I 5 TREND DEL DIGITAL DIRECT MARKETING PER L’E-COMMERCE Arianna Galante - Director of Agency Dept. [email protected] 21 aprile 2015 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 CHI SIAMO 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 2 100% DIGITAL DIRECT MARKETING 100% CUSTOMER ENGAGEMENT 100% MEASURABLE RESULTS 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 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 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. MESSAGING @digitalzia @contactlab #ecommerceforum 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 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 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/ 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 5 TREND DEL DIGITAL DIRECT MARKETING PER L’E-COMMERCE 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 1/ FARE STRATEGIA 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 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 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 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 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 MASSIMIZZA L’ENGAGAMENT CRM ANALYTICS SHOPPING Denominatore comune sul web SITO «Digital glue» Ponte verso tutte le iniziative MOBILE SOCIAL SONDAGGI 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 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 This document is the intellectual property of ContactLab and was created 19for 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 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 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. APPUNTAMENTI Occasioni di contatto seasonal Newsletter @digitalzia @contactlab #ecommerceforum 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 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 2/ COSTRUIRE UN’EMAIL EXPERIENCE 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 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 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. ☀ Il fait beau, réservez vos week-ends de mai ! 13.04.2015 @digitalzia @contactlab #ecommerceforum 16 OFFRENDO COERENZA E VARIETÀ 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 RASSICURANDO 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 GRATIFICANDO GLI ATTIVI 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. CASE ILLY @digitalzia @contactlab #ecommerceforum 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 … 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 CONVINCENDO GLI INDECISI 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 ACCOMPAGNANDO I CONSUMATORI DOPO L’ACQUISTO 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. CASE COSTA CROCIERE @digitalzia @contactlab #ecommerceforum 22 COCCOLANDOLI 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. CASE IMAGINARIUM @digitalzia @contactlab #ecommerceforum 23 SOPRENDENDOLI 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 3/ FACILITARE LA VITA 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 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 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 AGEVOLANDO LA SCELTA 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. CASE ILLY @digitalzia @contactlab #ecommerceforum 27 CON DELLE OPZIONI CHIARE 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 LISTE 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 OFFRENDO DEGLI ALERT SU MISURA 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. CASE CARREFOUR SPECTACLES @digitalzia @contactlab #ecommerceforum 30 4/ PENSARE OMNICHANNEL 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 EMAIL > ONLINE E IN STORE 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 > SOCIAL 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 33 SOCIAL > EMAIL 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. CASE BELSTAFF @digitalzia @contactlab #ecommerceforum 34 EMAIL > SMS 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 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 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 DEVE ESSERE PIENAMENTE FRUIBILE DA MOBILE 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. CASE PAGEBUILDER 3.0 ALPITOUR @digitalzia @contactlab #ecommerceforum 37 5/ TESTARE, MISURARE, OTTIMIZZARE 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 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 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 ANDANDO BEN OLTRE APERTURE E CLICK Conversione Navigazione Click Apertura COMPORTAMENTO DEGLI UTENTI TRANSATO Complessivo Per campagna Revenue per email (RPE) Conversion rate Ricezione 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. Conversioni di prospect in clienti Frequenza di acquisto Spesa media Migrazione tra segmenti Riattivazione degli inattivi Tasso di churn @digitalzia @contactlab #ecommerceforum 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 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 MONITORANDO I RISULTATI CON DELLE DASHBOARD PERSONALIZZATE 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 CONTINUANDO AD IMPARARE DAI DATI PER OTTIMIZZARE IL PIANO DI CONTATTO 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 BUON DIGITAL DIRECT MARKETING! 1/ FATE STRATEGIA 2/ COSTRUITE UN’EMAIL EXPERIENCE 3/ FACILITATE LA VITA 4/ PENSATE OMNICHANNEL 5/ TESTATE, MISURATE, OTTIMIZZATE 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 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 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