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Email Marketing, cura del cliente e del prospect attraverso la costruzione di un rapporto di fiducia (anche nel turismo)

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Accoglienza e cura del cliente sono parole chiave in ambito turistico: scopriremo come l'email marketing sia lo strumento ideale per la creazione di un rapporto diretto, disintermediato, con prospect, lead e clienti acquisiti.
Dalle strategie di database, fino alla segmentazione e alla misurazione dei dati, un percorso ideale alla scoperta dei segreti della comunicazione via email, nell'ottica della relazione e del valore aggiunto, un percorso che, se correttamente intrapreso, ci porta lontano dai filtri AntiSpam, che scopriremo alleati del buon email marketing.
Partendo da diversi casi reali, tenteremo di definire una serie di possibili strategie valide non solo in ambito turistico, dove il buon senso e l'attenzione a chi ci sta di fronte sono la chiave fondamentale per un sicuro successo.

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Email Marketing, cura del cliente e del prospect attraverso la costruzione di un rapporto di fiducia (anche nel turismo)

  1. 1. Email Marketing cura del cliente e del prospect attraverso la costruzione di un rapporto di fiducia (nel turismo, ma non solo) #WMF16
  2. 2. @morloi @voxmailit www.emailmarketingblog.it Chi sono Dal 2008 Invio Newsletter Facile e Veloce www.voxmail.it Alessandro Morloi Grazioli #WMF16
  3. 3. Di cosa parleremo Email, Email Marketing e Spam Consenso e Relazione Vizi dell’Email Marketing Turistico Le 3 Fatiche dell’Email Marketing: La Lista Le 3 Fatiche dell’Email Marketing: Contenuti e Rilevanza Le 3 Fatiche dell’Email Marketing: Misurare e Correggere Contatti Stanchi? Storie di Email Marketing Turistico Vissuto
  4. 4. Cos’è l’email?
  5. 5. Cos’è l’email? Sistema di Messaggistica Identificativo Digitale Touchpoint Disintermediato Servizio Internet di Base Strumento di Lavoro Archivio Storico #WMF16
  6. 6. E l’email marketing?
  7. 7. Email Marketing NON è Comprare liste Cercare nuovi lead sparando nel mucchio Inviare (solo) DEM FARE SPAM #WMF16
  8. 8. Lo SPAM è l’antitesi dell’Email Marketing. Se invio email non rilevanti a chi non le ha richieste, faccio SPAM. #WMF16
  9. 9. Acquisire il consenso è aprire una RELAZIONE senza intermediari #WMF16
  10. 10. Lead Nurturing Acquisire un consenso è piantare un seme. La cura e l’attenzione trasformano il seme in una pianta che dà frutto. #WMF16
  11. 11. #WMF16 Email Marketing e Turismo vanno d’accordo?
  12. 12. As usual, it depends! TURISMO B2C B2B Hotel Agenzie B&B Ristorazione Eventi CulturaServizi
  13. 13. Alcuni vizi tipici... Liste senza consenso Contenuti basati esclusivamente su offerte “irripetibili” Invii irregolari e senza strategia#WMF16
  14. 14. …o le 3 fatiche dell’EM Strategia di DB Comunicare efficacemente / Coltivare la relazione Misurare e Correggere #WMF16
  15. 15. Strategia di DB Chi Dove Come Perché è interessato a quel che ho da dire posso trovare i miei contatti chiedo il permesso voglio averli nella mia lista #WMF16
  16. 16. Strategia di DB ADV/ Landing Page Iscrizioni Semplici (ma chiare) Valorizzare le occasioni offline! NO ASSOLUTO A LISTE ACQUISTATE O RECUPERATE!
  17. 17. Contenuti e Rilevanza Notizie Tutorial Eventi Incontri Intrattieni Invita Contenuti riservati Link a multimedia Feedback Nuovi prodotti Offerte ad hoc Cross selling Up selling Informa
  18. 18. Contenuti e Rilevanza Landing / SitoEmail / Contenuto Landing / SitoClick Download immagini AperturaPreheaderOggettoMittente Inbox Cattura Convinci Converti
  19. 19. Delivery / Open Rate / Click-through / Unsubscribe 95% 30% 5% 1% Misurare e Correggere
  20. 20. Misurare e Correggere Considerare la periodicità Segmentare e rimisurare Analizzare le conversioni VERIFICHE COSTANTI: NULLA È ETERNO E TUTTO MUTA! #WMF16
  21. 21. La “stanchezza” è un pericolo per la nostra lista
  22. 22. Come curare la Stanchezza? Meno comunicazioni Email di “recupero” REGOLA BASE: MEGLIO UN CONTATTO IN MENO CHE UNA SEGNALAZIONE IN PIÙ! Revisione della segmentazione #WMF16
  23. 23. Non pensare ad evitare i filtri, pensa a non stancare la tua lista! www.voxmail.it/biblioteca #WMF16
  24. 24. Qualche esempio?
  25. 25. Invio unicamente a contatti acquisiti Forte integrazione sito e strumenti pubblicitari Trasparenza nelle comunicazioni Costanza nell’invio Facilità di disiscrizione Lead Nurturing e Conversioni
  26. 26. 20% aperture 11% click 1.8% preventivi Click su aperture 50% Subject precisi e coerenti con il contenuto Visite approfondite e tassi di conversione del 10% medi su click da Newsletter *miglior performance 2015 Lead Nurturing e Conversioni
  27. 27. Raccontare e Affascinare Invio unicamente a contatti acquisiti Contenuti esclusivi Comunicazione diretta ma non “fintamente” personalizzata Costanza nell’invio Racconto prima della vendita
  28. 28. Raccontare e Affascinare 43% aperture 10% click Altissimo interesse Rilevanza dei contenuti Tasso di fidelizzazione Identificazione nel brand 26% 10 NL aperte
  29. 29. Network e Agenzie - B2B Comunicazione serrata e puntuale Segmentazione Riconoscibilità del brand Stile asciutto e immediato Filo diretto Network/Agenzie
  30. 30. Network e Agenzie - B2B 37% aperture Invii regolari e serrati Controllo puntuale sulle aperture Uso estensivo dei link ad approfondimenti e allegati 11% click
  31. 31. Ricapitolando... Lo Spam è l’Antitesi dell’Email Marketing Il Consenso è il fondamentale punto di partenza No alle ricette specifiche, sì alle Buone Pratiche Senza una Buona Lista non si parte Strategia e Tattica di Relazione e Contenuti Misurare, sempre, ma i numeri non dicono tutto La Lista ideale? “Pochi”, ma “Buoni”
  32. 32. Domande?(sì, di solito riesco a difendermi ;) ) E se vi vengono in mente dopo, fate un salto su Master Club oppure Forum GT - Email Marketing
  33. 33. GRAZIE! e non dimenticate di votare l’intervento su Master Club!

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