Kennisbank

At NS, CRM specialists Daan Hulzinga and Adinda Nieuwstraten work on campaigns that encourage consumers to travel more often by train. One of the most distinctive campaigns they developed is Wintercity. “I had only been working at NS for a few months when we started…

How to keep personalization and email marketing running while migrating to a new data platform? That was the central question for Harman International, the company behind Harman Kardon and JBL. Harman International recently transitioned from an advanced platform to a compact tool that combines a…

E-mailmarketing is geen kwestie meer van simpelweg “versturen en hopen op het beste.” De regels veranderen, de eisen worden strenger, en wie zijn techniek of data niet op orde heeft, merkt het meteen. Lagere openingspercentages, hogere bounce rates, of erger; de spamfolder. Maar wat veroorzaakt…

Acht edities lang is Ralph de Kruif betrokken geweest bij de ‘Battle of the Agencies’, een jaarlijks terugkerend hoogtepunt op de EMAS. Samen met interviewer Mark Kruisman blikt hij terug op de evolutie van dit unieke e-mailmarketingconcept.

Marketing automation offers wonderful opportunities to make marketing, sales and service work better together. But in practice, it still often proves difficult to get systems to really land well in an organization.

Customer expectations have significantly evolved. Relying solely on email for customer communication is no longer enough. Modern consumers expect personalized experiences across multiple touchpoints, making it necessary for businesses to adopt a holistic, omnichannel approach to customer engagement. This shift creates both challenges and opportunities…

The collaboration between the maternity care organization Naviva Kraamzorg, marketing partner SOLVM, and technology partner Spotler clearly demonstrates that email can be a powerful communication channel—if done correctly. The three organizations developed various personalized, data-driven email journeys, resulting in greater engagement, higher customer appreciation, and…

Email marketing continues to be a powerful channel, but the bar is getting higher. This is demonstrated by the latest edition of the GDMA International Email Benchmark 2025 (available in an interactive dashboard), which analyzed email campaign performance worldwide and in the Netherlands. Despite a…

E-mailmarketing blijft een onverminderd sterk kanaal, maar de lat ligt steeds hoger. Dat blijkt uit de nieuwste editie van de GDMA International Email Benchmark 2025, waarvoor wereldwijd én in Nederland de prestaties van e-mailcampagnes zijn geanalyseerd. Ondanks een stabiele trend op Acceptance Rate (98,7%) en…

“Let’s grow by attracting as many new leads as possible. The more, the better!”. Does this sound familiar? It’s a common mindset in business. And sure—it makes sense at first glance. But in reality, a big mailing list doesn’t always mean big results, as well…