What’s new, what’s trending? Is GDPR about to be a huge pain in the butt? Michelle Dassen takes you on an adventure booming with opportunities, achievable goals and tips&tricks to overcome any difficulties. Automation, segmentation and measuring are the key verbs in her story. Email Barometer: mapping out the email marketing strategy of Belgian email marketers for 2017.

1. EMAIL BAROMETER:
IS YOUR EMAIL STRATEGY
FUTURE-PROOF?

2. 2
MICHELLE DASSEN
BUSINESS UNIT MANAGER FLEXMAIL
@flexmail_be
@MichelleDassen

3. Great email marketing
comes from sharing ideas,
evaluating our own
strategies and learning
from each other.
EMAIL
BAROMETER

4. Marketeers today are not
thrilled with their own
strategy
Be clear about your goals
1

6. Blast marketing may be dead and
if not, someone should put it out of
its misery.

7. 7
EMAIL IS THE ULTIMATE CHANNEL TO KEEP
AUDIENCES ENGAGED, SHOW EXPERTISE
AND DRIVE SALES
What are the
top 3 goals for
your email
marketing?

8. 8
EMAIL IS THE ULTIMATE CHANNEL TO KEEP
AUDIENCES ENGAGED, SHOW EXPERTISE
AND DRIVE SALES
What are the
top 3 email
marketing
challenges for
your
company?

9. Still no use of AB Testing.
As so many elements can be measured, YOU as a
marketeer have all the tools you need at your disposal
to improve your results.

10. 10
WHAT PRACTICES ARE CURRENTLY PART
OF YOUR EMAIL MARKETING?
AVERAGE
Segmentation
Personalization
Dynamic content
AB Testing
Automation
33,84 %
30,81 %
11,62 %
11,84 %
12,12 %

11. 11
WHAT PRACTICES ARE CURRENTLY PART
OF YOUR EMAIL MARKETING?
B2B
Segmentation
Personalization
Dynamic content
AB Testing
Automation
32,86 %
32,14 %
13,57 %
9,29 %
12,14 %

12. 12
WHAT PRACTICES ARE CURRENTLY PART
OF YOUR EMAIL MARKETING?
B2C
Segmentation
Personalization
Dynamic content
AB Testing
Automation
36,21 %
27,59 %
6,9 %
17,24 %
12,07 %

13. Segmentation, targeting and
creating content are the three
greatest challenges marketeers
face today.
2

14. 14
To how many
(segmented)
audiences do you
send out targeted
campaigns?

15. GO FURTHER THAN
THE OBVIOUS PARAMETERS

16. THE TOP METRICS YOU
TRACK FOR YOUR EMAIL
MARKETING RESULTS
3

17. 17
More than 60% of respondents indicate they will
be spending more time on email production in the
future.
AVERAGE
We will spend more time
on email production
We will spend the same
amount of time on email
production
We will spend less time on
email production
66,99 %
29,13 %
3,88 %

18. 18
More than 60% of respondents indicate they will
be spending more time on email production in the
future.
B2B
We will spend more time
on email production
We will spend the same
amount of time on email
production
We will spend less time on
email production
67,57 %
28,39 %
4,05 %

19. 19
More than 60% of respondents indicate they will
be spending more time on email production in the
future.
B2C
We will spend more time
on email production
We will spend the same
amount of time on email
production
We will spend less time on
email production
65,52 %
31,03 %
3,45 %

20. YOU AND THE GDPR.
QUE?
4

21. Privacy plays an important
role in my organization’s
strategy

22. Your awareness
of the GDPR
How do you characterize your
awareness of the GDPR?

23. Your plan
towards GDPR
Does your company have a plan
to prepare for GDPR?

25. “Always pass on what you have learned.”
Questions?
25
“ Yoda “