Build a useful, measurable and controlled email relationship
We define data collection, segmentation, sequences and measurement around your objectives. Technical configuration and GDPR checkpoints are integrated into the project, without universal promises of deliverability or results.
A direct channel to manage methodically
Preparing a mailing involves rules as much as the message
Message to send
-
Recipients
A list with documented origins and use.
-
Content
A useful subject and an action consistent with the relationship.
-
Frequency
Triggers and stop conditions adapted to the context.
-
Technical setup
Authentication, bounces and unsubscribes checked.
Email lets you communicate directly with people subscribed to a list, without depending on an advertising platform's format. It remains subject to recipients' choices, the legal framework, email providers' rules and the quality of collected data.
For a Brussels SME, it can follow up a quote request, share expertise, inform customers or maintain a relationship over time. Frequency, message count and useful indicators depend on the sales cycle and the business's actual context.
Our approach documents collection, defines segments, designs sequences triggered by relevant events and organises measurement. Email automation is activated only after validating data, sending rules and opt-out mechanisms. Deliverability cannot be guaranteed: it also depends on recipients and mailbox providers.
6 pillars of a professional email strategy
Building a qualified list
Useful content, a form adapted to the journey, documented origins and a possible CRM connection. Form performance is measured using your own data.
Behavioural segmentation
Segments built from lawful, actually available data: customer relationship, declared interest, quote request or measurable interaction. Each rule is documented and can be revised.
Automated sequences (nurture)
Welcome, quote follow-up, customer information or re-engagement: message count, frequency and stop conditions are defined after an audit, not imposed by a generic calendar.
Editorial newsletter
A readable format, a clear editorial promise and a consistent call to action. Length and frequency are chosen according to the audience, resources and actual usefulness of the content.
Technical preparation and monitoring
Domain authentication, bounce and unsubscribe management, monitoring of available signals and pre-send checks. Requirements are verified with each relevant provider.
GDPR framework to document
Purpose, legal basis, information, evidence where consent is used, right to object and retention period. The setup is adapted to the use case and must be validated by the controller.
Test your own sending assumptions
Complete each assumption with a value within the indicated range.
This calculation only multiplies the values you entered. It predicts neither opens, deliverability, unsubscribes, margin nor actual sales attribution. It is not a results forecast.
Four steps adapted to your context
Audit and scoping
Inventory of lists, data origins, objectives, segments, current journeys and responsibilities. Kanexio scope, deliverables and schedule are confirmed in the proposal.
Technical and legal foundations
Tool selection, domain authentication, collection rules, information, unsubscribe mechanisms, bounce management and a possible CRM connection.
Content and prototype
Editorial architecture, messages, entry and exit conditions, templates and internal tests. Content volume depends on the approved Kanexio scope.
Pilot, measurement and decision
Sending within a controlled scope, interpreting available signals, checking incidents and making adjustments. Any extension is decided using your data, not a universal benchmark.
Your questions about email marketing
Which email platform should I choose in Belgium?▾
The choice depends on email types, expected volume, integrations, consent and objection features, processing locations, processors and budget. Kanexio compares these elements in the project's context. No tool is “GDPR-compliant by default”: the controller remains responsible for configuring and documenting its use.
How can I build a list without buying a database?▾
A purchased list does not, on its own, prove data origins, information provided to individuals or the legal basis for sending. The Data Protection Authority notes that consent is generally required for direct marketing by email, subject notably to the “soft opt-in” exception. Each case must be documented. We favour direct, transparent collection.
How much does a Kanexio email strategy cost?▾
Published Kanexio commercial terms for this service: setup from €1,800 to €4,200 depending on scope, then optional management from €480 to €1,200 per month, with no fixed-term commitment. The quote specifies included sequences, content and integrations. The email platform is billed separately according to the provider and usage.
How can I avoid Gmail/Outlook spam folders?▾
No configuration guarantees inbox placement. For Gmail, Google publishes requirements that vary notably by volume: authentication, DNS, TLS and, for certain mailings, DMARC and one-click unsubscribe. Recipients' choices must also be respected, bounces handled and each provider's signals monitored.
To investigate a specific reception problem, follow our method to diagnose emails classified as spam and gather useful evidence before making changes.
Official sources
The exact framework depends on processing and provider. These references form a basis for scoping without constituting automatic legal validation:
Email works well with these approaches
Ready to structure your digital growth?
Let's discuss your project. An initial conversation with no obligation.
