Guiding agencies towards better clients, interesting work & higher profits | Agency Business Coach

I’m leading all things product marketing at Cyclowax, a cycling startup fighting dirty chains. I joined the team in 2025 as an early investor after 15+ years of building service businesses. I ran an award-winning product design agency and coached 125+ creative entrepreneurs through tailored coaching programs.  I’m passionate about messaging, customer experience design and digital product development. And cycling, of course.

Thomas Joos

Sr. Email Marketing Strategist 🚀 | CRM & Marketing Automation | Data 📊 + Marketing Psychology 🧠 | Speaker & Educator

Hey! I’m an email marketing & CRM strategist for 12+ years.

My journey:
1. Working AT some amazing companies → Nestlé, Lidl and Colruyt Group. 
2. Working WITH some amazing companies. → through our email marketing & CRM agency, 𝗧𝗵𝗲 𝗙𝘂𝘁𝘂𝗿𝗲 𝗙𝘂𝗻𝗻𝗲𝗹.

We founded The Future Funnel in 2023 to help marketign teams use their martech stack to it's full potentional. 
With a pragmatic 'get-things-done' approach, and a clear focus on valuable and effective communication.

What I love about email and CRM is that it blends everything I enjoy: data and analytics, strategy and design, copywriting and UX, behavioral science and persuasion...

I also speak, teach, and train marketers. Whether it’s at conferences like Martech Festival, Artevelde Hogeschool or in hands-on workshops.

My goal:
→ create valuable emails & experiences for customers
→ help marketing teams use their martech tools to the fullest
→ help brands setup valuable email marketing, marketing automation & CRM 


My Philosophy:
→ Think big, start small. 📅
→ Think analytically, proceed creatively. 📊
→ Think in terms of progress not perfection. ⛰️

This is how you can work with The Future Funnel:

1️⃣ Email & CRM Projects: We offer a range of email and CRM projects that are designed to address specific needs and unlock potential. 

2️⃣ 6-month Program: Want higher revenue from your email campaigns? Do you want to increase customer lifetime value? Let our email & CRM team find & build the opportunities in your customer journey for the wins you want. We work in 6-month cycles designed to deliver fast, tangible results. 


Ready to build your Future Funnel? Reach out today and get in touch.

Jasper Van Laethem

𝗜 𝘄𝗮𝘀 𝗳𝗲𝗮𝘁𝘂𝗿𝗲𝗱 𝗶𝗻 𝘁𝗵𝗲 2026 𝗦𝘁𝗿𝗶𝗽𝗼 𝗘𝗺𝗮𝗶𝗹 𝗠𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 𝗧𝗿𝗲𝗻𝗱 𝗥𝗲𝗽𝗼𝗿𝘁! 

My contribution came down to one simple observation:

“𝘛𝘩𝘦 𝘵𝘦𝘤𝘩𝘯𝘰𝘭𝘰𝘨𝘺 𝘩𝘢𝘴 𝘦𝘷𝘰𝘭𝘷𝘦𝘥 𝘧𝘢𝘴𝘵𝘦𝘳 𝘵𝘩𝘢𝘯 𝘮𝘰𝘴𝘵 𝘵𝘦𝘢𝘮𝘴 𝘩𝘢𝘷𝘦 𝘭𝘦𝘢𝘳𝘯𝘦𝘥 𝘩𝘰𝘸 𝘵𝘰 𝘶𝘴𝘦 𝘪𝘵.”

The Martech for 2025 report by Frans Riemersma & Scott Brinker explains why this gap keeps growing:
→ The martech landscape grew 27.8% in one year
 → We now have 14,000+ tools
 → And most growth comes from new features and AI added to existing platforms

So yes, tools are connected.
 Capabilities are there.

But many marketers are handed 𝗽𝗼𝘄𝗲𝗿𝗳𝘂𝗹 𝘁𝗼𝗼𝗹𝘀 𝗯𝘂𝘁 𝘁𝗵𝗲𝗻 𝗹𝗲𝗳𝘁 𝘁𝗼 𝗳𝗶𝗴𝘂𝗿𝗲 𝘁𝗵𝗲𝗺 𝗼𝘂𝘁 𝗮𝗹𝗼𝗻𝗲.
1. Little structured training
2. Limited strategic guidance
3. No clear prioritisation of what actually matters

𝗧𝗵𝗮𝘁 𝗰𝗿𝗲𝗮𝘁𝗲𝘀 𝗮 𝗸𝗻𝗼𝘄𝗹𝗲𝗱𝗴𝗲 𝗴𝗮𝗽:
-  Teams don’t fully understand what’s possible.
-  So most tools get underused.

𝗧𝗵𝗲 𝗿𝗲𝘀𝘂𝗹𝘁?
↳ Frustrated marketers who feel behind
↳ Frustrated leaders who don’t see impact

𝗧𝗵𝗮𝘁’𝘀 𝗠𝗮𝗿𝘁𝗲𝗰𝗵’𝘀 𝗟𝗮𝘄 𝗶𝗻 𝗽𝗿𝗮𝗰𝘁𝗶𝗰𝗲.
→ Technology accelerates.
  → Learning and strategy lag behind.
And no amount of new features will close that gap.

Proud to be part of this report alongside Chad S. White  · Alice Li · Anna Levitin ·  Dmytro Kudrenko · Dmitry Kulaksyz, PMP® · Jennie Opyoke · Jennifer 💌 N. · Justin Williames · Kateryna Nazarenko · Keith Kouzmanoff · Kevin George · Mark Robbins · Maya Skidanova · Mike Paciello · Natalie Slyman · Pierre Pignault · René G.. · Ryan Phelan · Will Evans and other people I’ve been learning from for years.

Link to the report in the comments

Sr. Email Marketing & CRM Strategist 🚀 | Marketing Automation & Loyalty | Data 📊 + Marketing Psychology 🧠 | Speaker & Trainer

𝐈'𝐦 𝐭𝐡𝐞 #𝟏 𝐄𝐦𝐚𝐢𝐥 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 𝐈𝐧𝐟𝐥𝐮𝐞𝐧𝐜𝐞𝐫 𝐢𝐧 𝐁𝐞𝐥𝐠𝐢𝐮𝐦?!🥇

Earlier this week I saw a post by Mark Kruisman about a Favikon ranking.
Out of curiosity, I checked Belgium.

Turns out I’m ranked #1 for email marketing here.

Sharing the Belgian top 3 with:
→ Anthony Philippo (#2)
→ Julien Van Espen (#3)

I was also surprised to see that I’m ranked #116 in Sales & Marketing in Belgium, and #152 worldwide in Email Marketing.

I don’t obsess over rankings.
But as a signal that the content and conversations resonate? I’ll take it.

Thanks to everyone who reads, reacts, and challenges my thinking.
And Mark, thanks for the trigger

𝑷.𝑺. 𝘐𝘧 𝘐 𝘭𝘪𝘷𝘦𝘥 𝘪𝘯 𝘵𝘩𝘦 𝘕𝘦𝘵𝘩𝘦𝘳𝘭𝘢𝘯𝘥𝘴, 𝘐’𝘥 𝘱𝘳𝘰𝘣𝘢𝘣𝘭𝘺 𝘣𝘦 #3, 𝘣𝘦𝘩𝘪𝘯𝘥 Jordie van Rijn & Mark Kruisman
Luckily, I live in Belgium 🇧🇪🙂

𝑷.𝑷.𝑺. 𝘈𝘱𝘱𝘢𝘳𝘦𝘯𝘵𝘭𝘺 𝘮𝘺 𝘴𝘱𝘰𝘯𝘴𝘰𝘳𝘦𝘥 𝘱𝘰𝘴𝘵𝘴 𝘩𝘢𝘷𝘦 some real “𝘮𝘢𝘳𝘬𝘦𝘵 𝘷𝘢𝘭𝘶𝘦” 𝘵𝘰𝘰. 𝘑𝘶𝘴𝘵 𝘴𝘢𝘺𝘪𝘯𝘨…

Did your Christmas wish come true? 🎄

𝗠𝗶𝗻𝗲 𝘄𝗮𝘀 𝗮 𝗺𝗼𝗱𝗲𝘀𝘁 𝗼𝗻𝗲:
I want email to get the respect & budget it deserves.

What we see far too often:
 Email marketing and CRM are crucial for
 → redemption
 → loyalty
 → activation

Yet they still don’t get the recognition, priority, or budget they deserve.

𝗦𝗼 𝘁𝗵𝗶𝘀 𝗶𝘀 𝗮 𝗺𝗲𝘀𝘀𝗮𝗴𝗲 𝘁𝗼 𝗮𝗹𝗹 𝗲𝗺𝗮𝗶𝗹 𝗺𝗮𝗿𝗸𝗲𝘁𝗲𝗿𝘀, 𝗖𝗥𝗠 𝗺𝗮𝗻𝗮𝗴𝗲𝗿𝘀, 𝗮𝗻𝗱 𝗿𝗲𝘁𝗲𝗻𝘁𝗶𝗼𝗻 𝘀𝗽𝗲𝗰𝗶𝗮𝗹𝗶𝘀𝘁𝘀:
Hang in there.

 Keep doing the good work.
 It matters more than most people realise.

👋 You’re not alone.

𝗡𝗼𝗯𝗼𝗱𝘆 𝗱𝗿𝗲𝗮𝗺𝘁 𝗼𝗳 𝗯𝗲𝗰𝗼𝗺𝗶𝗻𝗴 𝗮𝗻 𝗲𝗺𝗮𝗶𝗹 𝗺𝗮𝗿𝗸𝗲𝘁𝗲𝗿 𝗮𝘀 𝗮 𝗸𝗶𝗱. 
Not even me.

Right now, we're in conversations with 11 companies looking for an email marketing profile.

Here's the pattern I keep seeing:

𝗧𝗵𝗲𝘆 𝘄𝗮𝗻𝘁 𝗼𝗻𝗲 𝗽𝗲𝗿𝘀𝗼𝗻 𝘁𝗼 𝗺𝗮𝘀𝘁𝗲𝗿 𝗳𝗶𝘃𝗲 𝗱𝗶𝘀𝗰𝗶𝗽𝗹𝗶𝗻𝗲𝘀: 
→ Design 
→ Copywriting 
→ Data analysis 
→ Strategic thinking 
→ Technical implementation

𝐀𝐧𝐝 𝐬𝐨𝐦𝐞𝐭𝐢𝐦𝐞 they have to combine it with other channels…
Then they're surprised when candidates don't exist.

𝗧𝗵𝗲 𝗿𝗲𝗮𝗹 𝗽𝗿𝗼𝗯𝗹𝗲𝗺? 
Companies hire for email marketing. 
(1) But they don't invest in developing email marketers.

(2) They expect mastery from day one. 
In a role that takes years to grow into.

Most strong email marketers didn't choose this career. 
They evolved into it 
→  learning each discipline through experience.

𝗦𝗼 𝘄𝗵𝗮𝘁 𝗮𝗰𝘁𝘂𝗮𝗹𝗹𝘆 𝘄𝗼𝗿𝗸𝘀? 
1. Hire for 𝐩𝐨𝐭𝐞𝐧𝐭𝐢𝐚𝐥 𝐚𝐧𝐝 𝐜𝐮𝐫𝐢𝐨𝐬𝐢𝐭𝐲. 
2. 𝐁𝐮𝐢𝐥𝐝 𝐭𝐡𝐞 𝐟𝐨𝐮𝐧𝐝𝐚𝐭𝐢𝐨𝐧𝐬 around them. 
3. Then give them the 𝐬𝐮𝐩𝐩𝐨𝐫𝐭 & 𝐠𝐮𝐢𝐝𝐚𝐧𝐜𝐞.

𝐖𝐡𝐚𝐭'𝐬 𝐛𝐞𝐞𝐧 𝐲𝐨𝐮𝐫 𝐞𝐱𝐩𝐞𝐫𝐢𝐞𝐧𝐜𝐞 𝐡𝐢𝐫𝐢𝐧𝐠 (𝐨𝐫 𝐛𝐞𝐢𝐧𝐠 𝐡𝐢𝐫𝐞𝐝 𝐚𝐬) 𝐚𝐧 𝐞𝐦𝐚𝐢𝐥 𝐦𝐚𝐫𝐤𝐞𝐭𝐞𝐫?
OR How did you end up being an email marketer?

3 𝘆𝗲𝗮𝗿𝘀 𝗮𝗴𝗼, 𝗜 𝗽𝗹𝗮𝘆𝗲𝗱 𝗶𝗻 𝘁𝗵𝗲 𝗹𝗮𝗿𝗴𝗲𝘀𝘁 𝗵𝗶𝗴𝗵-𝘀𝘁𝗮𝗸𝗲𝘀 𝗽𝗼𝗸𝗲𝗿 𝘁𝗼𝘂𝗿𝗻𝗮𝗺𝗲𝗻𝘁 𝗲𝘃𝗲𝗿, 𝗶𝗻 𝘁𝗵𝗲 𝗕𝗮𝗵𝗮𝗺𝗮𝘀.
Not many people know this story but this is what happened…

In 2019, I won an entry to the PokerStars Players Championship, a $25 000 buy-in tournament with flights, hotel, and expenses covered.

I would be playing against the top pokerplayers in the world, the ones I've watched online for years.

So I prepared like crazy:
→ Studied Game Theory Optimal (GTO) strategy
→ Played as many tournaments as possible
→ Tried to eliminate mistakes
→ Visualised scenarios

𝗔𝗻𝗱 𝘁𝗵𝗲𝗻 𝘀𝗼𝗺𝗲𝘁𝗵𝗶𝗻𝗴 𝗵𝗮𝗽𝗽𝗲𝗻𝗲𝗱 𝗜 𝗻𝗲𝘃𝗲𝗿 𝗮𝗻𝘁𝗶𝗰𝗶𝗽𝗮𝘁𝗲𝗱.
By the final level of Day 1, I was top of the leaderboard.

Not “doing fine”. → Not “surviving”. → Top.
I'd prepared for many scenarios. But not this one.

But then, 2 bad beats in a row.
Totally out of my control.
I ended the day with less chips than I started with.

On Day 2, I couldn’t recover.
My emotions had taken over.
My game was gone.

𝗧𝗵𝗲 𝗿𝗲𝗮𝗹𝗶𝘁𝘆? 
All that preparation: the studying, the practice, the mental rehearsal… didn't matter when emotions took over.

And that still sticks with me.

Not because I got unlucky. That’s poker.
But because I couldn’t regain my composure.

2 𝗯𝗶𝗴 𝗹𝗲𝘀𝘀𝗼𝗻𝘀 𝗜 𝘁𝗿𝗶𝗲𝗱 𝘁𝗼 𝗴𝗲𝘁 𝗳𝗿𝗼𝗺 𝘁𝗵𝗶𝘀 𝗲𝘅𝗽𝗲𝗿𝗶𝗲𝗻𝗰𝗲:
1. Just like in this game:
Life isn’t what happens, it’s is how you respond to what happens.

2. I hated what happened. But I choose to love it.  (Amor Fati)
I love the fact that this is part of my story and so many wonderfull things happened after.

𝗣.𝗦. 𝘞𝘩𝘢𝘵 𝘮𝘢𝘥𝘦 𝘪𝘵 𝘩𝘢𝘳𝘥𝘦𝘳:
𝘈 𝘎𝘦𝘳𝘮𝘢𝘯 𝘨𝘶𝘺 𝘐 𝘮𝘦𝘵 𝘰𝘯 𝘵𝘩𝘦 𝘱𝘭𝘢𝘯𝘦 , 𝘢𝘭𝘴𝘰 𝘢 𝘯𝘰𝘳𝘮𝘢𝘭 𝘨𝘶𝘺 𝘸𝘩𝘰 𝘸𝘰𝘯 𝘢 𝘵𝘪𝘤𝘬𝘦𝘵 𝘭𝘪𝘬𝘦 𝘮𝘦, 𝘧𝘪𝘯𝘪𝘴𝘩𝘦𝘥 4𝘵𝘩.
𝘏𝘦 𝘸𝘰𝘯 $1.05 𝘮𝘪𝘭𝘭𝘪𝘰𝘯.

𝗜’𝗺 𝗰𝘂𝗿𝗶𝗼𝘂𝘀 𝘄𝗵𝗼 𝗸𝗻𝗲𝘄 𝘁𝗵𝗶𝘀 𝗮𝗯𝗼𝘂𝘁 𝗺𝗲?

𝗖𝗿𝗲𝗮𝘁𝗶𝗻𝗴 𝗳𝗮𝗸𝗲 𝘂𝗿𝗴𝗲𝗻𝗰𝘆 𝗶𝘀 𝗻𝗼𝘄 𝗮 𝗹𝗲𝗴𝗮𝗹 𝗹𝗶𝗮𝗯𝗶𝗹𝗶𝘁𝘆.
Nike is facing a class-action lawsuit for 𝗰𝗹𝗶𝗰𝗸𝗯𝗮𝗶𝘁 𝘀𝘂𝗯𝗷𝗲𝗰𝘁 𝗹𝗶𝗻𝗲𝘀 𝗹𝗶𝗸𝗲…

- "2 days only"
- "ending tonight"
When the sales didn't actually end.

A federal judge just ruled the case can proceed.
But this isn't about Nike. 

𝗜𝘁'𝘀 𝗮𝗯𝗼𝘂𝘁 𝗮 𝗽𝗮𝘁𝘁𝗲𝗿𝗻 𝘄𝗲'𝘃𝗲 𝗮𝗹𝗹 𝘀𝗲𝗲𝗻:
→ Countdowns that reset 
→ "Last chance" that comes back next week 
→ "Only hours left" on an evergreen promo

𝗖𝗹𝗶𝗰𝗸𝗯𝗮𝗶𝘁 𝘀𝘂𝗯𝗷𝗲𝗰𝘁 𝗹𝗶𝗻𝗲𝘀 𝗱𝗼𝗻'𝘁 𝗯𝘂𝗶𝗹𝗱 𝗱𝗲𝗺𝗮𝗻𝗱. 
𝗧𝗵𝗲𝘆 𝘀𝗽𝗲𝗻𝗱 𝗶𝘁.

𝗧𝗵𝗼𝘀𝗲 𝗺𝗲𝘁𝗿𝗶𝗰𝘀 𝗹𝗼𝗼𝗸 𝗴𝗿𝗲𝗮𝘁 𝗶𝗻 𝘁𝗵𝗲 𝘀𝗵𝗼𝗿𝘁 𝘁𝗲𝗿𝗺: 
→ Higher opens 
→ More clicks 
→ "Successful" campaigns

𝗕𝘂𝘁 𝘁𝗵𝗲𝘆 𝗾𝘂𝗶𝗲𝘁𝗹𝘆 𝗱𝗮𝗺𝗮𝗴𝗲 𝘁𝗵𝗲 𝗮𝗰𝘁𝘂𝗮𝗹 𝗯𝘂𝘀𝗶𝗻𝗲𝘀𝘀 𝗯𝗲𝗵𝗶𝗻𝗱 𝘁𝗵𝗼𝘀𝗲 𝗻𝘂𝗺𝗯𝗲𝗿𝘀.

Trust in marketing is finite.
And once your audience catches the pattern, you can't buy it back.

𝗪𝗵𝗮𝘁'𝘀 𝘁𝗵𝗲 𝘄𝗼𝗿𝘀𝘁 𝗳𝗮𝗸𝗲 𝘂𝗿𝗴𝗲𝗻𝗰𝘆 𝘁𝗮𝗰𝘁𝗶𝗰 𝘆𝗼𝘂'𝘃𝗲 𝘀𝗲𝗲𝗻 𝗶𝗻 𝘆𝗼𝘂𝗿 𝗶𝗻𝗯𝗼𝘅?

7 years ago, I started journaling because of Ryan Holiday. But then I lost the habit exactly when I needed it the most...

When I talk about journaling it’s not as a “dear diary” thing.
But as a thinking tool.

𝗜𝘁 𝗵𝗲𝗹𝗽𝗲𝗱 𝗺𝗲:
→ Slow down
→ Reflect instead of react
→ Think in years, not weeks

𝗧𝗵𝗲𝗻 𝗮𝗴𝗲𝗻𝗰𝘆 𝗹𝗶𝗳𝗲 𝗵𝗮𝗽𝗽𝗲𝗻𝗲𝗱.
More projects.
More decisions.
And just more stuff to do.

And somewhere along the way, journaling quietly disappeared.
Ironically, that was the moment I needed it most.

I restarted recently while reflecting on 2025 and sketching out 2026.
No fancy system.
Just pen. Paper. Thinking time.

It’s now a non-negotiable again.

𝗪𝗵𝘆?
→ My head is quieter before sleep.
→ Thoughts stop looping. They land on paper.
→ Problems shrink once you see them written down.
→ Decisions improve when emotion gets separated from facts.

The real benefit isn’t productivity.
It’s clarity. 𝗜 𝗔𝗰𝘁𝘂𝗮𝗹𝗹𝘆 𝘀𝗶𝘁 𝗱𝗼𝘄𝗻 𝗮𝗻𝗱 𝘁𝗵𝗶𝗻𝗸 𝗮𝗴𝗮𝗶𝗻.
And clarity beats constant business.

2026 𝗽𝗿𝗶𝗼𝗿𝗶𝘁𝘆: less noise, more thinking on paper, more focus.

𝗪𝗵𝗮𝘁 𝘁𝗵𝗶𝗻𝗴𝘀 𝗱𝗼 𝘆𝗼𝘂 𝗱𝗼 𝘁𝗼 𝗴𝗲𝘁 𝗺𝗼𝗿𝗲 𝗰𝗹𝗮𝗿𝗶𝘁𝘆 𝗮𝗻𝗱 𝗽𝗲𝗮𝗰𝗲 𝗼𝗳 𝗺𝗶𝗻𝗱? (𝗮𝗹𝗹 𝘁𝗶𝗽𝘀 𝗮𝗿𝗲 𝘄𝗲𝗹𝗰𝗼𝗺𝗲) ✌

𝗣𝗢𝗩 𝗶𝗺𝗮𝗴𝗲𝗿𝘆 𝗶𝘀 𝘁𝗵𝗲 𝗺𝗼𝘀𝘁 𝘂𝗻𝗱𝗲𝗿𝘂𝘁𝗶𝗹𝗶𝘇𝗲𝗱 𝘃𝗶𝘀𝘂𝗮𝗹 𝗶𝗻 𝗲𝗺𝗮𝗶𝗹 𝗺𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴.
Here’s why...

𝐎𝐧 𝐓𝐢𝐤𝐓𝐨𝐤 𝐚𝐧𝐝 𝐈𝐧𝐬𝐭𝐚𝐠𝐫𝐚𝐦 𝐑𝐞𝐞𝐥𝐬, 𝐏𝐨𝐢𝐧𝐭-𝐨𝐟-𝐕𝐢𝐞𝐰 is everywhere:
→ Your screen
→ You see your hands
→ Your seat, your moment

𝐈𝐧 𝐞𝐦𝐚𝐢𝐥, we still mostly show:
→ Someone else using the thing
→ Perfectly staged lifestyle shots
→ Products on white backgrounds

That’s not just a creative choice.
It’s a psychological one.

𝐖𝐡𝐚𝐭 𝐏𝐎𝐕 𝐢𝐦𝐚𝐠𝐞𝐫𝐲 𝐚𝐜𝐭𝐮𝐚𝐥𝐥𝐲 𝐝𝐨𝐞𝐬 𝐢𝐧 𝐭𝐡𝐞 𝐛𝐫𝐚𝐢𝐧:
→ 𝐈𝐧𝐜𝐫𝐞𝐚𝐬𝐞𝐬 𝐜𝐨𝐠𝐧𝐢𝐭𝐢𝐯𝐞 𝐟𝐥𝐮𝐞𝐧𝐜𝐲
They are easier to process because they match how we naturally see the world.
Less effort = more positive feeling = higher engagement.

→ 𝐓𝐫𝐢𝐠𝐠𝐞𝐫𝐬 𝐦𝐞𝐧𝐭𝐚𝐥 𝐬𝐢𝐦𝐮𝐥𝐚𝐭𝐢𝐨𝐧
Seeing hands, posture, and angle from your own viewpoint helps pre-experience using the product. 

→ 𝐑𝐞𝐝𝐮𝐜𝐞𝐬 𝐩𝐬𝐲𝐜𝐡𝐨𝐥𝐨𝐠𝐢𝐜𝐚𝐥 𝐝𝐢𝐬𝐭𝐚𝐧𝐜𝐞
The message feels more self-relevant: me, here, now instead of them, there, later.

This is why POV ads in paid social often outperform.

Email is already a personal, one-to-one channel. 
POV imagery aligns perfectly with that intimacy.

POV doesn’t say “𝑙𝑜𝑜𝑘 𝑎𝑡 𝑡ℎ𝑖𝑠 𝑝𝑟𝑜𝑑𝑢𝑐𝑡.”
It says: “𝑇ℎ𝑖𝑠 𝑖𝑠 𝑦𝑜𝑢, 𝑢𝑠𝑖𝑛𝑔 𝑖𝑡.”

𝐐𝐮𝐞𝐬𝐭𝐢𝐨𝐧: 𝐖𝐡𝐨 𝐢𝐬 𝐚𝐥𝐫𝐞𝐚𝐝𝐲 𝐮𝐬𝐢𝐧𝐠 𝐭𝐡𝐢𝐬 𝐭𝐲𝐩𝐞 𝐨𝐟 𝐢𝐦𝐚𝐠𝐞𝐫𝐲?

Ik ben echt grote fan van deze kerstcampagne. Maar niet om de reden die je zou denken...

- Niet vanwege 𝘃𝗲𝗿𝗯𝗹𝘂𝗳𝗳𝗲𝗻𝗱𝗲 𝘃𝗶𝘀𝘂𝗮𝗹𝘀.
- Niet vanwege 𝘀𝗹𝗶𝗺𝗺𝗲 𝘀𝗼𝗰𝗶𝗮𝗹 𝗽𝗿𝗼𝗼𝗳.
- Niet vanwege “𝘃𝗼𝗶𝗰𝗲 𝗼𝗳 𝘁𝗵𝗲 𝗰𝘂𝘀𝘁𝗼𝗺𝗲𝗿” die perfect is uitgevoerd.

Dat helpt allemaal.
Maar dat is hier niet het moeilijke stuk.

Ik hou van deze campagne 𝗼𝗺𝘄𝗶𝗹𝗹𝗲 𝘃𝗮𝗻 𝗱𝗲 𝗯𝗲𝗽𝗲𝗿𝗸𝗶𝗻𝗴𝗲𝗻 𝗲𝗿𝗮𝗰𝗵𝘁𝗲𝗿:
- Niet elk bedrijf is gebouwd rond online sales.
- Niet elke campagne heeft landingspagina’s voor elke boodschap.

𝗩𝗼𝗼𝗿 𝘃𝗲𝗲𝗹 𝗳𝘆𝘀𝗶𝗲𝗸𝗲 𝗿𝗲𝘁𝗮𝗶𝗹𝗺𝗲𝗿𝗸𝗲𝗻 𝗶𝘀 𝗲-𝗺𝗮𝗶𝗹𝗺𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 𝗺𝗼𝗲𝗶𝗹𝗶𝗷𝗸𝗲𝗿 𝗱𝗮𝗻 𝗺𝗲𝗻𝘀𝗲𝗻 𝘁𝗼𝗲𝗴𝗲𝘃𝗲𝗻:
→ herhaling vermijden
→ relevante content blijven vinden
→ inspirerend blijven zonder landingspagina

𝗘𝗻 𝗱𝗶𝘁 𝘄𝗮𝘀 𝗲𝘅𝗮𝗰𝘁 𝘇𝗼’𝗻 𝘂𝗶𝘁𝗱𝗮𝗴𝗶𝗻𝗴.

In plaats van ertegen te vechten, heeft Pieterjan het omarmd.
𝗜𝗻 𝗽𝗹𝗮𝗮𝘁𝘀 𝘃𝗮𝗻 𝗽𝗿𝗼𝗺𝗼’𝘀 𝘁𝗲 𝗽𝘂𝘀𝗵𝗲𝗻, 𝗶𝗻𝘁𝗿𝗼𝗱𝘂𝗰𝗲𝗲𝗿𝗱𝗲 𝗵𝗶𝗷 𝗲𝗲𝗻 𝘀𝗶𝗺𝗽𝗲𝗹 𝗶𝗻𝘁𝗲𝗿𝗮𝗰𝘁𝗶𝗲𝗳 𝗳𝗼𝗿𝗺𝗮𝘁.

1. Klanten deelden hun persoonlijke kerstwensen,
2. die we later hebben verwerkt in de laatste e-mail.

→ Zo werd een promotionele campagne een moment van warmte en community.

Big credit to Pieterjan Decoster & Maxime Abbenbroek 👏👏

𝗞𝗲𝗻 𝗷𝗲 𝗼𝗼𝗸 𝗱𝗲 𝘀𝘁𝗿𝘂𝗴𝗴𝗹𝗲𝘀 𝘃𝗮𝗻 𝗲𝗺𝗮𝗶𝗹 𝗺𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴?  
→ 'Like' dan vooral de post ✌

𝐀𝐥𝐥 𝐨𝐯𝐞𝐫 𝐭𝐡𝐞 𝐧𝐞𝐰𝐬 𝐢𝐧 𝐁𝐞𝐥𝐠𝐢𝐮𝐦: 𝐁𝐢𝐠 𝐈𝐓 𝐩𝐫𝐨𝐣𝐞𝐜𝐭𝐬 𝐭𝐡𝐚𝐭 𝐟𝐚𝐢𝐥𝐞𝐝 𝐥𝐨𝐮𝐝𝐥𝐲. 
𝐁𝐔𝐓 𝐦𝐚𝐧𝐲 𝐂𝐑𝐌 𝐚𝐧𝐝 𝐂𝐃𝐏 𝐩𝐫𝐨𝐣𝐞𝐜𝐭𝐬 𝐟𝐚𝐢𝐥 𝐬𝐢𝐥𝐞𝐧𝐭𝐥𝐲...

Lately, the news has been full of big IT failures. 100+ millions spent.
Projects cancelled. > Nothing to show for it. = They fail loudly.
And everyone notices.

𝐁𝐔𝐓 𝐂𝐑𝐌 & 𝐂𝐃𝐏 𝐩𝐫𝐨𝐣𝐞𝐜𝐭𝐬 𝐟𝐚𝐢𝐥 𝐯𝐞𝐫𝐲 𝐝𝐢𝐟𝐟𝐞𝐫𝐞𝐧𝐭𝐥𝐲.

They usually:
- Go live
- Stay live
- And quietly never deliver any business value

No announcements, No cancellations.
Just a growing gap between expectations and reality.

𝐓𝐡𝐚𝐭’𝐬 𝐰𝐡𝐲 ~𝟗𝟎% 𝐨𝐟 𝐂𝐑𝐌 𝐚𝐧𝐝 𝐂𝐃𝐏 𝐩𝐫𝐨𝐣𝐞𝐜𝐭𝐬 𝐚𝐫𝐞 𝐬𝐞𝐞𝐧 𝐚𝐬 𝐟𝐚𝐢𝐥𝐮𝐫𝐞𝐬 𝐰𝐡𝐞𝐧 𝐞𝐱𝐞𝐜𝐮𝐭𝐢𝐯𝐞𝐬 𝐚𝐫𝐞 𝐚𝐬𝐤𝐞𝐝 𝐚 𝐬𝐢𝐦𝐩𝐥𝐞 𝐪𝐮𝐞𝐬𝐭𝐢𝐨𝐧:
“𝐼𝑠 𝑡ℎ𝑖𝑠 𝑠𝑦𝑠𝑡𝑒𝑚 𝑎𝑐𝑡𝑢𝑎𝑙𝑙𝑦 ℎ𝑒𝑙𝑝𝑖𝑛𝑔 𝑡ℎ𝑒 𝑏𝑢𝑠𝑖𝑛𝑒𝑠𝑠 𝑔𝑟𝑜𝑤?”

Not because the technology doesn’t work or it’s not valuable.

Not at all! When used correctly the delivery huge ROIs. 

How to get CDP & CRM success? 
→ 𝐔𝐬𝐞 𝐜𝐚𝐬𝐞𝐬 𝐛𝐞𝐟𝐨𝐫𝐞 𝐜𝐨𝐧𝐟𝐢𝐠𝐮𝐫𝐚𝐭𝐢𝐨𝐧
→ 𝐏𝐢𝐥𝐨𝐭𝐬 𝐢𝐧𝐬𝐭𝐞𝐚𝐝 𝐨𝐟 𝐛𝐢𝐠-𝐛𝐚𝐧𝐠 𝐫𝐨𝐥𝐥𝐨𝐮𝐭𝐬
→ 𝐏𝐨𝐬𝐭-𝐠𝐨-𝐥𝐢𝐯𝐞 𝐢𝐧𝐯𝐞𝐬𝐭𝐦𝐞𝐧𝐭
→ 𝐏𝐞𝐨𝐩𝐥𝐞 𝐞𝐧𝐚𝐛𝐥𝐞𝐦𝐞𝐧𝐭

CRM and CDP failures get accepted.

They turn into expensive databases.
Or systems nobody fully trusts.

Technology rarely fails at launch. 
𝐈𝐭 𝐟𝐚𝐢𝐥𝐬 𝐰𝐡𝐞𝐧 𝐨𝐫𝐠𝐚𝐧𝐢𝐬𝐚𝐭𝐢𝐨𝐧𝐬 𝐧𝐞𝐯𝐞𝐫 𝐥𝐞𝐚𝐫𝐧 𝐡𝐨𝐰 𝐭𝐨 𝐮𝐬𝐞 𝐢𝐭 𝐰𝐞𝐥𝐥.

𝐃𝐨 𝐲𝐨𝐮 𝐤𝐧𝐨𝐰 𝐚𝐧𝐲 𝐨𝐮𝐭𝐫𝐚𝐠𝐞𝐬 𝐩𝐫𝐨𝐣𝐞𝐜𝐭 𝐟𝐚𝐢𝐥𝐮𝐫𝐞? 
Let me know, i’m curious.

-----
𝐀𝐫𝐞 𝐲𝐨𝐮 𝐬𝐭𝐫𝐮𝐠𝐠𝐥𝐢𝐧𝐠 𝐭𝐨 𝐠𝐞𝐭 𝐫𝐞𝐚𝐥 𝐯𝐚𝐥𝐮𝐞 𝐨𝐮𝐭 𝐨𝐟 𝐲𝐨𝐮𝐫 𝐂𝐑𝐌, 𝐂𝐃𝐏 𝐨𝐫 𝐞𝐦𝐚𝐢𝐥 𝐚𝐮𝐭𝐨𝐦𝐚𝐭𝐢𝐨𝐧?
→ Feel free to DM me. We help teams fix this every day. ✌

𝐓𝐡𝐢𝐬 𝐢𝐬 𝐩𝐨𝐬𝐬𝐢𝐛𝐥𝐲 𝐭𝐡𝐞 𝐛𝐞𝐬𝐭 𝐧𝐞𝐰𝐬 𝐧𝐞𝐰𝐬𝐥𝐞𝐭𝐭𝐞𝐫 𝐲𝐨𝐮’𝐥𝐥 𝐞𝐯𝐞𝐫 𝐫𝐞𝐚𝐝…
I’m talking about The European Correspondent.

Not just because of the journalism.
But because of how good the newsletter itself is crafted.

𝐓𝐡𝐞 𝐜𝐨𝐩𝐲
→ Subject lines & titles that spark curiosity
→ Witty, never clickbaity, never loud
The writing is long-form, yet never heavy.

𝐓𝐡𝐞 𝐝𝐞𝐬𝐢𝐠𝐧
Everything visual has a purpose.
→ Imagery is never decoration
→ Maps, charts, visuals make it easier to understand
→ Data visualisation is consistently excellent: clear, elegant, readable

Same branding. Same style. Every time.

𝐋𝐨𝐧𝐠𝐟𝐨𝐫𝐦 𝐞𝐦𝐚𝐢𝐥𝐬 𝐛𝐮𝐭 𝐭𝐡𝐞𝐲 𝐝𝐨𝐧’𝐭 𝐟𝐞𝐞𝐥 𝐥𝐢𝐤𝐞 𝐢𝐭.
→ Great chunking
→ Plenty of white space
→ Strong visual hierarchy

𝐎𝐧𝐞 𝐬𝐦𝐚𝐥𝐥 𝐝𝐞𝐭𝐚𝐢𝐥 𝐈 𝐥𝐨𝐯𝐞
They actively ask for subscriber feedback.

And when you give it, 
→  𝐭𝐡𝐞𝐲 𝐫𝐞𝐰𝐚𝐫𝐝 𝐲𝐨𝐮 𝐰𝐢𝐭𝐡 𝐚 𝐩𝐢𝐜𝐭𝐮𝐫𝐞 𝐨𝐟 𝐚 𝐜𝐮𝐭𝐞 𝐚𝐧𝐢𝐦𝐚𝐥! 
They always deliver.  [look at the last image] 🐇

I could keep going on the small details in copy, design, and execution.
But honestly: just subscribe and read a few.

For anyone working in email, content, or CRM:
This is what it looks like when a newsletter is treated as a product, not a channel.

𝐖𝐡𝐢𝐜𝐡 𝐧𝐞𝐰𝐬𝐥𝐞𝐭𝐭𝐞𝐫𝐬 𝐝𝐨 𝐲𝐨𝐮 𝐠𝐞𝐧𝐮𝐢𝐧𝐞𝐥𝐲 𝐞𝐧𝐣𝐨𝐲 𝐨𝐩𝐞𝐧𝐢𝐧𝐠?

taplio

The Battle

Thomas Joos

Jasper Van Laethem

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taplio

The Battle

Thomas Joos

Jasper Van Laethem

Followers

Posts

Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Jasper Van Laethem's LinkedIn Performance

Ready to grow your LinkedIn presence?

Performance ScoreJasper Van Laethem's LinkedIn Performance