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All posts by: Jordie van Rijn

All contributions by Jordie

The 5 Commandments of Responsive Email Design By @jvanrijn

The 5 Commandments of Responsive Email Design Every business struggles to persuade people to open emails. It might seem frustrating; If those subscribers would only read your emails, they would find all manner of goodies for their delight and delectation. You have tried responsive email templates that adjust the size of your message according to the screen size used and there was still no increase... [Read more]

The business behind increasing your email marketing ROI by Jordie van Rijn @jvanrijn

Most email marketing programs that are being deployed are bringing in quite some revenue and that is great. The DMA UK and Alchemy Worx National Client Email report saw an average ROI of 21.48 for each pound spent on email marketing, although it probably should have been higher because they took a very conservative average in the highest, most profitable, ROI segment. But it is not all revenue, there... [Read more]

Forrester: Email Marketing is Alive and Kicking by Jordie van Rijn @jvanrijn

Forrester: Email marketing is alive and kicking Forrester Wave Email marketing vendors 2012 was released earlier this year. In the research, Forrester is surprised that a mature channel like email marketing is alive and in constant development. In their words, “We found a vibrant and volatile market, even though the email channel is so well established.” The research for the Forrester report... [Read more]

Remarkable Email Marketing Optimization by Jordie van Rijn @jvanrijn

Remarkable Email Marketing Optimization I’d like to ask you one question: How you are going to make your next test as remarkable as it can be? This is the opposite of boring. When you are designing email marketing optimization, normally your goals are the best starting point: conversion or customer value. That might be translated into things more measurable like opens, clicks, sales, ROI, etc. The... [Read more]

Email interestability – how to make your email marketing more interesting by Jordie van Rijn @jvanrijn

Email interestability – how to make your email marketing more interesting   Quick course in email persona’s In my last post I first mentioned interestability, the fact that you should make your messages interesting. This is a part of email marketing often mentioned but, just as often forgotten. What if your email marketing message was a person? Let’s see who your email messages look... [Read more]

3 questions to get more subscribers by Jordie van Rijn @jvanrijn

A first step in creating email marketing relationship with your (potential) customer is the sign-up process. In most cases a web or sign-up form is used to get the information needed to get the email relationship started. You are not there by simply adding a sign-up form to your website. Walk through the funnel Not everyone who starts the sign-up process for your email marketing newsletter will complete... [Read more]

7 ESP Selection Tips Not to Be Missed by Jordie van Rijn @emailmonday

7 ESP Selection Tips Not to Be Missed After going through the gigantic task of compiling the Email vendor selection guide at the beginning of this year, I had the extraordinary position of talking to more than 25 emailtool providers at the same time and not feeling guilty or as if I was wasting time.  I asked some of them to write down that one tip that they would give to anyone looking for an Email... [Read more]

From search & buy to a customer relationship by Jordie van Rijn @jvanrijn

A small exercise. Close your eyes and think about the products in the room. Do you know which brands they are and where they were bought? We don’t know the brands of most of the product we use.  Now how are those brands going to keep us loyal? A cool story Half year ago I bought a refrigerator online. I don’t buy a fridge every day, so I wanted to know more about it before I bought one. I searched... [Read more]

Differences between email marketing vendors bigger than expected by Jordie van Rijn @jvanrijn

European Email Vendor Features and Functions Guide Released This week the European Email Vendor Features and Functions Guide is released. The second part of the two part guide that offers side-by-side comparison of in total 53 ESPs (email service providers) worldwide. Differences between email vendors are bigger than expected. The first worldwide edition In a collaboration of Red Pill Email and Emailmonday,... [Read more]

Pushing the envelope by Jordie van Rijn @jvanrijn

Pushing  the envelope Why is it that we receive so much uninteresting email? How is it possible that testing, one of the most advised email tactics, is still not widely used by e-mail marketers? Why do our inbox messages gravitate towards mediocrity and below? It is time for us to start pushing the envelope. A people oriented business E-mailmarketing is a people oriented business. All marketing is... [Read more]

The future of email: less segmented and less personal by Jordie van Rijn @jvanrijn

The future of email: less segmented and less personal Marketeers always look around: what is the competition doing? What is the industry doing? It’s part of their job to know the market. E-mail marketeers also need to know their battleground: the inbox. I’ll give you a look at the average inbox in 2011: less segmented and less personal. Less personal and less segmented? What? Less personal and... [Read more]

What is the marketing value of an “out of office” reply? by Jordie van Rijn @jvanrijn

What is the marketing value of an out of office reply?   What is an out of office reply worth to an email marketeer? Most of us filter them from the “real” replies as soon as they come in. Or we even block the replies altogether. But that doesn’t do justice to the nature of that automated reply message. So what is the value of an out-of-office reply? Winning first prize The travel website boekvandaag.nl... [Read more]

Christmas email marketing: Leave your hat on by Jordie van Rijn @jvanrijn

Christmas and the holiday season are coming around. The average email marketing program starts sending their holiday emails around 19 October. It is time for customers to be merry and take out the wallet to become even merrier. In most of the shop windows there are some Christmas promotions or decorations. But why? Themed promotions spice it up Within email marketing there is not a strict separation... [Read more]


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The cocktail party email effect by Jordie van Rijn @jvanrijn

The inbox is like a crowded party with a lot of things happening at the same time. How do you make make it the best party possible and be sure you are not a background noise? The challenge of the crowded party One of the challenges in email marketing is to stand out in a crowded inbox. Once the email reaches the inbox, it has some stiff competition and the reader will only spend a split second to... [Read more]

Study: Email marketing in retail must get personal by Jordie van Rijn @jvanrijn

Personalization in retail In April a new study about email marketing in Dutch retail came out. The study was conducted amongst 500 retailers who have their roots in the offline world, for instance with a physical store.  For those retailers their emailings can have a big impact on bottom line sales and customer loyalty. And more so personalized emailings. If the message catches on, it can lead to... [Read more]

Make Email Marketing Subscribers Welcome by Jordie van Rijn @jvanrijn

Make Email Marketing Subscribers Welcome Did you know that there are over 800 ways to say hello in different languages? The Cherokee use “O-si-yo” to greet someone, while the French say “Bonjour” and in Hawaii they say “Aloha”. Well it’s a good custom to greet someone when you see them, especially when you meet them for the first time. So let’s talk welcome emails. Email marketers... [Read more]

I Hate the Term: Email Deliverability by Jordie van Rijn @jvanrijn

I Hate the Term: Email Deliverability It’s simple: I hate deliverability. I can’t stand the word. And that is not a simple life when you are an email marketer. My skin crawls when deliverability is mentioned in the same sentence with, “one of the biggest issues” or “a big challenge in email marketing for coming years”. But hold on, I’m not “deliverophobic”. I’m not... [Read more]

Valentine ’s Day email review by Jordie van Rijn @jvanrijn

Valentine’s day is behind us and it’s time for a review. It always makes me smile when the email marketers try to capture the true spirit of a theme. Let’s see some favorites from the inbox. A mysterious message In the valentines tradition people would often send a card without the name of the sender. But with some clues to whom it might be. Normally it’s a rule of thumb in email marketing... [Read more]

New to eMail marketing? What you can learn from Sherlock Holmes by Jordie van Rijn @jvanrijn

New to Email Marketing? What You Can Learn from Sherlock Holmes Just starting out in eMail marketing? Do you feel as if you’re in the middle of a crime scene, trying to figure out who done it or should have? Maybe you need some inspiration from the 19th century’s great problem solver: Sherlock Holmes. There’s a lot we can learn from “The Great Detective”. Always think 3 steps ahead The brilliant... [Read more]