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This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
Email marketing e social media ovvero Now that we have Twitter, Facebook and Pinterest what’s the future of email? Milano, 15 novembre 2012
@contactlab @digitalzia #SCHF12
This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
Oltre 1.000 clienti
Più di 40 milioni di email e 400 campagne inviate giornalmente
11 anni di esperienza nel settore internet
Più di 120 esperti nel settore email marketing al vostro servizio
5 uffici a Milano, Parigi, Londra, Madrid e Monaco di Baviera
1 posizionamento unico:
• Tecnologia: ESP
• Creatività: Agency
• Analisi: Business Intelligence
CONTACTLAB IN BREVE
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This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
CONTACTLAB IN BREVE
Strategia di comunicazione e sviluppo customer base
Websites, Minisites, Landing Page, Apps Surveys Contests Emails Social Media
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This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
CONTACTLAB IN BREVE
Accompagnamento completo
report e analisi
sviluppo e test
strategia
progettazione e copywriting
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This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
CONTACTLAB IN BREVE
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This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
Partiamo da un Tweet
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http://www.mediabistro.com/alltwitter/future-of-email_b31143
This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
PUNTI DI FORZA PUNTI DI DEBOLEZZA
o Rapporto qualità/prezzo o Flessibilità o Metriche o ROI
o Connotazione negativa causa spam o approccio «batch & blast» o «spray &
pray»
OPPORTUNITA’ MINACCE
o « Direct marketing rockstar in recession » (Advertising Age)
o «Digital glue»
o Competizione in e tra mailbox o Breve attenzione dell’utente o Social media
Facciamo un esame di coscienza
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This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
Saremo anche «tradigital» ma andiamo forte!
2011: ROI dell’email marketing = $40.56 per ogni dollaro investito
2011: ROI del social media marketing = $12.71 Direct Marketing Association "Power of Direct" (2011)
Una ricerca condotta nel 2012 sulle abitudini e preferenze dei consumatori ha rilevato che il 77% preferisce ricevere le promozioni via email.
The 2012 Channel Preference Survey
Il 60% degli imprenditori rispondenti prevedono di aumentare il budget investito nell’email marketing.
www.strongmail.com/2012marketsurvey
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This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
Alla persona giusta Personalizzazione Segmentazione
Al momento giusto Seguire il cliente durante il ciclo di vita Osservarne il comportamento Calibrare la frequenza di invio
Rispettare le preferenze degli utenti Usare il canale di contatto preferito Per garantire al cliente una «fluid cross media brand experience»
Attraverso il canale giusto www
Il messaggio giusto Contenuti ad alto valore aggiunto per il destinatario Contenuti verticali, non solo di vendita
Quello che conta è essere pertinenti per l’utente
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This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 10
E infatti, guardate un po’ chi mi manda mail…
This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
Email e social: stesso target
Gli utenti dei social network consultano la posta elettronica
più spesso: il 42% lo fa 4 volte al giorno o più vs. 27% dei non
utenti (Merkle 2010 View from the Social Inbox)
Il 75% degli utenti dei social network ritengono che l’email sia
il miglior modo per essere contattati dalle aziende vs. 65%
dei non utenti (Marketing Sherpa)
Il 49% degli utenti di Twitter hanno fatto un acquisto online
dopo aver ricevuto una mail commerciale da un’azienda
vs. 33% dei non utenti (Marketing Sherpa)
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This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
Fonte: http://blog.getresponse.com/uploads/2012/01/infographic_socialmedia_61.jpg
Email e social: la viralizzazione dell’email tramite i social
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This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
http://www.contactlab.com/email-marketing-e-social-network
Dai social all’email: un touch point per fare acquisition
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This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
Gli utenti sono disponibili a condividere le Newsletter:
Contenuti «interessanti»
Sconti e promozioni
Dall’email ai social: ma solo se c’è valore
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This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
Non tutti sanno come condividere
Dall’email ai social: l’educazione degli utenti
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This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
Email acquisition Social acquisition Da mail a contenuto social L’email = contenuto social L’email = contenuto «shareworthy» Una «liquid customer experience»
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#Nientefuffa: esempi pratici
This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 17
Email acquisition
This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
Social acquisition: invitare
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This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
Target esterno Target interno
Social acquisition: segmentare gli inviti per target
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This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
Social acquisition: non solo Facebook
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This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
Social acquisition: non solo Facebook
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This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
Social acquisition: ricordare
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This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
Social acquisition: ricompensare
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This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
1000 Fan in 8 ore dall’invio della Dem 1981 Fan in 4 giorni
Social acquisition: funziona!
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This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
Da email a contenuto social CASE DANONE
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This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
Da email a contenuto social
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This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
L’email = contenuto social
Decidere quale immagine rendere cliccabile Suggerire una descrizione
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This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
L’email = contenuto «shareworthy»
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This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
Diverse opzioni «Condividi»: 1) su tutta la newsletter 2) oppure condivisione dei singoli articoli, sia su Facebook che su Twitter*
Testo «condividi su» oltre alle icone
* Sviluppo ContactLab, funzionalità non standard di Facebook e Twitter 29
L’email = contenuto «shareworthy»
This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 30
L’email = contenuto «shareworthy»
This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 31
Una liquid customer experience
This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
ContactLab E-mail & E-marketing Evolution
grazie
Arianna galante – Director of Agency Dept. – [email protected]
www.contactlab.com
www.newslettermonitor.com
Via Natale Battaglia, 12
20127 Milano – Italy
Tel. 02.283118.1
Madrid München Milano Paris London
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