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.

COMUNICARE CON GLI UTENTI VIA EMAIL:

best practice, strumenti e applicazioni reali

tratte da newslettermonitor.com

e dal caso Welcome Travel Group

Lisa Molteni – Strategic Planner

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. 2

Agenda

2 COSTRUIRE UN PIANO DI CONTATTO

Best practice ed esempi presi da case aziendali e da

NewsletterMonitor.com, la nostra piattaforma di

benchmarking dedicata all’email marketing

1 IL NOSTRO PUNTO DI VISTA

ContactLab in breve, la nostra metodologia e l’email

come strumento di engagement tra utenti e brand-

agenzie

3 IL CASO WELCOME TRAVEL GROUP

Un workflow per gli affiliati del network WTG creato per

razionalizzare gli effort delle singole agenzie e

garantire un piano di contatto di qualità.

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. 3

IL NOSTRO PUNTO DI VISTA

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. 4

100% DIGITAL DIRECT MARKETING

100% CUSTOMER ENGAGEMENT

100% MEASURABLE RESULTS

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. 5

Facts & figures

16 ANNI di esperienza e di leadership nell’email marketing

130+ esperti in digital direct marketing

34 ANNI età media delle nostre persone

1 SEDE a Milano, 4 UFFICI in Europa

1.000+ clienti italiani e internazionali, multi-industry

99% clienti fidelizzati (churn rate < 1% )

80 MILIONI di email spedite ogni giorno

150 PAESI e 25 LINGUE coperti dalle nostre campagne

6.3 TERABYTE di dati gestiti ogni giorno dai nostri sistemi

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. 6

Una value proposition unica

Il digital direct marketing come leva per il tuo business

UNA COMBINAZIONE UNICA

tecnologia scalabile, servizi di marketing integrati e insight specifici sul tuo business

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. 7

La nostra metodologia

Ci avvaliamo di un’ampia gamma di prodotti e servizi modulari ed integrati per accompagnare i brand in tutto il

ciclo di progettazione e realizzazione del proprio programma di digital direct marketing

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. 8

«Digital glue»

Denominatore

comune sul web

Ponte verso tutte

le iniziative del brand

ANALYTICS

SHOPPING

CRM

SITO

MOBILE SOCIAL

SONDAGGI

L’email al centro del percorso dell’utente omnichannel

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. 9

Per instaurare un dialogo nel tempo

PUNTO DI CONTATTO

ISCRIZIONE RICEZIONE REAZIONE AL

MESSAGGIO

N.2

N.3

N.4

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E favorire l’engagement

NEL TEMPO COMUNICARE ISPIRARE DIALOGARE OTTENERE RISULTATI

PERSONALIZZANDO LA RELAZIONE

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. 11

Le vostre email entrano in sintonia con i vostri utenti?

L’ENGAGEMENT È

“L’INDICATORE DELLA CAPACITÀ

DEL MESSAGGIO DI UN BRAND

DI ATTIRARE L’ATTENZIONE, CREARE LEGAMI CON UN PROSPECT

E, INFINE,

GUIDARLO A UN’AZIONE SIGNIFICATIVA”

“Cracking the Engagement Code,” Mollie Spillman, 2006

“indicator of the propensity of a brand message to resonate

and connect with a prospect and ultimately drive some kind of meaningful action”

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. 12

Non c’è engagement senza pertinenza

il messaggio giusto

alla persona giusta

al momento giusto

attraverso il canale giusto

Il 27% degli utenti iscritti a una

newsletter è disposto a fornire più

informazioni a fronte di messaggi

più pertinenti

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. 13

DICHIARATIVO

COMPORTAMENTALE

Email - invio

Sito – web analytics

Offline - CRM

QUELLO CHE AVETE CHIESTO: Solamente l’indirizzo email Dati socio-demografici Preferenze

QUELLO CHE FANNO: Apertura e frequenza: engagement/ fidelizzazione Click: interessi e preferenze Conversioni: visite al sito, tipologie di acquisto, valore, abbandono del carrello

Non c’è pertinenza senza conoscenza dell’utente

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. 14

INFORMAZIONI DICHIARATE

IN FASE DI ISCRIZIONE

Uomo / donna

Età / compleanno

Residenza

Leisure / Business

VARIABILI

COMPORTAMENTALI

Ha aperto

Ha cliccato

Ha passato del tempo sul sito

Ha acquistato il prodotto A

Ha speso € y

Ha quasi acquistato il prodotto B

Viaggia per breve / lungo periodo?

Medio / lungo raggio?

VARIABILI

TEMPORALI

Data di iscrizione

Ultima apertura

Ultimo click

Ultimo acquisto

Ultima meta

Distanza usuale tra prenotazione e partenza

Frequenza di viaggio

Pertinenza + conoscenza dell’utente = dialogo one to one

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. 15

Fruibile nelle modalità preferite dall’utente

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Che lo accompagni in tutta la customer journey

Offrendo un’esperienza coinvolgente

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

COSTRUIRE

UN PIANO DI CONTATTO

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. 18

Costruite un piano di contatto pertinente | Per una customer experience di valore

Promozioni

Iniziative speciali

Welcome

Buon compleanno

Anniversario

Sondaggio post acquisto

Attivi/inattivi

LIFECYCLE SPOT

Newsletter

Occasioni da calendario

Promozioni seasonal

APPUNTAMENTI

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. 19

Date il benvenuto | La prima impressione conta

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. 20

Festeggiate il compleanno dell’utente | Con contenuti davvero speciali

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. 21

Festeggiate il compleanno del brand | Con un benefit esclusivo

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. 22

Restate top of mind | con un appuntamento fisso

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Lanciate novità e promozioni | Con una serie

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. 24

Arricchite il piano editoriale | Sfruttando le occasioni in calendario

CLASSICHE

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. 25

Arricchite il piano editoriale | Sfruttando le occasioni in calendario

MENO CLASSICHE

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. 26

Costruite un percorso post acquisto

POST-RIENTRO PRE-PARTENZA

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. 27

Costruite un percorso post acquisto | Dando consigli prima della partenza

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. 28

Ascoltate gli utenti | Con un sondaggio di soddisfazione

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Gratificate gli utenti più fedeli

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Riattivate gli utenti dormienti

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Facilitate la fruizione delle email da mobile | Con il Pagebuilder 3.0

La qualità della visualizzazione

dell’email da parte dell’utente

è uno dei driver verso l’azione

Una visualizzazione non corretta

può nuocere al brand

“If an email does not display

correctly, 71,2% will delete it

immediately” BlueHornet “Consumer Views of Email

Marketing” (2014)

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. 32

WELCOME TRAVEL GROUP

IL CASO

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. 33

Un progetto B2B2C

Potenziare la relazione con le

agenzie offrendo servizi innovativi

Centralizzare i dati degli utenti raccolti

in formato cartaceo lasciandone la titolarità

alle agenzie

Facilitare l’accesso e la gestione da

parte delle agenzie al proprio portafoglio

clienti targetizzato in funzione

dell’acquisto sui punti vendita

Ampliare i canali di contatto: oltre

l’SMS anche l’email marketing

Creare uno standard per le agenzie e

permettere loro di comunicare meglio e

con regolarità con i propri clienti

ottimizzando i tempi e l’effort

Welcome Travel Group (oltre 1000

agenzie affiliate)

ContactLab (con la piattaforma tecnologica

di digital messaging, il Pagebuilder e altri

servizi)

Le agenzie affiliate WTG aderenti al

progetto

I consumatori finali

GLI ATTORI LE ESIGENZE

La creazione di un database di contatti

unico distinto per fonte/agenzia di

provenienza

3 proposte di newsletter al mese che

WTG compone con il Pagebuilder di

ContactLab e mette a disposizione delle

agenzie

L’accesso da parte delle agenzie alla

piattaforma ContactLab

LE SOLUZIONI

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Il toolkit a disposizione delle agenzie

Ogni agenzia che aderisce ha a disposizione:

L’uso della piattaforma ContactLab per l’invio delle comunicazioni email

Database:

o La vista del proprio database

o La creazione di segmenti

Messaggi:

o 1 email di benvenuto

o 3 email al mese tra cui scegliere, realizzate tramite PageBuilder

dall’azienda madre Welcome Travel Group (Generica, Nord, Sud)

o Personalizzazione dell’agenzia mittente tramite elementi dinamici

Misurazione dei risultati

o Accesso alla reportistica disponibile dopo ogni invio

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. 35

Un’email di benvenuto personalizzata e automatica

Ricorrente: inviata alle 9:00 a tutti gli

utenti entrati in database il giorno

prima

Personalizzata nei contatti e nella

firma

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. 36

Una newsletter mensile personalizzata e declinata geograficamente

NORD

SUD

GENERICA

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. 37

Un arricchimento del piano editoriale | Con occasioni da calendario

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. 38

I risultati

270 agenzie in franchising hanno aderito al progetto (da luglio 2013 ad oggi)

o Ogni mese nuove agenzie chiedono di entrare a far parte del programma

182.000 utenti registrati alla newsletter delle agenzie, in totale

200-300.000 email/mese (in funzione della stagionalità)

L’esperienza di co-creazione di valore tra Welcome Travel Group, ContactLab

e le agenzie ha permesso di rafforzare i legami

Tra clienti e top agenzie

Tra WTG e le agenzie grazie al servizio qualitativo e gratuito offerto

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NEWSLETTERMONITOR

Scopri il tool per il benchmark con oltre 6 milioni di email catalogate inviate dai

top brand internazionali

Leggi gli articoli di approfondimento sul meglio dell’email marketing

nel Blog di NewsletterMonitor

RICERCHE

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Le nostre risorse

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GRAZIE

Lisa Molteni – Strategic Planner – lisa.molteni@contactlab.com

www.contactlab.com

www.newslettermonitor.com

http://blog.newslettermonitor.com/

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