Participate to the " Masterclass " emailing and eCRM campaign management of Badsender end of August

A week of all-inclusive immersion (hotel, meals, training) with the Badsender team in Brussels!

A few months ago, within the Badsender team, we came up with the idea of organizing an internal training week, so that each specialist in our structure could come and train the others. The aim was to become even more expert as an emailing agency, to reinforce the multi-disciplinary nature of each member of the team, to have a convivial time, to reinforce our methodologies, to be aligned on terminology, to organize workshops, etc. We finally set ourselves a week at the end of August in Brussels to organize all this!

But why stay among ourselves when this event could benefit and be enriched by other experiences? We have therefore decided to open 4 places to external participants.

The concept

4 externs, 8 interns... during these 5 days, you will be personally accompanied by two members of the Badsender team.

What we propose is therefore an immersive experience in the Badsender team!

The objective? To work on a concrete project that is part of your personal objectives, within your structure (we will have one or two preparatory telephone meetings beforehand to define the exact scope). We will alternate moments of reflection by groups of three people (on your personal project) with moments of sharing and more theoretical moments.

At the end of the week, we hope that you will not only leave with a better knowledge of your business, but also with an "almost" ready to deploy project in your company.

Note: For the agency that we are, it is very difficult to completely cut ourselves off from the world for a week. It is therefore obvious that some of us will have to remain attentive to the emergencies that our clients may have during the week.

The program

Monday, August 27, 2018: General and defining the needs of a campaign.

• 11:00 am: Welcome and tour de table
• 11:30am : General information on email marketing and eCRM (Jonathan Loriaux)
• 1:00 pm : Lunch
• 2:00 pm: Elements of legislation and impact of the RGPD on emailing and eCRM practices (Marion Moillet)
• 15:00 : What is a good email/eCRM campaign brief? (Grégory Van Gilsen)
• 3:30 pm: Group work workshop - Definition of my project's objectives - Draft brief
• 16h00 : Break
• 16h15 : Group work workshop - Definition of my project objectives - Draft brief
• 17:00 : Presentation of the briefs to all participants
• 18h00 : End of the day

Tuesday, August 28, 2018: Data and Segmentation

• 9:00 am: Which data for the segmentation and the triggering of my campaigns? RFM, socio-demo data, transaction data, .... (Olivier Merz)
• 9:30am: What is a relational database and how can it be used to segment, personalize and trigger campaigns? What are the segmentation logics of a CRM tool? campaign management (Fabien Vanacker)
• 10:30 am : Break
• 11:00 am: What types of data can be exploited in an eCRM strategy (Jonathan Loriaux)
• 11:30 am : Workshop in groups - Listing of available data to reach the defined objectives - Draft segmentation
• 1:00 pm : Lunch
• 2:00 pm: What is a trigger? What are the parameters that define it? (Grégory Van Gilsen)
• 14h45 : What are the automatic campaigns to be implemented in priority (examples and best practices): Welcome program, retargeting, inactive people management (Marion Duchatelet Bajeux)
• 16h00 : Break
• 4:15pm: Group work workshop - List of triggers/scenarios to be put in place
• 17:15: Presentation of priorities and emerging concepts to the group
• 18h00 : End of the day

Wednesday, August 29, 2018: The message

• 9:00 am : Good practices : from the object to the ergonomics and the writing (Jonathan Loriaux)
• 10:30 am : Break
• 11:00 a.m.: Practical workshops: Writing exercises
• 12:00 : Performance optimization and AB tests, which strategies to implement ? (Olivier Merz)
• 1:00 pm : Lunch
• 14h00 : Principles and limitations of HTML integration for email (Thomas Defossez)
• 16h00 : Break
• 16:15: Group work workshop: Draft messages for my projects (creative axes, types of content, general ergonomics)
• 17h15 : Presentation to the group
• 18h00 : End of the day

Thursday, August 30, 2018: Deliverability and campaign execution

• 9:00 am: The general principles of deliverability (Sébastien Fischer)
• 11:00 am : Break
• 11:30 am: CRM, OGC, CDP, DMP, DSP, ESP - Which tools for which needs? (Marion Duchatelet Bajeux)
• 12h00 : Benchmarking of campaign management tools (Jonathan Loriaux)
• 1:00 pm : Lunch
• 2:00 PM : Splio demo (Olivier Merz)
• 14h20 : SharpSpring demo (Jonathan Loriaux)
• 14h40 : Adobe Campaign demo (Fabien Van Acker)
• 3:00 PM : Actito demo (Grégory Van Gilsen)
• 15h20: Selligent demo (Grégory Van Gilsen)
• 15h40 : What are the steps of an eCRM scripting project (Gregory Van Gilsen)
• 16h00 : Break
• 16h15 : Which channels can be considered in an eCRM project? (Jonathan Loriaux)
• 16:45: Group work workshop: Drawing of the scenarios to be deployed
• 18h00 : End of the day

Friday, August 31, 2018: Performance and conclusions

• 9:00 am: Measuring the performance of an email - Which KPIs? (Olivier Merz)
• 10:00 am: Measuring the performance of an eCRM scenario (Jonathan Loriaux)
• 10h30 : Don't grumble against your Project Manager (Marion Moillet)
• 11:00 am : Break
• 11:30 am : Workshop in groups : finalization and structuring of the project
• 1:00 pm : Lunch
• 2:00 pm: Future developments and perspectives of our professions (Olivier Merz)
• 15h00 : Data marketing and ethics... not everything is NORMAL (Jonathan Loriaux)
• 15h30 : End of the day

The trainers

The trainers... it is in fact a good part of the team of Badsender which will come in turn to expose points related to their speciality.

• Marion Moillet, Head of account managementAfter a BTS in marketing specialized for the hotel industry and a degree in new technologies applied to tourism, Marion worked more than 3 years in an email router where she had the opportunity to learn all the jobs related to emailing and eCRM. At Badsender, Marion is in charge of welcoming new customers and accompanying them.
• Marion Duchatelet Bajeux, Emailing and Multichannel CRM ConsultantBadsender : Coming from a commercial background, Marion worked for Cabestan for almost 10 years where she accompanied the evolution of the solution in terms of marketing and communication before becoming Marketing Director. After a two-year stint in a data agency, Marion now assists Badsender's clients in the evolution of their emailing and eCRM strategies.
• Sébastien Fischer, Deliverability ConsultantSébastien has a long history in the world of email marketing and email deliverability in France. He started his career at SmartFocus (Emailvision at the time) as a campaign manager before quickly moving into deliverability. He then joined Neolane as a deliverability consultant (now Adobe Campaign) where he was able to work on major accounts (Yves Rocher, Sony Entertainment, Cdiscount, Nespresso, EMI, 3Suisses) and in 2013 became deliverability manager at Cabestan. Since July 2016, Sébastien is the main deliverability consultant at Badsender. He accompanies our clients on deliverability audit, monitoring and coaching missions.
• Thomas Defossez, Email designer and specialist in HTML integration for email Thomas started his career as an emailing integrator at Experian before creating his own web agency. Since 2013, Thomas has been collaborating on various projects at Badsender and since 2017 has become an employee of the structure. Today, he is the main ambassador of email design and email integration at Badsender.
• Fabien Vanacker, Consultant specialized in Adobe CampaignAfter a brief stint in the French education system and a successful transition as a webmaster, Fabien specialized in email marketing by joining Publicis ETO and then Soft Computing. During these years, he acquired a great mastery of Adobe Campaign and email integration. Since 2017, Fabien is therefore our main Adobe Campaign specialist.
• Olivier Merz, Sales and consulting manager Olivier has been working in the field of web marketing and ecommerce for more than 15 years. During his career, he has been responsible for traffic management, web analytics and ecommerce strategies for advertisers such as La Redoute, Thomas Cook and Tape à l'œil. Olivier became a partner of Badsender in 2016 and is in charge of the agency's consulting and sales management.
• Grégory Van Gilsen, Director of Operations: Having studied graphic design, Gregory then developed his entire career in the field of email marketing and eCRM. After working as a Digital Campaign Architect in various agencies, he joined Badsender in January 2015 as an associate and to fill the role of Operations Manager.
• Jonathan Loriaux, CEO and FounderJonathan has been active for more than twelve years in the field of emailing and eCRM, his career path started on the technical side (research and development, campaign integration, ...) before moving on to sales as an eCRM expert, and finally to marketing consulting.

Who is this training for?

This training is exclusively intended for emailing and eCRM project managers as well as emailing and eCRM campaign managers with at least two years of experience. It is imperative to have a minimum of technical knowledge concerning HTML integration, segmentation logic and data management. Your application will also depend on the work project you submit. We reserve the right to reject an application for training if these conditions are not met.

We do this to ensure that the participants have a sufficient level to follow the training and workshops in the best conditions.

Note: all participants will sign a confidentiality agreement and we will be careful not to select competing companies.

Practical information

The training will take place from Monday, August 27, 2018 to Friday, August 31 at the Aqua Hotel ( rue de Stassart 43- 1050 Brussels - Belgium)

We will not exceed 10 participants to ensure good interaction and that everyone can ask questions during the training.

The price per participant is 2850 euros HTThis price includes the training, accommodation at the Aqua Hotel (4 nights), breakfast and lunch.

However, if you do not need the accommodation, this is possible. The price per participant will then be 2450 euros HT. This price includes the training and the 5 lunches.

Travelling expenses remain at your charge... but by train, Brussels is only 1h30 from Paris 😉

On request, it is possible to make a training agreement.

A paper copy will be given to each participant.

In order to participate in the hands-on workshops, it is imperative to bring a laptop with you.

Note: Due to the particular format and location of the course, it will not be possible to not possible to operate your training budget to finance it. However, we will respect the good practices of professional training, i.e. a training agreement, a sign-in sheet, a student evaluation and a training evaluation.