Email marketing without strategy is dead E-mailmarketing wordt vaak bestempeld als een kanaal dat met uitsterven bedreigd is, maar keer op keer heeft e-mail bewezen een kanaal te zijn met een hoge ROI dat een centrale plaats in de marketingmix verdient. Een e-mail zal echter niet langer “zomaar” resultaat geven. In deze presentatie gaan we dieper in op: • Hoe je e-mailmarketing strategie zal evolueren • Wat de gevolgen van de nieuwe General Data Protection Regulation zullen betekenen voor jouw strategie • Hoe betekenisvolle en doeltreffende experiences opzetten voor je doelpubliek

1. THE NEXT MILE IN EMAIL
EMAIL WITHOUT STRATEGY IS DEAD
1

2. MICHELLE DASSEN
PRODUCT OWNER
@flexmail_be
@MichelleDassen

3. HYPER-
PERSONALIZATION
vs
INFORMATION
OVERLOAD
1

4. HYPER-
PERSONALIZATION1
Adoption of current
technologies and
possibilities
takes time.

5. INTERNET OF ME
Consumers expect to see content that
speaks to their unique interests and needs.
HYPER-
PERSONALIZATION
vs
INFORMATION
OVERLOAD
1

6. FLIP SIDE
Consumers want to know how their data is
being used
HYPER-
PERSONALIZATION
vs
INFORMATION
OVERLOAD
1

7. Brands will stop creating email campaigns
because machine learning and automation will
completely redefine what a “campaign” is.
HYPER-
PERSONALIZATION
vs
INFORMATION
OVERLOAD
1

8. HYPER-
PERSONALIZATION
vs
INFORMATION
OVERLOAD
1

9. HYPER-
PERSONALIZATION
vs
INFORMATION
OVERLOAD
1TO DO
Automation scenarios01

10. Automation scenarios01

11. Automation scenarios02

12. EMAILS ARE LIKE SIGNPOSTS ON THE SIDE OF A ROAD. THE
CUSTOMER IS IN CONTROL,
BUT YOU CAN INFLUENCE THEIR ROUTE QUITE A LOT
BY POSTING THE RIGHT SIGNS AT THE RIGHT TIMES.

13. HYPER-
PERSONALIZATION
vs
INFORMATION
OVERLOAD
1TO DO
Dynamic content02
Automation scenarios01

14. Dynamic content02

15. Dynamic content02

16. Dynamic content02

17. Dynamic content02

18. Dynamic content02

19. HYPER-
PERSONALIZATION
vs
INFORMATION
OVERLOAD
1TO DO
Preference centers03
Dynamic content02
Automation scenarios01

20. Preference centers03

21. HYPER-
PERSONALIZATION
vs
INFORMATION
OVERLOAD
1TO DO
Preference centers03
Dynamic content02
Automation scenarios01
Action logging04

22. Action logging04

23. Email will no longer work
“just because” …
HYPER-
PERSONALISATIE
vs
INFORMATION
OVERLOAD
1
CONCLUSION

24. TECHNOLOGY
for the
MILLENNIAL
GENERATION
(18-29)
2

25. TECHNOLOGY
FOR THE
MILLENNIAL
GENERATION
(18-29)
2 To survive and thrive in the years to come,
email technology will need to become a
technology worthy of Millennials’ attention.

26. TECHNOLOGY
FOR THE
MILLENNIAL
GENERATION
(18-29)
2 WHY DO MILLENNIALS
UNSUBSCRIBE?
Too much or
not relevant
1 2
Website of
email not
mobile friendly
3
App not
mobile
friendly
4
They didn’t
knowingly
subscribe
5
Marked the
email as spam
because
ubsubscribe link
wasn’t clear.

27. TECHNOLOGY
FOR THE
MILLENNIAL
GENERATION
(18-29)
2 MILLENNIALS CHECK THEIR SPAM
FOLDERS MORE FREQUENTLY AND
RESCUE BRANDS THEY DON’T WANT
THERE
Solid permission
practices
Optimize for spam
filters Email
authentication
Processes
for inactive
subscribers

28. TECHNOLOGY
FOR THE
MILLENNIAL
GENERATION
(18-29)
2
MILLENNIALS ARE MORE LIKELY TO
TAKE ACTION BASED SOLELY ON AN
EMAIL’S SUBJECT LINE AND OTHER
ENVELOPE CONTENT

29. TECHNOLOGY
FOR THE
MILLENNIAL
GENERATION
(18-29)
2
MILLENNIALS ARE MORE LIKELY TO
UNSUBSCRIBE FROM EMAILS OVER A
BAD CUSTOMER SERVICE
EXPERIENCE

30. TECHNOLOGY
FOR THE
MILLENNIAL
GENERATION
(18-29)
2
MILLENNIALS ARE MORE LIKELY TO
TRIAGE THEIR MOBILE INBOX, SAVING
CERTAIN EMAILS FOR LATER

31. INCREASED DATA
PRIVACY &
TRANSPARANCY
3

32. INCREAD DATA
PRIVACY
&
TRANSPARANCY
3
GENERAL
DATA
PROTECTION
REGULATION
Marketers will have to
re-evaluate how we
work with data

33. INCREASED DATA
PRIVACY
&
TRANSPARANCY
3
GENERAL
DATA
PROTECTION
REGULATION
What information do we
have access to, and
what kind of
permissions do we
actually have?

34. INCREASED DATA
PRIVACY
&
TRANSPARANCY
3
GENERAL
DATA
PROTECTION
REGULATION
The GDPR affects
every company that
collects personal data
of EU citizens.

35. INCREASED DATA
PRIVACY
&
TRANSPARANCY
3
WHAT CHANGES WILL THE GDPR
BRING FOR EMAIL MARKETERS?
Stricter regulations for collecting
consent
01
Consent should be “freely given, specific,
informed and unambiguous”.

36. INCREASED DATA
PRIVACY
&
TRANSPARANCY
3
WHAT CHANGES WILL THE GDPR
BRING FOR EMAIL MARKETERS?
New requirements for consent
record keeping
02
The burden of proof for consent lies with
you as data controller.

37. INCREASED DATA
PRIVACY
&
TRANSPARANCY
3
WHAT CHANGES WILL THE GDPR
BRING FOR EMAIL MARKETERS?
Getting your existing data up to
the new standards
03
If you don’t have sufficient consent, you
won’t be abe to legally process the data.

38. INCREASED DATA
PRIVACY
&
TRANSPARANCY
3
WHAT CHANGES WILL THE GDPR
BRING FOR EMAIL MARKETERS?
Do I need to apply changes to
my entire email program?
04
If your program complies with GDPR, it’s likely that you’re
compliant with other international regulations as well.

39. INCREASED DATA
PRIVACY
&
TRANSPARANCY
3
WHAT CHANGES WILL THE GDPR
BRING FOR EMAIL MARKETERS?
What if you don’t stick to the
rules?
05
Non-compliance with GDPR can lead to fines up to €20
million or 4% of a brand’s total global annual turnover.

40. INCREASED DATA
PRIVACY
&
TRANSPARANCY
3
WHAT CHANGES WILL THE GDPR
BRING FOR EMAIL MARKETERS?
Stricter regulations for collecting consent01
New requirements for consent record
keeping
02
Getting your existing data up to the new
standards
03
Do I need to apply changes to my entire
email program?
04
What if you don’t stick to the rules?05

41. You have a very limited amount of space to spark interest and
create engagement.

42. “Permission, personalization and relevance” are best practice today.
Minimum acceptable standard in the future?

43. 2
Kempische Steenweg 293/6
3500 Hasselt
T +32 (0)89 69 00 30
F +32 (0)89 69 00 31
FLEXMAIL HASSELT
1
Kolonel Bourgstraat 105 A
1140 BrusselS
T +32 (0)2 669 20 20
F +32 (0)2 669 20 21
FLEXMAIL BRUSSELS (HQ)
1
2
THANKS!
facebook.com/Flexmail
@flexmail_be
@MichelleDassen
www.flexmail.eu
BRUSSELS HASSELT