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Het Resultaat

\n

 

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De Uitdaging

\n

Het marketingteam van de Vrije Academie zag de omzet uit mailings steeds verder teruglopen. Het feit dat er enorm veel werk zat in het opzetten van de e-mailcampagnes maakte het nog zuurder.

Het probleem lag in de techniek. Na jaren van gestapeld maatwerk in Salesforce en Marketing Cloud was het systeem onwerkbaar geworden. Om relevant te blijven, bouwde het team steeds meer losse mailings voor kleine doelgroepen, met meer werk en dalende inkomsten als gevolg. Het vertrouwen in bureaus die gouden bergen beloofden, was daardoor tot een dieptepunt gezakt.

\n

Toch besloot de Vrije Academie aan te kloppen bij Endeavour. Hun verzoek loog er niet om: verhoog de omzet en schrap het handmatige werk

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Onze Aanpak

\n

Salesforce kon niet volledig verdwijnen vanwege alle gekoppelde bedrijfsprocessen. Daarom kozen we voor een slimme koppeling tussen HubSpot Marketing Hub en het bestaande CRM. Bij een ingewikkelde inrichting is dat niet een kwestie van zomaar wat velden mappen. De Vrije Academie stelde bovendien de eis dat de personalisatiemogelijkheden minimaal gelijk moesten blijven. Om die belofte waar te maken, deden we vooraf een grondig haalbaarheidsonderzoek.

\n

Daarna brachten we de data op orde, want personaliseren op vervuilde gegevens levert niks op. In plaats van tientallen losse mailings kozen we voor 1 wekelijkse basiscampagne. Deze verzending genereert nu automatisch 44 gepersonaliseerde varianten op basis van de bekende klantdata. Ter referentie: dit betreft een database van meer dan 100.000 unieke ontvangers!

Het team hoeft alleen de spelregels te beheren en behoudt zo eenvoudig het overzicht. De allereerste mailing stond ruim voor de start van het seizoen klaar en paste strak binnen de gemaakte afspraken.

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Hier zijn we trots op

\n

Door vooraf scherp te onderzoeken en strak op de afgesproken scope te sturen, staat er nu een robuust fundament waar de Vrije Academie zelfstandig en efficiënt op voortbouwt. De kers op de taart was de reactie van directeur Peter van Duinen: \"Jullie hebben mijn vertrouwen in bureaus hersteld.\"

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