also become the most important enabler of marketing departments to deliver the volume they need. Because messages will become more personal and dynamic, you will always lack in resources to 1-on-1 react on individuals. Investing in automated trigger-based campaigns will give you the possibility to react and optimize!

Lisa Harmon, director of Creative Services at Smith-Harmon, a Responsys company. She says that emailmarketing design has reached a certain point of maturity. And that companies might want to move a away a bit from these best practices. For example for companies that live from creating emotion and nicely designed images are necessary.  Or think about freestyling for mobile usage.

3 Tips for rethinking you current email design and messages:

1. What is this about?
2. Why should I care?
3. What do I do about it?

How does your email design match these three questions? Want to have free feedback from the experts? Just send us your mailing (newsletter, promotion mailings, or all types of triggered messasges) and Borgers&Straathof does the scan for you. Not only on the above mentioned items though… Don’t be afraid, we don’t bite

Send us your Email template >>>

In this interview with DJ Waldow, Director of community at Blue Sky factory, we discuss the integration of Social in Email.  Using Social will let you grow your list, identify who your influencers and biggest fans are.  Also hear about new email list growth possibilities with Facebook.