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e-marketing Paris 2013 - 5 tendances clés en email marketing à ne pas manquer cette année

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"5 tendances clés en email marketing à ne pas manquer cette année" présentation d’Arianna Galante, Directeur Général ContactLab France.

"5 tendances clés en email marketing à ne pas manquer cette année" présentation d’Arianna Galante, Directeur Général ContactLab France.


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  • 1. VOTRE DÉFI 2013 :5 TENDANCES CLÉS EN EMAIL MARKETINGÀ NE PAS MANQUER CETTE ANNÉEArianna Galante, Directeur Général France / Director of Agency Dept.Paris, 30 janvier 2013 @contactlab @digitalzia #EMP2013This 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.
  • 2. CONTACTLAB EN BREF Plus de 1.000 clients Plus de 40 millions d’emails et 400 campagnes routés par jour 15 ans d’expérience Plus de 120 experts dans l’email marketing 5 bureaux à Milan, Paris, Munich, Londres et Madrid 1 positionnement unique : • Technologie : Routeur • Créativité : Agence • Analyse : Business IntelligenceThis 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. 2
  • 3. CONTACTLAB EN BREF Stratégies de communication digitale Sites / Emails Sondages Jeux concours Médias sociaux mini-sitesThis 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. 3
  • 4. CONTACTLAB EN BREF Accompagnement complet stratégie création déploiement et testing reporting et analyseThis 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. 4
  • 5. CONTACTLAB EN BREFThis 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. 5
  • 6. 1/ UTILISONS DAVANTAGE LES DATASThis 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. 6
  • 7. ANALYSE OUVERTURES / CLICS / VENTES Nouvelle collection illy Art Collection par Michelangelo PistolettoTaux de clic Dimension des cercles : Taux emails envoyés d’ouverture Intensité de la couleur : ventes 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. 7
  • 8. INFLUENCE DE L’EMAIL SUR LES VENTES Même article / autre Article de l’email TOTAL COLLECTION AUTRES COLLECTIONS TOTAL couleur, matière Cdes CA Cdes CA Cdes CA Cdes CA Cdes CA ONLINEOuvertures OFFLINE Total ONLINE Clicks OFFLINE Total 6X 100 X Fenêtre d’influence : 30 jours 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. 8
  • 9. IDENTIFICATION DES SEGMENTS CLES : les inactifs (exemple)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. 9
  • 10. IDENTIFICATION DES SEGMENTS CLES : stimuler le réachatThis 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. 10
  • 11. 2/ DIALOGUONS AVEC UN CONSOMMATEUR MULTI-CANALThis 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. 11
  • 12. BIENVENUE DANS LE MONDE DES «4-SCREEN PEOPLE» Notre consommation de médias se fait devant un écran On passe aisément d’un dispositif à l’autre On en utilise plusieurs à la fois (surtout lorsque devant la télévision) Notre navigation est séquentielle, sur un mix de ces dispositifs (mobile > PC)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. 12
  • 13. LES IMPLICATIONS Une attention fragmentée Plus d’opportunités d’être vus par une cible toujours joignable UN DEFI Passer du multi-canal au cross-canal La cohérence des points de contactThis 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. 13
  • 14. UTILISER L’EMAIL COMME PONT VERS LES INITIATIVES MULTI-CANAL MOBILE EM@IL MARKETINGThis 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. 14
  • 15. 3/ FACILITONS LA LECTURE DEPUIS MOBILEThis 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. 15
  • 16. BIENVENUE DANS UN MONDE DE PLUS EN PLUS MOBILE Les ouvertures depuis mobile représenteront 15 à 65% des ouvertures d’email. - eMailmonday - “Party safe mobile email stats” (2013) 43% des emails sont lus depuis un dispositif mobile, plus que depuis desktop ou webmail. - Litmus - “Email Analytics” (Décembre 2012) Les décisions d’achat mobile sont influencées par l’email dans 71% des cas – seulement les amis ont plus d’influence (87%). – Adobe “2013 Digital Publishing Report: Retail Apps & Buying Habits”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. 16
  • 17. PLEIN DE POTENTIEL… MAIS AVEC DES NOUVELLES EXIGENCES Si un email n’est pas visualisé correctement, 69,7% des consommateurs l’effaceront immédiatement. - BlueHornet “Consumer Views of Email Marketing” (2012)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. 17
  • 18. VERS L’EMAIL RESPONSIVE… OU DU MOINS VERS L’OPTIMISATION MOBILE Après les sites responsives, l’email responsive o personnalisation des dimensions et du contenu en fonction du dispositif o aucun clic supplémentaire o 1 message / 2 gabarits o des composantes «touch» o images cliquables sur BlackBerry o images adaptées à la résolution Mais aussi plus de temps de préparation et de codage  Alternative : un design plus simple, 1 colonneThis 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. 18
  • 19. 4/ SOIGNONS LES POINTS D’ENTREEThis 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. 19
  • 20. L’EXPEDITEUR : identifiez-vous et votre message Elément souvent sous-estimé Détermine en partie le taux d’ouverture 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. 20
  • 21. L’OBJET : 30 caractères pour convaincre Une promesse faite aux ouvreurs La plupart des messageries permettent de visualiser entre 45 et 50 caractères d’un objet 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. 21
  • 22. LE PRE-HEADER : soutenez l’objet de votre email Texte éditable entre objet et corps de l’email Visualisation o premier texte immédiatement lisible, même sans ouverture o sur certains dispositifs mobiles, iPhone, iPad, Gmail et Outook on le voit même s’il n’y a pas d’ouverture Élément clé du message o concentré de l’email o sous-titre o sommaire o appel à l’action avec lien directThis 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. 22
  • 23. LE PRE-HEADER : soutenez l’objet de votre emailObjet : Célébrez les fêtes de fin d’année avec GUCCI NOWPre-header : Dans ce numéro : les accessoires chics pourfeter le Nouvel An, un reportage sur le tapis rouge…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. 23
  • 24. LE PRE-HEADER : soutenez l’objet de votre email Objet : illy vous fait un cadeau pour Noël Pre-header : Profitez de cette offre jusqu’au 13 décembreThis 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. 24
  • 25. 5/ COMMUNIQUONS 1 TO 1This 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. 25
  • 26. PERSONNALISATION DES MESSAGES 1.Plus de 50 combinaisons : 2.1. Situation familiale2. Conseils produits3. Promotion magasin 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. 26
  • 27. UN PARCOURS DE COMMUNICATION COMPORTEMENTAL UP/CROSS- SELLING CONFIRMATION Achète CONSEILS D’ACHAT SONDAGE DE Clique N’achète pas POST CLIC SATISFACTION Abandonne le ABANDON DE Ouvre panier PANIER Surveiller dans le ENVOI Ne clique pas INACTIFS temps Surveiller dans le N’ouvre pas INACTIFS tempsThis 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. 27
  • 28. ET UNE TENDANCE QUI RESUME LE TOUT : NOTRE MANTRA  Contenus à valeur ajoutée pour le consommateur Le bon message  Une variété de contenus, pas que de la vente !  Personnalisation A la bonne personne  Segmentation  Suivre le cycle de vie du consommateur Au bon moment  Observer le comportement  Calibrer timing et fréquencewww  Respecter les préférences et les habitudes de consommation Sur le bon canal  Garantir une expérience cross-canal fluideThis 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. 28
  • 29. ContactLab e-mail & e-marketing evolution Merci. Arianna Galante – arianna.galante@contactlab.com www.contactlab.fr www.newslettermonitor.com 12 rue du Helder 75009 ParisThis 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.

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