e-marketing Paris 2013 - L'email marketing dans un monde multi-canal

1,652
-1

Published on

"L'email marketing dans un monde multi-canal" présentation d’Arianna Galante, Directeur Général ContactLab France.

Published in: Business
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
1,652
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
32
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

e-marketing Paris 2013 - L'email marketing dans un monde multi-canal

  1. 1. L’EMAIL MARKETING DANS UN MONDE MULTI-CANAL Arianna Galante, Directeur Général France / Director of Agency Dept. Paris, 29 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. 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.
  3. 3. CONTACTLAB EN BREF Stratégies de communication digitale Sites / mini- Emails Sondages Jeux concours Médias sociaux 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.
  4. 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.
  5. 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.
  6. 6. VEILLE CONCURRENTIELLE (NewsletterMonitor) Conçue et développée par ContactLab Collecte et archive des milliers d’emails chaque jour o 4 000 000 de newsletters o 15 000 announceurs o 5 langues o 20 secteurs d’activité Permet de suivre de près et en temps réel l’activité email marketing de vos concurrents sans devoir vous inscrire à des dizaines de newsletters Disponible en version beta gratuiteThis 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. 7. L’EMAIL MARKETING DANS UN MONDE 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. 7
  8. 8. 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.
  9. 9. ET EN PARTICULIER DANS UN MONDE MOBILE Les ouvertures depuis mobile représenteront 15 à 65% des ouvertures par 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.
  10. 10. 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.
  11. 11. VERS L’EMAIL RESPONSIVE ? Même les email optimisés pour mobile comportent des inconvénients o Appels à l’action petits o Obligation à scroller pour comprendre la totalité du message o Textes peu lisibles o Images coupéesThis 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. 12. 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  Vers 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.
  13. 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.
  14. 14. LA PERTINENCE CROSS-CANAL  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.
  15. 15. DANS CE CONTEXTE QUEL AVENIR POUR L’EMAIL ? http://www.mediabistro.com/alltwitter/future-of-email_b31143This 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. 16. L’EMAIL CONTINUE A FAIRE SES PREUVES 77% des consommateurs préfèrent recevoir des promotions par email. The 2012 Channel Preference Survey 60% des décideurs dans les entreprises pensent augmenter leur budget en email marketing. www.strongmail.com/2012marketsurvey 2012: Retour sur investissement de l’email marketing = $ 39.40 Display = $ 22.38 Search = $ 19.71 Social media marketing = $12.90 Mobile = $ 11.37 Direct Marketing Association “The Power of Direct Marketing" (2011-2012)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. 17. L’EMAIL EST CROSS-CANAL notre dénominateur un pont vers toutes nos initiatives commun sur le web the digital glue Un «facilitateur digital»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.
  18. 18. LE CROSS-CANAL = OFFRIR UN CHOIXThis 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. 19. EMAIL = UN PONT VERS TOUTES LES INITIATIVES 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.
  20. 20. EMAIL > SITES MARCHANDSThis 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. 21. EMAIL > POINTS DE VENTESThis 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. 22. EMAIL > POINTS DE VENTESThis 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. 23. EMAIL > OMNI-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.
  24. 24. EMAIL > SHOPPING 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.
  25. 25. AU-DELA DE LA VENTEThis 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. 26. EMAIL > SONDAGES Feedback au service clients en temps réelThis 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. 27. EMAIL > APPLICATIONSThis 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. 28. EMAIL > MINI-SITES avec option sms de rappelThis 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.
  29. 29. EMAIL > INITIATIVES SAISONNIERESThis 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.
  30. 30. EMAIL > BLOGThis 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.
  31. 31. EMAIL > EVENEMENTS Daniel Buren / Grand Palais - Paris Cours de l’Università del Caffè - 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. 31
  32. 32. EMAIL ET RESEAUX SOCIAUX http://blog.getresponse.com/uploads/2012/01/infographic_socialmedia_61.jpgThis 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.
  33. 33. EMAIL > RESEAUX SOCIAUX : la mode PinterestThis 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.
  34. 34. EMAIL > RESEAUX SOCIAUX : invitationsThis 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.
  35. 35. EMAIL > RESEAUX SOCIAUX : invitations avec contenuThis 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.
  36. 36. POUR CONCLUREThis 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.
  37. 37. LE CROSS-CANAL : UNE EXPERIENCE CONSOMMATEUR COHERENTEThis 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.
  38. 38. POUR CONCLUREThis 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.
  39. 39. ContactLab e-mail & e-marketing evolution Merci. Prochains rendez-vous :• Comment attirer l’attention du consommateur et la maintenir. - 29/01 à 14h45 S251• Analyser le comportement des consommateurs pour maximiser le ROI - 30/01 à 10h S252A• Les 5 tendances clés de l’email marketing à ne pas manquer en 2013 - 30/01 à 14h Espace Agora Arianna Galante – arianna.galante@contactlab.com www.contactlab.fr www.newslettermonitor.com 12 rue du Helder 75009 Paris 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.

×