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Netcomm e-Commerce Forum 2014: Email analytics: dai numeri, alle ipotesi, ai fatti

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Come analizzare i dati, interpretarli, e ottimizzare i percorsi di comunicazione per massimizzare l’impatto sulle vendite? Workshop di Arianna Galante, Director of Agency Dept., durante il Netcomm …

Come analizzare i dati, interpretarli, e ottimizzare i percorsi di comunicazione per massimizzare l’impatto sulle vendite? Workshop di Arianna Galante, Director of Agency Dept., durante il Netcomm e-Commerce Forum 2014.

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  • 1. 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. 1 Arianna Galante, Director of Agency Dept. Milano, 20 maggio 2014 EMAIL ANALYTICS: DAI NUMERI, ALLE IPOTESI, AI FATTI Come analizzare i dati, interpretarli, e ottimizzare i percorsi di comunicazione per massimizzare l’impatto sulle vendite.
  • 2. 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. 2This 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 1 CONTACTLAB IN BREVE AGENDA 2 IL NOSTRO PUNTO DI VISTA 3 LE METRICHE BASE 4 OLTRE LE METRICHE BASE 5 USARE I DATI
  • 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. 33 100% DIGITAL DIRECT MARKETING 100% CUSTOMER ENGAGEMENT 100% MEASURABLE RESULTS
  • 4. 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. 44 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. CONTACTLAB IN BREVE Un posizionamento unico Tecnologia: ESP Creatività: Agenzia Analisi dei dati: Business Intelligence Oltre 1000 clienti di tutti i settori 15 anni di esperienza nel settore Internet Più di 130 esperti nel settore email marketing 5 uffici a Milano, Parigi, Londra, Madrid e Monaco di Baviera
  • 5. 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. 55 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. LASCIATEVI GUIDARE FULL SERVICE STRATEGIA CREATIVITÀ SVILUPPO E TEST REPORT E ANALISI
  • 6. 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. 66 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. PUNTO DI VISTA IL NOSTRO
  • 7. 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. 77 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. «Digital glue» Denominatore comune sul web Ponte verso tutte le iniziative ANALYTICS SHOPPING CRM SITO MOBILESOCIAL SONDAGGI L’EMAIL AL CENTRO DEL PERCORSO DELL’UTENTE
  • 8. 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. 88 L’attività digitale su cui gli utenti trascorrono più tempo è l’email battendo Facebook e gli sms. Buntin Group/Survey Sampling International (SSI) – giugno 2013 L’acquisizione di indirizzi email è quadruplicata negli ultimi 4 anni Il Customer Lifetime Value (CLV) è più alto del 12% rispetto alla media vs Facebook +1% e Twitter -23% Custora E-Commerce Customer Acquisition Snapshot Q2 2013 L’email è più efficace dei social network per acquisire nuovi clienti: quasi 40 volte più di Facebook e Twitter assieme. Il tasso d’influenza dell’email sugli acquisti è più di 3 volte superiore a quello dei social network, lo scontrino medio è più alto del 17%. McKinsey & Company – gennaio 2014 Nel 2012 il ROI dell’email marketing è stato di $ 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) L’EMAIL MARKETING FUNZIONA!
  • 9. 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. 99 il messaggio giusto Contenuti ad alto valore aggiunto per il destinatario Contenuti verticali, non solo vendita! alla persona giusta Personalizzazione Segmentazione al momento giusto Seguire l’utente durante il ciclo di vita Osservarne il comportamento Calibrare la frequenza di invio attraverso il canale giusto Rispettare le preferenze e le abitudini degli utenti utilizzando il canale di contatto preferito Garantire al consumatore una «fluid cross media brand experience» La pertinenza assicura la qualità dei contenuti e l’engagement dei consumatori A CONDIZIONE DI ESSERE PERTINENTE
  • 10. 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. 1010 QUELLO CHE AVETE CHIESTO: Solamente l’indirizzo email Dati socio-demografici Preferenze QUELLO CHE FANNO: Apertura e frequenza: engagement/ fidelizzazione Click: interessi e preferenze Conversioni: visite al sito, tipologie di acquisto, valore, abbandoni del carrello COMPORTAMENTALE Email - invio Sito – web analytics Offline - CRM E DI CONOSCERE I PROPRI UTENTI DICHIARATIVO
  • 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. 1111 VARIABILI SOCIO-DEMOGRAFICHE Uomo / donna Età / compleanno Residenza Composizione famigliare VARIABILI COMPORTAMENTALI Ha aperto Ha cliccato Ha passato del tempo sul sito Ha acquistato il prodotto A Ha speso € y Ha quasi acquistato il prodotto B VARIABILI TEMPORALI Data di iscrizione Ultima apertura Ultimo click Ultimo acquisto E DI PERSONALIZZARE LA RELAZIONE
  • 12. 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. 1212 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. BASE LE METRICHE
  • 13. 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. 13This 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 PREMESSA: IL VOSTRO BENCHMARK SIETE VOI! 0,0% 5,0% 10,0% 15,0% 20,0% 25,0% 30,0% 35,0% 0 20.000 40.000 60.000 80.000 100.000 120.000 140.000 160.000 01/2013 02/2013 03/2013 04/2013 05/2013 06/2013 07/2013 08/2013 09/2013 10/2013 11/2013 12/2013 Email Sent Open Rate Click Rate Strumenti come NewsletterMonitor permettono di confrontare il proprio lavoro con quello che offre il mercato, in termini di creatività o di frequenza di contatto o di giorni di invio. Le metriche dipendono da troppe variabili: l’evoluzione delle vostre performance nel tempo deve guidare le vostre analisi
  • 14. 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. 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. 14 I DATI CI RACCONTANO IL PERCORSO DEGLI UTENTI E COME OTTIMIZZARLO Identificare le tappe più deboli Massimizzare i risultati tappa per tappa Accompagnare il maggior numero di utenti verso la conversione Ottimizzare azioni future Conversione Navigazione Click Apertura Ricezione
  • 15. 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. 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. 15 LE METRICHE BASE: 1/ CONSEGNE/BOUNCE Quante email sono arrivate alla casella dei nostri destinatari e quante sono state respinte? Bounce (email respinte): messaggi che vengono esplicitamente rifiutati dal server di destinazione – catalogati per ragione Consegnate: email non respinte (spedite - bounce).
  • 16. 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. 16This 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 LE METRICHE BASE: 1/ CONSEGNE/BOUNCE I TIPI DI BOUNCE: 2 macrocategorie: Hard vs Soft Con varie motivazioni Bad destination mailbox address Mailbox full Delivery time expired Mailbox disabled, not accepting messages …
  • 17. 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. 17This 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 LE METRICHE BASE: 1/ CONSEGNE/BOUNCE Trattamento dei bounce Qualificare il proprio db eliminando gli indirizzi che non possono più ricevere Costruire una suppression list (blacklist interna) di indirizzi non più contattabili. Utile anche per la deliverability. Attenzione a gestire i bounce temporanei per non perdere potenziali contatti buoni. Individuare eventuali domini problematici Trovare l’anello debole nelle proprie modalità di acquisition • Raccolta indirizzi offline • Maggiori verifiche nei form • Punti di contatto alternativi (telefono)
  • 18. 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. 18This 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 LE METRICHE BASE: 2/ APERTURE Influenzate da sender, subject e pressione commerciale Aperture uniche vs Aperture ripetute Chi apre il nostro messaggio e quante volte apre Timing Quando – rispetto all’invio – ho un picco di aperture?
  • 19. 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. 19This 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 LE METRICHE BASE: 2/ APERTURE COME VENGONO TRACCIATE: Inserendo un’immagine di tracciamento nel messaggio IL SISTEMA DEL DESTINATARIO INFLUENZA I DATI Molti client di posta (Outlook, Thunderbird…) e molte webmail non scaricano le immagini senza l’autorizzazione dell’utente. Se l’immagine di tracciamento non viene scaricata, l’apertura non viene registrata: il dato è sottovalutato!
  • 20. 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. 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. 20 LE METRICHE BASE: 2/ APERTURE QUALE DISPOSITIVO USANO I MIEI UTENTI? Client di posta, webmail, mobile. Capirlo è importante per tarare la strategia l’orario la grafica Nell’ultimo anno le aperture da dispositivo mobile sono cresciute in modo costante, e si stima che oggi circa il 40% delle email venga aperto per la prima volta da un device mobile.
  • 21. 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. 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. 21 LE METRICHE BASE: 2/ APERTURE CHI SONO GLI UTENTI CHE HANNO APERTO? Quante volte e con quale frequenza?
  • 22. 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. 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. 22 LE METRICHE BASE: 3/ CLICK CTR: click through rate Click unici vs Click ripetuti Chi clicca il nostro messaggio e se clicca più volte Il CTOR: click sulle email aperte. Dato puntuale vs Dato cumulato Quando – rispetto all’invio – ho un picco di click?
  • 23. 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. 23This 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 LE METRICHE BASE: 3/ CLICK COME VENGONO TRACCIATI: Riscrivendo le URL dei link (attenzione al phishing)
  • 24. 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. 24This 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 LE METRICHE BASE: 3/ CLICK DOVE CLICCANO I MIEI UTENTI? I click sul singolo link, per categoria, sul layout (heat map)
  • 25. 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. 25This 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 LE METRICHE BASE: 3/ CLICK CHI SONO GLI UTENTI CHE CLICCANO? Quante volte e con quale frequenza Il click indica una preferenza
  • 26. 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. 26This 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 LE METRICHE BASE: 4/ CONDIVISIONE SHARING IS CARING Se all’interno della nostra email sono presenti: Tell-a-friend Condividi sui social network È interessante vedere chi ha segnalato ad altri il nostro contenuto o chi l’ha condiviso su una rete sociale.
  • 27. 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. 27This 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 LE METRICHE BASE: 5/ ABBANDONI UNSUBSCRIBE Cancellazione dei dati vs Disiscrizione dal servizio Mando tipi diversi di comunicazione? Disiscrizioni differenziate per ciascun servizio Mantenere uno storico delle disiscrizioni. E’ importante rendere ben visibile il link di unsubscribe: FEEDBACK LOOP: GLI UTENTI OSTILI Vi percepiscono come spam!
  • 28. 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. 28This 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 47% 33% 11% 52% 63% 21% 1% 4% 68% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Newsletter Branding Commerciale Attivi Inattivi Non Ricevono LE METRICHE BASE: 6/ ATTIVI/INATTIVI GLI INATTIVI Quanto pesano? Chi sono? Sono recuperabili? Comprano lo stesso?
  • 29. 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. 2929 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. METRICHE BASE OLTRE LE
  • 30. 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. 30This 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 CHE COSA SUCCEDE DOPO IL CLICK? Incrociando i dati della campagna email con altre fonti Quale percorso l’utente fa sul sito dopo il click Quante conversioni (Iscrizione a un evento? Raccolta lead? Acquisto di un prodotto? Offline o online?) Quanto valore ha portato il programma? Conversione Navigazione Click Apertura Ricezione
  • 31. 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. 31This 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 OLTRE LE METRICHE BASE: ROI E RPE ROI: quante valore ha generato la campagna / il programma per ogni euro speso RPE: quanto transato ha generato ogni email consegnata
  • 32. 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. 3232 Tasso di click Tasso di apertura Dimensione dei cerchi: email inviate Intensità del colore: vendite OLTRE LE METRICHE BASE: MAPPATURA APERTURE/ CLICK / VENDITE
  • 33. 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. 33This 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 OLTRE LE METRICHE BASE: IMPATTO DEL CONTENUTO SUL TRANSATO (SKU)
  • 34. 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. 34This 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 OLTRE LE METRICHE BASE: TRANSATO CLIENTI RICEVENTE VS REGISTRATI
  • 35. 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. 35This 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 OLTRE LE METRICHE BASE: SPESA MEDIA DEL CLIENTE RICEVENTE
  • 36. 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. 36This 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 OLTRE LE METRICHE BASE: EMAIL ACCELERATORE DI ACQUISTO
  • 37. 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. 3737 VERSO DELLE DASHBOARD A MISURA DI BRAND
  • 38. 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. 3838 DELLE BUSINESS REVIEW SU MISURA Punto mensile / trimestrale ad hoc per • analizzare dati • valutare l’andamento delle performance • definire i prossimi passi per ottimizzare le campagne Tra le analisi più frequenti • Crescita del Database • Trend delle campagne • Analisi qualitativa delle campagne • Classifica delle campagne per performance • Utenti attivi vs inattivi • Impatto dell’email sul transato • Benchmark qualitativo di settore PERFORMANCE DELLE CAMPAGNE OPEN AND CLICK TRENDS BOUNCE AND BLACKLIST TRENDS
  • 39. 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. 3939 CON UN PIANO ONGOING DI AB TESTING VARIABILE ESEMPIO KPI Sender Azienda – reparto – persona – tipologia Aperture Subject Diretto o teaser / Lungo o corto Aperture, click, transato Preheader Completare subject – indice – cta Aperture, click, transato Contenuto - testo - grafica - ordine dei contenuti - offerte - immagini - lunghezza informale layout in generale, bottoni CTA Informazione o promozione Valori assoluti o % Uguale per tutti oppure segmentazione Sintesi o dettaglio Aperture, click, transato Tempistiche per l’invio Settimana / weekend / am / pm Aperture, click, transato 62% di conversioni in più! Versione B VersioneA
  • 40. 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. 4040 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. Grazie e buon email marketing! Arianna Galante – Director of Agency Dept. Arianna.galante@contactlab.com http://www.contactlab.com/it/iscrizione-newsletter/

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