21 Tips for successful newsletters and email campaigns 

For seasoned email marketers and those who occasionally send out newsletters, it is essential to revisit what we take for granted. This helps maintain quality and make the most of each campaign. In this blog, I share practical tips and insights to elevate your newsletters and email campaigns. 

Whether you are a specialist or someone responsible for briefing third parties, these tips may offer valuable advice. A significantly improved newsletter can lead to higher engagement and conversion. Let’s dive into practical tips and insights that can take your newsletters and email campaigns to the next level. 

1. Segment your lists 

Personalize your emails by segmenting your audience. Segment by demographics, Customer Lifetime Value, behavior, engagement, and preferences. This increases the relevance and engagement of the reader. 

2. Visual consistency 

Keep your header and footer consistent, even if you are not using a template. This strengthens your brand identity. 

3. Mobile optimization 

More than half of emails are opened on mobile devices. Ensure a responsive design that works well on both desktop and mobile. 

4. One goal per email 

Use the rule of one: one goal and one central idea per email. This ensures clarity and showcases your expertise. Be clear about the purpose of your email. Do you want to maintain contact, generate revenue, build loyalty, or something else? Tailor your message accordingly. The more goals, the more likely readers will disengage. 

Examples of different goals: 

– Maintaining contact with all your target groups 

– Staying top of mind 

– Scheduling appointments 

– Generating more revenue 

– Building loyalty 

– Retention/increasing revenue with existing customers 

– Asking existing customers for a testimonial 

– Providing information 

– After-sales 

5. Keep It Simple 

People are overwhelmed with information and emails every day, so: “KISS” or “Keep It Simple Stupid”! Keep it simple, be to the point, and make sure people can easily scan your emails. If you want to elaborate, you can always link to an article or landing page on your website. 

6. Catchy subject lines 

Your subject line is the first impression you make. Ensure a short, powerful, and personal subject line that sparks curiosity and creates urgency. Use A/B testing to find out what works best. 

7. Snippets for extra information 

Don’t forget the snippet! This short line of text next to your subject line offers an additional chance to persuade your recipients to open the email. 

8. Include a view Link 

Always add a view link so that the recipient can view the email in a browser. This is useful if the email does not load correctly. 

9. Short texts 

Large blocks of text are rarely read in full in an email; they belong on the landing page. Keep it short and concise, and link to the extended content on your website. 

10. Introtexts with text Links 

Use both buttons and text links in your intro text. Some people prefer clicking on text rather than buttons, so give them both options. A button is a somewhat stronger call-to-action, and not everyone likes that. In text links, you can link to the same page as the button but with slightly different wording to persuade someone to click. 

11. Above the fold 

Internet users spend 80% of their time reading content above the fold. Additionally, research by Nielsen Norman Group shows that we follow an “F” pattern when reading online content, including emails. Therefore, place your value proposition and CTA at the top to ensure your readers see the most important message. 

12. Compelling images 

Use compelling images with alt text so that your message is conveyed even if visual elements do not load. You can also use your images to convey mood, emotion, or style. Furthermore, use the direction people are looking in the image to draw more attention to a CTA or text. It also matters whether a figure is looking into the newsletter or out of it. 

13. Psychology of persuasion 

Apply Cialdini’s principles of influence. I mention them below, but there is much online about them, so I will not elaborate further here: 

14. Automated campaigns 

Automate your email campaigns to ensure consistency and save time. Think about welcome series, abandoned cart reminders, and birthday emails. 

15. A/B Testing 

Test different elements such as subject lines, content, CTA buttons, and send times. Analyze the results and optimize based on what works. 

16. Interactive emails 

Experiment with interactive emails like polls, quizzes, and animated GIFs to increase engagement. Make sure the GIFs are not too large, as this can slow down the email load time, especially for recipients with slow internet. 

17. Always check for typos 

Checking your newsletter for typos or having someone else check it is crucial for a professional appearance. An error-free text builds trust with your readers and increases the likelihood that your message will be taken seriously. Moreover, it shows that you pay attention to detail and prioritize quality. It may seem obvious, but I still see newsletters with typos.  

18. Use benchmark data 

Compare your results with industry benchmarks. This gives you insight into where you stand and where there is room for improvement. I usually check multiple benchmarks to get an accurate picture of my industry on both national and international levels. Here are a few examples of benchmarks: 

19. Engage Your Community 

Subscribe to newsletters from marketing automation platforms and follow email marketing groups on LinkedIn for the latest trends and tips, such as: 

20. Measure, analyze, and optimize continuously 

Use analytics tools to monitor open rates, click-through rates, conversion rates, and other key metrics. Optimize based on this data and make sure to share and explain this data internally to create engagement within your organization. This also ensures internal visibility as a department by doing this on a weekly or monthly basis. 

21. Feedback and innovation 

Finally, remain open to feedback and innovations in your field. Try new strategies and keep learning from your results. Email marketing is a continuous process of testing, learning, and optimizing. By applying these tips, you can improve your email campaigns and achieve better results. What are your favorite tips that haven’t been mentioned yet? Share them with me! 

Contact Monique or Suzan if you want to know more about how our expertise can strengthen your email marketing. 

Curious about a relevant case study?

In B2B marketing trends and developments are continuously shifting. This surely is the case when privacy laws are involved. Developers and marketers are facing new challenges with the introduction of Consent Mode V2 and server-side tagging and are wondering what it means to them.

Consent Mode V2 is an advanced framework that helps businesses to accurately manage user consent for data collection and use. It allows users to control which data is processed and stored, providing a higher level of privacy protection. Server-side tagging is another important aspect of modern web development. It moves data processing from the browser to the server, which makes personal data more secure and protects user privacy.

These technologies are central to current discussions about privacy and data protection. They show how quickly the digital world is changing and pose the question: how do we continue to protect our privacy rights in an ever-changing digital environment? In simpler terms, we must always be aware and keep up to date with new developments that could impact our online privacy. And as the Dutch saying implies, there is always something new dangling from your bike in the digital world to keep you occupied. At Referro we strive to remain up to date as much as we can. With all our knowledge and that of the many experts surrounding us, we keep you informed.

Want to know more about privacy and data protection? Read this blog. Do you have other questions? Contact us.
Curious about other Dutchisms? Have a look here.

#Note. What is a Dutchism?

The Dutch are known for their ability to master foreign languages. This is not surprising considering the size of the country and its entrepreneurial nature. Despite their ability to speak foreign languages, sometimes things get lost in translation. Especially in literal translations from Dutch to English, sometimes strange, funny, or even offending mistakes are made. These unintended ‘mistakes’ are called Dutchisms. In the next few months, we will regularly give you an example and attach an interesting view on sales and marketing to it.

However, each country offers a very different set of challenges, due to their unique cultural setting. And Japan can be a particularly tough environment to succeed in – many companies have tried and failed in their attempts to make it big here.

To learn more about what will boost your chances for success in Japan, we spoke with Robert Heldt the CEO of Custom Media – our BBN-partner in Japan – a full-service marketing agency that has been helping overseas companies enter the Japanese market for more than 15 years. Here, he shares his insights into how to use social media, the biggest mistakes to avoid in Japan, and what decision makers in the country value most.

What is the first thing a European company thinking about entering the Japanese market should do?

Make sure to study Japanese culture – both popular culture and business culture. It’s key for you to understand how things work here, and what makes it so different, not only from Europe, but from other countries in the Asia-Pacific region. And you should deeply research the dynamics of your business sector here, including the leading companies and the market segmentation.

What is one of the key values that define how Japanese businesses work with each other?

Trust is key when it comes to business success here because Japanese customers put a priority on credibility, reputation, and trustworthiness when they make purchasing decisions.

What are some of the best ways to develop this trust?

You want to demonstrate a long-term commitment to the Japanese market. Make sure to invest time in relationship-building activities. Attend networking events, join industry associations, and develop strategic partnerships. Of course, you should make sure to have an outstanding Japanese-language presence with your marketing material. Your website, any printed material that you distribute, and your video content should all be carefully localised for the Japanese market. It should also serve to humanise your brand, in a way that makes audiences resonate with who you are on a personal level. 

And as you begin your business activities here, you should always deliver on your promises and provide exceptional customer service. This will allow you to establish a strong track record, which you can later showcase.

How does the B2B sales decision-making process work?

Decisions can take a long time to be reached – much longer than in Europe – and involve many stakeholders. This can be extended even further, given the B2B sales cycle. One error that many foreign businesses make here is thinking that one positive business meeting means that an agreement has been reached. You shouldn’t assume this is the case, as there will be people who could be influencing the decision-making process who may not even be in the room. This is why you should carefully study the key decision-makers and influencers at target companies and work at establishing relationships with them. As much as you can, provide clear and comprehensive information to them, discover and address their concerns, and offer personalised solutions. Then make sure to align with the specific needs of each stakeholder to help the decision-making process move along.

How else can you smooth the decision-making process?

You should really sweat the small stuff. Decision-makers are highly detail focused. To appeal to this quality, make sure to communicate the strengths of your business with case studies, survey results, and other facts. You should also be able to provide client testimonials in Japanese. And rather than making grand claims, it’s much better to start small, with supportable proof of concept. And you want to stay away from being too “salesy” in your content approach. In addition, keep in mind that each member of the buying committee will be looking for something different – what an R&D head may want to know is not what a CEO will want to know.  

How much can I rely on social media for my B2B marketing efforts?

Keep in mind that social media in Japan is much more widely used for B2C products and services. It is also dominated by a platform – LINE, which reached more than 89 million monthly active users as of 2022, according to SignHouse. Meanwhile, LinkedIn – which is mainly used for job recruitment and search purposes here, rather than business networking – only has about 3 million monthly active users. However, when it comes to business networking, Facebook is quite popular here. It has a large user base of people over 40, which is the prime age of C-suite decision-makers here – and this demographic is much more active on the platform than LinkedIn. Facebook is heavily used for business and work-related purposes here – some 80 percent of Japanese businesses use Facebook for business networking, and 57 percent of those businesses are operating in B2B sectors, according to Digital Business Lab. 

How do PR approaches in Japan differ from how they work in the European market?

Keep in mind that print media is still relatively strong in Japan, when compared to the rest of the world, so many of the trade publications that you may want to use for getting the word out about your product or service will be on paper, rather than entirely digital. And, at major publications, you’re not likely to find industry-dedicated journalists or writers due to a practice of having staff rotate from post to post. In addition, “newsjacking” in the form of adding CEO quotes to articles doesn’t work – you need to provide value with data and insights that the media outlets would be interested in​. Also keep in mind that there are very few Japanese journalists with English or multi-language capability. So, if you’re looking to share press releases, get coverage, or reach out to media agencies, you’ll want to have someone on your team here who has native, or near-native, Japanese ability. And just like with business practices here, you’ll want to establish and maintain strong relationships with journalists, editors, and media representatives.

What are some of the biggest mistakes that a company from Europe can make when entering the Japanese market?

Not being careful when localising their marketing material and strategies to the Japanese market. Too many companies assume that they can merely translate their material. You need to make sure that you’re not just translating word by word: you want to be certain that the nuances of your message are going to resonate effectively with Japanese audiences. Doing this successfully requires taking the time to understand Japan’s business models and its strong traditions, carefully researching consumer behaviour, and basing the work that they do on hard facts and data that are skilfully transformed into compelling copy that is transcreated to adapt to Japan’s cultural norms and beliefs. 

Another is focusing all your marketing efforts on trying to reach C-level decision makers, particularly at major corporations. This can be both expensive and time consuming. While it can be important to reach people at the top level, buying decisions are often influenced by many stakeholders. It’s important to keep this in mind, and make sure that your campaigns reach and resonate with everyone from the mid-level to senior management.  

What is the best way to stand out in the Japanese market?

You need to develop a unique position. As I explained before, you’ll want to build on the research you’ve done to understand your local competitors: what are their strengths and weaknesses, and what are their unique selling propositions? Based on this knowledge and combining it with the global expertise and experience that your company already possesses, you can craft a unique value proposition that is tailored to Japanese customers’ needs that offers superior quality or innovative solutions.

How much should a foreign company try to blend in, versus standing out in Japan?

It’s a delicate balance. While you need to recognize that while you do need to localise and connect with Japanese culture, your cachet as an overseas company can provide benefits. Even though Japanese people are devoted to their national culture, they are also fascinated with foreign culture and products. And particularly, if your brand has a strong tradition of excellence in your country of origin, you should find a way to incorporate it into your brand story in Japan. In fact, if handled skillfully, your foreignness can play a key role in establishing your unique value proposition. Robert Heldt is the CEO and co-founder of Custom Media, an award-winning, bilingual, integrated creative agency that helps global businesses prosper in Japan through the power of storytelling.

Looking across borders

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Are we going too far in our desire for convenience and efficiency?

Various tech giants are currently promoting their latest AI tools, vying for our attention, and offering them for a subscription fee. As a creative within a marketing agency, I marvel at the impressive capabilities of these tools. With just one well-chosen prompt, they can produce a Spielberg-worthy video clip for an eyewear brand, or a razor-sharp fairy-tale image of a woman with fluffy cat ears on a cloud in a purple sky with a futuristic laptop. The list of AI-powered tools is almost endless, ranging from text and image editing tools to video, music, face, and avatar generators, painting and drawing tools, audio and voice generators, design tools, business tools, and data and research tools.

I regularly use AI text tools as a source of information and inspiration. However, I want to make it clear that I never blindly copy texts or ideas. Firstly, this goes against my desire to challenge myself creatively. Secondly, I have observed that the tools are not entirely original and perfect. Nonetheless, it’s crucial to acknowledge that AI has the potential to revolutionize various aspects of our lives, including healthcare, transportation, education, and entertainment. AI systems can analyze and combine vast amounts of data much faster and more accurately than humans, leading to breakthroughs in medical diagnosis, predictive analytics, and other areas. Furthermore, AI-powered technologies like virtual assistants and chatbots can automate daily tasks, freeing up people’s time to concentrate on more creative and meaningful pursuits. Recently, there was a discussion about an AI assistant at a doctor’s practice in The Netherlands that can quickly and reliably decide which patient should be helped first. In my view, this is an excellent application of today’s technological possibilities. Wrong decisions will inevitably be made at times, regardless of whether they are made by humans or machines. Given the current situation where general practitioners are under immense pressure and have an overwhelming workload, any form of assistance is greatly appreciated.

Impact on humans

As AI becomes more prevalent, it brings with it opportunities and concerns. One concern is that relying too heavily on AI technologies could lead to a decline in certain cognitive skills, such as critical thinking, problem-solving, and decision-making. As more tasks become automated, there is a risk that individuals will become overly dependent on these systems. This can result in the ‘de-skilling’ effect, where people lose the ability to perform certain tasks independently.

Children who can barely count or write and rely on Google for all kinds of knowledge, American presidential candidates who would rather introduce new shoe brands than think about how to help their people, and politicians who put on their clothes backward, and inside out (true story), are already noticeable consequences of the dependence on modern resources? Can we still think for ourselves? Am I going to train my brain with pub quizzes and Sudokus, while an AI assistant can solve them a millionth of the time? I do, but for how long? When I wake up, I grab my iPhone to see how long I can stay in bed. When I want to know how tall Tom Cruise is, I grab my iPhone. If I want to know what the weather will be like in the coming days, I grab my iPhone. When I want to know what my favorite athlete is doing, I grab my iPhone. Nowadays I often no longer have to pick up my iPhone because I already have it in my hand. And if I don’t, I can always call Siri and ask it to get the answers for me and turn the thermostat down a bit. Lately, my iPhone has also been giving me useful reminders so that I don’t forget things I do regularly. And he knows the way to my work and tells me if delays on my commute are to be expected. Of course, there are several causes for people’s ‘mental laziness’. Political policy, old-fashioned teaching methods, a changing social and moral consciousness, and a desire for convenience and luxury certainly play a role. I don’t want to blame AI for everything.

Socially desirable

It’s important to consider the social aspect of technology, as human beings naturally seek contact and validation. However, we must be aware of the potential danger of falling into “echo chambers”, where algorithms and personal recommendations reinforce our existing opinions and biases. This phenomenon has been observed on social media platforms like Facebook and YouTube, where all the information we receive caters to our interests and views, including advertising, political preferences, opinions, and beliefs. This raises the question of how difficult it will be to remain objective and open to diversity when we are no longer exposed to information that challenges our views. Ultimately, it is up to individuals to filter information for themselves.

Artificial intelligence (AI) has the potential to enhance existing social inequalities. Unequal access to AI education and technologies may increase the gap between privileged and non-privileged individuals, where only the privileged ones could fully leverage its advancements. Additionally, there are ethical concerns about AI, such as privacy breaches, bias, and discrimination, that can undermine trust in these technologies and impede their adoption.

Is Artificial Intelligence a good term?

The question at hand is whether Artificial Intelligence (AI) is genuinely intelligent or just a cleverly programmed tool that shuffles and recombines existing information to arrive at a so-called new solution. The AI community itself considers this a complex question and defines intelligence as follows: the ability to learn, solve problems, reason, understand, and adapt to new situations – previously characteristics attributed solely to humans. AI can process vast amounts of data rapidly, recognize patterns, and make decisions based on them. Speech and image recognition, translations, and even playing complex strategic games such as chess and Go are some examples of its practical applications. However, there are fundamental differences between human and artificial intelligence. Humans also use more abstract skills such as consciousness, emotion, and artistic and moral awareness, and make decisions based on experience and context. These are abilities that AI has not yet mastered. You could say that AI is just a simulation of human intelligence based on data and algorithms. Of course, AI can ‘learn’ based on user feedback and improve its answers over time. But it is only when AI starts using emotion and becomes aware of context that it becomes truly interesting. The question is whether this will ever happen. Many smart minds are working on it right now, and it’s a good thing that they are doing so while they still can.

AI tools such as ChatGPT search digital sources, including the internet, for relevant information. It is an almost inexhaustible knowledge base from which AI draws. An incredible amount of information has been collected there, but therein lies the danger. Partly because a lot has been added by human hands and has not been checked for untruths. AI cannot always distinguish between the truth and the ‘nonsense’ that is on the web. A simple test about the number of British footballers who have ever played for Ajax football club produced different answers from 2 AI assistants. That is of course strange since this is a fact that should be easy to check. Yet there is information on the web that makes one assistant think that Jordan Henderson is the first British Ajax player, while in the past there have been other English and Scottish footballers wearing an Ajax shirt.

In AI technical terms, this phenomenon is called a ‘hallucination’. Seriously, that’s what it’s called. This is the term we use with humans to indicate that we experience something that is not there. Making mistakes is human, one must have thought. AI is therefore starting to look more and more like us. It can make mistakes and sometimes draw incorrect conclusions. Could it be because we invented and developed AI ourselves? Is it because we have trained AI in such a way that it always wants to give a satisfactory answer? Yes, or no? Left, or right? True or False. For now, it is mainly an exact science. People are more nuanced in their solutions to problems. She does not think linearly and understands that even if you choose not to decide, you have still made a choice. To be fair, if AI really can’t find relevant data to answer, then it’s certainly capable of saying it can’t formulate an answer due to a lack of useful input.

The legal aspect…

This brings us to another phenomenon that concerns us: Who owns the newly generated images, texts, music, data sets, etc? Who has the intellectual property? Who is the creator? Whose creative idea is it? Can we draw up rules for this and later enshrine them in law? There are initiatives worldwide that try to accelerate this. Upcoming regulations regarding AI will also include guidelines for ethical use, algorithm transparency, and liability. They can also include privacy protection, preventing discrimination, and ensuring human control over decision-making processes. These rules are expected to guide and regulate the use of AI in various sectors such as healthcare, finance, and justice. The aim is to strike a balance between innovation and the protection of individuals and societal values while considering the potential impact of AI on our work and lives.

A worrying development is that AI can of course also be used for purposes that are less able to tolerate daylight. Deep-fake videos of famous people who suddenly say strange and/or untrue things. Government leaders announcing extreme actions are perhaps the most disturbing examples. Other potential misuses of AI include manipulating algorithms for propaganda, deception, and spreading disinformation. AI systems can also be used for surveillance, invasion of privacy, and profiling of individuals without consent. In addition, there is a risk of discrimination and bias in AI systems, which can lead to unequal treatment based on race, gender, or other characteristics. Although in my opinion this may have been caused by human intervention. AI-enabled cyber-attacks are also becoming increasingly relevant, with hackers using AI to find vulnerabilities and infiltrate systems. It is critical to address these risks as quickly as possible and implement regulations to prevent AI misuse.

AI have a dream

AI will only further influence our lives in the future. It is important to recognize that humans have a remarkable capacity for adaptation and resilience. Throughout history, we have faced countless technological benchmarks, from the Industrial Revolution to the introduction of the Internet, and have found ways to adapt and evolve in the face of these changes. While AI can indeed reshape the nature of our work, lives, and education, it also has the potential to create new opportunities for human creativity, collaboration, and innovation. Ultimately, the use of AI is irreversible. Man must ensure a healthy balance. We must continue to dream. Dreams are human. AI can help us achieve them. My dream is of a world in which I can continue to do my job with my colleagues. Using our common sense, working hard, and using our creativity for brands that deserve it. Knowledge of the market and the people in it are and remain important. The smart use of data and AI can help us achieve growth for our clients. And if my creative brain lets me down now and then, I won’t hesitate to ask an AI assistant for support.

Edwin Wolters
Creative mind Referro

Curious about other Dutchisms? Have a look at this one. Or this one.

#Note. What is a Dutchism?
The Dutch are known for their ability to master foreign languages. Not surprising considering the size of the country and its entrepreneurial nature. Despite their ability to speak foreign languages, sometimes things get lost in translation. Especially in literal translations from Dutch to English, sometimes strange, funny, or even offending mistakes are made. These unintended ‘mistakes’ are called Dutchisms. In the next few months, we will regularly give you an example and attach an interesting view on sales and marketing to it.

Make the smart move!

There’s a lot of knowledge within our BBN AI Taskforce. Want to know more? Have a chat with Monique.

Have a chat

+31 (0)85 07 06 936

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Leave Monique a message

Be in control

As you know the Dutch have a way with words. The actual meaning of the aforementioned saying is: To have influence or control over something. In B2B marketing we are a sucker for facts. So, we always want to know which people have a finger in the porridge, or in proper English, have a say when making a purchase. Who decides, advises, or blocks decisions inside our targeted organizations?

Understanding the Decision-Making Unit (DMU) is crucial in B2B marketing. It refers to the group of individuals within an organization who influence the purchasing process. Deciphering the DMU is like untangling the complex web of organizational dynamics and interpersonal relationships that shape B2B buying decisions. The DMU in B2B marketing consists of stakeholders who play distinct roles in the decision-making process. Each with varying degrees of influence and authority. Understanding the composition of the DMU helps to create targeted marketing strategies and content that resonate with key decision-makers and influencers at different stages of the buying journey.

In an organization, the purchasing process involves five, sorry four key stakeholders, namely influencers, gatekeepers, buyers, and decision-makers.

1. Influencers are people who have a significant impact on purchasing decisions but do not hold the final authority to make them. They may include department heads, subject matter experts, or key users of the product or service. Their role is to shape opinions, provide recommendations, and influence the criteria used to evaluate potential solutions.

2. Gatekeepers, on the other hand, control access to decision-makers and information within an organization. They act as filters by screening out irrelevant communications and managing the flow of information to decision-makers. Gatekeepers may include administrative assistants, procurement personnel, or middle managers who vet potential vendors and solutions.

3. Buyers are responsible for executing the purchasing process, negotiating terms, and facilitating transactions with vendors. They are crucial in evaluating vendor proposals, comparing offerings, and ensuring alignment with organizational requirements and budgetary constraints.

4. Decision-makers hold the ultimate authority to approve or reject purchasing decisions. They are typically senior executives or department heads who have the power to allocate resources, approve budgets, and greenlight strategic initiatives. Decision-makers weigh various factors, including cost, ROI, strategic fit, and alignment with organizational objectives, in making informed choices.

Conduct stakeholder analysis

Begin by conducting a comprehensive stakeholder analysis to identify and profile key individuals within target organizations who comprise the DMU. This involves mapping organizational hierarchies, identifying decision-makers, influencers, and gatekeepers, and understanding their roles, priorities, and pain points.

Plot the content journey

Tailor marketing messages and initiatives to resonate with different members of the DMU. Craft targeted content and value propositions that address the specific needs, concerns, and objectives of influencers, gatekeepers, buyers, and decision-makers. Adopt a personalized approach that speaks directly to each stakeholder’s interests and pain points. Cultivate relationships with key stakeholders across the DMU early in the buying journey. Engage influencers and decision-makers through thought leadership initiatives, personalized communications, and strategic networking opportunities. Establishing rapport and credibility can increase receptivity to your offerings and position your brand as a trusted partner.

Position your offerings as comprehensive solutions that address the diverse needs and priorities of the DMU. Highlight the tangible benefits, ROI, and value proposition of your products or services, emphasizing how they align with organizational objectives, streamline processes, and drive tangible results.

Image: Click on the image. We will show you a detailed infographic of the influence of different persona in an IT company.

Stay in contact and collaborate within the DMU by providing relevant information, resources, and tools that facilitate informed decision-making. Leverage digital platforms, content marketing, and educational resources to empower stakeholders with the knowledge and insights they need to evaluate your offerings effectively. Proactively anticipate and address objections and concerns raised by different members of the DMU. Conduct thorough research to understand common pain points, objections, and barriers to adoption, and develop compelling responses and solutions that alleviate apprehensions and build confidence in your offerings.

Stay in charge

So, if a Dutch person says that he ‘has a finger in the porridge’ don’t be afraid that he is going to touch your food. He’s just telling you he’s in charge in some way or form. And that’s nice to know when trying to understand the roles, motivations, and priorities in a DMU. With that knowledge, we can craft targeted marketing strategies that resonate with key stakeholders at every stage of the buying journey. By keeping relationships lively, providing comprehensive solutions, and facilitating collaboration, you can effectively engage the DMU and drive success in the competitive B2B marketplace. Make sure you’re the one in control.

Curious about other Dutchisms? Have a look at this one.

#Note. What is a Dutchism?
The Dutch are known for their ability to master foreign languages. Not surprising considering the size of the country and its entrepreneurial nature. Despite their ability to speak foreign languages, sometimes things get lost in translation. Especially in literal translations from Dutch to English, sometimes strange, funny, or even offending mistakes are made. These unintended ‘mistakes’ are called Dutchisms. In the next few months, we will regularly give you an example and attach an interesting view on sales and marketing to it.

Make sure that the knowledge is in your hands

Contact Carl for more information

Interested in where to start plotting your customer journey, have a chat with Carl.

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+31 (0)85 07 06 936

We are glad to inform you that our family has grown even bigger and introduce a new partner agency in PolandNuvola Cloud Solutions. If you want to know more about our Polish colleagues you can also have a look here. This website is in English.

Nuvola is an innovative agency specializing in comprehensive end-to-end digital marketing services for businesses. The agency is guided by two seasoned managers, each boasting over two decades in the field. Nuvola excels in the areas of digital marketing, AI, CRM and Marketing Automation, providing clients with integrated solutions designed to enhance business efficiency and faster growth. The company not only provides digital marketing services but also specialises in implementing Marketing Automation and CRM, tailoring them to the unique needs of each client. 

Their advanced approach to Marketing Automation stands out for its innovative approach, which not only increases the effectiveness of marketing activities but also significantly accelerates sales processes. Additionally, Nuvola has developed a proprietary product, Data AI Campaign, that revolutionises strategies for increasing sales through modern IT and telecoms tools based on AI. This unique solution enables customers to maximise the potential of their business, increasing competitiveness in the market. All this makes the company not only a service provider but also a strategic partner, ready to meet the most demanding challenges in the field of modern technology and digital transformation.

What is a niche market?

A niche market is a specific segment that companies focus on, offering products or services that cater to unique needs within a particular target group or industry. Unlike markets that offer products and services that could be of interest to any company, a niche market specializes in a particular area. Examples of such markets could be software for marine development, nutritional supplements for the poultry industry, or specific materials for the construction sector. These markets and the competition within them are usually smaller, but they offer opportunities to distinguish oneself.

To succeed in a niche market, one needs to have a good understanding of the needs of the target group, innovative solutions, and strong positioning compared to competitors. Companies that focus on niche markets can ultimately benefit from higher margins, long-term customer relationships, and reduced competition, provided they serve the market effectively with valuable solutions. Marketing efforts can certainly be beneficial in this regard.

Useful tips

To successfully approach a niche market, there are a few things you should consider. Here are seven tips that can help you reach your niche target group. These tips may sound familiar to you if you have immersed yourself in the basics of Account-Based Marketing.


Marketing businesses in a niche market is complex. To be successful, everyone must be on the same page. If we manage to get marketing and sales departments to work the market together, we will be way ahead of the competition. The marketing department will probably receive feedback from the sales department that the use of marketing does contribute to the business case. Also, or even especially, in a niche market. I feel like a fish in water when it comes to complex challenges like this, and I hope my tips have given you something to think about. Do not forget; that the tastier the bait, the faster they’ll bite.

Hooked on performing niche marketing

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Carl is our expert in luring prospects through Account-Based Marketing. Talk to him.

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This is the dream of every B2B marketer preparing to sell a brand across borders. They want to predict and steer the behavior of audiences to maximize the success of their campaigns. However, achieving this goal is far from simple. Several boxes need to be checked and without a crystal ball, we need to gather important information before we can achieve the desired outcome.

Know your markets

A thorough market analysis is fundamental when predicting success in international B2B campaigns. This requires not only gaining an in-depth understanding of individual markets but also identifying global trends, economic indicators, and industry dynamics to make firm decisions about market selection, optimize resource allocation, and foresee changes that might impact your campaigns.

Know your competition

In the global market, numerous companies compete against each other to gain customers and establish their market share. To succeed in this competitive environment, it is crucial to have a deep understanding of the competitive landscape. By analyzing their rivals, companies can not only identify potential business threats but also discover new opportunities. By identifying gaps in the market, businesses can position themselves strategically and tailor their campaigns to differentiate themselves from competitors.

Know local customs

Cultural intelligence is a valuable asset in international B2B campaigns. It is not enough to just translate language; businesses must understand the cultural nuances that shape business interactions in different regions. Adapting marketing materials, messaging, and communication styles in line with the cultural preferences of each target market improves relatability and creates a stronger connection. Localization is also crucial, as it ensures that campaigns resonate authentically with diverse audiences. This approach prevents awkward situations of using literally translated sayings that may not make sense in different cultures. Successful international B2B campaigns take regional specifics into account. Every market has its unique challenges, regulations, and business practices. By tailoring products, services, and marketing strategies to address these specificities, businesses can demonstrate a commitment to understanding and meeting the distinct needs of each region. Customization builds trust and credibility, which are essential for success in global campaigns.

Know your friends

Developing strategic partnerships and alliances can be a highly effective approach to achieving success in international B2B campaigns. By partnering with local businesses, distributors, or industry influencers, you can gain access to invaluable insights, established networks, and enhanced credibility for your campaign. These partnerships can act as a bridge, making it easier to enter new markets and building trust among local stakeholders.

Know your tech

Technology plays an important role in international B2B campaigns. It is crucial to integrate technological solutions that enable global reach and communication. This involves utilizing digital platforms, customer relationship management (CRM) systems, and data analytics tools. A strong technological infrastructure not only improves operational efficiency but also facilitates businesses to adjust and expand their campaigns across borders.

Know limits

Predicting success in international B2B campaigns is a nuanced art that combines strategic foresight, cultural intelligence, and adaptability. If you can see into the future, it’s a piece of cake, but for those who can’t – like most of us mere mortals – clever use of available resources is key. It provides you with all the necessary information you need to be successful. Another benefit is that you don’t have to stare at a cow’s behind to reach your business goals. That’s something only the Dutch do.

#Note. What is a Dutchism?
The Dutch are known for their ability to master foreign languages. Not surprising considering the size of the country and its entrepreneurial nature. Despite their ability to speak foreign languages, sometimes things get lost in translation. Especially in literal translations from Dutch to English, sometimes strange, funny, or even offending mistakes are made. These unintended ‘mistakes’ are called Dutchisms. In the next few months, we will regularly give you an example.

Successful B2B marketing is a whole different animal

Contact Gerard and learn more

Interested in how to predict your success, have a chat with Gerard.

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+31 (0)85 07 06 936

Contact Gerard and learn more

Background and Development

The collaboration originated from a shared need for support on a client project. “We were looking for a partner who could complement our services,” explains Gerard van den Bogaart. “Comaxx, with its strong background in online marketing and e-commerce, was a logical choice.”

The partnership is grounded in mutual appreciation for each other’s expertise. “Working with Referro enables us to better support our clients in their international growth,” says Sam van der Put. Gerard agrees: “With Referro’s in-depth experience in B2B and high-end retail, and our knowledge of e-commerce and online marketing, we can offer a complete package.”

International Ambitions

A key aspect of the collaboration is international expansion. Together with its parent company Acknowledge, Comaxx already employs more than 350 experts. Sam explains: “Referro is the exclusive Dutch partner of BBN International and gives us access to over 1,300 experts in 66 cities, spread across 33 countries worldwide. This allows us to reach and serve a broader market.”

“This collaboration is not just a strategic move, but also an opportunity to learn from each other and grow together,” notes Gerard van den Bogaart. “We believe that our joint efforts will result in increased value for our clients.”


The directors of both agencies are optimistic about the future. “Referro and Comaxx complement each other perfectly, and together they literally offer a world of possibilities for companies at home and abroad.” This partnership is a step forward in realizing our ambition to play a leading role in both the national and international market,” concludes Sam van der Put. Gerard agrees: “We have been working intensively with BBN agencies on all continents for almost 30 years. With Comaxx, we are now adding a strong partner in the Netherlands.”

Agencies and businesses worldwide trust the tool to generate leads, enhance conversion rates, and maximize returns on marketing investments. Renowned for innovation, open architecture, and exceptional customer support, it is offered at a fraction of the cost compared to its competitors.

Why Choose Constant Contact / SharpSpring? 

As said earlier, one of the major advantages of the software is its affordability. Licenses are three to four times cheaper than those of competitors. It serves as a comprehensive marketing automation tool, allowing you to configure, monitor, and analyze both the marketing and sales processes. Integration is seamless with your website or various platforms, including Facebook, Google Ads, and popular CRMs like SalesForce. Through its own CRM, all incoming leads can be segmented. Additionally, you can connect your email to the software to track communication history with leads. Other features include lead scoring, A/B testing, and direct contact via a chatbot.

Referro: Your Constant Contact Gold Partner

Referro has been a partner of SharpSpring for more than 10 years, and the last 5 years as a Gold Partner. Our trained experts meet all gold level requirements of the certification program. With this certification, Referro is well-equipped to help clients to generate qualified leads, convert more leads into sales, and optimize the ROI of marketing campaigns.

BBN: A Strategic Partner of Constant Contact

BBN International is a strategic partner of Constant Contact since a couple of years, providing added value specialist support. As a strategic partner, BBN contributes specific specialisms and knowledge in B2B marketing, serving as an additional resource for clients and agencies globally.