Use interesting content to gather valuable data.

Whitepapers, cases or e-books make a terrific strategy to increase your brand awareness. What’s more: they create an excellent opportunity to communicate about your company’s strengths. Providing this info not only offers added value to the recipient,  it ‘s also an efficient way to collect or update their contact data.

Les grands annonceurs français du B to B dépensent 10 % de leur budget publicitaire en ligne

Luc Robijns, en direct du salon Online 2008 à Paris

Internet prend une place de plus en plus importante dans le travail quotidien des professionnels. En conséquence, les annonceurs français du B to B renforcent remarquablement leurs investissements sur ce média. En moyenne, 10 % de leur budget publicitaire a été dépensé en ligne (e-pub, campagnes d’e-mailing, liens sponsorisés…), soit deux fois plus qu’il y a deux ans indique la dernière étude Benchmark Group. Et pour plus d’un tiers des sociétés (surtout dans les services), le niveau des investissements se situe sensiblement au dessus de cette moyenne.

Les campagnes d’e-mailing, l’achat de liens sponsorisés et la publicité en ligne sont pratiquement généralisés parmi les grandes marques B to B investissant sur Internet. C’est la publicité en ligne qui représente le premier poste de dépenses avec un peu plus du tiers des budgets e-marketing B to B. Pour 9 entreprises sur 10, les campagnes d’e-pub servent d’abord à générer des contacts commerciaux. Mais ce levier sert aussi de plus en plus à renforcer la notoriété de la marque.

La répartition moyenne des budgets e-marketing en 2007

Achats de mots-clés = 26%
Achat d’espaces publicitaires = 35%
E-mailing = 26%
Autre: Optimisation de référencement naturel, affiliation… = 13%

(Source : Benchmark Group)

Pour 2008, cette tendance va se poursuivre avec près de la moitié des entreprises qui prévoient d’augmenter leur budget e-marketing de plus de 20 %.

Online Expo 2008 - Paris, Intervention au séminaire E-mailing & Newsletter

Benoit - Live from Paris online Expo -

La conférence de cet après-midi était un grand succès! Le débat a duré presque 2 heures et la salle était entièrement comble (plus de 200 places assises) avec une bonne quarantaine de personnes qui se tenaient debout dans le fond de la salle, sans compter celles assises sur les bords des rangées. On peut dire que ce fut la conférence qui a attiré le plus de public aujourd’hui.

C’était d’autant plus intéressant que nous étions 3 conférenciers. Il y avait d’une part un représentant d’une société qui fournit un service de production de contenu pour emails, mais aussi un conférencier qui développe et distribue des bases de données.

Ajoutez à cela ma propre intervention qui mettait en avant les spécificités techniques de la plate forme de routage EmailGarage ainsi que ses qualités de segmentation avancée. Cette complémentarité entre intervenants nous a vraiment donné une conférence très riche, tant dans les présentations que dans l’interactivité créée par le public présent.

Nous avons eu l’occasion de répondre à des questions très intéressantes.

L’une d’entre elles a particulièrement retenu mon attention : “Comment garantir une bonne déliverabilité des emails envoyés?”

Développer une campagne marketing qui attire votre public cible est une chose, assurer la déliverabilité dans leur mailbox en est une autre…

Est-ce que votre email atteint la boite mail de votre public cible ou est-il filtré en tant que SPAM? Nous vous garantissons de vous fournir tous les moyens pour que votre déliverabilité soit optimale! Cela passe par l’utilisation d’un SPAM check (c’est un outil qui diagnostique votre email avant l’envoi et vous expose les risques que votre courrier présente en matière de SPAM). Il vérifie le contenu et le design de votre email pour éviter les spams et black lists.

Vous voulez en savoir plus? Cliquez ici…

Ce fut une journée très fructueuse, pleine de rencontres très intéressantes.

Nous avons hâte de reprendre les contacts dès demain. Si vous cherchez le stand EmailGarage, nous sommes dans le hall 5, à l’emplacement 5C3!

Nous serons ravis de vous y accueillir!!

A très vite!

Benoit

5 tips to write catchy subject lines

In spite of any rumors to the contrary, email marketing is alive and growing. However, both promotional emails and email newsletters face a number of challenges in terms of deliverability, open rates and conversion rates.

One essential element to the success of every email or newsletter is the quality of the subject line. Unfortunately, writers appear to spend a great deal of time working on the body of an email or newsletter, and give very little attention to the subject line itself.

This is curious, because unless you write a great subject line, nobody is ever going to open your email or newsletter.

Relationship Marketing Congress offered inspiration, trends and marketing passion!

Jelle Quirynen, insights on the Relationship Marketing Congress in Belgium.

Last week EmailGarage was present at the Relationship Marketing Congress organised by Stichting Marketing.
It was a very busy day, presenting two EmailGarage sessions, participating in the Marketing Café, and visiting other speakers and discussions.

We presented our MarketingSherpa Email Summit ‘08 Revisited for the second time in Belgium at the beginning of the day.
In the afternoon we offered the attendees a temporary overview of our Email marketing Survey 2008, in combination with a general email marketing suvey conducted by iVOX. As a visitor of this presentation I could clearly discover enthousiasm and positive noise on the results in the audience. Email remains a hot item in future interactive marketing!

Later on this month we will provide you with the final results of our survey.

Stichting Marketing also organised a Marketing Café on online media and new trends that could be visited by the congress’ participants during the day. The concept was based on an informal discussion session in a bar (including a fresh beer or soda, to inspire people’s minds:-)) with intensive interaction managed by different online media experts who answered all questions and gave as much advice as possible. Topics were social networks, blogging, search marketing, personal reputation management, etc. I really liked this way of communicating with the audience! A small group of interactors created a very active discussion with a cross-fire of questions, based on visitors specific branches, interests and target groups.

9 tips for Landing Page design

Landing page optimization can have a tremendous impact on your success rate. But it takes attention to detail and commitment. The time and effort taken to optimize landing pages will be returned many times in customer loyalty, improved conversion rates and higher return-on-investment. By developing the right look and feel of your landing pages, you can dramatically impact conversion results. Begin by looking at landing pages from your recipients’ perspectives.

These are 9 tips to help you building the perfect LP

Integrated marketing is key to building customer dialogues

Luc Robijns, live from the IDMF - InternetWorld event in London

Yesterday we heard that next year IDMF and InternetWorld were going to take place in two different locations. Probably on the same days somewhere in April 2009. A Brand Republic journalist asked me for my opinion on this and I commented that splitting up these events was not exactly in line with what was happening in “the real world”. Integrated marketing is there to stay.

We see customers moving towards multi-channel campaigns integrating DM, email marketing, SMS and other channels in order to build dialogues with customers depending on their preferences. By doing so companies want to optimize the communication process over a longer period of time and eventually boost results.
This is also what I read in an article from Jennifer Kirkby from Mycustomer.com. She states that somewhere in the 1990s we lost the knowledge of how the media multiplier works in reinforcing customer communications to build rapport and engagement.
This is confirmed by a recent Forrester report. They found that only 15% of large companies claim to mostly integrate their interactions, whilst just under half do no integration at all.

Jennifer ended her article with: “We must all recognise the way the wind is blowing and shift the blinkers to innovative, integrated interactions - with the internet centre stage to provide the listening service.”

So what are we waiting for?

Take part in our email marketing survey & get the full report for FREE.

During recent years, EmailGarage has been continuously analysing the evolution and trends in email marketing.

Today we are running our 4th Belgian email marketing survey. In this edition we aim to define the current status of email marketing as a medium. It will help us get a detailed insight into its role within the marketing mix of Belgian companies.

Are you a sales/marketing professional with a taste for email marketing?
If you are, you can make a valuable contribution to this research. Completing the survey will take no more than 10 minutes. But what’s even better: after we’ve analysed the results, we will send you a free copy of the complete report with all the latest trends and evolutions. This valuable whitepaper will provide you with useful information for your company or organisation, so don’t miss it.

> Complete the survey today and receive a FREE copy of the full report.

Will online take over the offline world?

Since a couple of months now we are travelling the world in search off the online trends of today. I wanted to share my thoughts with you on how I see evolve direct marketing all over the world. We’ve been to Miami, Hannover, Birmingham, Paris, Brussels, Amsterdam and Utrecht. Different places and different trends.

As president of the Belgian email marketing taskforce it is a true mission to me to figure out what online communication is all about and to spot new opportunities. I often ask myself the question. Do the advertisers have a clear view of this online world? Or are they still stuck in the standard mono-media communication of 20 years ago? We should all understand that the internet is omnipresent, and that a balanced media mix is essential to create real added value.

Nederlandse direct marketeer kiest voor internet en e-mail

Live reporting from TCD 2008 - Direct Marketing Vakbeurs
by Luc Robijns

De resultaten van de DM Media Enquete 2008 zijn gepubliceerd. Het IDMK, E-Profile Marketing en Twinkle voeren elk jaar dit onderzoek uit in Nederland. De uitslagen over de ontwikkelingen in Direct Marketing zijn dit jaar verrassend.

De direct marketeer gaat in 2008 zijn uitgaven voor websites (+35%), e-mail marketing (+44%) en webvertising (+28%) flink verhogen. 66% van de nederlandse marketeers onderschrijft de stelling “Online marketing is DM”. E-marketing heeft daarmee zijn plaats in de media mix gekregen.

De opt-in policy is bij ruil 2 derde van de bedrijven gemeen goed geworden. In 2007 lag dit percentage nog onder de 50%.

De volledige resultaten van dit onderzoek (met o.a. een overzicht over de evolutie van de mediamix) vindt u in de nieuwsrubriek van E-Profile Marketing.