How to capture your customers creatively through crosschannel communications

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Factoring in the latest advancements in mobile and cross-channel communications, ContactLab defined a methodology blending
technology, marketing services and business intelligence to help clients build effective
marketing campaigns.

Learn how to:
• keep up with the fast paced mobile world
• accommodate customer preferences
• key in on the benefits of customized multi-channel and gateway services to engage customers
• understand data and act on it via personalized reporting and consultancy

Published in: Marketing, Business, Technology
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How to capture your customers creatively through crosschannel communications

  1. 1. HOW TO CAPTURE YOUR CUSTOMERS CREATIVELY THROUGH CROSSCHANNEL Arianna Galante Director of Agency Dept., Managing Director ContactLab France arianna.galante@contactlab.com | @digitalzia June 25, 2014
  2. 2. 2@contactlab @messagesystems @digitalzia Factoring in the latest advancements in mobile and cross-channel communications, ContactLab, powered by Message Systems Momentum software, defined a methodology blending technology, marketing services and business intelligence to help clients build effective marketing campaigns using email, SMS and surveys. Learn how to: • keep up with the fast paced mobile world • accommodate customer preferences • key in on the benefits of customized multi-channel and gateway services to engage customers • understand data and act on it via personalized reporting and consultancy Specific case studies, best practices and benchmarks will be shared to inspire you! OUR PROGRAM FOR TODAY
  3. 3. 3@contactlab @messagesystems @digitalzia 1 ABOUT CONTACTLAB 2 OUR POINT OF VIEW 3 LOTS OF PRACTICE
  4. 4. 4@contactlab @messagesystems @digitalzia ABOUT CONTACTLAB ONE-STOP SHOP OFFERING, VERTICALLY DESIGNED, UNIQUE POSITIONING, BUSINESS-DRIVEN
  5. 5. 5@contactlab @messagesystems @digitalzia Italy’s leading ESP, today an increasingly international player and a strategic partner for global top brands generating growth through digital direct marketing. 15 YEARS OF CONTINUOUS EVOLUTION 100% DIGITAL DIRECT MARKETING 100% CUSTOMER ENGAGEMENT 100% MEASURABLE RESULTS
  6. 6. 6@contactlab @messagesystems @digitalzia CONTACTLAB FACTS & FIGURES Unique positioning as a triple player o Technology o Marketing services o Business intelligence Over 1000 clients More than 80 million emails and 800 campaigns sent out daily Over 130 e-marketing experts at your service Headquarters in Milan Offices in Paris and Munich
  7. 7. 7@contactlab @messagesystems @digitalzia STRATEGY CREATIVITY & EXECUTION DELIVERY ANALYSIS EMAIL SURVEYSTEXT PUSH CONSULTING MESSENGER A UNIQUE APPROACH ONE GOAL deliver business value maximizing ROI Future release
  8. 8. 8@contactlab @messagesystems @digitalzia A free benchmarking platform designed and developed by ContactLab that collects thousands of emails daily, for a total of 6 million emails 17 000 brands 5 languages 25 fields of activity Allows you to monitor other brands’ email marketing activity in real time: subject lines, layout, frequency, days of send-out o website www.newslettermonitor.com o blog http://blog.newslettermonitor.com/ BONUS TRACK: COMPETITIVE WATCH (NewsletterMonitor)
  9. 9. 9@contactlab @messagesystems @digitalzia POINT OF VIEW OUR
  10. 10. 10@contactlab @messagesystems @digitalzia «the digital glue» digital common denominator bridge towards all brand initiatives ANALYTICS SHOPPING CRM WEBSITE MOBILESOCIAL SURVEYS EMAIL AT THE HEART OF 1 TO 1 MARKETING…
  11. 11. 11@contactlab @messagesystems @digitalzia …AND IT SHOWS! 2012 Email marketing ROI = $ 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) 77% of consumers actually prefer to receive promotions by email. The 2012 Channel Preference Survey 60% of corporate decision makers plan to raise their email marketing budget. www.strongmail.com/2012marketsurvey
  12. 12. 12@contactlab @messagesystems @digitalzia Added value for the client Not just selling Observing behavior and life-cycle Calibrating message frequency Respecting user preferences and habits Creating a fluid omni-channel experience TO ENSURE THE QUALITY OF THE CONTENTAND TO KEEP THE CONSUMER ENGAGED ON ONE CONDITION: RELEVANCE Personalization Segmentation
  13. 13. 13@contactlab @messagesystems @digitalzia INDICATOR OF THE PROPENSITY OF A BRAND MESSAGE TO RESONATE AND CONNECT WITH A PROSPECT AND ULTIMATELY DRIVE SOME KIND OF MEANINGFUL ACTION “Cracking the Engagement Code,” Mollie Spillman, 2006 CAPTURING CUSTOMERS = BUILDING ENGAGEMENT
  14. 14. 14@contactlab @messagesystems @digitalzia OVER TIMECOMMUNICATE INSPIRE CONVERSE OBTAIN RESULTS PERSONALIZING THE RELATIONSHIP CAPTURING CUSTOMERS =
  15. 15. 15@contactlab @messagesystems @digitalzia BEYOND JUST SELLING: BUILDING A VALUABLE EMAIL EXPERIENCE
  16. 16. 16@contactlab @messagesystems @digitalzia ENCOURAGE EMAIL SIGN UP: VISIBILITY AND MOTIVATION
  17. 17. 17@contactlab @messagesystems @digitalzia ENCOURAGE EMAIL SIGN UP: CROSS POLLINATION
  18. 18. 18@contactlab @messagesystems @digitalzia ENCOURAGE EMAIL SIGN UP: FROM OFFLINE TO ONLINE FHA (Food and Hotel Asia exhibition) Landing page – Hong Kong Desktop – mobilerendering Confirmation email Desktop – mobilerendering
  19. 19. 19@contactlab @messagesystems @digitalzia WELCOME
  20. 20. 20@contactlab @messagesystems @digitalzia WELCOME
  21. 21. 21@contactlab @messagesystems @digitalzia TELL YOUR STORY: HERITAGE SERIES
  22. 22. 22@contactlab @messagesystems @digitalzia MAKE LIFE EASIER o Early birds Gift Guide o Early birds Gift Guide – recall o Best Sellers o Last minute Gift Guide o Last minute Gift Guide – last call
  23. 23. 23@contactlab @messagesystems @digitalzia OFFER EXCLUSIVE CONTENT
  24. 24. 24@contactlab @messagesystems @digitalzia CELEBRATE
  25. 25. 25@contactlab @messagesystems @digitalzia THINK SOCIAL
  26. 26. 26@contactlab @messagesystems @digitalzia ACT SOCIAL
  27. 27. 27@contactlab @messagesystems @digitalzia INVITE… offline!
  28. 28. 28@contactlab @messagesystems @digitalzia ASK & LISTEN
  29. 29. 29@contactlab @messagesystems @digitalzia LET THE DATA GUIDE YOU: POST CAMPAIGN ANALYSES
  30. 30. 30@contactlab @messagesystems @digitalzia MEASURE THE IMPACT OF EACH DETAIL EXAMPLE KPI Sender Company – dept - occasion Opens Subject Direct vs teaser Short vs long Opens & clicks Content: - text - layout - content order - content - images - length informal layout, buttons, CTAs segmented or not Opens & clicks & conversions Timing Weekday / weekend / am / pm Opens & clicks & conversions Version A Version B 62% more conversions
  31. 31. 31@contactlab @messagesystems @digitalzia Click rate Open rate Circle size: emails sent Color intensity: ROI BEYOND EMAIL METRICS: MAP OPENS / CLICKS / SALES
  32. 32. 32@contactlab @messagesystems @digitalzia PRODUCT FEATURED IN THE EMAIL SAME PRODUCT - different material, color TOTAL COLLECTION OTHER COLLECTIONS TOTAL Orders Value Orders Value Orders Value Orders Value Orders Value Opens ONLINE OFFLINE Total Clicks ONLINE OFFLINE Total Attribution window: 30 days SHOW THE INFLUENCE OF EMAIL ON SALES, ONLINE AND OFFLINE
  33. 33. 33@contactlab @messagesystems @digitalzia DO YOUR EMAILS RESONATE, CONNECT, DRIVE ACTION?
  34. 34. 34@contactlab @messagesystems @digitalzia YOU ARE WHAT YOU EMAIL.
  35. 35. 35@contactlab @messagesystems @digitalzia FOLLOW US THANK YOU and HAPPY EMAIL MARKETING! Arianna Galante Director of Agency Dept., Managing Director ContactLab France arianna.galante@contactlab.com | @digitalzia | @Contactlab www.contactlab.com www.newslettermonitor.com http://blog.newslettermonitor.com/

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