Presentazione di Arianna Galante, Director of Agency Dept., tenuta all'eCommerce Forum sui 5 trend del Digital Direct Marketing nel 2015.

1. 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 @contactlab #ecommerceforumThis 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.
I 5 TREND
DEL DIGITAL DIRECT MARKETING
PER L’E-COMMERCE
Arianna Galante - Director of Agency Dept.
arianna.galante@contactlab.com
21 aprile 2015

2. 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 @contactlab #ecommerceforum 2
CHI
SIAMO

3. 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 @contactlab #ecommerceforum 3
100% DIGITAL DIRECT MARKETING
100% CUSTOMER ENGAGEMENT
100% MEASURABLE RESULTS

4. 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 @contactlab #ecommerceforum 4
AL CENTRO L’ENGAGEMENT DELL’UTENTE
La soluzione completa per comunicare con gli utenti digitali
generando valore e massimizzando il ROI
STRATEGIA CREATIVITÀ ANALISIDELIVERY
EMAIL SURVEYSMS PUSH NOTIFICATION
CONSULENZA
MESSAGING
Future release
ESECUZIONE

5. 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 @contactlab #ecommerceforum 5
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

6. 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 @contactlab #ecommerceforum 6
UNA PIATTAFORMA DI BENCHMARKING
Progettata e sviluppata da ContactLab
Colleziona e archivia migliaia di email al giorno
7.000.000 newsletter
21.000 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/

7. 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 @contactlab #ecommerceforum 7
5 TREND
DEL DIGITAL DIRECT
MARKETING
PER L’E-COMMERCE

8. 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 @contactlab #ecommerceforum 8
1/ FARE
STRATEGIA

9. 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 @contactlab #ecommerceforum 9
Non è più un canale tattico ma strategico
Crescono gli investimenti
Interessa anche i C-level
Le 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

10. 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 @contactlab #ecommerceforum 10
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 cresciuto in proporzione del 28% dal 2013 al 2014
Fonte: Email Marketing Industry Census 2014 - econsultancy
Fonte: McKinsey & Company – gennaio 2014

11. 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 @contactlab #ecommerceforum 11
«Digital glue»
Denominatore
comune sul web
Ponte verso tutte
le iniziative
ANALYTICS
SHOPPING
CRM
SITO
MOBILESOCIAL
SONDAGGI
L’EMAIL MASSIMIZZA L’ENGAGAMENT

12. 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 @contactlab #ecommerceforum 12
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
 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

13. 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 @contactlab #ecommerceforum 13
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

14. 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 @contactlab #ecommerceforum 14
E PERSONALIZZATO
VARIABILI
SOCIO-DEMOGRAFICHE
Uomo / donna
Data di nascita
Residenza
Composizione familiare
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

15. 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 @contactlab #ecommerceforum 15
2/ COSTRUIRE
UN’EMAIL EXPERIENCE

16. 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 @contactlab #ecommerceforum 16
CREANDO DELLE ABITUDINI
CASE
GITES DE FRANCE
☼ Réservez dès maintenant vos
vacances d’été ☼
05.02.2015
► Bientôt la saison de la pêche !
23.02.2015
✿ Réservez vite : promo en cours
sur vos vacances de Printemps !
30.03.2015
♫ La magie de Noël commence en
Alsace !
27.10.2014
♫•* Avez-vous réservé vos
vacances de Noël ?*•♪
24.11.2014
♫•* En panne d’idées pour Noël ?
Pensez aux chèques-cadeaux ! *•♪
08.12.2014
☀ Il fait beau, réservez vos
week-ends de mai !
13.04.2015

17. 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 @contactlab #ecommerceforum 17
OFFRENDO COERENZA E VARIETÀ

18. 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 @contactlab #ecommerceforum 18
RASSICURANDO

19. 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 @contactlab #ecommerceforum 19
GRATIFICANDO GLI ATTIVI
CASE
ILLY

20. 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 @contactlab #ecommerceforum 20
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

21. 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 @contactlab #ecommerceforum 21
CONVINCENDO GLI INDECISI

22. 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 @contactlab #ecommerceforum 22
ACCOMPAGNANDO I CONSUMATORI DOPO L’ACQUISTO
CASE
COSTA CROCIERE

23. 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 @contactlab #ecommerceforum 23
CASE
IMAGINARIUM
COCCOLANDOLI

24. 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 @contactlab #ecommerceforum 24
SOPRENDENDOLI

25. 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 @contactlab #ecommerceforum 25
3/ FACILITARE
LA VITA

26. 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 @contactlab #ecommerceforum 26
ANCORA PRIMA DELL’APERTURA
illy vuole farti un regalo
14.03.2015
Preparati all'estate con la tapparella VELUX: riduce il caldo fino al 97%
03.04.2015

27. 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 @contactlab #ecommerceforum 27
AGEVOLANDO LA SCELTA
CASE
ILLY

28. 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 @contactlab #ecommerceforum 28
CON DELLE OPZIONI CHIARE

29. 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 @contactlab #ecommerceforum 29
CON DELLE LISTE

30. 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 @contactlab #ecommerceforum 30
OFFRENDO DEGLI ALERT SU MISURA
CASE
CARREFOUR SPECTACLES

31. 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 @contactlab #ecommerceforum 31
4/ PENSARE
OMNICHANNEL

32. 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 @contactlab #ecommerceforum 32
EMAIL > ONLINE E IN STORE

33. 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 @contactlab #ecommerceforum 3333
EMAIL > SOCIAL

34. 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 @contactlab #ecommerceforum 34
SOCIAL > EMAIL
CASE
BELSTAFF

35. 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 @contactlab #ecommerceforum 35
EMAIL > SMS

36. 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 @contactlab #ecommerceforum 36
L’EMAIL È MOBILE
In Italia:
il 73% degli utenti Smartphone 16-65 anni apre l’email da
mobile almeno 1 volta a settimana
il 71% degli utenti tablet 16-65 anni apre l’email da tablet
almeno 1 volta a settimana
Il 42% delle email vengono aperte da
tablet o mobile
Fonte https://www.pinterest.com/pin/288160076133147851/
Piattaforma di ContactLab: Aprile 2011- Dicembre 2014

37. 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 @contactlab #ecommerceforum 37
L’EMAIL DEVE ESSERE PIENAMENTE FRUIBILE DA MOBILE
CASE
PAGEBUILDER
3.0 ALPITOUR

38. 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 @contactlab #ecommerceforum 38
5/ TESTARE,
MISURARE, OTTIMIZZARE

39. 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 @contactlab #ecommerceforum 39
VARIABILI ESEMPIO KPI
Sender azienda – reparto – persona - tipologia Aperture
Subject diretto o teaser Aperture, 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
Click, conversioni
Timing d’invio settimana / weekend / am / pm Aperture, conversioni
Versione A – winner!
+ 136% transazioni
+ 191% fatturato
Versione B
OGNI DETTAGLIO CONTA E VA TESTATO
CASE
ILLY

40. 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 @contactlab #ecommerceforum 40
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

41. 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 @contactlab #ecommerceforum 41
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

42. 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 @contactlab #ecommerceforum 42
MONITORANDO I RISULTATI CON DELLE DASHBOARD PERSONALIZZATE

43. 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 @contactlab #ecommerceforum 43
CONTINUANDO AD IMPARARE DAI DATI PER OTTIMIZZARE IL PIANO DI
CONTATTO

44. 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 @contactlab #ecommerceforum 44
BUON DIGITAL DIRECT MARKETING!
1/ FATE
STRATEGIA
5/ TESTATE,
MISURATE, OTTIMIZZATE
3/ FACILITATE
LA VITA
4/ PENSATE
OMNICHANNEL
2/ COSTRUITE
UN’EMAIL EXPERIENCE

45. 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 @contactlab #ecommerceforum 45
GRAZIE
Arianna Galante – Director of Agency Dept. – arianna.galante@contactlab.com
www.contactlab.com
www.newslettermonitor.com
http://blog.newslettermonitor.com/
PROSSIMO APPUNTAMENTO
Opportunità di dialogo e vendita: il potere delle email transazionali
Sala Rossa 2, 14.30
SEGUITECI SU