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Netcomm digital fashion 2012 - email marketing e moda
 

Netcomm digital fashion 2012 - email marketing e moda

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Email marketing e moda, dalle best practice al calcolo del ROI. Presentazione di Maddalena Beltrami, Senior Account Supervisor - Luxury division Agency Dept. Co

Email marketing e moda, dalle best practice al calcolo del ROI. Presentazione di Maddalena Beltrami, Senior Account Supervisor - Luxury division Agency Dept. Co

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    Netcomm digital fashion 2012 - email marketing e moda Netcomm digital fashion 2012 - email marketing e moda Presentation Transcript

    • Email marketing e moda dalle best practice al calcolo del ROI Maddalena Beltrami Senior Account Supervisor – Luxury division Agency Dept. ContactLab Netcomm Digital Fashion Milano, 7 Novembre 2012 @contactlabThis 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.
    • Fashion industry ed email marketing Email efficace e profittevole marketing tool online e offline Good value for money Permission-based Immediato Mobile-friendly Flessibile nei contenuti Customizzabile per cultura, regione e preferenze Multimedia (images, videos, texts, music) Misurabile Testabile e ottimizzabile L’email offre un ROI migliore fra i digital mktg tool disponibili Email ROI 2011 $40.56 vs search $22.24 internet display advertising $19.72 mobile $10.51 (fonte DMA – 2011)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.
    • L’email: efficace strumento di relazione anche offline Livello di engagement clienti offline Esempio: DB composto da clienti offline attivi che ricevono email % 60% 50% 40% 30% open rate su consegnate 20% click rate su consegnate 10% 0% Very low Low Medium High Top Customer valueThis 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.
    • Punto di partenza: anatomia di un DB moda - Denso di informazioni, sedimentate e complesse - Ricco di contatti offline, appassionati e fedeli - Giovane di clienti e prospect digitali - Vivo e in crescita esponenziale nel mondo - Perfetto per un CRM sofisticato, integrato, dall’online all’offline via email customers prospects Cross channel In store ecommerce Online Store Grafici indicativi per una base clienti di azienda fashion con rete di vendita monomarca mediamente diffusa e attività ecommerce in crescitaThis 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.
    • Obiettivi • Branding • Convertire prospect in clienti • Customer care • Informare e promuovere • Influenzare le vendite online e in-storeThis 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.
    • Branding: raccontare valori e tradizioni - Posizionamento - Educano clienti e prospect - Accrescono il valore aspirazionale del marchio e dei suoi prodotti iconici - Campagne ricorrenti, senza tempo adatte a tutti i target e a tutte le country 6This 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.
    • Branding: the human touch 6° novembre 2012 - A Message From Ralph Lauren: Hurricane Sandy Relief Efforts Time to market Posizionamento Emozione Valore del contenuto 7This 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.
    • con effetto viral Branding: garantire un’esperienza fluida - Essere consistenti online e offline - Offrire continuità e visibilità a contenuti cross canale: video, testi, foto, audio - Collegare iniziative, canale e prodotti 8This 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.
    • Convertire: essere top of mind - Beneficio, pressione, urgenza - Scelta - Welcome series 9This 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.
    • Care: celebrare non solo vendere - Ricorrenze di calendario (soprattutto per il mercato USA da S.Valentino a Halloween) - Tell a Friend, Social, contenuti di approfondimento - Inviti digitali, pubblici o privatiThis 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.
    • Care: costruire fedeltà - Post acquisto on e offline, post riparazione, post experience - Gestire in real time le richieste e insoddisfazioni. Integrare email e ccare - Aprire un canale di contatto - Differenziare per cultura, paese, occasione - Calcolare un indice di soddisfazione (micro e macro). CSIThis 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.
    • Promuovere: appuntamento con il nuovo - Invito, foto e lancio collezione. Seguendo il time to market - I recall a meno di 24 ore incrementano l’openrate del 30% - Indicazioni precise su orari e link – oltre il fuso - Anticipare colori e stile – effetto teasing - Offrire opportunità di click oltre l’invito - Stupire … 3D o serie limitate 12This 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.
    • Promuovere: la riconoscibilità della consistenza date: 31 Mar subject: Introducing Ursula for Spring/Summer 11 - 6 layout per memorizzare - Linee guida riconoscibili e background - Dettagli (qualità, finiture), palette colori disponibili - Coerenza, frequenza, riconoscibilità date: 17 Apr 2011date: 10 Feb date: 10 Mar 2011 subject: Introducing CATWALK forsubject: Romance with an Edge subject: Tribal Chic Spring/Summer 11 date: 24 Feb date: 28 Mar subject: Introducing PARKER for subject: Carnival Nights for Spring/Summer 11 Spring/Summer 11 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.
    • Promuovere: effetto wow - animazioni Email che contengono video ottengono incrementi di click fino al 96.38% (Get Response) Click rate Video Woman Man http://www.fendi.com/en/video/romance2jours Open rate 14This 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.
    • Promuovere: it’s a lifestyle - Offrite opzioni - Diversificate per country/cultura/preferenze/genere - Usate subject coerenti, per gender, opportunità, proposizione - Siate coerenti col vostro brand Japanese International 15This 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.
    • Promuovere: cool - hunting - Lookbook - Multicanale, interattivo ed esperienziale: video, foto e musica - Da testare su mercati asiatici con un taglio fashion – advisor - Layout a mosaico - varietà - Keywords: hit/hot list, must have, guide, key pieces, essential - Contenuti editoriali – raccontare un trend, riscoprire una tradizione - Testimonial, blogger e stilistiThis 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.
    • Impatto vendite online e in-store Influenzare le vendite ecommerce e in-storeThis 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.
    • Calcolare l’impatto su finestra di influenza Ecommerce, Store, Mobile Brand experience T0 T1 . Ricevere . Acquistare . Aprire online e in-store . Cliccare 15 – 30 ggThis 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.
    • L’esperienza ContactLab • L’email è un efficace marketing tool online e offline Un’email ben costruita può raddoppiare il click rate • L’email ha un impatto importante sia sul fatturato online che offline • L’email ha un alto impatto sulla redditività dell’aziendaThis 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.
    • Chi siamo ContactLab è il tuo partner per il digital direct marketing + di 10 anni + di 100 persone + di 1000 clienti … e milioni di email di esperienza. ContactLab ha la propria sede a Milano e uffici in Francia, Germania, Spagna e Gran Bretagna. 20This 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.
    • Uno strumento per il benchmarking nell’email marketing http://www.newslettermonitor.com 21This 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.
    • ContactLab e-mail & e-marketing evolution www.contactlab.com Via Natale Battaglia, 12 20127 Milano – Italy Tel. 02.283118.1 22This 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.