1. EMAIL MARKETING 1.0 VS
EMAIL MARKETING 2.0
Tamara Gielen – April, 2009

2. Email Marketing 1.0: Email Marketing 2.0:
Batch & Blast Personalized 1:1 communication
SPAM = “I might have given you
permission but what you’re sending me
SPAM = “I didn’t ask for this email”
is not interesting to me”
Inbox delivery depends on words, html Inbox delivery depends on the sender
code… reputation
Your company and products The preferences of the recipients
Renting lists Building your own list
Basic personalization Behavioral personalization
Stand-alone channel Integrated channel
List size List quality
Open and click rates ROI-based KPI’s
© 2008-2009 – Tamara Gielen bvba – www.tamaragielen.com

3. Don’t: Do:
Send everything to everyone Segment & target
Spam Provide value to people that have opted in
Focus on yourself Focus on the recipient
Purchase lists Build your own list
Integrate email in your entire marketing
Think of email as a silo
mix
Let them go and offer other means to stay
Make unsubscribing difficult
in touch
Just add new subscribers to your
Make new subscribers feel welcome
regular email program
© 2008-2009 – Tamara Gielen bvba – www.tamaragielen.com

4. Connect with me
Email:
tamara@tamaragielen.com
Phone:
+32 477 666 930
Website:
www.tamaragielen.com
Blog:
www.b2bemailmarketing.com
Twitter:
@tamaragielen
LinkedIn:
www.linkedin/in/tamaragielen