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J-P De Clerck
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I know a lot of people in the email marketing industry and at Email Service Providers. After this post I will probably have a few less friends but I guess I wasn’t born to be popular. Just like many of you, I have registered for several newsletters from MediaPost Publications. Every now and then I scan one like today’s Email Insider, featuring a post from StrongMail’s Ryan Deutsch. The mail with the post called “Combating Pandora's Inbox: Email Marketing After the Breach” caught my attention since it was obvious what it was going to be about: recent hacks and security... Continue reading
Posted Apr 20, 2011 at Social Email Marketing
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What’s in a name? I’ve broken down the word “email” as an acronym to hopefully provide a little inspiration. I chose the words below to highlight what I think are some important components of a good email marketing strategy. Now, you might have gone with different words for some or all of the letters and that’s fine! In fact, I’d love for you to add your suggestions in the comments! E – Engaging By engaging I mean relevant and timely content. That means you need to do a little research and tie your campaigns into what’s happening around your subscribers... Continue reading
Posted Apr 19, 2011 at Social Email Marketing
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An email list which has not been built using best practices or has not been maintained well can quickly put even someone such as Cesar Millan in the doghouse. As the “Dog Whisperer”, Millan has built an empire via his extremely successful National Geographic cable show. There seems to be no bad dog he can’t turn good, but it appears his email marketing list was chewing a lot of shoes. So, his company, CMI, turned to mobileStorm for help. An email marketing case study. Continue reading
Posted Apr 15, 2011 at Social Email Marketing
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Daily deal websites and email campaigns have certainly gotten a lot of attention this past year. With Groupon leading the charge, now other big players such as Google and Facebook are drooling over getting a bite of the pie. The real question is, have consumers eaten their fill and could more chefs in this soup cause a loss of appetite? Continue reading
Posted Apr 14, 2011 at Social Email Marketing
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How do you determine an influencer in the social media world? What do you do with these influencers once you have identified them? Many monitor online influencers using parameters like Klout, the number of Twitter followers, etc. But, is that relevant? Maybe the answer lies in a combination of channels and email can play an important role. Manu De Ros from Selligent, which specializes in cross-channel marketing, posted an interesting article at the end of last week concerning this theme indicating how one can deal with influencers in a more advanced way. Selligent has a technology whereby you can determine... Continue reading
Posted Apr 5, 2011 at Social Email Marketing
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This week the European Email Vendor Features and Functions Guide is released, the second part of the guide that offers side-by-side comparison of in total 53 ESPs worldwide. The first worldwide edition of John Caldwell's guide In a collaboration between our friend John Caldwell's Red Pill Email and Social Email Marketing contributor Jordie van Rijn his Emailmonday, this will be the first time there will be a world edition. Adding the European vendors the number of included ESPs is effectively doubled, thus presenting a more complete overview of the international ESP marketplace. Jordie van Rijn: “We see a lot of... Continue reading
Posted Apr 5, 2011 at Social Email Marketing
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Just in case you haven’t heard, there’s a lot you can do with “web 2.0” in your email marketing. It’s not just about text, photos/graphics and links. Today you have a range of possibilities where interactive and multimedia is concerned. Video If you’ve got good, relevant and engaging video content (for example product demos) then you can definitely use these in your email marketing. Use YouTube or Vimeo to host your video and link to it from the newsletter. You should have a channel for your company on YouTube and you should be uploading videos there and embedding them on... Continue reading
Posted Apr 5, 2011 at Social Email Marketing
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Event triggered email could be considered the workhorse of email marketing. It only requires a simple automated system to run but can be used to serve a multitude of purposes. It saves heaps of time, offers a one-to-one personalized campaign opportunity and according to Forrester Research delivers a significantly higher ROI than general email blasts. So the question begs to be asked, why are only a reported 4 in 10 email marketers using them? We’ve looked at 7 different ways a triggered email can be used and I’m sure you’ll agree that they are in fact pretty useful. Abandoned Carts.... Continue reading
Posted Mar 31, 2011 at Social Email Marketing
Thank you for your comment. Am unfortunately not able to attend but would sure like to get a link afterwards! Cheers.
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More and more it looks like the pundits are right and 2011 will indeed be the year of the smartphone. Smart marketers are taking notice and making plans to leverage one of the most powerful devices traveled by the cross-channel consumer. There’s little doubt that 2011 is a breakthrough year for smartphones and the technology surrounding them. There will be deluge of new apps, offering to make everything in your life easier, from shopping to helping you find a carwash on a Sunday morning with no line up; they’ll be an app for that. The momentum of mobile will continue... Continue reading
Posted Mar 31, 2011 at Social Email Marketing
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An ongoing discussion in the industry regards whether or not email marketing can be a conversation. The notion that it should be a conversation has quickly evolved into what almost amounts to a philosophy for some. You will hear some very smart people evangelize this way of doing things. I suspect this view developed from a way of driving home the point that in general, email marketers are often damn lousy at doing anything other than shouting sell lines at people over a megaphone. The message needed to be driven home that if your marketing email content lacked relevance, you... Continue reading
Posted Mar 21, 2011 at Social Email Marketing
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You can have the best looking and most informative email marketing newsletter on the planet, but it’s useless if it never gets to the subscriber inbox. Deliverability is one of those aspects of email marketing which everyone should be thinking about and yet too few do. 2011’s Deliverability Nuts and Bolt’s is a new whitepaper from goldLasso which tries to clear up some of the confusion on this topic and offer some advice for marketers. Deliverability is not going to get any easier in the future – quite the opposite! Carol Catajan, Product Manager for Yahoo! Mail, announced at the... Continue reading
Posted Mar 20, 2011 at Social Email Marketing
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A new magazine focused on content marketing by the Content Marketing Institute is now available in Europe. Chief Content Officer is the world’s first magazine devoted to the fast-growing, evolving field of content marketing. It is written by, for, and about the most innovative, influential global content marketers. and of course marketers that embrace content and content marketing for their lead nurturing or integrated email and other interactive marketing strategies. Content marketing is an emerging discipline of creating and distributing relevant content to the right audience at the right time—with the objective of driving profitable customer action. It focuses on... Continue reading
Posted Mar 7, 2011 at Social Email Marketing
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On March 23rd the Fusion Marketing Experience event takes place in Brussels, Belgium. The event has an impressive list of international speakers who will share their insights on the essence of recent trends in the area of several marketing topics such as CRM, customer engagement, e-mail marketing, content marketing, customer analytics, social media marketing and much more. All this in an intimate and personal atmosphere, and with ample opportunities for interaction. With participants from companies such as SaraLee, Rezidor, Nokia, bpost, BT, Telenet, Danone, The Brussels Airport company, Scarlet, Corelio, Oracle, Thomas Cook, Dun & Bradstreet, ING, Bose and many... Continue reading
Posted Mar 7, 2011 at Social Email Marketing
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Chris Donald of the Inbox Group posted last week at OnlyInfluencers.com with some basic tips on making your online marketing more human. It’s a nice post full of common sense e-mail marketing tips which will not only provide a better experience for your subscribers, but generate more leads and conversions from your e-mail marketing efforts. Chris’ tips are in bold with my own two cents thrown in below each tip. Always send from a valid e-mail address, preferably one that is monitored to reply to those who respond whether their message is positive or negative. E-mail marketing is a two... Continue reading
Posted Mar 7, 2011 at Social Email Marketing
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Email marketing can’t live without relevant content and promotions. Advanced email marketing, including cross-channel marketing automation activities and lead nurturing campaigns, don’t exist without timely, adapted and life cycle based content. In fact, content is key in all areas of marketing. But how do you measure ROI on your marketing content? Ambal Balakrishnan of ClickDocuments asked around… Measuring ROI on content marketing is not straightforward; that is why most firms put measurement on the back burner. But measuring doesn't have to be difficult. We asked our panel of B2B marketing experts "How can B2B marketers measure return on investment (leads... Continue reading
Posted Mar 7, 2011 at Social Email Marketing
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When it comes to technology such as email, seniors are far too often overlooked because we assume they are rooted in the old ways and not technically savvy. Oh, we’ve all heard the horror stories from someone about how they get calls from parents or grandparents daily about how they’ve managed to “mess up the thingies on the PC screen”, but in fact, your parents and grandparents are just as able and just as adaptable as you are – if the technology has relevance for them. When it comes to grandparents, I don’t have to tell you that one thing... Continue reading
Posted Mar 7, 2011 at Social Email Marketing
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Earlier this month you could read a first part of my interview with Dela Quist, who will speak at the Fusion Marketing Experience event I organize on March 23rd. The post was noted, to say the least, as was the Dutch version that even got more attention with over 35,000 reads, a solid 166 tweets, 15 reactions, a bunch of 'likes' and the third most read post so far! Not my work: Dela's opinions and insights tend to engage people. This post tackles Dela's views on email frequency. Seemingly a rather innocent topic but if you advice marketers to send... Continue reading
Posted Feb 25, 2011 at Social Email Marketing
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When someone visits your home do you wait till their leaving to welcome them? Of course not! However, it does seem that some email marketers are dropping the ball when it comes to welcome emails. A hearty welcome is something we all appreciate. We especially enjoy a welcome which conveys to us that our presence is appreciated and valued by the host. Who wants to join a party and then be ignored? Email lists should be a great party and email marketing managers should be gregarious hosts who appreciate their guests and let them know they do. Email service provider... Continue reading
Posted Feb 24, 2011 at Social Email Marketing
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Recently I had the pleasure to connect to Gianfranco Cuzziol, Head of eCRM at EHS 4D. I asked him about cross-media experiences and his upcoming presentation: "The art and science of being social" at the Fusion Marketing Experience event in Brussels. Jordie: Some people might not know you so well, Gianfranco. With over 15 years of experience working on agency and client side, can you tell us about how you got to where you are now? Gianfranco: Well, with a first degree in Astrophysics it was obvious I would end up in Digital Marketing! I’ve recently joined the EHS 4D... Continue reading
Posted Feb 21, 2011 at Social Email Marketing
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Consumers don’t only massively embrace social media. They increasingly use mobile devices and media. Mobile telephones have been used for marketing purposes since a long time, think about mobile text/SMS messaging campaigns for instance. Many businesses have developed or consider developing mobile websites and campaigns where mobile devices allow people to interact with, for example, digital outdoor display campaigns, are not really new either. The decreasing prices of smartphones and the constant innovations by the vendors enable consumers to use their mobile telephones for ever more purposes. Both those vendors and the manufacturers of mobile operating systems contribute to this... Continue reading
Posted Feb 16, 2011 at Social Email Marketing
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It’s not very likely that the number of channels consumers use to gain information and interact with brands is going to reduce anytime soon. In fact, quite the opposite is likely and that means marketers must contend with and plan for a moving target. When you consider this new reality, automation and integration solutions become not just a “nice to have”, but a “must have”. US-based GoldLasso has released a whitepaper which hopefully will help corporations get a handle on automation and what they need to do to plan and implement it correctly. The report: “Marketing Automation for Everyone Explained... Continue reading
Posted Feb 16, 2011 at Social Email Marketing
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When email marketing emerged as digital alternative for other forms of direct marketing, the emphasis with many email marketers was for a rapid growth of the lists. The use of rented lists, co-registration programs, mass campaigns and competitions to acquire as many possible subscribers, were daily practices. Even email address ‘harvesting’ programs were frequently used, long before there was any legislation on email marketing. Today practices like renting lists are not recommended and ‘harvesting’ is only used by spammers. Even co-registration programs have many drawbacks and are under fire, and justly. But the use of incentives, freebies and competitions for... Continue reading
Posted Feb 16, 2011 at Social Email Marketing
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Content may be king, but only if it rules with relevancy. Time has got to be one thing we all value above most other things and woe to those marketers who waste it with irrelevant email marketing campaigns. Research from email service provider (ESP) ExactTarget and social media monitoring company, CoTweet, indicates nine in ten email subscribers have opted out of email marketing lists because of too much frequency or because the messages became to repetitive or boring. Segmenting and testing your campaigns is crucial to staying relevant because you have to know what is and what is not working.... Continue reading
Posted Feb 16, 2011 at Social Email Marketing
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Make no mistake, marketing is cross channel and always has been. Since the first clam changed hands, people have been marketing their products and services across a number of channels because it’s an effective approach. No one marketing channel is the answer for all your needs and anyone who tells you otherwise is focused on their goals and not yours. Consider that no mass medium has ever been relegated to obsolescence by a new media in our history to date. And no, the telegraph was not a mass medium. I’m not saying this will never happen, I’m simply offering some... Continue reading
Posted Feb 10, 2011 at Social Email Marketing