We invite you to take part in our upcoming Email Marketing Master Classes. You can sign up for the Dutch session on Tuesday 17 November or join the French session on Tuesday 24 November.

During these sessions we’ll dig deep into the latest trends and give you the opportunity to sharpen your email marketing knowledge in just one day. Recent benchmarks, practical tips and relevant cases, those are the ingredients of a perfect mix to make your next email marketing campaigns work. Guaranteed no product demos – only valuable content by email marketing experts.

We kick off at 9:30 and close the day with a network drink at 16:30. Please note: in order to create the best possible interaction, we allow a maximum of 15 participants (preferably with some email marketing experience). As a bonus you receive the most recent IAB E-mailmarketing Cookbook (value €50).

The programme

• Email marketing in Belgium: benchmark figures 2008/2009 (B2B/B2C/branch)
• Relevance and personalisation of the email message: crucial for success
• Deliverability & Opt-in
• Renderability & Design
• Leverage conversion with better landing pages
• Data enrichment via CRM integration: pitfalls and possibilities
• The role of email marketing in customer lifecycle management
• Case 1 : Veritas / e-couponing
• Case 2: Nutricia / lifecycle management

Practical info

• Start: 9:30
• End: 16:30
• When: Tuesday 17 November (Dutch) and Tuesday 24 November (French). Slides at both sessions in English
• Location: EmailGarage training centre, Overijse
• Price: € 425 / €350 (for EmailGarage customers) incl. lunch, networking drink and IAB E-mailmarketing Cookbook,
  excl. VAT

Don’t miss this great opportunity to sharpen your knowledge and do some inspired networking.

>> Sign up for the Dutch session on Tuesday 17 November

>> Sign up for the French session on Tuesday 24 November

We nodigen u graag uit om deel te nemen aan onze E-mailmarketing Master Class op dinsdag 17 november 2009.

Met deze E-mailmarketing Master Class krijgt u de laatste stand van zaken aangereikt en spijkert u in één dag uw kennis bij. U krijgt de meest recente benchmark cijfers, praktische tips en concrete cases. Een ideale mix waarmee u direct uw voordeel kan doen om uw e-mailcampagnes te optimaliseren. Alles gebracht door praktijkexperten. Er worden die dag geen productdemo’s gegeven.

Bekijk het programma van deze intensieve dagcursus en schrijf u vandaag nog in. We starten de dag om 9u30 en eindigen om 16u30 met een network drink. Er worden slechts 15 deelnemers toegelaten om voldoende interactie mogelijk te maken. Ervaring met e-mailmarketing is wenselijk. Als extra ontvangt u het recenste IAB E-mailmarketing Cookbook twv. €50.

De cursus van 17 november wordt in het Nederlands gegeven, met Engelstalige presentatieslides. Wat staat er op het programma?

• E-mail Marketing in België: Benchmarkcijfers
• Relevantie en personalisatie van de e-mail boodschap: essentieel voor succes
• Deliverability & Opt-in
• Renderability & Design
• Conversie verhogen met betere landing pages
• Dataverrijking via CRM koppeling: aandachtspunten en mogelijkheden
• Een rol voor e-mail marketing in customer lifecycle management
• Case1 : Veritas / e-couponing
• Case 2: Nutricia / lifecycle management

Praktische info

• start: 9u30
• eind: 16u30
• wanneer: dinsdag 17 november 2009
• locatie: EmailGarage training centre, Overijse
• Deelnameprijs: € 425 / €350 (EmailGarage klanten) incl. lunch, networking drink & IAB E-mailmarketing Cookbook, excl. BTW
• Inschrijven kan tot en met 6 november via onze site.

Mis deze kans om in één dag uw kennis bij te spijkeren en te netwerken niet.

English
Thank you for your interest in this E-mailmarketing Master Class. At this time it is only available in Dutch and French (Q4). Upon request we can organize it in English in your offices.

EmailGarage is invited to speak at the Email Marketing Forum, a unique all-day event offering a hands-on guide to set up the perfect email marketing campaign.
Kenny Van Beeck, senior e-marketing consultant at EmailGarage, will focus on Reputation Management that day. If deliverability and generating high response is your top priority, you cannot afford to miss his presentation.

Practical details:
Email Marketing Forum
Nov. 18 – 2009
Hotel Le Meridien, Brussels, Belgium

Register at: http://www.emailforum.be

I just presented my case on the importance of relevant communication in order to improve your reputation management and deliverability.

I was surprised by the fact that a lot of people were still not aware of the importance of the SenderScore and the reputation of the IP-adress. The whitelisting myth is still top of mind. Sad as it is.

The presentation was a sure success. The room was overloaded with participants and quite a few of them asked me for the presentation slides.

So, if you would be interested, drop me an email @ kvanbeeck@emailgarage.com and I will email you the slides.

Kenny Van Beeck

EmailGarage will be present at Digital Marketing First, the Belgian marketing event of the year. Our experts are looking forward to meeting you at booth D18. Feel free to drop by and discuss your email marketing challenges – we’re there to share our insights and best practices.

Kenny Van Beeck, senior e-marketing consultant at EmailGarage, is invited as a speaker at the event. He will be sharing his views on one of the most interesting challenges in email marketing: deliverability.

Reaching the inbox of your customers/prospects and generating high response are inextricably linked. The only way to improve inbox deliverability and response is to create compelling subscriber experiences. During his presentation Kenny Van Beeck will tackle today’s deliverability challenges and solutions. If you want to take your email marketing yet another step further, don’t miss this session.

Practical details:
Digital Marketing First
Oct 22 – 2009
Tour & Taxis Brussels, Belgium
Salle/Zaal 1 – 11h15 – 11h45

Create relevant email campaigns that make it to the inbox. An overview of deliverability challenges and solutions.

Register for free: http://www.digitalmarketingfirst.be

Instead of just throwing out a bunch of stuff that customers may or may not be interested in,” said Marcia Wilson, CEO of Daffy’s, “we target and focus on their particular likes and interests.”

As we mentioned many times before, the relevance of an email is an extremely important factor that contributes to the succeeding or not succeeding of your email marketing campaign.

Email subscribers have specific expectations when they confirm their registration. Communicate the subject, topics and frequency on the registration form, so every receiver knows what to expect.

Offering different frequency options can help too, and immediately take the chance to gather receiver’s preferences from the beginning of their subscription.

Conclusion: make clear what registrators can expect to prevent future unsubscriptions.Only send out emails when the contents has value for the subscribers. When you send out irrelevant emails your unsubscribe rate may increase.

Most marketers invest a lot of time in creating appealing e-mails, but forget to listen to the feedback given by their readers.

For instance the unsubscribe link, mostly seen as a legally obliged matter and just a figure in their statistics, but not as an opportunity to communicate with their readers. When you redirect unsubscribers to your personalized landing page, ask them one simple question: “Why have you unsubscribed?”. You may often be surprised with some of the answers, but you can use this feedback to create even more valuable content for the other 99,99% of your database.

Conclusion: Use feedback that you get from unsubscribers to create even more valuable content.

Email marketers often shy away from behavioral targeted campaigns, because it’s a challenging task. However, while it may take some initial work to get going, the reward is well worth the effort. It will also give you an edge over your competitors. If it was easy to do, everyone would be doing it, wouldn’t they? For starters, focus on email metrics such as opens or clicks and remarket to them. Remarketing on click-throughs is easier when you categorize links and key off those categories when including content blocks.

In the end, the key to relevance is all about getting the data and the offer right. Apply the 40/40/20 rule of direct marketing: the bulk of response opportunity in any direct marketing campaign comes from the list (40 percent)
and the offer (40 percent), with only 20 percent attributed to creative quality.

Conclusion: adapt your email campaign to the behavior of your recipients and watch your response rate skyrocket.

A practical issue, sometimes forgotten, deals with generated traffic and bandwidth. As a marketer you want to generate traffic to your website with a clear call to action in your campaign. Of course you’ll have to bear in mind that generated traffic has to be dealt with by the server on which your website has been hosted and running. So make sure that (your providers) bandwidth is large enough to deal with the traffic generated by the mailings.

A practical solution to this problem would to use split-run functionalities of your email marketing platform or to cut up the campaign in small quantities to spread the mailing and its potential traffic in time. For example you can split a campaign of 100.000 emails into 4 campaigns of 25.000. This will spread the traffic to your convenience and will avoid a traffic overload of the server.

When wondering how often you should send emails, keep in mind that each audience and segment is different and should be treated accordingly. The only way to know the answer to this question is to test. Some high-end retailers can send daily, while others with less cult-like following could see a spike in unsubscribe rates if they began sending weekly. Whether the intent is to sell or inform, every email should include valuable content. If the content is relevant and valuable, frequency becomes secondary.
 
The economy of email leads some email marketers to overuse the medium or engage it with little or no strategy. Unfortunately, this approach will yield recipient fatigue, spam complaints and list attrition. Set standards and frequency caps per program type and stick to them. If you’re getting pressure to exceed those caps, you can defend them by determining the value of an email address for your organization. Place a number on it, and the loss of an address to an unsubscribe becomes tangible and real.