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Workshop IAB: il segreto per campagne email di successo - un design d’impatto e la teoria dei micro-sì

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MailUp
MailUp

#mailupworkshop L’email rimane il miglior canale per costruire la relazione con i clienti, acquisiti e potenziali. Il workshop di MailUp ti spiega come creare email belle e di impatto, perfettamente ottimizzate per visualizzazioni su mobile. Dalla progettazione grafica alla call to action, il nostro workshop approfondisce tutti gli ingredienti per l’email marketing di successo: grazie a strumenti, best practice e alla teoria dei micro-sì, la tecnica per accompagnare a piccoli passi il cliente, dal primo contatto fino alla vendita.

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www.mailup.com | #mailupworkshop | @Nazzareno IL SEGRETO PER CAMPAGNE EMAIL DI SUCCESSO: UN DESIGN D’IMPATTO E LA TEORIA DEI MICRO-SÌ Nazzareno Gorni, CEO MailUp @Nazzareno
www.mailup.com | #mailupworkshop | @Nazzareno SOMMARIO * Tre slide su MailUp * Teoria dei Micro-sì * 8 Suggerimenti per design d’impatto * Link a strumenti e risorse utili
www.mailup.com | #mailupworkshop | @Nazzareno MAILUP GROUP IN A NUTSHELL Revenues 2015 Listed in the AIM Stock Exchange €10* MM MAIL.MI 9.000+ 800+ B2B Clients in 50 countries Agencies and resellers Email & SMS sent per year 25 billion ~120 Employees Milano Cremona Ciudad Real Copenhagen San Francisco Buenos Aires Tokyo Jakarta * Analysts estimates.
www.mailup.com | #mailupworkshop | @Nazzareno 4
www.mailup.com | #mailupworkshop | @Nazzareno LA TEORIA DEI MICRO-SÌ
www.mailup.com | #mailupworkshop | @Nazzareno 6 OFF-LINE ON-LINE PR RADIO TV PRINT OUTDOOR DISPLAY WORD OF MOUTH SEARCH PAID CONTENT EMAIL WEB SITE SOCIAL 3° PARTY WEB DIRECT MAIL STORE AGENT MOBILE APP ECOMMERCE CHAT CALL CENTER LOYALTY PROGRAM SOCIAL EMAIL MAILING SURVEY RETARGETING
www.mailup.com | #mailupworkshop | @Nazzareno MICRO-YES THEORY Source: Flint McGlaughlin – Managing Director/CEO, MECLABS – Email Summit 2013 The essence of marketing is the message. It is the message that attracts the prospect towards the macro-yes.
www.mailup.com | #mailupworkshop | @Nazzareno EMAIL E LANDING PAGE: 13 MICRO-SÌ 8Fonte: Flint McGlaughlin – Managing Director/CEO, MECLABS – Email Summit 2012
www.mailup.com | #mailupworkshop | @Nazzareno 9Source: Flint McGlaughlin – Managing Director/CEO, MECLABS – Email Summit 2013
www.mailup.com | #mailupworkshop | @Nazzareno 1 0 Clarity: I understan this Appeal: I want this Credibility: I believe this Exclusivity: I can only get this from you Time Complexity Security Price
www.mailup.com | #mailupworkshop | @Nazzareno 11Fonte: Flint McGlaughlin – Managing Director/CEO, MECLABS
www.mailup.com | #mailupworkshop | @Nazzareno 12 Propone l’online demo subito, sovrapposto con l’action finale. Propone gli online tools prima di averne spiegati i benefici Si chiede di partire, ma non tutti sono pronti per partire Fonte: Flint McGlaughlin – Managing Director/CEO, MECLABS Poco valore nella headline Dato rilevante poco sfruttato Azione molto «costosa»
www.mailup.com | #mailupworkshop | @Nazzareno 13 Propone l’online demo subito, sovrapposto con l’action finale. Propone gli online tools prima di averne spiegati i benefici Si chiede di partire, ma non tutti sono pronti per partire Fonte: Flint McGlaughlin – Managing Director/CEO, MECLABS Poco valore nella headline Dato rilevante poco sfruttato Azione molto «costosa» Clarity Appeal Credibility Exclusivity Time Complexity Security Price
www.mailup.com | #mailupworkshop | @Nazzareno OBIETTIVI NON SOVRAPPOSTI 14Fonte: Flint McGlaughlin – Managing Director/CEO, MECLABS – Email Summit 2012
www.mailup.com | #mailupworkshop | @Nazzareno 15Fonte: Flint McGlaughlin – Managing Director/CEO, MECLABS
www.mailup.com | #mailupworkshop | @Nazzareno 16Fonte: Flint McGlaughlin – Managing Director/CEO, MECLABS Appeal – Value Proposition Exclusivity Clarity Credibility Little cost Clarity Appeal Credibility Exclusivity Time Complexity Security Price
www.mailup.com | #mailupworkshop | @Nazzareno 17Fonte: Flint McGlaughlin – Managing Director/CEO, MECLABS
www.mailup.com | #mailupworkshop | @Nazzareno 18Fonte: Flint McGlaughlin – Managing Director/CEO, MECLABS
www.mailup.com | #mailupworkshop | @Nazzareno LA TUA EMAIL O LA TUA LANDING PAGE RISPONDE A QUESTE DOMANDE? 19 Chi mi scrive? Cosa mi si chiede di fare? Perché dovrei farlo?
www.mailup.com | #mailupworkshop | @Nazzareno L’EMAIL DEVE VENDERE UN CLICK! 20Fonte: Flint McGlaughlin – Managing Director/CEO, MECLABS – Email Summit 2012
www.mailup.com | #mailupworkshop | @Nazzareno CALL-TO-ACTION 21 Call-to-action “costosa” Call-to-action “di valore” Clicca qui Scopri Iscriviti Prenota il tuo posto Invia Ottieni l’accesso gratuito Compila Scarica il… Prova Accedi ora Vai Inizia a dimagrire Richiedi più informazioni Ottieni più informazioni
www.mailup.com | #mailupworkshop | @Nazzareno REAL A/B TEST ON CALL-TO-ACTION BUTTONS 22 Fonte: Meclabs, 2013 (www.marketingexperiments.com)
www.mailup.com | #mailupworkshop | @Nazzareno 23Fonte: Flint McGlaughlin – Managing Director/CEO, MECLABS
www.mailup.com | #mailupworkshop | @Nazzareno 24Fonte: Flint McGlaughlin – Managing Director/CEO, MECLABS
www.mailup.com | #mailupworkshop | @Nazzareno WHY EMAIL OPTIMIZATION? ~20% of sales revenue comes from email 2 5 Source: eConsultancy – 2015 and 2014 Email Marketing Industry Census % of sales attributed to email
www.mailup.com | #mailupworkshop | @Nazzareno 26 www.custora.com/pulse/channel Custora analyzed over 500 million online shoppers and over $100B in e-commerce revenue across over 200 US-based online retailers. ONLINE ORDERS BY CHANNEL
www.mailup.com | #mailupworkshop | @Nazzareno #8 CONSIGLI PER OTTIMIZZARE LE EMAIL
www.mailup.com | #mailupworkshop | @Nazzareno #1 PRE-HEADER (SOMMARIO / ANTEPRIMA) 28
www.mailup.com | #mailupworkshop | @Nazzareno 29http://blog.mailup.com/2013/11/increasing-opens-with-the-preheader-an-update/ PRE-HEADER EFFICACE
www.mailup.com | #mailupworkshop | @Nazzareno 30
www.mailup.com | #mailupworkshop | @Nazzareno #2 THE IMPORTANCE OF MOBILE Adopt a mobile-first approach 31
www.mailup.com | #mailupworkshop | @Nazzareno 3 2
www.mailup.com | #mailupworkshop | @Nazzareno 3 3
www.mailup.com | #mailupworkshop | @Nazzareno #3 MENO TESTO, SOLO TESTO? 34 Source: www.mailup.it/diventa-esperto/leggi/osservatorio-statistico.htm Source: HubSpot – Plain-text vs. HTML emails: which is better? (July 2015) LUNGHEZZA DELL’OGGETTO E TASSO DI APERTURA
www.mailup.com | #mailupworkshop | @Nazzareno Abbiamo pochi secondi per catturare l’attenzione di un utente, non sprechiamoli! ATTENZIONE! Fonte: Statistic Brain Research Institute http://www.statisticbrain.com/attention-span-statistics/ 12 8,25 Attention span (seconds) 2000 2015
www.mailup.com | #mailupworkshop | @Nazzareno It’s all about focus. 36 … visually separating different sections… less is more! INFORMATION GAP
www.mailup.com | #mailupworkshop | @Nazzareno 37
www.mailup.com | #mailupworkshop | @Nazzareno #4 FARE A/B TEST 38 Almeno 1.500 invii per variante Almeno 6.000 invii per variante
www.mailup.com | #mailupworkshop | @Nazzareno 39 Settore: finanza Settore: turismo Source: AlchemyWorx – Touchstone, 2014
www.mailup.com | #mailupworkshop | @Nazzareno 40 #5 PERSONALIZZARE Nome,Location,età,interessi…
www.mailup.com | #mailupworkshop | @Nazzareno #6 SIMBOLI NELLE EMAIL ★ Chatta per primo con le nuove iscritte Attend ✹ IGNITION: The Most Powerful Woman In The News Industry ✈Da 2 euro a/r prenota il tuo volo e risparmia! ➠ 23 coupons inside. Stock up and save! Tanti auguri di [̲̅b̲̅ ][̲̅u̲̅ ][̲̅o̲̅ ][̲̅n̲̅ ][̲̅a̲̅ ] [̲̅p̲̅ ][̲̅a̲̅ ][̲̅s̲̅ ][̲̅q̲̅ ][̲̅u̲̅ ][̲̅a̲̅ ] da Youbuy ③,②,①… go! PANDORA on sale up to 70% off, hurry! 41 blog.mailup.it/2012/10/ancora-piu-visibili-i-simboli-diventano-oggetto-delle-email/ http://emailstuff.org/glyph/ http://litmus.com/resources/subject-line-checker
www.mailup.com | #mailupworkshop | @Nazzareno 42 519 KB410 KB www.realtime.email/examples #7 GIF ANIMATE
www.mailup.com | #mailupworkshop | @Nazzareno 43 #8 FACEBOOK + EMAIL 1 Bottoni per social share nelle Email 2 Modulo di iscrizione nella pagina facebook 3 Richiamo all’azione nella cover facebook 4 Fan acquisition con la lista di email 5 Campagne con lookalike Audience 6 Incrementa la lista con i Lead Ads
www.mailup.com | #mailupworkshop | @Nazzareno RISORSE UTILI
www.mailup.com | #mailupworkshop | @Nazzareno 45 www.mailup.it/risorse
www.mailup.com | #mailupworkshop | @Nazzareno 46 L’email design per le tue campagne Impara a creare campagne email dalla veste grafica moderna e professionale, efficace in ogni elemento: grazie a consigli pratici, approfondimenti e a 5 esempi reali che possono ispirare la tua prossima campagna. Al termine gli esperti rispondono alle domande. www.mailup.it/webinar/
www.mailup.com | #mailupworkshop | @Nazzareno 47 http://blog.mailup.it
www.mailup.com | #mailupworkshop | @Nazzareno 48http://emaildesign.beefree.io/
www.mailup.com | #mailupworkshop | @Nazzareno 49 www.mailup.it/press/
www.mailup.com | #mailupworkshop | @Nazzareno 50 http://beefree.io
www.mailup.com | #mailupworkshop | @Nazzareno GRAZIE  La soluzione per l’invio di email & SMS www.mailup.com

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Workshop IAB: il segreto per campagne email di successo - un design d’impatto e la teoria dei micro-sì

  • 1. www.mailup.com | #mailupworkshop | @Nazzareno IL SEGRETO PER CAMPAGNE EMAIL DI SUCCESSO: UN DESIGN D’IMPATTO E LA TEORIA DEI MICRO-SÌ Nazzareno Gorni, CEO MailUp @Nazzareno
  • 2. www.mailup.com | #mailupworkshop | @Nazzareno SOMMARIO * Tre slide su MailUp * Teoria dei Micro-sì * 8 Suggerimenti per design d’impatto * Link a strumenti e risorse utili
  • 3. www.mailup.com | #mailupworkshop | @Nazzareno MAILUP GROUP IN A NUTSHELL Revenues 2015 Listed in the AIM Stock Exchange €10* MM MAIL.MI 9.000+ 800+ B2B Clients in 50 countries Agencies and resellers Email & SMS sent per year 25 billion ~120 Employees Milano Cremona Ciudad Real Copenhagen San Francisco Buenos Aires Tokyo Jakarta * Analysts estimates.
  • 5. www.mailup.com | #mailupworkshop | @Nazzareno LA TEORIA DEI MICRO-SÌ
  • 6. www.mailup.com | #mailupworkshop | @Nazzareno 6 OFF-LINE ON-LINE PR RADIO TV PRINT OUTDOOR DISPLAY WORD OF MOUTH SEARCH PAID CONTENT EMAIL WEB SITE SOCIAL 3° PARTY WEB DIRECT MAIL STORE AGENT MOBILE APP ECOMMERCE CHAT CALL CENTER LOYALTY PROGRAM SOCIAL EMAIL MAILING SURVEY RETARGETING
  • 7. www.mailup.com | #mailupworkshop | @Nazzareno MICRO-YES THEORY Source: Flint McGlaughlin – Managing Director/CEO, MECLABS – Email Summit 2013 The essence of marketing is the message. It is the message that attracts the prospect towards the macro-yes.
  • 8. www.mailup.com | #mailupworkshop | @Nazzareno EMAIL E LANDING PAGE: 13 MICRO-SÌ 8Fonte: Flint McGlaughlin – Managing Director/CEO, MECLABS – Email Summit 2012
  • 9. www.mailup.com | #mailupworkshop | @Nazzareno 9Source: Flint McGlaughlin – Managing Director/CEO, MECLABS – Email Summit 2013
  • 10. www.mailup.com | #mailupworkshop | @Nazzareno 1 0 Clarity: I understan this Appeal: I want this Credibility: I believe this Exclusivity: I can only get this from you Time Complexity Security Price
  • 11. www.mailup.com | #mailupworkshop | @Nazzareno 11Fonte: Flint McGlaughlin – Managing Director/CEO, MECLABS
  • 12. www.mailup.com | #mailupworkshop | @Nazzareno 12 Propone l’online demo subito, sovrapposto con l’action finale. Propone gli online tools prima di averne spiegati i benefici Si chiede di partire, ma non tutti sono pronti per partire Fonte: Flint McGlaughlin – Managing Director/CEO, MECLABS Poco valore nella headline Dato rilevante poco sfruttato Azione molto «costosa»
  • 13. www.mailup.com | #mailupworkshop | @Nazzareno 13 Propone l’online demo subito, sovrapposto con l’action finale. Propone gli online tools prima di averne spiegati i benefici Si chiede di partire, ma non tutti sono pronti per partire Fonte: Flint McGlaughlin – Managing Director/CEO, MECLABS Poco valore nella headline Dato rilevante poco sfruttato Azione molto «costosa» Clarity Appeal Credibility Exclusivity Time Complexity Security Price
  • 14. www.mailup.com | #mailupworkshop | @Nazzareno OBIETTIVI NON SOVRAPPOSTI 14Fonte: Flint McGlaughlin – Managing Director/CEO, MECLABS – Email Summit 2012
  • 15. www.mailup.com | #mailupworkshop | @Nazzareno 15Fonte: Flint McGlaughlin – Managing Director/CEO, MECLABS
  • 16. www.mailup.com | #mailupworkshop | @Nazzareno 16Fonte: Flint McGlaughlin – Managing Director/CEO, MECLABS Appeal – Value Proposition Exclusivity Clarity Credibility Little cost Clarity Appeal Credibility Exclusivity Time Complexity Security Price
  • 17. www.mailup.com | #mailupworkshop | @Nazzareno 17Fonte: Flint McGlaughlin – Managing Director/CEO, MECLABS
  • 18. www.mailup.com | #mailupworkshop | @Nazzareno 18Fonte: Flint McGlaughlin – Managing Director/CEO, MECLABS
  • 19. www.mailup.com | #mailupworkshop | @Nazzareno LA TUA EMAIL O LA TUA LANDING PAGE RISPONDE A QUESTE DOMANDE? 19 Chi mi scrive? Cosa mi si chiede di fare? Perché dovrei farlo?
  • 20. www.mailup.com | #mailupworkshop | @Nazzareno L’EMAIL DEVE VENDERE UN CLICK! 20Fonte: Flint McGlaughlin – Managing Director/CEO, MECLABS – Email Summit 2012
  • 21. www.mailup.com | #mailupworkshop | @Nazzareno CALL-TO-ACTION 21 Call-to-action “costosa” Call-to-action “di valore” Clicca qui Scopri Iscriviti Prenota il tuo posto Invia Ottieni l’accesso gratuito Compila Scarica il… Prova Accedi ora Vai Inizia a dimagrire Richiedi più informazioni Ottieni più informazioni
  • 22. www.mailup.com | #mailupworkshop | @Nazzareno REAL A/B TEST ON CALL-TO-ACTION BUTTONS 22 Fonte: Meclabs, 2013 (www.marketingexperiments.com)
  • 23. www.mailup.com | #mailupworkshop | @Nazzareno 23Fonte: Flint McGlaughlin – Managing Director/CEO, MECLABS
  • 24. www.mailup.com | #mailupworkshop | @Nazzareno 24Fonte: Flint McGlaughlin – Managing Director/CEO, MECLABS
  • 25. www.mailup.com | #mailupworkshop | @Nazzareno WHY EMAIL OPTIMIZATION? ~20% of sales revenue comes from email 2 5 Source: eConsultancy – 2015 and 2014 Email Marketing Industry Census % of sales attributed to email
  • 26. www.mailup.com | #mailupworkshop | @Nazzareno 26 www.custora.com/pulse/channel Custora analyzed over 500 million online shoppers and over $100B in e-commerce revenue across over 200 US-based online retailers. ONLINE ORDERS BY CHANNEL
  • 27. www.mailup.com | #mailupworkshop | @Nazzareno #8 CONSIGLI PER OTTIMIZZARE LE EMAIL
  • 28. www.mailup.com | #mailupworkshop | @Nazzareno #1 PRE-HEADER (SOMMARIO / ANTEPRIMA) 28
  • 29. www.mailup.com | #mailupworkshop | @Nazzareno 29http://blog.mailup.com/2013/11/increasing-opens-with-the-preheader-an-update/ PRE-HEADER EFFICACE
  • 31. www.mailup.com | #mailupworkshop | @Nazzareno #2 THE IMPORTANCE OF MOBILE Adopt a mobile-first approach 31
  • 34. www.mailup.com | #mailupworkshop | @Nazzareno #3 MENO TESTO, SOLO TESTO? 34 Source: www.mailup.it/diventa-esperto/leggi/osservatorio-statistico.htm Source: HubSpot – Plain-text vs. HTML emails: which is better? (July 2015) LUNGHEZZA DELL’OGGETTO E TASSO DI APERTURA
  • 35. www.mailup.com | #mailupworkshop | @Nazzareno Abbiamo pochi secondi per catturare l’attenzione di un utente, non sprechiamoli! ATTENZIONE! Fonte: Statistic Brain Research Institute http://www.statisticbrain.com/attention-span-statistics/ 12 8,25 Attention span (seconds) 2000 2015
  • 36. www.mailup.com | #mailupworkshop | @Nazzareno It’s all about focus. 36 … visually separating different sections… less is more! INFORMATION GAP
  • 38. www.mailup.com | #mailupworkshop | @Nazzareno #4 FARE A/B TEST 38 Almeno 1.500 invii per variante Almeno 6.000 invii per variante
  • 39. www.mailup.com | #mailupworkshop | @Nazzareno 39 Settore: finanza Settore: turismo Source: AlchemyWorx – Touchstone, 2014
  • 40. www.mailup.com | #mailupworkshop | @Nazzareno 40 #5 PERSONALIZZARE Nome,Location,età,interessi…
  • 41. www.mailup.com | #mailupworkshop | @Nazzareno #6 SIMBOLI NELLE EMAIL ★ Chatta per primo con le nuove iscritte Attend ✹ IGNITION: The Most Powerful Woman In The News Industry ✈Da 2 euro a/r prenota il tuo volo e risparmia! ➠ 23 coupons inside. Stock up and save! Tanti auguri di [̲̅b̲̅ ][̲̅u̲̅ ][̲̅o̲̅ ][̲̅n̲̅ ][̲̅a̲̅ ] [̲̅p̲̅ ][̲̅a̲̅ ][̲̅s̲̅ ][̲̅q̲̅ ][̲̅u̲̅ ][̲̅a̲̅ ] da Youbuy ③,②,①… go! PANDORA on sale up to 70% off, hurry! 41 blog.mailup.it/2012/10/ancora-piu-visibili-i-simboli-diventano-oggetto-delle-email/ http://emailstuff.org/glyph/ http://litmus.com/resources/subject-line-checker
  • 42. www.mailup.com | #mailupworkshop | @Nazzareno 42 519 KB410 KB www.realtime.email/examples #7 GIF ANIMATE
  • 43. www.mailup.com | #mailupworkshop | @Nazzareno 43 #8 FACEBOOK + EMAIL 1 Bottoni per social share nelle Email 2 Modulo di iscrizione nella pagina facebook 3 Richiamo all’azione nella cover facebook 4 Fan acquisition con la lista di email 5 Campagne con lookalike Audience 6 Incrementa la lista con i Lead Ads
  • 44. www.mailup.com | #mailupworkshop | @Nazzareno RISORSE UTILI
  • 45. www.mailup.com | #mailupworkshop | @Nazzareno 45 www.mailup.it/risorse
  • 46. www.mailup.com | #mailupworkshop | @Nazzareno 46 L’email design per le tue campagne Impara a creare campagne email dalla veste grafica moderna e professionale, efficace in ogni elemento: grazie a consigli pratici, approfondimenti e a 5 esempi reali che possono ispirare la tua prossima campagna. Al termine gli esperti rispondono alle domande. www.mailup.it/webinar/
  • 47. www.mailup.com | #mailupworkshop | @Nazzareno 47 http://blog.mailup.it
  • 48. www.mailup.com | #mailupworkshop | @Nazzareno 48http://emaildesign.beefree.io/
  • 49. www.mailup.com | #mailupworkshop | @Nazzareno 49 www.mailup.it/press/
  • 50. www.mailup.com | #mailupworkshop | @Nazzareno 50 http://beefree.io
  • 51. www.mailup.com | #mailupworkshop | @Nazzareno GRAZIE  La soluzione per l’invio di email & SMS www.mailup.com