I 5 TREND
DEL DIGITAL DIRECT MARKETING
PER L’E-COMMERCE
Arianna Galante - Director of Agency Dept.
[email protected]
21 aprile 2015
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@digitalzia @contactlab #ecommerceforum
CHI
SIAMO
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2
100% DIGITAL DIRECT MARKETING
100% CUSTOMER ENGAGEMENT
100% MEASURABLE RESULTS
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3
AL CENTRO L’ENGAGEMENT DELL’UTENTE
La soluzione completa per comunicare con gli utenti digitali
generando valore e massimizzando il ROI
CONSULENZA
STRATEGIA
CREATIVITÀ
ESECUZIONE
DELIVERY
ANALISI
Future release
EMAIL
SMS
PUSH NOTIFICATION
SURVEY
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MESSAGING
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4
FACTS & FIGURES
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
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5
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/
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6
5 TREND
DEL DIGITAL DIRECT
MARKETING
PER L’E-COMMERCE
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7
1/ FARE
STRATEGIA
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8
L’EMAIL È STRATEGICA | SI VEDE DA CHI SE NE OCCUPA
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
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9
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
o
il 36% degli utenti iscritti ad almeno una newsletter ha già acquistato online partendo da un link all’interno di un’email
il 57% si sono recati in negozio per acquistare il prodotto segnalato nell’email
Fonte: European Digital Behaviour Study 2014 di ContactLab
L’email è più efficace dei social network per acquisire nuovi clienti:
o
o
l’impatto dell’email sulle vendite è più di 3 volte superiore a quello dei social network,
lo scontrino medio è più alto del 17%
Fonte: McKinsey & Company – gennaio 2014
Il RPE (revenue per email) è cresciuto in proporzione del 28% dal 2013 al 2014
Fonte: Email Marketing Industry Census 2014 - econsultancy
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10
L’EMAIL MASSIMIZZA L’ENGAGAMENT
CRM
ANALYTICS
SHOPPING
Denominatore
comune sul web
SITO
«Digital glue»
Ponte verso tutte
le iniziative
MOBILE
SOCIAL
SONDAGGI
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11
A PATTO DI CONOSCERE L’UTENTE
Costruire
una relazione




One to one
Win win
Di valore
Duratura
Conoscere
il nostro cliente
 Quello che ci dice

Dati sociodemografici
 Quello che fa


Dati transazionali
Interazioni
 Quello che possiamo
integrare

Essere
pertinenti
 Offrendo il messaggio
giusto
 Alla persona giusta
 Al momento giusto
 Sul canale giusto
Attraverso la ricerca
Il 27% degli utenti iscritti a una
newsletter è disposto a fornire
più informazioni a fronte di
messaggi più pertinenti
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12
E COSTRUIRE UN PIANO DI CONTATTO ARTICOLATO
LIFECYCLE
Welcome
Compleanno
Survey di profilazione
Completamento dati
Survey post acquisto
Gratification
Re-engagement
Upsell / cross-sell
SPOT
Promozioni
Lancio prodotti
Branding
Iniziative speciali
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APPUNTAMENTI
Occasioni di contatto seasonal
Newsletter
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13
E PERSONALIZZATO
VARIABILI
SOCIO-DEMOGRAFICHE
VARIABILI
COMPORTAMENTALI
VARIABILI
TEMPORALI
Uomo / donna
Ha aperto
Data di iscrizione
Data di nascita
Ha cliccato
Ultima apertura
Residenza
Ha passato del tempo sul sito
Ultimo click
Composizione familiare
Ha acquistato il prodotto A
Ultimo acquisto
Ha speso € y
Ha quasi acquistato il prodotto B
Compra in negozio / online /
entrambi
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14
2/ COSTRUIRE
UN’EMAIL EXPERIENCE
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15
CASE
GITES DE FRANCE
CREANDO DELLE ABITUDINI
♫ 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
☼ Réservez dès maintenant vos ► Bientôt la saison de la pêche ! ✿ Réservez vite : promo en cours
vacances d’été ☼
23.02.2015
sur vos vacances de Printemps !
05.02.2015
30.03.2015
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☀ Il fait beau, réservez vos
week-ends de mai !
13.04.2015
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16
OFFRENDO COERENZA E VARIETÀ
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17
RASSICURANDO
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18
GRATIFICANDO GLI ATTIVI
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CASE
ILLY
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19
RIATTIVANDO I DORMIENTI
dopo 3 mesi
Click Inside to Keep Your VIP Status
Post riattivazione
Ada, Respond Now to Keep Receiving
Emails
You're All Signed Up! Let's See
What's Next …
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20
CONVINCENDO GLI INDECISI
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21
ACCOMPAGNANDO I CONSUMATORI DOPO L’ACQUISTO
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CASE
COSTA CROCIERE
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22
COCCOLANDOLI
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CASE
IMAGINARIUM
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23
SOPRENDENDOLI
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24
3/ FACILITARE
LA VITA
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25
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
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26
AGEVOLANDO LA SCELTA
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CASE
ILLY
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27
CON DELLE OPZIONI CHIARE
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28
CON DELLE LISTE
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29
OFFRENDO DEGLI ALERT SU MISURA
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CASE
CARREFOUR SPECTACLES
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4/ PENSARE
OMNICHANNEL
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31
EMAIL > ONLINE E IN STORE
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32
EMAIL > SOCIAL
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33
SOCIAL > EMAIL
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CASE
BELSTAFF
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34
EMAIL > SMS
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35
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
Fonte https://www.pinterest.com/pin/288160076133147851/
Il 42% delle email vengono aperte da
tablet o mobile
Piattaforma di ContactLab: Aprile 2011- Dicembre 2014
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36
L’EMAIL DEVE ESSERE PIENAMENTE FRUIBILE DA MOBILE
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CASE
PAGEBUILDER
3.0 ALPITOUR
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37
5/ TESTARE,
MISURARE, OTTIMIZZARE
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38
CASE
ILLY
OGNI DETTAGLIO CONTA E VA TESTATO
Versione A – winner!
+ 136% transazioni
+ 191% fatturato
VARIABILI
ESEMPIO
KPI
Sender
azienda – reparto – persona - tipologia
Aperture
Subject
diretto o teaser
Aperture, click
Content:
- testo
- grafica
- ordine dei contenuti
- offerte
- immagini
- lunghezza
Click, conversioni
informale
layout in generale, bottoni CTA
informazione o promozione
valori assoluti o %
uguale per tutti oppure segmentate
sintesi o dettaglio
Timing d’invio
settimana / weekend / am / pm
Aperture, conversioni
Versione B
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39
ANDANDO BEN OLTRE APERTURE E CLICK
Conversione
Navigazione
Click
Apertura
COMPORTAMENTO
DEGLI UTENTI
TRANSATO
Complessivo
Per campagna
Revenue per email (RPE)
Conversion rate
Ricezione
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Conversioni di prospect in
clienti
Frequenza di acquisto
Spesa media
Migrazione tra segmenti
Riattivazione degli inattivi
Tasso di churn
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40
E ANCHE OLTRE IL TRANSATO
Sondaggio post acquisto
con Quality Relationship Score ContactLab
= un unico indicatore sintetico
immediatamente interpretabile,
in termini assoluti e relativi
Soddisfazione Raccomandabilità
QR
Distintività
Propensione
al riacquisto
•
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
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41
MONITORANDO I RISULTATI CON DELLE DASHBOARD PERSONALIZZATE
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42
CONTINUANDO AD IMPARARE DAI DATI PER OTTIMIZZARE IL PIANO DI
CONTATTO
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43
BUON DIGITAL DIRECT MARKETING!
1/ FATE
STRATEGIA
2/ COSTRUITE
UN’EMAIL EXPERIENCE
3/ FACILITATE
LA VITA
4/ PENSATE
OMNICHANNEL
5/ TESTATE,
MISURATE, OTTIMIZZATE
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44
GRAZIE
Arianna Galante – Director of Agency Dept. – [email protected]
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
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