Trademart Retail Happening
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7 Key Insights from Jasper Van Laethem’s Lecture.
At the Trademart Retail Happening on January 27, Jasper Van Laethem shared valuable insights and practical strategies to help retailers grow their businesses. Drawing from his extensive experience in email marketing and CRM (Customer Relationship Management), he demonstrated how to use email as a powerful tool to boost engagement and sales.
1. Your email list is one of your most valuable assets
Social media is great for reaching customers, but it comes with the downside of ever-changing algorithms that dictate your visibility. With an email list, you own your audience and can communicate with them directly in a personalized way. That’s why building and maintaining a strong email database should be a priority—it’s an asset that drives long-term business success.
Email is still relevant—even for Gen Z
Despite what some may think, email is far from outdated. In fact, statistics show that over 90% of people between 15 and 64 actively use email, making it one of the most effective marketing channels. Even Gen Z regularly checks their inbox, proving that email remains a powerful way to connect with customers across all age groups.
More than 90% of people between the ages of 15 and 64 use email, making it still one of the best-performing marketing channels.
3. Prioritize retention: keep your existing customers engaged
Acquiring a new customer can cost up to 25 times more than keeping an existing one. That’s why retention marketing—focusing on customer loyalty and repeat purchases—is so important. Email is a great way to nurture these relationships, offering value through exclusive content, personalized deals, and regular updates. Loyal customers are not only more profitable but also more likely to recommend your brand to others.
4. Use email automation to work smarter
Automated email workflows can significantly improve your conversion rates and customer engagement. Consider implementing:
Welcome emails for new subscribers
Nurture campaigns to build stronger connections
Abandoned cart reminders to recover lost sales
Post-purchase emails to enhance customer satisfaction
These automated sequences save time while ensuring that your brand stays top-of-mind at key moments in the customer journey.
5. Develop a strategic content plan
Email marketing isn’t just about promotions—it’s about delivering value. A structured content plan helps you send emails at the right time, whether it’s for:
Seasonal events & holidays
New product launches
Special promotions
Industry-specific themed days
A well-balanced mix of inspiring content (tips, trends, stories) and commercial messaging ensures that your emails stay relevant, engaging, and beneficial for both the reader and your business.
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6. Choose the right email platform
Your choice of email platform can make or break your strategy. Look for a solution that offers ease of use, affordability, and strong support. Some popular options include Mailchimp, Klaviyo, and MailerLite, all of which offer great tools for both beginners and advanced users. The right platform will help you send, track, and optimize your emails effectively.
7. Analyze, test & improve continuously
The secret to successful email marketing? Constant optimization. Monitor key performance metrics like:
Open rates – Are people engaging with your subject lines?
Click-through rates – Is your content driving action?
Unsubscribe rates – Are you sending too often or not delivering value?
Experiment with different subject lines, layouts, and calls to action to see what resonates best. Keep testing and refining your approach to maximize results.
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