{"id":61780,"date":"2026-04-07T08:09:10","date_gmt":"2026-04-07T08:09:10","guid":{"rendered":"https:\/\/deployteq.com\/?p=61780"},"modified":"2026-05-11T09:39:08","modified_gmt":"2026-05-11T09:39:08","slug":"e-mail-in-2026-inzichten-van-experts-gebaseerd-op-miljarden-datapunten","status":"publish","type":"post","link":"https:\/\/deployteq.com\/nl\/e-mail-in-2026-inzichten-van-experts-gebaseerd-op-miljarden-datapunten\/","title":{"rendered":"E-mail in 2026: inzichten van experts, gebaseerd op miljarden datapunten"},"content":{"rendered":"

[et_pb_section fb_built=”1″ _builder_version=”4.27.6″ _module_preset=”default” da_disable_devices=”off|off|off” global_colors_info=”{}” theme_builder_area=”post_content” da_is_popup=”off” da_exit_intent=”off” da_has_close=”on” da_alt_close=”off” da_dark_close=”off” da_not_modal=”on” da_is_singular=”off” da_with_loader=”off” da_has_shadow=”on”][et_pb_row _builder_version=”4.27.6″ _module_preset=”default” custom_margin=”||30px||false|false” custom_margin_tablet=”||0px||false|false” custom_margin_phone=”||0px||false|false” custom_margin_last_edited=”on|tablet” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_column type=”4_4″ _builder_version=”4.27.6″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_text _builder_version=”4.27.6″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”]<\/p>\n

Deployteq Thought Leadership | Reflecties op de 2026 Benchmark<\/strong><\/p>\n

E-mail is niet \u201cterug\u201d. Het is nooit weggeweest. Maar het is wel ge\u00ebvolueerd. Onze analyse van miljarden verzonden berichten in verschillende sectoren in 2026 laat zien dat e-mail een kanaal is dat veerkrachtiger, meer realtime en veel sterker gestuurd door intentie is dan het oude tijdperk van massale campagnes dat het al jaren geleden achter zich heeft gelaten. Nu organisaties inzetten op automatisering, segmentatie en first- of zero-party data, veranderen inboxen in plekken voor gesprekken, in plaats van alleen campagnes.<\/p>\n

In dit artikel vatten we de belangrijkste inzichten uit de Deployteq Email Benchmark 2026<\/a> samen en plaatsen we deze in de context van de markt, zodat je je strategie kunt afstemmen op het komende jaar.<\/strong><\/p>\n

[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row custom_padding_last_edited=”on|phone” _builder_version=”4.27.6″ _module_preset=”default” background_enable_color=”off” use_background_color_gradient=”on” background_color_gradient_direction=”135deg” background_color_gradient_stops=”#3399ff 0%|#142893 100%” custom_margin=”||30px||false|false” custom_margin_tablet=”||30px||false|false” custom_margin_phone=”||30px||false|false” custom_margin_last_edited=”on|tablet” custom_padding=”36px|30px|36px|30px|true|true” custom_padding_tablet=”36px|30px|36px|30px|true|true” custom_padding_phone=”30px|18px|30px|18px|true|true” border_radii=”on|20px|20px|20px|20px” border_color_all=”rgba(20,40,147,0.2)” border_radii_tablet=”on|20px|20px|20px|20px” border_radii_phone=”on|10px|10px|10px|10px” border_radii_last_edited=”on|phone” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_column type=”4_4″ _builder_version=”4.27.6″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_text _builder_version=”4.27.6″ _module_preset=”default” header_text_color=”#FFFFFF” header_2_text_color=”#FFFFFF” custom_margin_tablet=”” custom_margin_phone=”||18px||false|false” custom_margin_last_edited=”on|phone” locked=”off” global_colors_info=”{}” theme_builder_area=”post_content”]<\/p>\n

\ud83d\udc49<\/span> TL;DR voor drukke marketeers<\/h2>\n

[\/et_pb_text][et_pb_blurb use_icon=”on” font_icon=”||divi||400″ icon_color=”#FFFFFF” icon_placement=”left” image_icon_width=”24px” content_max_width=”100%” _builder_version=”4.27.6″ _module_preset=”default” background_layout=”dark” animation=”off” custom_css_blurb_image=”padding-top: 4px;” global_colors_info=”{}” theme_builder_area=”post_content”]<\/p>\n

Deliverability is een strategie, geen metric.<\/strong> Sterke acceptatiepercentages hangen samen met goed engagementbeheer, reactivatieprogramma\u2019s, sunsetting (opschonen van inactieve contacten) en het beheersen van de totale contactdruk over alle kanalen.<\/p>\n

[\/et_pb_blurb][et_pb_blurb use_icon=”on” font_icon=”||divi||400″ icon_color=”#FFFFFF” icon_placement=”left” image_icon_width=”24px” content_max_width=”100%” _builder_version=”4.27.6″ _module_preset=”default” background_layout=”dark” animation=”off” custom_css_blurb_image=”padding-top: 4px;” global_colors_info=”{}” theme_builder_area=”post_content”]<\/p>\n

Opens stijgen, maar interpreteer ze voorzichtig.<\/strong> Gedragsgestuurde triggers en strengere lijsthygi\u00ebne zorgen voor hogere open rates, terwijl verzendingen in het weekend nog steeds slechter presteren. Gebruik daarom click-through rate (CTR) en click-to-open (CTO) om de kwaliteit van je boodschap te beoordelen. Extern onderzoek bevestigt de verschuiving van zichtbaarheid (opens) naar intentie (CTR, CTO en conversies).<\/p>\n

[\/et_pb_blurb][et_pb_blurb use_icon=”on” font_icon=”||divi||400″ icon_color=”#FFFFFF” icon_placement=”left” image_icon_width=”24px” content_max_width=”100%” _builder_version=”4.27.6″ _module_preset=”default” background_layout=”dark” animation=”off” custom_css_blurb_image=”padding-top: 4px;” global_colors_info=”{}” theme_builder_area=”post_content”]<\/p>\n

Customer journeys presteren beter dan losse campagnes.<\/strong> De grootste performanceverbeteringen komen uit lifecycle flows en ondersteuning in de beslissingsfase, niet uit eenmalige mailings\u2014vooral in B2B en servicegerichte sectoren.<\/p>\n

[\/et_pb_blurb][et_pb_blurb use_icon=”on” font_icon=”g||divi||400″ icon_color=”#FFFFFF” icon_placement=”left” image_icon_width=”24px” content_max_width=”100%” _builder_version=”4.27.6″ _module_preset=”default” background_layout=”dark” animation=”off” custom_css_blurb_image=”padding-top: 4px;” global_colors_info=”{}” theme_builder_area=”post_content”]<\/p>\n

Omnichannel orchestration is essentieel.<\/strong> De impact van e-mail groeit wanneer je de totale communicatiedruk over e-mail, SMS, push en messaging apps beheert, in plaats van elk kanaal los te optimaliseren.<\/p>\n

[\/et_pb_blurb][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.27.6″ _module_preset=”default” custom_margin=”||30px||false|false” custom_margin_tablet=”||0px||false|false” custom_margin_phone=”||0px||false|false” custom_margin_last_edited=”on|tablet” locked=”off” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_column type=”4_4″ _builder_version=”4.27.4″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_text _builder_version=”4.27.6″ _module_preset=”default” custom_margin=”||0.75rem||false|false” global_colors_info=”{}” theme_builder_area=”post_content”]<\/p>\n

Wat onze benchmark laat zien \u2013 en wat dit betekent<\/h2>\n

[\/et_pb_text][et_pb_text _builder_version=”4.27.6″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”]Hieronder vind je de geaggregeerde prestatiecijfers van miljarden e-mails die tussen 2022 en 2025 via Deployteq zijn verwerkt.[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.27.6″ _module_preset=”default” min_height=”318.7px” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_column type=”4_4″ _builder_version=”4.27.6″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_image src=”https:\/\/deployteq.com\/wp-content\/uploads\/2026\/03\/Benchmark-Vertical-Image-1300-x-1080-px-without-background.png” title_text=”Benchmark Vertical Image (1300 x 1080 px) without background” _builder_version=”4.27.6″ _module_preset=”default” width=”63%” module_alignment=”center” global_colors_info=”{}” theme_builder_area=”post_content”][\/et_pb_image][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.27.6″ _module_preset=”default” custom_margin=”||30px||false|false” custom_margin_tablet=”||0px||false|false” custom_margin_phone=”||0px||false|false” custom_margin_last_edited=”on|tablet” locked=”off” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_column type=”4_4″ _builder_version=”4.27.4″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_text _builder_version=”4.27.6″ _module_preset=”default” custom_margin=”||0.75rem||false|false” global_colors_info=”{}” theme_builder_area=”post_content”]<\/p>\n

1. Deliverability blijft uitzonderlijk sterk<\/h3>\n

[\/et_pb_text][et_pb_text _builder_version=”4.27.6″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”]<\/p>\n

Acceptatiepercentage (gemiddeld)<\/strong><\/p>\n

[\/et_pb_text][et_pb_text _builder_version=”4.27.6″ _module_preset=”default” overflow-x_tablet=”” overflow-x_phone=”scroll” overflow-x_last_edited=”on|phone” overflow-y_last_edited=”off|desktop” custom_css_free_form=”selector table {|| border: 1px solid white;|| border-collapse: collapse;||}||||selector tr {|| background: #f7f7f7;||}||||selector tr:first-child {|| background:rgba(51, 153,255, .15);|| font-weight: 700;||}||||selector td {|| border: 3px solid white;|| padding: 1em 1.5em !important;||}” locked=”off” global_colors_info=”{}” theme_builder_area=”post_content”]<\/p>\n\n\n\n\n
Industry\/Year<\/td>\n2022<\/td>\n2023<\/td>\n2024<\/td>\n2025<\/td>\n<\/tr>\n
Average<\/td>\n99,80%<\/td>\n99,70%<\/td>\n99,50%<\/td>\n99,60%<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

[\/et_pb_text][et_pb_text _builder_version=”4.27.6″ _module_preset=”default” custom_margin=”||30px||false|false” global_colors_info=”{}” theme_builder_area=”post_content”]<\/p>\n

Dit hoge niveau van deliverability wordt mogelijk gemaakt door betere lijsthygi\u00ebne, slimmer verzenden op basis van engagement en strengere filtering van inactieve contacten. De sectoren Telecom en Energie blijven beter presteren, omdat hun e-mails vaak servicegericht zijn en door ontvangers worden verwacht.<\/p>\n

Waarom dit belangrijk is:<\/strong> Inboxplaatsing wordt steeds vaker bepaald door engagementsignalen en geauthenticeerde identiteit, zoals SPF, DKIM en DMARC, en niet simpelweg door de grootte van je mailinglijst. Volgens de industrieanalyse van Clean Email (2025) kijken mailboxproviders tegenwoordig veel sterker naar verzenderreputatie, klachtpercentages en interactie als onderdeel van hun filtering.<\/p>\n

[\/et_pb_text][et_pb_blurb use_icon=”on” font_icon=”||divi||400″ icon_color=”#3399FF” icon_placement=”left” image_icon_width=”24px” content_max_width=”100%” _builder_version=”4.27.6″ _module_preset=”default” background_color=”rgba(51,153,255,0.05)” custom_padding=”30px|30px|30px|30px|true|true” custom_padding_tablet=”30px|30px|30px|30px|true|true” custom_padding_phone=”|18px||18px|true|true” custom_padding_last_edited=”on|phone” animation=”off” custom_css_blurb_image=”padding-top: 4px;” border_radii=”on|20px|20px|20px|20px” border_width_all=”2px” border_color_all=”rgba(20,40,147,0.21)” border_radii_tablet=”on|20px|20px|20px|20px” border_radii_phone=”on|10px|10px|10px|10px” border_radii_last_edited=”on|phone” locked=”off” global_colors_info=”{}” theme_builder_area=”post_content”]Deployteq takeaway:<\/strong> Behandel engagementmanagement als een lifecycleprogramma. Activeer contacten opnieuw voordat ze inactief worden. Schoon inactieve profielen netjes op. Gebruik getriggerde pre-churn berichten en geleidelijke throttling- of pauzeregels om de reputatie van je domein te beschermen.[\/et_pb_blurb][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.27.6″ _module_preset=”default” custom_margin=”||30px||false|false” custom_margin_tablet=”||0px||false|false” custom_margin_phone=”||0px||false|false” custom_margin_last_edited=”on|tablet” locked=”off” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_column type=”4_4″ _builder_version=”4.27.4″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_text _builder_version=”4.27.6″ _module_preset=”default” custom_margin=”||0.75rem||false|false” global_colors_info=”{}” theme_builder_area=”post_content”]<\/p>\n

2. Open rates stijgen nog steeds \u2013 maar let op hoe je ze leest<\/h3>\n

[\/et_pb_text][et_pb_text _builder_version=”4.27.6″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”]<\/p>\n

Gemiddelde open rate<\/strong><\/p>\n

[\/et_pb_text][et_pb_text _builder_version=”4.27.6″ _module_preset=”default” overflow-x_tablet=”” overflow-x_phone=”scroll” overflow-x_last_edited=”on|phone” overflow-y_last_edited=”off|desktop” custom_css_free_form=”selector table {|| border: 1px solid white;|| border-collapse: collapse;||}||||selector tr {|| background: #f7f7f7;||}||||selector tr:first-child {|| background:rgba(51, 153,255, .15);|| font-weight: 700;||}||||selector td {|| border: 3px solid white;|| padding: 1em 1.5em !important;||}” locked=”off” global_colors_info=”{}” theme_builder_area=”post_content”]<\/p>\n\n\n\n\n
Industry\/Year<\/td>\n2022<\/td>\n2023<\/td>\n2024<\/td>\n2025<\/td>\n<\/tr>\n
Average<\/td>\n36,60%<\/td>\n52,00%<\/td>\n51,70%<\/td>\n56,90%<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

[\/et_pb_text][et_pb_text _builder_version=”4.27.6″ _module_preset=”default” custom_margin=”||30px||false|false” global_colors_info=”{}” theme_builder_area=”post_content”]<\/p>\n

Open rates nemen toe door het gebruik van gedragsgestuurde triggers, actievere doelgroepen en betere personalisatie. Tegelijkertijd geven marketingonderzoeken en onafhankelijke prognosebureaus aan dat privacymaatregelen open rates kunstmatig verhogen. Daardoor moet de open rate worden gezien als een richtinggevende indicator, en niet als een maatstaf voor de kwaliteit van de boodschap.<\/p>\n

[\/et_pb_text][et_pb_blurb use_icon=”on” font_icon=”||divi||400″ icon_color=”#3399FF” icon_placement=”left” image_icon_width=”24px” content_max_width=”100%” _builder_version=”4.27.6″ _module_preset=”default” background_color=”rgba(51,153,255,0.05)” custom_padding=”30px|30px|30px|30px|true|true” custom_padding_tablet=”30px|30px|30px|30px|true|true” custom_padding_phone=”|18px||18px|true|true” custom_padding_last_edited=”on|phone” animation=”off” custom_css_blurb_image=”padding-top: 4px;” border_radii=”on|20px|20px|20px|20px” border_width_all=”2px” border_color_all=”rgba(20,40,147,0.21)” border_radii_tablet=”on|20px|20px|20px|20px” border_radii_phone=”on|10px|10px|10px|10px” border_radii_last_edited=”on|phone” locked=”off” global_colors_info=”{}” theme_builder_area=”post_content”]<\/p>\n

Deployteq takeaway:<\/strong> Gebruik de open rate om de deliverability op macroniveau te monitoren. Beoordeel de prestaties van content aan de hand van CTR, CTO en conversiemetrics.<\/p>\n

[\/et_pb_blurb][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.27.6″ _module_preset=”default” custom_margin=”||30px||false|false” custom_margin_tablet=”||0px||false|false” custom_margin_phone=”||0px||false|false” custom_margin_last_edited=”on|tablet” locked=”off” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_column type=”4_4″ _builder_version=”4.27.4″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_text _builder_version=”4.27.6″ _module_preset=”default” custom_margin=”||0.75rem||false|false” global_colors_info=”{}” theme_builder_area=”post_content”]<\/p>\n

3. CTR blijft stabiel tot licht stijgend<\/h3>\n

[\/et_pb_text][et_pb_text _builder_version=”4.27.6″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”]<\/p>\n

Click Through Rate (gemiddeld)<\/strong><\/p>\n

[\/et_pb_text][et_pb_text _builder_version=”4.27.6″ _module_preset=”default” overflow-x_tablet=”” overflow-x_phone=”scroll” overflow-x_last_edited=”on|phone” overflow-y_last_edited=”off|desktop” custom_css_free_form=”selector table {|| border: 1px solid white;|| border-collapse: collapse;||}||||selector tr {|| background: #f7f7f7;||}||||selector tr:first-child {|| background:rgba(51, 153,255, .15);|| font-weight: 700;||}||||selector td {|| border: 3px solid white;|| padding: 1em 1.5em !important;||}” locked=”off” global_colors_info=”{}” theme_builder_area=”post_content”]<\/p>\n\n\n\n\n
Industry\/Year<\/td>\n2022<\/td>\n2023<\/td>\n2024<\/td>\n2025<\/td>\n<\/tr>\n
Average<\/td>\n3,00%<\/td>\n2,80%<\/td>\n4,90%<\/td>\n5,00%<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

[\/et_pb_text][et_pb_text _builder_version=”4.27.6″ _module_preset=”default” custom_margin=”||30px||false|false” global_colors_info=”{}” theme_builder_area=”post_content”]De stijging in CTR weerspiegelt de verschuiving naar meer relevantie en betere segmentatie. Sectoren zoals Energie, Finance en Telecom presteren bovengemiddeld, omdat hun berichten vaak gericht zijn op het ondersteunen van taken of het bieden van servicegerichte waarde.<\/p>\n

Externe bronnen, zoals WebToffee, bevestigen dat wereldwijde CTR-gemiddelden doorgaans tussen de 2% en 3,6% liggen. Dit betekent dat Deployteq-klanten over het algemeen sterkere klikprestaties laten zien, dankzij hun volwassenheid in lifecycle- en gedragsgerichte targeting.[\/et_pb_text][et_pb_blurb use_icon=”on” font_icon=”||divi||400″ icon_color=”#3399FF” icon_placement=”left” image_icon_width=”24px” content_max_width=”100%” _builder_version=”4.27.6″ _module_preset=”default” background_color=”rgba(51,153,255,0.05)” custom_padding=”30px|30px|30px|30px|true|true” custom_padding_tablet=”30px|30px|30px|30px|true|true” custom_padding_phone=”|18px||18px|true|true” custom_padding_last_edited=”on|phone” animation=”off” custom_css_blurb_image=”padding-top: 4px;” border_radii=”on|20px|20px|20px|20px” border_width_all=”2px” border_color_all=”rgba(20,40,147,0.21)” border_radii_tablet=”on|20px|20px|20px|20px” border_radii_phone=”on|10px|10px|10px|10px” border_radii_last_edited=”on|phone” locked=”off” global_colors_info=”{}” theme_builder_area=”post_content”]<\/p>\n

Deployteq takeaway:<\/strong> Vergelijk je CTR niet met \u00e9\u00e9n wereldwijd gemiddelde. Benchmark altijd binnen je eigen sector en houd rekening met je verzendmix, zoals de verhouding tussen trigger-based en bulkcampagnes.<\/p>\n

[\/et_pb_blurb][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.27.6″ _module_preset=”default” custom_margin=”||30px||false|false” custom_margin_tablet=”||0px||false|false” custom_margin_phone=”||0px||false|false” custom_margin_last_edited=”on|tablet” locked=”off” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_column type=”4_4″ _builder_version=”4.27.4″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_text _builder_version=”4.27.6″ _module_preset=”default” custom_margin=”||0.75rem||false|false” global_colors_info=”{}” theme_builder_area=”post_content”]<\/p>\n

4. CTO daalt licht, terwijl het totale aantal clicks toeneemt<\/h3>\n

[\/et_pb_text][et_pb_text _builder_version=”4.27.6″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”]<\/p>\n

Click to Open Rate (gemiddeld)<\/strong><\/p>\n

[\/et_pb_text][et_pb_text _builder_version=”4.27.6″ _module_preset=”default” overflow-x_tablet=”” overflow-x_phone=”scroll” overflow-x_last_edited=”on|phone” overflow-y_last_edited=”off|desktop” custom_css_free_form=”selector table {|| border: 1px solid white;|| border-collapse: collapse;||}||||selector tr {|| background: #f7f7f7;||}||||selector tr:first-child {|| background:rgba(51, 153,255, .15);|| font-weight: 700;||}||||selector td {|| border: 3px solid white;|| padding: 1em 1.5em !important;||}” locked=”off” global_colors_info=”{}” theme_builder_area=”post_content”]<\/p>\n\n\n\n\n
Industry\/Year<\/td>\n2022<\/td>\n2023<\/td>\n2024<\/td>\n2025<\/td>\n<\/tr>\n
Average<\/td>\n10,30%<\/td>\n5,30%<\/td>\n8,60%<\/td>\n7,90%<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

[\/et_pb_text][et_pb_text _builder_version=”4.27.6″ _module_preset=”default” custom_margin=”||30px||false|false” global_colors_info=”{}” theme_builder_area=”post_content”]Hoewel de CTO licht is gedaald, is dit te verwachten omdat open rates sneller zijn gestegen dan het aantal klikken. Veel berichten die in 2025 werden geopend, waren informatief, transactioneel of gericht op geruststelling, en leiden doorgaans tot minder clicks.<\/p>\n

Extern onderzoek van prognosebureaus geeft aan dat gezonde CTO-waarden tussen de 5% en 8% liggen. Dit betekent dat Deployteq-klanten nog steeds sterk presteren.[\/et_pb_text][et_pb_blurb use_icon=”on” font_icon=”||divi||400″ icon_color=”#3399FF” icon_placement=”left” image_icon_width=”24px” content_max_width=”100%” _builder_version=”4.27.6″ _module_preset=”default” background_color=”rgba(51,153,255,0.05)” custom_padding=”30px|30px|30px|30px|true|true” custom_padding_tablet=”30px|30px|30px|30px|true|true” custom_padding_phone=”|18px||18px|true|true” custom_padding_last_edited=”on|phone” animation=”off” custom_css_blurb_image=”padding-top: 4px;” border_radii=”on|20px|20px|20px|20px” border_width_all=”2px” border_color_all=”rgba(20,40,147,0.21)” border_radii_tablet=”on|20px|20px|20px|20px” border_radii_phone=”on|10px|10px|10px|10px” border_radii_last_edited=”on|phone” locked=”off” global_colors_info=”{}” theme_builder_area=”post_content”]<\/p>\n

Deployteq takeaway:<\/strong> Beoordeel CTO altijd in relatie tot de intentie van de e-mail. Niet elke geopende e-mail is bedoeld om clicks te genereren.<\/p>\n

[\/et_pb_blurb][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.27.6″ _module_preset=”default” custom_margin=”||0px||false|false” custom_margin_tablet=”||0px||false|false” custom_margin_phone=”||0px||false|false” custom_margin_last_edited=”on|tablet” custom_padding=”0px||0px||true|false” locked=”off” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_column type=”4_4″ _builder_version=”4.27.4″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_text _builder_version=”4.27.6″ _module_preset=”default” custom_margin=”||0.75rem||false|false” custom_margin_last_edited=”off|tablet” global_colors_info=”{}” theme_builder_area=”post_content”]<\/p>\n

6 trends die e-mail in 2026 vormgeven, met inzichten van experts van internationale bureaus<\/h2>\n

[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.27.6″ _module_preset=”default” custom_margin=”||30px||false|false” custom_margin_tablet=”||0px||false|false” custom_margin_phone=”||0px||false|false” custom_margin_last_edited=”on|tablet” locked=”off” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_column type=”4_4″ _builder_version=”4.27.4″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_image src=”https:\/\/deployteq.com\/wp-content\/uploads\/2026\/03\/2-1.png” title_text=”2″ _builder_version=”4.27.6″ _module_preset=”default” custom_margin=”||30px||false|false” border_radii=”on|20px|20px|20px|20px” border_radii_tablet=”on|20px|20px|20px|20px” border_radii_phone=”on|10px|10px|10px|10px” border_radii_last_edited=”on|phone” global_colors_info=”{}” theme_builder_area=”post_content”][\/et_pb_image][et_pb_text _builder_version=”4.27.6″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”]Marketingteams verschuiven van grote, losstaande campagnes naar doorlopende lifecycle-systemen die zich aanpassen aan gedrag, intentie en fase in de klantreis. Journey-gedreven orchestration wordt de belangrijkste groeimotor in sectoren zoals retail, SaaS en B2B.[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=”1_2,1_2″ use_custom_gutter=”on” gutter_width=”1″ make_equal=”on” _builder_version=”4.27.6″ _module_preset=”default” background_color=”#142893″ custom_margin=”||30px||false|false” custom_margin_tablet=”||0px||false|false” custom_margin_phone=”||0px||false|false” custom_margin_last_edited=”on|tablet” custom_padding=”0px||0px||true|false” border_radii=”on|18px|18px|18px|18px” border_radii_tablet=”on|18px|18px|18px|18px” border_radii_phone=”on|10px|10px|10px|10px” border_radii_last_edited=”on|phone” locked=”off” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_column type=”1_2″ _builder_version=”4.27.4″ _module_preset=”default” border_radii=”off|18px|||18px” border_radii_tablet=”off|18px|18px||0px” border_radii_phone=”off|10px|10px||0px” border_radii_last_edited=”on|tablet” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_image src=”https:\/\/deployteq.com\/wp-content\/uploads\/2026\/03\/sofie-emmen.jpg” alt=”Pauline” title_text=”sofie-emmen” force_fullwidth=”on” _builder_version=”4.27.6″ _module_preset=”default” module_alignment=”center” custom_css_free_form=”@media screen and (min-width: 981px) {|| @supports (object-fit:cover) {|| selector {|| bottom: 0;|| left: 0;|| position: absolute !important;|| right: 0;|| top: 0;|| }|| || selector .et_pb_image_wrap {|| height: 100%;|| width: 100%;|| }|| || selector img {|| height: 100%;|| object-fit: cover;|| width: 100% !important;|| }|| }||}” global_colors_info=”{}” theme_builder_area=”post_content”][\/et_pb_image][\/et_pb_column][et_pb_column type=”1_2″ _builder_version=”4.27.6″ _module_preset=”default” custom_padding=”48px|36px|48px|36px|true|true” custom_padding_tablet=”42px|30px|42px|30px|true|true” custom_padding_phone=”30px|18px|30px|18px|true|true” custom_padding_last_edited=”on|phone” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_text _builder_version=”4.27.6″ _module_preset=”default” text_font=”|||on|||||” text_text_color=”#FFFFFF” text_font_size=”12px” custom_margin=”||18px||false|false” global_colors_info=”{}” theme_builder_area=”post_content”]Expert insight:[\/et_pb_text][et_pb_text _builder_version=”4.27.6″ _module_preset=”default” text_font=”|700|on||||||” text_text_color=”#ffffff” text_font_size=”20px” text_line_height=”1.6em” quote_text_align=”left” custom_margin=”||24px||false|false” text_font_size_tablet=”” text_font_size_phone=”18px” text_font_size_last_edited=”on|phone” global_colors_info=”{}” theme_builder_area=”post_content”]<\/p>\n

“E-mail is allang geen statisch zendkanaal meer: in 2026 is het d\u00e9 plek voor directe interactie.\u00a0Door klantvoorkeuren (zero-party data) slim te gebruiken, stop je met gokken en bouw je aan geautomatiseerde dialogen die essentieel zijn om als bedrijf je ambities te realiseren.”<\/p>\n

[\/et_pb_text][et_pb_text _builder_version=”4.27.6″ _module_preset=”default” text_text_color=”#FFFFFF” quote_text_align=”left” text_font_size_tablet=”” text_font_size_phone=”16px” text_font_size_last_edited=”on|phone” global_colors_info=”{}” theme_builder_area=”post_content”]<\/p>\n

\u2013 Sofie Emmen, E-mail & Marketing Automation Specialist, NOBEARS<\/p>\n

[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.27.6″ _module_preset=”default” custom_margin=”||30px||false|false” custom_margin_tablet=”||0px||false|false” custom_margin_phone=”||0px||false|false” custom_margin_last_edited=”on|tablet” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_column type=”4_4″ _builder_version=”4.27.6″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_blurb use_icon=”on” font_icon=”||divi||400″ icon_color=”#3399FF” icon_placement=”left” image_icon_width=”24px” content_max_width=”100%” _builder_version=”4.27.6″ _module_preset=”default” background_color=”rgba(51,153,255,0.05)” custom_padding=”30px|30px|30px|30px|true|true” custom_padding_tablet=”30px|30px|30px|30px|true|true” custom_padding_phone=”|18px||18px|true|true” custom_padding_last_edited=”on|phone” animation=”off” custom_css_blurb_image=”padding-top: 4px;” border_radii=”on|20px|20px|20px|20px” border_width_all=”2px” border_color_all=”rgba(20,40,147,0.21)” border_radii_tablet=”on|20px|20px|20px|20px” border_radii_phone=”on|10px|10px|10px|10px” border_radii_last_edited=”on|phone” locked=”off” global_colors_info=”{}” theme_builder_area=”post_content”]<\/p>\n

Deployteq takeaway:<\/strong> Breng 8 tot 12 kernflows in kaart binnen de lifecycle, van welkom en onboarding tot activatie, herhaalaankopen, verlenging en het terugwinnen van afhakers. Bepaal per flow \u00e9\u00e9n overkoepelende KPI (north star), in plaats van per campagne.<\/p>\n

[\/et_pb_blurb][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.27.6″ _module_preset=”default” custom_margin=”||30px||false|false” custom_margin_tablet=”||0px||false|false” custom_margin_phone=”||0px||false|false” custom_margin_last_edited=”on|tablet” locked=”off” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_column type=”4_4″ _builder_version=”4.27.4″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_image src=”https:\/\/deployteq.com\/wp-content\/uploads\/2026\/03\/4-1.png” title_text=”4″ _builder_version=”4.27.6″ _module_preset=”default” custom_margin=”||30px||false|false” border_radii=”on|20px|20px|20px|20px” border_radii_tablet=”on|20px|20px|20px|20px” border_radii_phone=”on|10px|10px|10px|10px” border_radii_last_edited=”on|phone” global_colors_info=”{}” theme_builder_area=”post_content”][\/et_pb_image][et_pb_text _builder_version=”4.27.6″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”]AI-gestuurde segmentatie, voorspellende optimalisatie van verzendtijd en dynamische contentvariatie worden steeds gebruikelijker. Volgens analyses van WebToffee en Thunderbit (2026) verbeteren intentiegedreven metrics aanzienlijk wanneer AI wordt ingezet om content en timing op individueel niveau af te stemmen.[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=”1_2,1_2″ use_custom_gutter=”on” gutter_width=”1″ make_equal=”on” _builder_version=”4.27.6″ _module_preset=”default” background_color=”#142893″ custom_margin=”||30px||false|false” custom_margin_tablet=”||0px||false|false” custom_margin_phone=”||0px||false|false” custom_margin_last_edited=”on|tablet” custom_padding=”0px||0px||true|false” border_radii=”on|18px|18px|18px|18px” border_radii_tablet=”on|18px|18px|18px|18px” border_radii_phone=”on|10px|10px|10px|10px” border_radii_last_edited=”on|phone” locked=”off” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_column type=”1_2″ _builder_version=”4.27.4″ _module_preset=”default” border_radii=”off|18px|||18px” border_radii_tablet=”off|18px|18px||0px” border_radii_phone=”off|10px|10px||0px” border_radii_last_edited=”on|tablet” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_image src=”https:\/\/deployteq.com\/wp-content\/uploads\/2026\/03\/mike-joppee.jpg” alt=”Pauline” title_text=”mike-joppee” force_fullwidth=”on” _builder_version=”4.27.6″ _module_preset=”default” module_alignment=”center” custom_css_free_form=”@media screen and (min-width: 981px) {|| @supports (object-fit:cover) {|| selector {|| bottom: 0;|| left: 0;|| position: absolute !important;|| right: 0;|| top: 0;|| }|| || selector .et_pb_image_wrap {|| height: 100%;|| width: 100%;|| }|| || selector img {|| height: 100%;|| object-fit: cover;|| width: 100% !important;|| }|| }||}” global_colors_info=”{}” theme_builder_area=”post_content”][\/et_pb_image][\/et_pb_column][et_pb_column type=”1_2″ _builder_version=”4.27.6″ _module_preset=”default” custom_padding=”48px|36px|48px|36px|true|true” custom_padding_tablet=”42px|30px|42px|30px|true|true” custom_padding_phone=”30px|18px|30px|18px|true|true” custom_padding_last_edited=”on|phone” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_text _builder_version=”4.27.6″ _module_preset=”default” text_font=”|||on|||||” text_text_color=”#FFFFFF” text_font_size=”12px” custom_margin=”||18px||false|false” global_colors_info=”{}” theme_builder_area=”post_content”]Expert insight:[\/et_pb_text][et_pb_text _builder_version=”4.27.6″ _module_preset=”default” text_font=”|700|on||||||” text_text_color=”#ffffff” text_font_size=”20px” text_line_height=”1.6em” quote_text_align=”left” custom_margin=”||24px||false|false” text_font_size_tablet=”” text_font_size_phone=”18px” text_font_size_last_edited=”on|phone” global_colors_info=”{}” theme_builder_area=”post_content”]<\/p>\n

\u201cIn 2026 verschuift emailmarketing in B2B van campagnegedreven naar besluitvormingsgedreven. Niet de mailing staat centraal, maar de rol die email speelt in het See Think Do proces. We zien dat organisaties die hun emailstrategie koppelen aan buyer intent data en salesinput significant beter presteren.\u201d<\/p>\n

[\/et_pb_text][et_pb_text _builder_version=”4.27.6″ _module_preset=”default” text_text_color=”#FFFFFF” quote_text_align=”left” text_font_size_tablet=”” text_font_size_phone=”16px” text_font_size_last_edited=”on|phone” global_colors_info=”{}” theme_builder_area=”post_content”]<\/p>\n

\u2013 Mike Joppe, Managing Partner, Lead Today<\/p>\n

[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.27.6″ _module_preset=”default” custom_margin=”||30px||false|false” custom_margin_tablet=”||0px||false|false” custom_margin_phone=”||0px||false|false” custom_margin_last_edited=”on|tablet” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_column type=”4_4″ _builder_version=”4.27.6″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_blurb use_icon=”on” font_icon=”||divi||400″ icon_color=”#3399FF” icon_placement=”left” image_icon_width=”24px” content_max_width=”100%” _builder_version=”4.27.6″ _module_preset=”default” background_color=”rgba(51,153,255,0.05)” custom_padding=”30px|30px|30px|30px|true|true” custom_padding_tablet=”30px|30px|30px|30px|true|true” custom_padding_phone=”|18px||18px|true|true” custom_padding_last_edited=”on|phone” animation=”off” custom_css_blurb_image=”padding-top: 4px;” border_radii=”on|20px|20px|20px|20px” border_width_all=”2px” border_color_all=”rgba(20,40,147,0.21)” border_radii_tablet=”on|20px|20px|20px|20px” border_radii_phone=”on|10px|10px|10px|10px” border_radii_last_edited=”on|phone” locked=”off” global_colors_info=”{}” theme_builder_area=”post_content”]<\/p>\n

Deployteq takeaway:<\/strong> Gebruik voorspellende segmenten om te bepalen wie wat ontvangt en wanneer. Als er weinig data beschikbaar is, werk dan met vaste contentstructuren waarbij de boodschap varieert per gedragsgroep.<\/p>\n

[\/et_pb_blurb][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.27.6″ _module_preset=”default” custom_margin=”||30px||false|false” custom_margin_tablet=”||0px||false|false” custom_margin_phone=”||0px||false|false” custom_margin_last_edited=”on|tablet” locked=”off” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_column type=”4_4″ _builder_version=”4.27.4″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_image src=”https:\/\/deployteq.com\/wp-content\/uploads\/2026\/03\/6-1.png” title_text=”6″ _builder_version=”4.27.6″ _module_preset=”default” custom_margin=”||30px||false|false” border_radii=”on|20px|20px|20px|20px” border_radii_tablet=”on|20px|20px|20px|20px” border_radii_phone=”on|10px|10px|10px|10px” border_radii_last_edited=”on|phone” global_colors_info=”{}” theme_builder_area=”post_content”][\/et_pb_image][et_pb_text _builder_version=”4.27.6″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”]<\/p>\n

Mailboxproviders hebben de eisen rondom authenticatie en klachtenniveaus aangescherpt. Volgens Clean Email\u2019s Email Industry Data 2025\u20132026<\/em> is inboxplaatsing steeds meer afhankelijk van schone lijsten, domeinauthenticatie en een hoge mate van engagement.<\/p>\n

[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=”1_2,1_2″ use_custom_gutter=”on” gutter_width=”1″ make_equal=”on” _builder_version=”4.27.6″ _module_preset=”default” background_color=”#142893″ custom_margin=”||30px||false|false” custom_margin_tablet=”||0px||false|false” custom_margin_phone=”||0px||false|false” custom_margin_last_edited=”on|tablet” custom_padding=”0px||0px||true|false” border_radii=”on|18px|18px|18px|18px” border_radii_tablet=”on|18px|18px|18px|18px” border_radii_phone=”on|10px|10px|10px|10px” border_radii_last_edited=”on|phone” locked=”off” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_column type=”1_2″ _builder_version=”4.27.4″ _module_preset=”default” border_radii=”off|18px|||18px” border_radii_tablet=”off|18px|18px||0px” border_radii_phone=”off|10px|10px||0px” border_radii_last_edited=”on|tablet” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_image src=”https:\/\/deployteq.com\/wp-content\/uploads\/2026\/03\/elise.jpg” alt=”Pauline” title_text=”elise” force_fullwidth=”on” _builder_version=”4.27.6″ _module_preset=”default” module_alignment=”center” custom_css_free_form=”@media screen and (min-width: 981px) {|| @supports (object-fit:cover) {|| selector {|| bottom: 0;|| left: 0;|| position: absolute !important;|| right: 0;|| top: 0;|| }|| || selector .et_pb_image_wrap {|| height: 100%;|| width: 100%;|| }|| || selector img {|| height: 100%;|| object-fit: cover;|| width: 100% !important;|| }|| }||}” global_colors_info=”{}” theme_builder_area=”post_content”][\/et_pb_image][\/et_pb_column][et_pb_column type=”1_2″ _builder_version=”4.27.6″ _module_preset=”default” custom_padding=”48px|36px|48px|36px|true|true” custom_padding_tablet=”42px|30px|42px|30px|true|true” custom_padding_phone=”30px|18px|30px|18px|true|true” custom_padding_last_edited=”on|phone” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_text _builder_version=”4.27.6″ _module_preset=”default” text_font=”|||on|||||” text_text_color=”#FFFFFF” text_font_size=”12px” custom_margin=”||18px||false|false” global_colors_info=”{}” theme_builder_area=”post_content”]Expert insight:[\/et_pb_text][et_pb_text _builder_version=”4.27.6″ _module_preset=”default” text_font=”|700|on||||||” text_text_color=”#ffffff” text_font_size=”20px” text_line_height=”1.6em” quote_text_align=”left” custom_margin=”||24px||false|false” text_font_size_tablet=”” text_font_size_phone=”18px” text_font_size_last_edited=”on|phone” global_colors_info=”{}” theme_builder_area=”post_content”]<\/p>\n

“Slechte inbox placement in 2026 is niet alleen een technisch probleem; het is een relevantieprobleem.<\/span><\/p>\n

Verstuur je generieke content naar iemand waar je genoeg over weet om een persoonlijke boodschap te sturen, dan word je afgestraft.”<\/span><\/p>\n

[\/et_pb_text][et_pb_text _builder_version=”4.27.6″ _module_preset=”default” text_text_color=”#FFFFFF” quote_text_align=”left” text_font_size_tablet=”” text_font_size_phone=”16px” text_font_size_last_edited=”on|phone” global_colors_info=”{}” theme_builder_area=”post_content”]<\/p>\n

Elise Menkveld-Verwijs, Team lead E-mail Marketing<\/span>, Wander Journeys<\/p>\n

[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.27.6″ _module_preset=”default” custom_margin=”||30px||false|false” custom_margin_tablet=”||0px||false|false” custom_margin_phone=”||0px||false|false” custom_margin_last_edited=”on|tablet” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_column type=”4_4″ _builder_version=”4.27.6″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_blurb use_icon=”on” font_icon=”||divi||400″ icon_color=”#3399FF” icon_placement=”left” image_icon_width=”24px” content_max_width=”100%” _builder_version=”4.27.6″ _module_preset=”default” background_color=”rgba(51,153,255,0.05)” custom_padding=”30px|30px|30px|30px|true|true” custom_padding_tablet=”30px|30px|30px|30px|true|true” custom_padding_phone=”|18px||18px|true|true” custom_padding_last_edited=”on|phone” animation=”off” custom_css_blurb_image=”padding-top: 4px;” border_radii=”on|20px|20px|20px|20px” border_width_all=”2px” border_color_all=”rgba(20,40,147,0.21)” border_radii_tablet=”on|20px|20px|20px|20px” border_radii_phone=”on|10px|10px|10px|10px” border_radii_last_edited=”on|phone” locked=”off” global_colors_info=”{}” theme_builder_area=”post_content”]<\/p>\n

Deployteq takeaway:<\/strong> Zorg voor goede e-mailauthenticatie (zoals DMARC), overweeg visuele herkenning via BIMI en bouw een aanpak waarbij inactieve contacten geleidelijk minder mails ontvangen. Richt je reactivatieflows op het bieden van waarde, niet op druk uitoefenen.<\/p>\n

[\/et_pb_blurb][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.27.6″ _module_preset=”default” custom_margin=”||30px||false|false” custom_margin_tablet=”||0px||false|false” custom_margin_phone=”||0px||false|false” custom_margin_last_edited=”on|tablet” locked=”off” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_column type=”4_4″ _builder_version=”4.27.4″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_image src=”https:\/\/deployteq.com\/wp-content\/uploads\/2026\/03\/8.png” title_text=”8″ _builder_version=”4.27.6″ _module_preset=”default” custom_margin=”||30px||false|false” border_radii=”on|20px|20px|20px|20px” border_radii_tablet=”on|20px|20px|20px|20px” border_radii_phone=”on|10px|10px|10px|10px” border_radii_last_edited=”on|phone” global_colors_info=”{}” theme_builder_area=”post_content”][\/et_pb_image][et_pb_text _builder_version=”4.27.6″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”]E-mail werkt het best wanneer het wordt gecombineerd met goed afgestemde communicatie via SMS, push, WhatsApp en offline kanalen. Volgens Thunderbit en bredere studies naar marketing automation blijft het gebruik van cross-channel automatisering toenemen.[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=”1_2,1_2″ use_custom_gutter=”on” gutter_width=”1″ make_equal=”on” _builder_version=”4.27.6″ _module_preset=”default” background_color=”#142893″ custom_margin=”||30px||false|false” custom_margin_tablet=”||0px||false|false” custom_margin_phone=”||0px||false|false” custom_margin_last_edited=”on|tablet” custom_padding=”0px||0px||true|false” border_radii=”on|18px|18px|18px|18px” border_radii_tablet=”on|18px|18px|18px|18px” border_radii_phone=”on|10px|10px|10px|10px” border_radii_last_edited=”on|phone” locked=”off” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_column type=”1_2″ _builder_version=”4.27.4″ _module_preset=”default” border_radii=”off|18px|||18px” border_radii_tablet=”off|18px|18px||0px” border_radii_phone=”off|10px|10px||0px” border_radii_last_edited=”on|tablet” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_image src=”https:\/\/deployteq.com\/wp-content\/uploads\/2026\/03\/joep-van-ham.jpg” alt=”Pauline” title_text=”joep-van-ham” force_fullwidth=”on” _builder_version=”4.27.6″ _module_preset=”default” module_alignment=”center” custom_css_free_form=”@media screen and (min-width: 981px) {|| @supports (object-fit:cover) {|| selector {|| bottom: 0;|| left: 0;|| position: absolute !important;|| right: 0;|| top: 0;|| }|| || selector .et_pb_image_wrap {|| height: 100%;|| width: 100%;|| }|| || selector img {|| height: 100%;|| object-fit: cover;|| width: 100% !important;|| }|| }||}” global_colors_info=”{}” theme_builder_area=”post_content”][\/et_pb_image][\/et_pb_column][et_pb_column type=”1_2″ _builder_version=”4.27.6″ _module_preset=”default” custom_padding=”48px|36px|48px|36px|true|true” custom_padding_tablet=”42px|30px|42px|30px|true|true” custom_padding_phone=”30px|18px|30px|18px|true|true” custom_padding_last_edited=”on|phone” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_text _builder_version=”4.27.6″ _module_preset=”default” text_font=”|||on|||||” text_text_color=”#FFFFFF” text_font_size=”12px” custom_margin=”||18px||false|false” global_colors_info=”{}” theme_builder_area=”post_content”]Expert insight:[\/et_pb_text][et_pb_text _builder_version=”4.27.6″ _module_preset=”default” text_font=”|700|on||||||” text_text_color=”#ffffff” text_font_size=”20px” text_line_height=”1.6em” quote_text_align=”left” custom_margin=”||24px||false|false” text_font_size_tablet=”” text_font_size_phone=”18px” text_font_size_last_edited=”on|phone” global_colors_info=”{}” theme_builder_area=”post_content”]<\/p>\n

\u201cIn 2026 draait marketing automation om het bewaken van de totale communicatiedruk. Elk contactmoment telt. Alleen door deze druk over alle kanalen heen \u2013 inclusief offline \u2013 slim te orkestreren, blijf je \u00e9cht relevant voor je doelgroep.”<\/p>\n

[\/et_pb_text][et_pb_text _builder_version=”4.27.6″ _module_preset=”default” text_text_color=”#FFFFFF” quote_text_align=”left” text_font_size_tablet=”” text_font_size_phone=”16px” text_font_size_last_edited=”on|phone” global_colors_info=”{}” theme_builder_area=”post_content”]<\/p>\n

\u2013 Joep van Ham, Teamlead Marketing Automation, <\/span>Happy Horizon<\/p>\n

[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.27.6″ _module_preset=”default” custom_margin=”||30px||false|false” custom_margin_tablet=”||0px||false|false” custom_margin_phone=”||0px||false|false” custom_margin_last_edited=”on|tablet” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_column type=”4_4″ _builder_version=”4.27.6″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_blurb use_icon=”on” font_icon=”||divi||400″ icon_color=”#3399FF” icon_placement=”left” image_icon_width=”24px” content_max_width=”100%” _builder_version=”4.27.6″ _module_preset=”default” background_color=”rgba(51,153,255,0.05)” custom_padding=”30px|30px|30px|30px|true|true” custom_padding_tablet=”30px|30px|30px|30px|true|true” custom_padding_phone=”|18px||18px|true|true” custom_padding_last_edited=”on|phone” animation=”off” custom_css_blurb_image=”padding-top: 4px;” border_radii=”on|20px|20px|20px|20px” border_width_all=”2px” border_color_all=”rgba(20,40,147,0.21)” border_radii_tablet=”on|20px|20px|20px|20px” border_radii_phone=”on|10px|10px|10px|10px” border_radii_last_edited=”on|phone” locked=”off” global_colors_info=”{}” theme_builder_area=”post_content”]<\/p>\n

Deployteq takeaway:<\/strong> Houd een kanaalonafhankelijk overzicht bij van alle contactmomenten en stel algemene limieten in voor hoe vaak iemand benaderd wordt.<\/p>\n

[\/et_pb_blurb][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.27.6″ _module_preset=”default” custom_margin=”||30px||false|false” custom_margin_tablet=”||0px||false|false” custom_margin_phone=”||0px||false|false” custom_margin_last_edited=”on|tablet” locked=”off” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_column type=”4_4″ _builder_version=”4.27.4″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_image src=”https:\/\/deployteq.com\/wp-content\/uploads\/2026\/03\/10.png” title_text=”10″ _builder_version=”4.27.6″ _module_preset=”default” custom_margin=”||30px||false|false” border_radii=”on|20px|20px|20px|20px” border_radii_tablet=”on|20px|20px|20px|20px” border_radii_phone=”on|10px|10px|10px|10px” border_radii_last_edited=”on|phone” global_colors_info=”{}” theme_builder_area=”post_content”][\/et_pb_image][et_pb_text _builder_version=”4.27.6″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”]<\/p>\n

Open rates zijn niet langer betrouwbaar, waardoor toonaangevende teams benchmarken op basis van CTR, CTO, conversieratio en unsubscribe-trends. Experts geven aan dat een toename in uitschrijvingen mede door eenvoudigere one-click afmeldmogelijkheden op de lange termijn juist bijdraagt aan een betere lijstkwaliteit.<\/p>\n

[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=”1_2,1_2″ use_custom_gutter=”on” gutter_width=”1″ make_equal=”on” _builder_version=”4.27.6″ _module_preset=”default” background_color=”#142893″ custom_margin=”||30px||false|false” custom_margin_tablet=”||0px||false|false” custom_margin_phone=”||0px||false|false” custom_margin_last_edited=”on|tablet” custom_padding=”0px||0px||true|false” border_radii=”on|18px|18px|18px|18px” border_radii_tablet=”on|18px|18px|18px|18px” border_radii_phone=”on|10px|10px|10px|10px” border_radii_last_edited=”on|phone” locked=”off” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_column type=”1_2″ _builder_version=”4.27.4″ _module_preset=”default” border_radii=”off|18px|||18px” border_radii_tablet=”off|18px|18px||0px” border_radii_phone=”off|10px|10px||0px” border_radii_last_edited=”on|tablet” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_image src=”https:\/\/deployteq.com\/wp-content\/uploads\/2026\/03\/arno.jpg” alt=”Pauline” title_text=”arno” force_fullwidth=”on” _builder_version=”4.27.6″ _module_preset=”default” module_alignment=”center” custom_css_free_form=”@media screen and (min-width: 981px) {|| @supports (object-fit:cover) {|| selector {|| bottom: 0;|| left: 0;|| position: absolute !important;|| right: 0;|| top: 0;|| }|| || selector .et_pb_image_wrap {|| height: 100%;|| width: 100%;|| }|| || selector img {|| height: 100%;|| object-fit: cover;|| width: 100% !important;|| }|| }||}” global_colors_info=”{}” theme_builder_area=”post_content”][\/et_pb_image][\/et_pb_column][et_pb_column type=”1_2″ _builder_version=”4.27.6″ _module_preset=”default” custom_padding=”90px|36px|90px|36px|true|true” custom_padding_tablet=”42px|30px|42px|30px|true|true” custom_padding_phone=”30px|18px|30px|18px|true|true” custom_padding_last_edited=”on|tablet” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_text _builder_version=”4.27.6″ _module_preset=”default” text_font=”|||on|||||” text_text_color=”#FFFFFF” text_font_size=”12px” custom_margin=”||18px||false|false” global_colors_info=”{}” theme_builder_area=”post_content”]Expert insight:[\/et_pb_text][et_pb_text _builder_version=”4.27.6″ _module_preset=”default” text_font=”|700|on||||||” text_text_color=”#ffffff” text_font_size=”20px” text_line_height=”1.6em” quote_text_align=”left” custom_margin=”||24px||false|false” text_font_size_tablet=”” text_font_size_phone=”18px” text_font_size_last_edited=”on|phone” global_colors_info=”{}” theme_builder_area=”post_content”]<\/p>\n

\u201cGroei zit niet in de volgende campagne, maar in flows die inspelen op klantfase, intentie en gedrag.”<\/p>\n

[\/et_pb_text][et_pb_text _builder_version=”4.27.6″ _module_preset=”default” text_text_color=”#FFFFFF” quote_text_align=”left” text_font_size_tablet=”” text_font_size_phone=”16px” text_font_size_last_edited=”on|phone” global_colors_info=”{}” theme_builder_area=”post_content”]<\/p>\n

\u2013 Arno Tenkink, Sr. CX Consultant, <\/span>Follo<\/p>\n

[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.27.6″ _module_preset=”default” custom_margin=”||30px||false|false” custom_margin_tablet=”||0px||false|false” custom_margin_phone=”||0px||false|false” custom_margin_last_edited=”on|tablet” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_column type=”4_4″ _builder_version=”4.27.6″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_blurb use_icon=”on” font_icon=”||divi||400″ icon_color=”#3399FF” icon_placement=”left” image_icon_width=”24px” content_max_width=”100%” _builder_version=”4.27.6″ _module_preset=”default” background_color=”rgba(51,153,255,0.05)” custom_padding=”30px|30px|30px|30px|true|true” custom_padding_tablet=”30px|30px|30px|30px|true|true” custom_padding_phone=”|18px||18px|true|true” custom_padding_last_edited=”on|phone” animation=”off” custom_css_blurb_image=”padding-top: 4px;” border_radii=”on|20px|20px|20px|20px” border_width_all=”2px” border_color_all=”rgba(20,40,147,0.21)” border_radii_tablet=”on|20px|20px|20px|20px” border_radii_phone=”on|10px|10px|10px|10px” border_radii_last_edited=”on|phone” locked=”off” global_colors_info=”{}” theme_builder_area=”post_content”]<\/p>\n

Deployteq takeaway:<\/strong> Vergelijk je prestaties met organisaties die een vergelijkbare doelgroep en verzendstrategie hebben. Houd complaint rates apart bij van uitschrijvingen.<\/p>\n

[\/et_pb_blurb][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.27.6″ _module_preset=”default” custom_margin=”||30px||false|false” custom_margin_tablet=”||0px||false|false” custom_margin_phone=”||0px||false|false” custom_margin_last_edited=”on|tablet” locked=”off” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_column type=”4_4″ _builder_version=”4.27.4″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_image src=”https:\/\/deployteq.com\/wp-content\/uploads\/2026\/03\/12.png” title_text=”12″ _builder_version=”4.27.6″ _module_preset=”default” custom_margin=”||30px||false|false” border_radii=”on|20px|20px|20px|20px” border_radii_tablet=”on|20px|20px|20px|20px” border_radii_phone=”on|10px|10px|10px|10px” border_radii_last_edited=”on|phone” global_colors_info=”{}” theme_builder_area=”post_content”][\/et_pb_image][et_pb_text _builder_version=”4.27.6″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”]Volgens de industrieprognoses van Clean Email (2026) en de performance-analyse van Mailsoftly (2025) nadert het wereldwijde dagelijkse e-mailvolume de 392 miljard berichten, met bijna 4,7 miljard actieve e-mailgebruikers wereldwijd. E-mail blijft het digitale kanaal met de hoogste ROI, mits het wordt ingezet met relevante en gedragsgedreven communicatie.[\/et_pb_text][et_pb_blurb use_icon=”on” font_icon=”||fa||400″ icon_color=”#FFFFFF” icon_placement=”left” image_icon_width=”24px” content_max_width=”100%” _builder_version=”4.27.6″ _module_preset=”default” body_text_color=”#FFFFFF” background_color=”#3399FF” use_background_color_gradient=”on” background_color_gradient_direction=”135deg” background_color_gradient_stops=”#3399ff 0%|#142893 100%” custom_padding=”30px|30px|30px|30px|true|true” custom_padding_tablet=”30px|30px|30px|30px|true|true” custom_padding_phone=”|18px||18px|true|true” custom_padding_last_edited=”on|phone” animation=”off” custom_css_blurb_image=”padding-top: 4px;” border_radii=”on|20px|20px|20px|20px” border_radii_tablet=”on|20px|20px|20px|20px” border_radii_phone=”on|10px|10px|10px|10px” border_radii_last_edited=”on|phone” locked=”off” global_colors_info=”{}” theme_builder_area=”post_content”]<\/p>\n

Gecombineerd partnerperspectief: <\/strong>
E-mail is interactief, ondersteunt besluitvorming, is gebaseerd op customer journeys, afhankelijk van engagement en gedreven door orchestration. Niet volume, maar volwassenheid bepaalt het resultaat.<\/p>\n

[\/et_pb_blurb][et_pb_blurb use_icon=”on” font_icon=”||divi||400″ icon_color=”#3399FF” icon_placement=”left” image_icon_width=”24px” content_max_width=”100%” _builder_version=”4.27.6″ _module_preset=”default” background_color=”rgba(51,153,255,0.05)” custom_padding=”30px|30px|30px|30px|true|true” custom_padding_tablet=”30px|30px|30px|30px|true|true” custom_padding_phone=”|18px||18px|true|true” custom_padding_last_edited=”on|phone” animation=”off” custom_css_blurb_image=”padding-top: 4px;” border_radii=”on|20px|20px|20px|20px” border_width_all=”2px” border_color_all=”rgba(20,40,147,0.21)” border_radii_tablet=”on|20px|20px|20px|20px” border_radii_phone=”on|10px|10px|10px|10px” border_radii_last_edited=”on|phone” locked=”off” global_colors_info=”{}” theme_builder_area=”post_content”]<\/p>\n

Deployteq takeaway:<\/strong> Koppel je KPI\u2019s aan klantwaarde in plaats van alleen kanaalmetrics zoals clicks. Gebruik holdouts en geo-splits om de echte incrementele impact te meten.\n<\/p>\n

[\/et_pb_blurb][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.27.6″ _module_preset=”default” custom_margin=”||30px||false|false” custom_margin_tablet=”||0px||false|false” custom_margin_phone=”||0px||false|false” custom_margin_last_edited=”on|tablet” locked=”off” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_column type=”4_4″ _builder_version=”4.27.4″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_text _builder_version=”4.27.6″ _module_preset=”default” custom_margin=”||0.75rem||false|false” global_colors_info=”{}” theme_builder_area=”post_content”]<\/p>\n

Hoe \u201cgoed\u201d eruitziet in 2026<\/h2>\n

[\/et_pb_text][et_pb_text _builder_version=”4.27.6″ _module_preset=”default” overflow-x_tablet=”scroll” overflow-x_phone=”scroll” overflow-x_last_edited=”on|desktop” overflow-y_last_edited=”off|desktop” custom_css_free_form=”selector table {|| border: 1px solid white;|| border-collapse: collapse;||}||||selector tr {|| background: #f7f7f7;||}||||selector tr:first-child {|| background:rgba(51, 153,255, .15);|| font-weight: 700;||}||||selector td {|| border: 3px solid white;|| padding: 1em 1.5em !important;||}||||@media screen and (min-width: 981px) {|| selector table {|| table-layout: fixed;|| }||}” locked=”off” global_colors_info=”{}” theme_builder_area=”post_content”]<\/p>\n\n\n\n\n\n\n\n\n
Focusgebied<\/td>\nSignalen dat je goed zit<\/td>\nValkuil<\/td>\nAanpak<\/td>\n<\/tr>\n
Identiteit en deliverability<\/td>\nDMARC ingesteld, weinig complaints, actieve sunsetting<\/td>\nFocus op lijstgroei zonder aandacht voor toestemming en kwaliteit<\/td>\nMaak engagement leidend en probeer contacten eerst te reactiveren voordat je ze verwijdert<\/td>\n<\/tr>\n
Doelgroepstrategie<\/td>\nSegmenten gebaseerd op gedrag en intentie<\/td>\nAlleen segmenteren op demografische gegevens zonder voorspellende waarde<\/td>\nGebruik propensity-modellen of minimaal regels op basis van activiteit<\/td>\n<\/tr>\n
Content en Journeys<\/td>\nFlows afgestemd op See-Think-Do, elke e-mail heeft \u00e9\u00e9n duidelijk doel<\/td>\nOvervolle nieuwsbrieven<\/td>\nVerdeel communicatie in kleinere, opeenvolgende contactmomenten<\/td>\n<\/tr>\n
Omnichannel<\/td>\nGeco\u00f6rdineerde drukregels over alle kanalen<\/td>\nGescheiden teams per kanaal (silo\u2019s)<\/td>\nWerk met centrale limieten en gedeelde suppressielijsten<\/td>\n<\/tr>\n
Meten en optimaliseren<\/td>\nCTO, CTR en conversies leidend, gebruik van incrementality-tests<\/td>\nTe veel focus op open rates<\/td>\nWerk met holdouts en KPI\u2019s op journey-niveau<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.27.6″ _module_preset=”default” locked=”off” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_column type=”4_4″ _builder_version=”4.27.4″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_text _builder_version=”4.27.6″ _module_preset=”default” custom_margin=”||0.75rem||false|false” global_colors_info=”{}” theme_builder_area=”post_content”]<\/p>\n

De kern<\/h2>\n

[\/et_pb_text][et_pb_text _builder_version=”4.27.6″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”]De kracht van e-mail in 2026 ligt in relevantie, timing en orchestration. Organisaties die de inbox winnen, zijn niet degenen die de meeste e-mails versturen, maar degenen die de meest betekenisvolle berichten sturen.[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=”1_4,1_4,1_4,1_4″ use_custom_gutter=”on” gutter_width=”2″ make_equal=”on” custom_padding_last_edited=”on|phone” _builder_version=”4.27.6″ _module_preset=”default” custom_margin=”||30px||false|false” custom_margin_tablet=”||10px||false|false” custom_margin_phone=”||10px||false|false” custom_margin_last_edited=”on|phone” custom_padding_tablet=”0px||||false|false” custom_padding_phone=”0px||||false|false” locked=”off” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_column type=”1_4″ _builder_version=”4.27.4″ _module_preset=”default” custom_padding=”30px|20px|30px|20px|true|true” custom_padding_tablet=”30px|20px|30px|20px|true|true” custom_padding_phone=”20px||20px||true|true” custom_padding_last_edited=”on|desktop” border_radii=”on|20px|20px|20px|20px” border_width_all=”2px” border_color_all=”rgba(20,40,147,0.19)” border_radii_tablet=”on|20px|20px|20px|20px” border_radii_phone=”on|10px|10px|10px|10px” border_radii_last_edited=”on|desktop” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_blurb use_icon=”on” font_icon=”||divi||400″ image_icon_width=”32px” _builder_version=”4.27.6″ _module_preset=”default” header_level=”h3″ text_orientation=”center” animation=”off” global_colors_info=”{}” theme_builder_area=”post_content”]Bouw journeys, niet alleen campagnes.[\/et_pb_blurb][\/et_pb_column][et_pb_column type=”1_4″ _builder_version=”4.27.4″ _module_preset=”default” custom_padding=”30px|20px|30px|20px|true|true” custom_padding_tablet=”30px|20px|30px|20px|true|true” custom_padding_phone=”20px||20px||true|true” custom_padding_last_edited=”on|desktop” border_radii=”on|20px|20px|20px|20px” border_width_all=”2px” border_color_all=”rgba(20,40,147,0.19)” border_radii_tablet=”on|20px|20px|20px|20px” border_radii_phone=”on|10px|10px|10px|10px” border_radii_last_edited=”on|desktop” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_blurb use_icon=”on” font_icon=”w||divi||400″ image_icon_width=”32px” _builder_version=”4.27.6″ _module_preset=”default” header_level=”h3″ text_orientation=”center” animation=”off” global_colors_info=”{}” theme_builder_area=”post_content”]Manage engagement, niet alleen lijsten.[\/et_pb_blurb][\/et_pb_column][et_pb_column type=”1_4″ _builder_version=”4.27.4″ _module_preset=”default” custom_padding=”30px|20px|30px|20px|true|true” custom_padding_tablet=”30px|20px|30px|20px|true|true” custom_padding_phone=”20px||20px||true|true” custom_padding_last_edited=”on|desktop” border_radii=”on|20px|20px|20px|20px” border_width_all=”2px” border_color_all=”rgba(20,40,147,0.19)” border_radii_tablet=”on|20px|20px|20px|20px” border_radii_phone=”on|10px|10px|10px|10px” border_radii_last_edited=”on|desktop” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_blurb use_icon=”on” font_icon=”f||divi||400″ image_icon_width=”32px” _builder_version=”4.27.6″ _module_preset=”default” header_level=”h3″ text_orientation=”center” animation=”off” global_colors_info=”{}” theme_builder_area=”post_content”]Optimaliseer communicatiedruk, niet alleen frequentie.[\/et_pb_blurb][\/et_pb_column][et_pb_column type=”1_4″ _builder_version=”4.27.4″ _module_preset=”default” custom_padding=”30px|20px|30px|20px|true|true” custom_padding_tablet=”30px|20px|30px|20px|true|true” custom_padding_phone=”20px||20px||true|true” custom_padding_last_edited=”on|desktop” border_radii=”on|20px|20px|20px|20px” border_width_all=”2px” border_color_all=”rgba(20,40,147,0.19)” border_radii_tablet=”on|20px|20px|20px|20px” border_radii_phone=”on|10px|10px|10px|10px” border_radii_last_edited=”on|desktop” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_blurb use_icon=”on” font_icon=”||divi||400″ image_icon_width=”32px” _builder_version=”4.27.6″ _module_preset=”default” header_level=”h3″ text_orientation=”center” animation=”off” global_colors_info=”{}” theme_builder_area=”post_content”]Meet intentie en resultaten, niet alleen opens.[\/et_pb_blurb][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=”1_2,1_2″ use_custom_gutter=”on” gutter_width=”1″ make_equal=”on” _builder_version=”4.27.6″ _module_preset=”default” background_color=”#142893″ custom_margin=”||30px||false|false” custom_margin_tablet=”||0px||false|false” custom_margin_phone=”||0px||false|false” custom_margin_last_edited=”on|tablet” custom_padding=”0px||0px||true|false” border_radii=”on|18px|18px|18px|18px” border_radii_tablet=”on|18px|18px|18px|18px” border_radii_phone=”on|10px|10px|10px|10px” border_radii_last_edited=”on|phone” locked=”off” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_column type=”1_2″ _builder_version=”4.27.4″ _module_preset=”default” border_radii=”off|18px|||18px” border_radii_tablet=”off|18px|18px||0px” border_radii_phone=”off|10px|10px||0px” border_radii_last_edited=”on|tablet” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_image src=”https:\/\/deployteq.com\/wp-content\/uploads\/2026\/03\/1771694767985.jpeg” alt=”Marketing Automation Specialist – Friday Digital Agency” title_text=”Marketing Automation Specialist – Friday Digital Agency” force_fullwidth=”on” _builder_version=”4.27.6″ _module_preset=”default” module_alignment=”center” custom_css_free_form=”@media screen and (min-width: 981px) {|| @supports (object-fit:cover) {|| selector {|| bottom: 0;|| left: 0;|| position: absolute !important;|| right: 0;|| top: 0;|| }|| || selector .et_pb_image_wrap {|| height: 100%;|| width: 100%;|| }|| || selector img {|| height: 100%;|| object-fit: cover;|| width: 100% !important;|| }|| }||}” global_colors_info=”{}” theme_builder_area=”post_content”][\/et_pb_image][\/et_pb_column][et_pb_column type=”1_2″ _builder_version=”4.27.6″ _module_preset=”default” custom_padding=”90px|36px|90px|36px|true|true” custom_padding_tablet=”42px|30px|42px|30px|true|true” custom_padding_phone=”30px|18px|30px|18px|true|true” custom_padding_last_edited=”on|tablet” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_text _builder_version=”4.27.6″ _module_preset=”default” text_font=”|||on|||||” text_text_color=”#FFFFFF” text_font_size=”12px” custom_margin=”||18px||false|false” global_colors_info=”{}” theme_builder_area=”post_content”]Expert insight:[\/et_pb_text][et_pb_text _builder_version=”4.27.6″ _module_preset=”default” text_font=”|700|on||||||” text_text_color=”#ffffff” text_font_size=”20px” text_line_height=”1.6em” quote_text_align=”left” custom_margin=”||24px||false|false” text_font_size_tablet=”” text_font_size_phone=”18px” text_font_size_last_edited=”on|phone” global_colors_info=”{}” theme_builder_area=”post_content”]\u201cWe vertrouwen sterk op benchmarking: we nemen geen beslissingen op basis van onderbuikgevoel, maar op data die aantoont wat \u00e9cht waarde oplevert\u201d[\/et_pb_text][et_pb_text _builder_version=”4.27.6″ _module_preset=”default” text_text_color=”#FFFFFF” quote_text_align=”left” text_font_size_tablet=”” text_font_size_phone=”16px” text_font_size_last_edited=”on|phone” global_colors_info=”{}” theme_builder_area=”post_content”]<\/p>\n

\u2013 Mad\u00e9e Reinerink, Marketing Automation Specialist, Friday Digital Agency<\/p>\n

[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.27.6″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_column type=”4_4″ _builder_version=”4.27.6″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_text _builder_version=”4.27.6″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”]Zoals onze partnerbureaus benadrukken, zit groei tegenwoordig in flows die inspelen op de fase, intentie en het gedrag van de klant. En zoals NOBEARS aangeeft, ligt de echte doorbraak in het gebruik van zero-party data om aannames te vervangen door echte dialoog.<\/p>\n

Als je slim benchmarkt, ontwerpt op basis van intentie en orkestreert over kanalen heen, blijf je je plek in de inbox verdienen \u2014 bericht na bericht.[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section]<\/p>\n","protected":false},"excerpt":{"rendered":"

Deployteq Thought Leadership | Reflecties op de 2026 Benchmark E-mail is niet \u201cterug\u201d. Het is nooit weggeweest. Maar het is wel ge\u00ebvolueerd. Onze analyse van miljarden verzonden berichten in verschillende sectoren in 2026 laat zien dat e-mail een kanaal is dat veerkrachtiger, meer realtime en veel sterker gestuurd door intentie is dan het oude tijdperk van massale campagnes dat het al jaren geleden achter zich heeft gelaten. Nu organisaties inzetten op automatisering, segmentatie en first- of zero-party data, veranderen inboxen in plekken voor gesprekken, in plaats van alleen campagnes. In dit artikel vatten we de belangrijkste inzichten uit de Deployteq Email Benchmark 2026 samen en plaatsen we deze in de context van de markt, zodat je je strategie kunt afstemmen op het komende jaar.\ud83d\udc49 TL;DR voor drukke marketeersDeliverability is een strategie, geen metric. Sterke acceptatiepercentages hangen samen met goed engagementbeheer, reactivatieprogramma\u2019s, sunsetting (opschonen van inactieve contacten) en het beheersen van de totale contactdruk over alle kanalen.Opens stijgen, maar interpreteer ze voorzichtig. Gedragsgestuurde triggers en strengere lijsthygi\u00ebne zorgen voor hogere open rates, terwijl verzendingen in het weekend nog steeds slechter presteren. Gebruik daarom click-through rate (CTR) en click-to-open (CTO) om de kwaliteit van je boodschap te beoordelen. Extern onderzoek bevestigt de […]<\/p>\n","protected":false},"author":10,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"on","_et_pb_old_content":"","_et_gb_content_width":"","content-type":"","_improvement_type_select":"improve_an_existing","_thumb_yes_seoaic":false,"_frame_yes_seoaic":false,"seoaic_generate_description":"","seoaic_improve_instructions_prompt":"","seoaic_rollback_content_improvement":"","seoaic_idea_thumbnail_generator":"","thumbnail_generated":false,"thumbnail_generate_prompt":"","seoaic_article_description":"","seoaic_article_subtitles":[],"footnotes":""},"categories":[25,42],"tags":[112],"class_list":["post-61780","post","type-post","status-publish","format-standard","hentry","category-blog","category-blog-nl","tag-unlisted-nl"],"_links":{"self":[{"href":"https:\/\/deployteq.com\/nl\/wp-json\/wp\/v2\/posts\/61780","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/deployteq.com\/nl\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/deployteq.com\/nl\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/deployteq.com\/nl\/wp-json\/wp\/v2\/users\/10"}],"replies":[{"embeddable":true,"href":"https:\/\/deployteq.com\/nl\/wp-json\/wp\/v2\/comments?post=61780"}],"version-history":[{"count":29,"href":"https:\/\/deployteq.com\/nl\/wp-json\/wp\/v2\/posts\/61780\/revisions"}],"predecessor-version":[{"id":62136,"href":"https:\/\/deployteq.com\/nl\/wp-json\/wp\/v2\/posts\/61780\/revisions\/62136"}],"wp:attachment":[{"href":"https:\/\/deployteq.com\/nl\/wp-json\/wp\/v2\/media?parent=61780"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/deployteq.com\/nl\/wp-json\/wp\/v2\/categories?post=61780"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/deployteq.com\/nl\/wp-json\/wp\/v2\/tags?post=61780"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}