{"id":7009,"date":"2018-06-14T10:17:42","date_gmt":"2018-06-14T10:17:42","guid":{"rendered":"https:\/\/nextbi.nl\/?p=7009"},"modified":"2025-04-18T16:00:42","modified_gmt":"2025-04-18T16:00:42","slug":"direct-marketing-vijf-tips-voor-succes","status":"publish","type":"post","link":"https:\/\/nextbi.nl\/en\/direct-marketing-vijf-tips-voor-succes\/","title":{"rendered":"Direct marketing: vijf tips voor succes"},"content":{"rendered":"[vc_row type=”in_container” full_screen_row_position=”middle” column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” scene_position=”center” text_color=”dark” text_align=”left” row_border_radius=”none” row_border_radius_applies=”bg” overlay_strength=”0.3″ gradient_direction=”left_to_right” shape_divider_position=”bottom” bg_image_animation=”none”][vc_column column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_spacing=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”none” column_link_target=”_self” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][vc_row_inner column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” text_align=”left”][vc_column_inner column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_spacing=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”none” column_link_target=”_self” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][split_line_heading animation_type=”default”]\n
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Direct marketing is niet weg te denken uit de gereedschapskist van de marketeer. E-mail, telemarketing, direct mail, het zijn allemaal krachtige tools om klanten te werven. Maar hoe zorg je voor een effectieve campagne? In dit artikel vind je vijf tips om je direct marketing campagnes nog succesvoller te maken.<\/strong><\/div>\n<\/div>\n[\/split_line_heading][\/vc_column_inner][\/vc_row_inner][\/vc_column][\/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” scene_position=”center” text_color=”dark” text_align=”left” row_border_radius=”none” row_border_radius_applies=”bg” overlay_strength=”0.3″ gradient_direction=”left_to_right” shape_divider_position=”bottom” bg_image_animation=”none” shape_type=””][vc_column column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” bottom_margin=”2%” column_element_spacing=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”none” column_link_target=”_self” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][vc_row_inner column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” text_align=”left”][vc_column_inner column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” bottom_margin=”2%” column_element_spacing=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”none” column_link_target=”_self” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][split_line_heading animation_type=”default”]\n

1. Testen, testen en nog eens testen<\/h2>\n[\/split_line_heading][\/vc_column_inner][vc_column_inner column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_spacing=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”none” column_link_target=”_self” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][split_line_heading animation_type=”default”]E\u00e9n van de vele voordelen van een direct marketing campagne is de uitstekende meetbaarheid van de resultaten. Dit stelt je in staat om vele variabelen te testen. Denk hierbij niet alleen aan varianten op het mailstuk. Er zijn meer mogelijkheden om te testen, zoals de bron van de gebruikte data, de aanbieding in je campagne en de geldigheidsduur, het moment waarop je uiting de consument bereikt en natuurlijk ook via welk kanaal.[\/split_line_heading][split_line_heading animation_type=”default”]Bedenk vooraf goed wat je wilt testen en zet een testplan op. Zorg daarnaast dat je steeds \u00e9\u00e9n ding tegelijk test voor een zuivere vergelijking. Een ander aandachtspunt is de grootte van de test. Om achteraf te kunnen bepalen of de verschillen in conversie representatief zijn, is het noodzakelijk om met een voldoende grote steekproef te werken. Gebruik de resultaten van de tests voortdurend om rendementen op nieuwe campagnes te verhogen. Continu testen is essentieel voor succesvolle direct marketing.[\/split_line_heading][\/vc_column_inner][\/vc_row_inner][\/vc_column][vc_column column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_spacing=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”none” column_link_target=”_self” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][vc_row_inner column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” text_align=”left”][vc_column_inner column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_spacing=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”none” column_link_target=”_self” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][split_line_heading animation_type=”default”]\n

2. Vergroot je bereik<\/h2>\n[\/split_line_heading][\/vc_column_inner][\/vc_row_inner][vc_row_inner column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” text_align=”left”][vc_column_inner column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_spacing=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”none” column_link_target=”_self” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][split_line_heading animation_type=”default”]Een direct marketing campagne kun je via diverse kanalen inzetten. De meest voor de hand liggende zijn direct mail<\/a>, telemarketing<\/a> en e-mailmarketing<\/a>. Uiteraard zijn combinaties ook mogelijk, bijvoorbeeld het nabellen van een direct mail campagne die via de post is gegaan of een direct mail campagne met een teaser aankondigen via de e-mail.[\/split_line_heading][split_line_heading animation_type=”default”]Daarnaast kun je verschillende marketingkanalen ook tegelijkertijd inzetten. Een telemarketing campagne gaat bijvoorbeeld goed samen met een advertentie of een bijsluitercampagne. In dat laatste geval sluit je je flyer of brochure bij in een pakket of magazine van een derde partij. Belangrijk is uniformiteit. Zorg dat de boodschap en tone of voice van de verschillende kanalen goed op elkaar aansluiten. Dat zorgt voor een hogere herkenbaarheid en conversie.[\/split_line_heading][\/vc_column_inner][\/vc_row_inner][\/vc_column][\/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” scene_position=”center” text_color=”dark” text_align=”left” row_border_radius=”none” row_border_radius_applies=”bg” overlay_strength=”0.3″ gradient_direction=”left_to_right” shape_divider_position=”bottom” bg_image_animation=”none” shape_type=””][vc_column column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” bottom_margin=”2%” column_element_spacing=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”none” column_link_target=”_self” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][vc_row_inner column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” text_align=”left”][vc_column_inner column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” bottom_margin=”2%” column_element_spacing=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”none” column_link_target=”_self” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][split_line_heading animation_type=”default”]\n

3. Val op in de massa<\/h2>\n[\/split_line_heading][\/vc_column_inner][vc_column_inner column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_spacing=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”none” column_link_target=”_self” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][split_line_heading animation_type=”default”]\n
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Het versturen van je boodschap is stap \u00e9\u00e9n. Maar hoe zorg je ervoor dat je uiting ook gezien wordt door de ontvanger als deze tussen een stapel folders op de mat ligt of in een overvolle inbox terecht komt?<\/p>\n

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Belangrijk is dat je uiting de aandacht trekt van de ontvanger. Gebruik bij e-mail een pakkende onderwerpregel die nieuwsgierig maakt. Let er wel op dat je woorden vermijdt die je e-mailing het karakter van spam kunnen geven zoals \u201cgratis\u201d. Dit verhoogt de deliverability.<\/p>\n

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Zorg er bij direct mail voor dat je envelop opvalt. Dit kan door gebruik van kleur of juist de totale afwezigheid daarvan. Ook een prikkelende tekst op de envelop helpt. Een andere mogelijkheid is om een voorwerp in de envelop te doen, bijvoorbeeld een pen. Zo\u2019n \u2018bobbel\u2019 in de envelop maakt veel mensen nieuwsgierig naar de inhoud.<\/p><\/div>\n[\/split_line_heading][\/vc_column_inner][\/vc_row_inner][\/vc_column][vc_column column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_spacing=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”none” column_link_target=”_self” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][vc_row_inner column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” text_align=”left”][vc_column_inner column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_spacing=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”none” column_link_target=”_self” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][split_line_heading animation_type=”default”]\n

4. Personaliseer correct<\/h2>\n[\/split_line_heading][\/vc_column_inner][\/vc_row_inner][vc_row_inner column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” text_align=”left”][vc_column_inner column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_spacing=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”none” column_link_target=”_self” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][split_line_heading animation_type=”default”]Essentieel voor een succesvolle direct marketing campagne is dat je uiting bij de juiste persoon terechtkomt. Het is dan ook belangrijk om actuele en correcte gegevens te gebruiken. Denk aan het juiste e-mailadres, correcte NAW-gegevens en een werkend telefoonnummer. Zorg ervoor dat de naam van de geadresseerde foutloos is gespeld en zorg voor correct gebruik van hoofd- en kleine letters in de adressering en aanhef. Een ander belangrijk aandachtspunt is het geslacht van de ontvanger. Wees daarnaast consequent in de persoonsvorm en vermijdt tutoyeren en vousvoyeren door elkaar. Tot slot, kies voor een persoonlijke afsluiting met handtekening. Direct marketing is immers 1-op-1 communicatie!<\/p>\n

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Al deze zaken voorkomen irritatie bij de ontvanger, verhogen respons en zorgen voor minder postretouren[\/split_line_heading][\/vc_column_inner][\/vc_row_inner][\/vc_column][\/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” scene_position=”center” text_color=”dark” text_align=”left” row_border_radius=”none” row_border_radius_applies=”bg” overlay_strength=”0.3″ gradient_direction=”left_to_right” shape_divider_position=”bottom” bg_image_animation=”none” shape_type=””][vc_column column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” bottom_margin=”2%” column_element_spacing=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”none” column_link_target=”_self” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][vc_row_inner column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” text_align=”left”][vc_column_inner column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” bottom_margin=”2%” column_element_spacing=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”none” column_link_target=”_self” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][split_line_heading animation_type=”default”]\n

5. Wees relevant<\/h2>\n[\/split_line_heading][\/vc_column_inner][vc_column_inner column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_spacing=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”none” column_link_target=”_self” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][split_line_heading animation_type=”default”]\n
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Je besteedt veel zorg en aandacht aan de inhoud en vormgeving van je campagne. Dan is het zonde als je uiting terechtkomt bij personen waarvoor je product of dienst niet relevant is. Wat moet een bewoner van een appartement met een grasmaaier? Of een huishouden zonder kinderen met een speciale reisaanbieding tijdens de schoolvakantie? E\u00e9n van de grote voordelen van direct marketing is de mogelijkheid om gericht te communiceren met je doelgroep. Maak hier slim gebruik van! Dit vermindert ergernis bij de ontvangers en bespaart onnodige porto- of telemarketingkosten. In het geval van e-mailmarketing dragen weinig klachten bij aan je reputatie als verzender.<\/p>\n

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Direct marketing is een zeer succesvolle methode voor het werven van nieuwe klanten, mits je het op de juiste manier inzet. NextBI helpt je hier graag mee. Wil je meer informatie? Neem dan contact met ons op.<\/p><\/div>\n[\/split_line_heading][\/vc_column_inner][\/vc_row_inner][vc_row_inner column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” text_align=”left”][vc_column_inner column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” top_margin=”5%” bottom_margin=”2%” column_element_spacing=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”none” column_link_target=”_self” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][nectar_cta btn_style=”arrow-animation” heading_tag=”h4″ text_color=”#ffffff” button_color=”accent-color” link_type=”new_tab” alignment=”left” alignment_tablet=”default” alignment_phone=”default” display=”block” link_text=”Neem contact op” url=”https:\/\/nextbi.nl\/contact\/” padding_top=”20″ padding_bottom=”20″ padding_left=”40″ padding_right=”40″][\/vc_column_inner][\/vc_row_inner][\/vc_column][\/vc_row][vc_row type=”full_width_content” full_screen_row_position=”middle” column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” bg_color=”#eaeaea” scene_position=”center” top_padding=”4%” bottom_padding=”7%” left_padding_desktop=”15%” right_padding_desktop=”15%” text_color=”dark” text_align=”left” row_border_radius=”none” row_border_radius_applies=”bg” overlay_strength=”0.3″ gradient_direction=”left_to_right” shape_divider_position=”bottom” bg_image_animation=”none” shape_type=””][vc_column column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_spacing=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”none” column_link_target=”_self” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” bg_image_animation=”none” border_type=”advanced” column_border_style=”solid”][vc_row_inner column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” text_align=”left”][vc_column_inner column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” bottom_margin=”4%” column_element_spacing=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”none” column_link_target=”_self” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][split_line_heading animation_type=”default”]\n

Dit vind je waarschijnlijk ook interessant<\/h2>\n[\/split_line_heading][\/vc_column_inner][\/vc_row_inner][recent_posts style=”list_featured_first_row” columns=”3″ category=”all” order=”ASC” orderby=”date” image_loading=”default” posts_per_page=”3″][vc_row_inner column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” text_align=”left”][vc_column_inner column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_spacing=”default” centered_text=”true” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”none” column_link_target=”_self” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][nectar_btn size=”large” button_style=”regular” button_color_2=”Accent-Color” icon_family=”iconsmind” url=”https:\/\/nextbi.nl\/nieuws-blogs\/” text=”Bekijk alle artikelen” icon_iconsmind=”iconsmind-Triangle-ArrowRight”][\/vc_column_inner][\/vc_row_inner][\/vc_column][\/vc_row]\n","protected":false},"excerpt":{"rendered":"

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