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. @digitalzia @anikagenny @contactlab 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.

Milano, 10 marzo 2015

Arianna Galante Director of Agency Dept. arianna.galante@contactlab.com

Lisa Molteni Digital Strategist lisa.molteni@contactlab.com

I 5 TREND

DEL DIGITAL DIRECT MARKETING

NEL 2015

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CHI SIAMO

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100% DIGITAL DIRECT MARKETING

100% CUSTOMER ENGAGEMENT

100% MEASURABLE RESULTS

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AL CENTRO L’ENGAGEMENT DELL’UTENTE

La soluzione completa per comunicare con gli utenti digitali

generando valore e massimizzando il ROI

STRATEGIA CREATIVITÀ ANALISI DELIVERY

EMAIL SURVEY SMS PUSH NOTIFICATION

CONSULENZA

MESSAGING

Future release

ESECUZIONE

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I VOSTRI MESSAGGI CATTURANO L’ATTENZIONE,

CREANO LEGAMI, STIMOLANO REAZIONI?

“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”

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1.000+ clienti italiani e internazionali, multi-industry

80 milioni di email e 800 campagne spedite ogni giorno

16 anni di esperienza e di leadership nell’email marketing

130+ esperti in digital direct marketing

1 sede a Milano, 4 uffici in Europa

FACTS & FIGURES

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UNA PIATTAFORMA DI BENCHMARKING

Progettata e sviluppata da ContactLab

Colleziona e archivia migliaia di email al giorno 4.000.000 newsletter 15.000 brand 5 lingue 25 settori

Permette di seguire da vicino e in tempo reale l’attività di email marketing dei vostri competitor senza doversi iscrivere a decine di newsletter Disponibile in versione beta gratuita

www.newslettermonitor.com http://blog.newslettermonitor.com/

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5 TREND EMAIL MARKETING

DEL 2015

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1/ FARE STRATEGIA

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Non è più un canale tattico ma strategico

Crescono gli investimenti

Interessa anche i C-level

Le grosse società di consulenza ne parlano Forrester Research Email Marketing Forecast, 2014 To 2019 (US)

https://www.forrester.com/Forrester+Research+Email+Marketing+Forecast+2014+To+2019+US/fulltext/-/E-RES117461

Forrester Research: The Email Marketing Playbook

https://www.forrester.com/The+Email+Marketing+Playbook/-/E-PLA230?objectid=PLA230

McKinsey&Company: Why marketers should keep sending you e-mails (2014)

http://www.mckinsey.com/insights/marketing_sales/why_marketers_should_keep_sending_you_emails

L’EMAIL È STRATEGICA | SI VEDE DA CHI SE NE OCCUPA

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L’EMAIL È STRATEGICA | SI VEDE DAI NUMERI

Il 91% degli utenti internet regolari italiani controlla l’email ogni settimana, mentre si collega

ai social network solo il 66%

Per il 69% la newsletter è il mezzo più efficace per restare in contatto con un brand

Il 73% degli utenti iscritti a una newsletter, si fida di questo strumento (+25,9% rispetto al 2013)

L’impatto dell’email non si limita all’online: o il 36% degli utenti iscritti ad almeno una newsletter ha già acquistato online partendo da un link all’interno di un’email

o il 57% si sono recati in negozio per acquistare il prodotto segnalato nell’email

L’email è più efficace dei social network per acquisire nuovi clienti: o l’impatto dell’email sulle vendite è più di 3 volte superiore a quello dei social network,

o lo scontrino medio è più alto del 17%

Fonte: European Digital Behaviour Study 2014 di ContactLab

Il RPE (revenue per email) è cresciuta in proporzione del 28% dal 2013 al 2014

Fonte: Email Marketing Industry Census 2014 - econsultancy

Fonte: McKinsey & Company – gennaio 2014

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«Digital glue»

Denominatore

comune sul web

Ponte verso tutte

le iniziative

ANALYTICS

SHOPPING

CRM

SITO

MOBILE SOCIAL

SONDAGGI

L’EMAIL MASSIMIZZA L’ENGAGEMENT

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Conoscere

il nostro cliente

Offrendo il messaggio

giusto

Alla persona giusta

Al momento giusto

Sul canale giusto

Quello che ci dice

Dati

sociodemografici

Quello che fa

Dati transazionali

Interazioni

Quello che possiamo

integrare

Attraverso la ricerca

Data enrichment

One to one

Win win

Di valore

Duratura

Essere

pertinenti

Costruire

una relazione

19

A PATTO DI CONOSCERE L’UTENTE

Il 27% degli utenti iscritti a una

newsletter è disposto a fornire

più informazioni a fronte di

messaggi più pertinenti

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E COSTRUIRE UN PIANO DI CONTATTO ARTICOLATO

Promozioni

Lancio prodotti

Branding

Iniziative speciali

Welcome

Compleanno

Survey di profilazione

Completamento dati

Survey post acquisto

Gratification

Re-engagement

Upsell / cross-sell

LIFECYCLE SPOT

Occasioni di contatto seasonal

Newsletter

APPUNTAMENTI

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E PERSONALIZZATO

VARIABILI

SOCIO-DEMOGRAFICHE

Uomo / donna

Data di nascita

Residenza

Composizione famigliare

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

Compra in negozio / online /

entrambi

VARIABILI

TEMPORALI

Data di iscrizione

Ultima apertura

Ultimo click

Ultimo acquisto

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2/ COSTRUIRE UN’EMAIL EXPERIENCE

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♫ Certi giorni hanno un

ritmo speciale… Buona Pasqua!

#BeOriginal: colori, musica e

divertimento ti aspettano

☺ C’è un regalo per te! Scopri le

T-talk Original Marines ☺

✎ Si torna a scuola con uno zaino Original

Marines a 1 euro ☺

CREANDO DELLE ABITUDINI CASE ORIGINAL MARINES

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OFFRENDO VARIETÀ

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RASSICURANDO

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GRATIFICANDO GLI ATTIVI CASE ILLY

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RIATTIVANDO I DORMIENTI

Click Inside to Keep Your VIP Status Ada, Respond Now to Keep Receiving

Emails

You're All Signed Up! Let's See

What's Next …

dopo 3 mesi Post riattivazione

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ACCOMPAGNANDO L’UTENTE NEI MOMENTI IMPORTANTI CASE NESTLÉ

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ACCOMPAGNANDO I CONSUMATORI DOPO L’ACQUISTO CASE COSTA CROCIERE

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Compleanno bambino con digital gifting:

biglietto di invito alla festa da stampare

CASE NESTLÉ COCCOLANDOLI

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SOPRENDENDO

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3/ FACILITARE LA VITA

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ANCORA PRIMA DELL’APERTURA

Completando il subject

Con un pre-header call to action diretta

CASE NESTLÉ

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AGEVOLANDO LA SCELTA CASE ILLY

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CON DELLE OPZIONI CHIARE

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CON DELLE LISTE

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CONVINCENDO GLI INDECISI

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COSTRUENDO DEGLI ALERT SU MISURA CASE CARREFOUR SPECTACLES

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4/ PENSARE OMNICHANNEL

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EMAIL > SITI ECOMMERCE CASE ILLY

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EMAIL > PUNTO VENDITA CASE NESTLÉ

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EMAIL > ON E OFFLINE

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EMAIL > SOCIAL CASE COOPI, UNHCR, GITES DE FRANCE

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SOCIAL > EMAIL CASE BELSTAFF

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EMAIL > SMS CASE OSF

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L’EMAIL È MOBILE

In Italia:

il 73%* apre l’email da mobile almeno 1 volta a settimana *utenti smartphone 16-65 anni

il 71%* apre l’email da tablet almeno 1 volta a settimana

*utenti tablet 16-65 anni

Il 42% delle email vengono aperte da

tablet o mobile

Fonte https://www.pinterest.com/pin/288160076133147851/

Piattaforma di ContactLab: Aprile 2011- Dicembre 2014

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L’EMAIL DEVE ESSERE PIENAMENTE FRUIBILE DA MOBILE CASE PAGEBUILDER 3.0 ALPITOUR, JUVENTUS

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Email Landing con form di registrazione

… E ANCHE LA LANDING PAGE CASE CESVI

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5/ TESTARE, MISURARE, OTTIMIZZARE

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VARIABILI ESEMPIO KPI

Sender azienda – reparto – persona - tipologia Aperture

Subject diretto o teaser Aperture e click

Content:

- testo

- grafica

- ordine dei contenuti

- offerte

- immagini

- lunghezza

informale

layout in generale, bottoni CTA

informazione o promozione

valori assoluti o %

uguale per tutti oppure segmentate

sintesi o dettaglio

Aperture e click

Timing d’invio Settimana / weekend / am / pm Aperture e click

Versione A – winner!

+ 136% transazioni

+ 191% fatturato

Versione B

OGNI DETTAGLIO CONTA E VA TESTATO

CASE ILLY

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ANDANDO BEN OLTRE APERTURE E CLICK

Complessivo

Per campagna

Revenue per email (RPE)

Conversion rate

TRANSATO

Conversioni di prospect in

clienti

Frequenza di acquisto

Spesa media

Migrazione tra segmenti

Riattivazione degli inattivi

Tasso di churn

COMPORTAMENTO

DEGLI UTENTI

Conversione

Navigazione

Click

Apertura

Ricezione

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Soddisfazione Raccomandabilità

Propensione

al riacquisto Distintività

Sondaggio post acquisto

con Quality Relationship Score ContactLab

= un unico indicatore sintetico

immediatamente interpretabile,

in termini assoluti e relativi

• Soddisfazione

risposta alle esigenze dei clienti

• Raccomandabilità

valore percepito del prodotto / servizio e motivazioni per

consigliarlo ad altri

• Distintività

rispetto ad altri prodotti / servizi simili

• Propensione al riacquisto

probabilità di un futuro rinnovo dell’acquisto

E ANCHE OLTRE IL TRANSATO

QR

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MONITORANDO I RISULTATI CON DELLE DASHBOARD PERSONALIZZATE

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CONTINUANDO AD IMPARARE DAI DATI PER OTTIMIZZARE IL PIANO DI CONTATTO

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BUON 2015 ALL’INSEGNA DEL DIGITAL DIRECT MARKETING

1/ FATE STRATEGIA

5/ TESTATE, MISURATE, OTTIMIZZATE

3/ FACILITATE LA VITA

4/ PENSATE

OMNICHANNEL

2/ COSTRUITE

UN’EMAIL EXPERIENCE

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UNA METODOLOGIA PREMIANTE E PREMIATA

2014 | Echo Awards – illy

2014 | European E-mailing Award – illy

2014 | Interactive Key Award – illy

2013 | Premio www Il Sole 24Ore – illy

2012 | NC Awards - Imaginarium

2012 | Interactive Key Award – UNHCR, The UN Refugee Agency

2012 | IAB Mixx – Imaginarium

2011 | Finalist at ECHO Award – Blu Holding

2011 | Freccia D’Argento – Blu Holding

2010 | Freccia D’Oro – UNHCR

2010 | Freccia D’Oro – illy

2009 | Interactive Key Award – IKEA

2007 | Freccia D’Oro – Expedia

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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

Scarica le nostre indagini internazionali sui trend del digitale

NEWSLETTER

Segui i nostri consigli nelle serie tematiche, ricevi gli inviti agli eventi a cui

partecipiamo

INFOGRAFICHE

Consulta e condividi le infografiche raccolte nel nostro canale Pinterest

VAI AL BLOG >

REGISTRATI >

DOWNLOAD >

ISCRIVITI >

CONDIVIDI >

LE NOSTRE RISORSE

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GRAZIE

Arianna Galante – Director of Agency Dept. – arianna.galante@contactlab.com

Lisa Molteni – Digital Strategist – lisa.molteni@contactlab.com

www.contactlab.com

www.newslettermonitor.com

http://blog.newslettermonitor.com/

SEGUICI SU