Email transazionali
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Laura Gioia - Senior Digital Strategist - ContactLab - Intervento a Smarter Engagement 2016: http://2016.smarterengagement.com/speaker/laura-gioia/
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Email transazionali
- 1. © Copyright 2016 Contactlab EMAIL TRANSAZIONALI: Come trasformare le comunicazioni di servizio in preziose opportunità Laura Gioia
- 2. © Copyright 2016 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 2 Email Transazionali: cosa sono, tipi e caratteristiche Come “farle bene”: best practice dalle varie industry What’s next: un uso integrato dei dati di transato e comportamentali Agenda Overview dei contenuti
- 3. © Copyright 2016 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 3 Email transazionali: cosa sono, tipi e caratteristiche
- 4. © Copyright 2016 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 4 Definizione any [one-to-one] message which facilitates an agreed-upon transaction or updates a customer in an existing business relationship (U.S. Federal Trade Commission - FTC) “ ” Email transazionali
- 5. © Copyright 2016 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 5 Definizione any [one-to-one] message which facilitates an agreed-upon transaction or updates a customer in an existing business relationship (U.S. Federal Trade Commission - FTC) “ ” RILEVANTI Email transazionali
- 6. © Copyright 2016 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 6 Definizione any [one-to-one] message which facilitates an agreed-upon transaction or updates a customer in an existing business relationship (U.S. Federal Trade Commission - FTC) “ ” RILEVANTI UTILI Email transazionali
- 7. © Copyright 2016 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 7 Definizione any [one-to-one] message which facilitates an agreed-upon transaction or updates a customer in an existing business relationship (U.S. Federal Trade Commission - FTC) “ ” RILEVANTI UTILI “CARING” Email transazionali
- 8. © Copyright 2016 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 8 Una classificazione • Double opt-in • Welcome • Welcome series • Messaggi educational BENVENUTO Email transazionali
- 9. © Copyright 2016 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 9 Una classificazione • Double opt-in • Welcome • Welcome series • Messaggi educational BENVENUTO NOTIFICA • Pagamento effettuato • Estratto conto • Nuova richiesta di contatto • Status utente (vip, loyal…) • Alert di prodotto (disponibile, di nuovo in stock Email transazionali
- 10. © Copyright 2016 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 10 Una classificazione • Double opt-in • Welcome • Welcome series • Messaggi educational BENVENUTO NOTIFICA CONFERMA • Pagamento effettuato • Estratto conto • Nuova richiesta di contatto • Status utente (vip, loyal…) • Alert di prodotto (disponibile, di nuovo in stock • Conferma di registrazione • Conferma cambio password • Conferma di acquisto • Conferma spedizione / reso • Ricevuta pagamento Email transazionali
- 11. © Copyright 2016 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 11 Una classificazione • Double opt-in • Welcome • Welcome series • Messaggi educational BENVENUTO NOTIFICA CONFERMA REMINDER • Pagamento effettuato • Estratto conto • Nuova richiesta di contatto • Status utente (vip, loyal…) • Alert di prodotto (disponibile, di nuovo in stock • Abbandono del carrello / wishlist • Reminder processo di download • Reminder creazione account • Post-browse • Pre-travel • Conferma di registrazione • Conferma cambio password • Conferma di acquisto • Conferma spedizione / reso • Ricevuta pagamento Email transazionali
- 12. © Copyright 2016 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 12 Una classificazione • Double opt-in • Welcome • Welcome series • Messaggi educational BENVENUTO NOTIFICA CONFERMA REMINDER CARING • Pagamento effettuato • Estratto conto • Nuova richiesta di contatto • Status utente (vip, loyal…) • Alert di prodotto (disponibile, di nuovo in stock • Abbandono del carrello / wishlist • Reminder processo di download • Reminder creazione account • Post-browse • Pre-travel • Survey post acquisto (post utilizzo) • Recensione • Riattivazione • Conferma di registrazione • Conferma cambio password • Conferma di acquisto • Conferma spedizione / reso • Ricevuta pagamento Email transazionali
- 13. © Copyright 2016 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 13 Transazionali e bulk a confronto TRANSACTIONAL EMAILS BULK EMAILS La spedizione è innescata da un’azione dell’utente La spedizione è pianificata dal mittente Email transazionali
- 14. © Copyright 2016 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 14 Transazionali e bulk a confronto TRANSACTIONAL EMAILS BULK EMAILS La spedizione è innescata da un’azione dell’utente La spedizione è pianificata dal mittente Il contenuto è di servizio Il contenuto è spesso di vendita Email transazionali
- 15. © Copyright 2016 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 15 Transazionali e bulk a confronto TRANSACTIONAL EMAILS BULK EMAILS La spedizione è innescata da un’azione dell’utente La spedizione è pianificata dal mittente Il contenuto è di servizio Sono attese dall’utente Il contenuto è spesso di vendita Non sono necessariamente attese Email transazionali
- 16. © Copyright 2016 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 16 Transazionali e bulk a confronto TRANSACTIONAL EMAILS BULK EMAILS La spedizione è innescata da un’azione dell’utente La spedizione è pianificata dal mittente Il contenuto è di servizio Sono attese dall’utente Spesso non sono progettate o realizzate con cura Il contenuto è spesso di vendita Non sono necessariamente attese Sono progettate per attirare la nostra attenzione Email transazionali
- 17. © Copyright 2016 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 17 Qualche numero delle email transazionali sono aperte e lette nell’arco di 3 ore dalla ricezione la revenue media delle email transazionali è più elevata della media delle email bulk 70% 2-5 volte Email transazionali
- 18. © Copyright 2016 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 18 Qualche numero Email transazionali e possono generare revenue 10 volte più elevate delle bulk Le email di carrello abbandonato possono ridurre l’abbandono del 40% e generare ordini medi del 20% superiori in valore le welcome email hanno un tasso di apertura medio del 50%paragonato a 25-30% di una mail editoriale
- 19. © Copyright 2016 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 19 Come “farle bene”: best practice dalle varie industry
- 20. © Copyright 2016 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 20 HIGHLIGHTS 20 Registration confirmation | Mr Porter Series Look and feel Occasioni di click Subj: Welcome to MR PORTER Style Bulletins Subj: What we can do for you Subj: Who are your favorite designers? Best Practice
- 21. © Copyright 2016 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 21 HIGHLIGHTS 21 Registration confirmation | Mr Porter Navigation bar Preview del piano editoriale Subj: Welcome to MR PORTER Style Bulletins Best Practice
- 22. © Copyright 2016 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 22 HIGHLIGHTS 22 Registration confirmation | Mr Porter Progressive profiling Recap dei servizi / vantaggi Occasioni di click Subj: What we can do for you Best Practice
- 23. © Copyright 2016 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 23 HIGHLIGHTS 23 Registration confirmation | Mr Porter Progressive profiling Preview del piano editoriale Recap dei servizi Occasioni di click Best Practice Subj: Who are your favorite designers?
- 24. © Copyright 2016 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 24 HIGHLIGHTS 24 Registration confirmation | Levi’s Subject Look and feel Recap dei vantaggi Branding Series Nice to meet you. Here's 20% off (+ Free shipping) Best Practice A million reasons to love Levi's® (Well, almost)
- 25. © Copyright 2016 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 25 HIGHLIGHTS 25 Registration confirmation | Levi’s Subject Look and feel Recap dei vantaggi Branding Benefit Crosschannel Series Best Practice Nice to meet you. Here's 20% off (+ Free shipping) A million reasons to love Levi's® (Well, almost)
- 26. © Copyright 2016 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 26 HIGHLIGHTS 26 Registration confirmation | Levi’s Subject Look and feel Recap dei vantaggi Branding Series Best Practice Nice to meet you. Here's 20% off (+ Free shipping) A million reasons to love Levi's® (Well, almost)
- 27. © Copyright 2016 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 27 HIGHLIGHTS 27 Registration confirmation | Levi’s Subject Look and feel Recap dei vantaggi Branding Series Best Practice Nice to meet you. Here's 20% off (+ Free shipping) A million reasons to love Levi's® (Well, almost)
- 28. © Copyright 2016 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 28 HIGHLIGHTS 28 Registration confirmation | Vivo Barefoot Deliverability friendly Welcome to VIVOBAREFOOT, are you standing comfortably? Best Practice
- 29. © Copyright 2016 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 29 HIGHLIGHTS 29 Registration confirmation | Uber User friendly Best Practice
- 30. © Copyright 2016 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 30 HIGHLIGHTS 30 Registration confirmation | Nestlè Look and feel Vantaggi Preview del piano editorial Progressive profiling Best Practice
- 31. © Copyright 2016 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 31 HIGHLIGHTS 31 Password reset | Coach Pre-header Look and feel Best Practice
- 32. © Copyright 2016 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 32 HIGHLIGHTS 32 Password reset | Foodora Recap servizi Recap utilizzo Best Practice
- 33. © Copyright 2016 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 33 HIGHLIGHTS 33 Password reset | MyTheresa Look and feel Box dedicato customer care Product push Best Practice
- 34. © Copyright 2016 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 3434 Purchasing process | order confirmation | Amazon HIGHLIGHTS Recap chiaro Recommendation engine Best Practice
- 35. © Copyright 2016 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 3535 Purchasing process | order confirmation | Max Mara HIGHLIGHTS Ringraziamenti Acquisition in caso di guest check out Best Practice
- 36. © Copyright 2016 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 3636 Purchasing process | order confirmation | Maisons du Monde HIGHLIGHTS Box dedicati di supporto Best Practice
- 37. © Copyright 2016 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 3737 Purchasing process | order confirmation | LV HIGHLIGHTS Look and feel Immagine coordinata Welcome Reso Conferma ordine Best Practice
- 38. © Copyright 2016 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 3838 Purchasing process | order confirmation | Booking HIGHLIGHTS Contatti Hotel Mappa Upsell rent a car Best Practice
- 39. © Copyright 2016 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 3939 Purchasing process | invoice | Careem HIGHLIGHTS Look and feel Responsive Recap percorso Best Practice
- 40. © Copyright 2016 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 4040 Purchasing process | post purchase survey| Gucci US HIGHLIGHTS Look and feel Tono di voce Best Practice
- 41. © Copyright 2016 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 4141 Purchasing process | post purchase follow up | Grobag HIGHLIGHTS Ringraziamenti e incentivo Best Practice
- 42. © Copyright 2016 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 4242 Purchasing process | post purchase follow up | Mr Porter Subj: Mr Pozzi: something new from the brands you like HIGHLIGHTS Upsell: a personal update every week Best Practice
- 43. © Copyright 2016 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 4343 Purchasing process | pre-travel | EasyJet HIGHLIGHTS Promemoria Informazioni utili Info sui bagagli Contatti Best Practice
- 44. © Copyright 2016 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 4444 Purchasing process | pre- travel | Airbnb HIGHLIGHTS Itinerario orari e date Consigli utili Assistenza clienti Best Practice
- 45. © Copyright 2016 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 4545 Return process | return confirmation | MyTheresa HIGHLIGHTS Look and feel Customer care details Upselling Best Practice
- 46. © Copyright 2016 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 4646 Cart abandonment | Zanotti HIGHLIGHTS Pre-header Navigation bar Completa il look Service focused Best Practice
- 47. © Copyright 2016 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 4747 Cart abandonment | Net-à-Porter HIGHLIGHTS Recommendation engine Series Subject Subj: Don’t forget your Gucci shirt Subj: Still thinking about your Gucci shirt? Best Practice
- 48. © Copyright 2016 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 4848 Cart abandonment | Net-à-Porter HIGHLIGHTS Free shipping Cross channel services Best Practice Il 44% dei carrelli viene abbandonato per costi di spedizione troppo alti
- 49. © Copyright 2016 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 4949 Post browse communications | Penhaligon’s HIGHLIGHTS Subject Il concetto Did you find what you were looking for? Thank you for visiting, it was great to see you Best Practice
- 50. 50 © Copyright 2016 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. Pre-header a completamento del subject che fornisca una sintesi delle informazioni indispensabili Navigation bar come promemoria delle categorie di prodotti ed incoraggiamento a visitare ancora il sito e-commerce Tono di voce adeguato Call to action chiare Informazioni complete e di facile fruibilità Immagini evocative e utili Subject Brand identificabile Chiaro riguardo ai contenuti Curato nei toni Layout: Look and feel curato e piacevole Immagine integrata con il resto delle comunicazioni del brand Molteplici occasioni di click Responsive Timing: real-time management di eventi significativi (p.e. carrello abbandonato) Attenzione alla deliverability Riassumendo Best Practice
- 51. © Copyright 2016 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 51 What’s next: un uso integrato dei dati di transato e comportamentali
- 52. © Copyright 2016 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 52 Dicevamo …. any [one-to-one] message which facilitates an agreed-upon transaction or updates a customer in an existing business relationship (U.S. Federal Trade Commission - FTC) “ ” Email transazionali: what’s next? RILEVANTI UTILI “CARING”
- 53. © Copyright 2016 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 53 Dicevamo …. any [one-to-one] message which facilitates an agreed-upon transaction or updates a customer in an existing business relationship (U.S. Federal Trade Commission - FTC) “ ” AIUTARE RASSICURAREINFORMARE Email transazionali: what’s next?
- 54. © Copyright 2016 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 54 L’opportunità recipient has started with you (Hubspot) ” Consolidare la RELAZIONE Creare ulteriori occasioni di CONVERSIONE Sfruttare il maggior livello di ATTENZIONE Email transazionali: what’s next?
- 55. © Copyright 2016 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 5555 Sfruttare il maggior livello di attenzione Email transazionali: what’s next? La strategia Contenuto personalizzato Recommendation engine Acquisition su guest checkout
- 56. © Copyright 2016 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 5656 Creare ulteriori occasioni di conversione Email transazionali: what’s next? La strategia Carrello abbandonato inviato con indicazioni per pick- up in store se il cliente acquista abitualmente in negozio non inviato se l’acquisto è poi stato effettuato in store
- 57. © Copyright 2016 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 5757 Consolidare la relazione Email transazionali: what’s next? La strategia Welcome email differenziata: Per i prospect Per chi è già cliente retail
- 58. © Copyright 2016 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 58 Step up 1: integra le fonti di dati Email transazionali: what’s next? Piattaforma di marketing automation (dati behavioural) Piattaforma di ecommerce (dati transato)Contenuto generato dinamicame nte Real-time management degli eventi Ottica multi- channel Improved marketing automation
- 59. © Copyright 2016 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 59 Step up 1: integra le fonti di dati Email transazionali: what’s next? Altre fonti di dati/offline (DB terzi) Storico di navigazione Contenuto generato dinamicame nte Real-time management degli eventi Ottica multi- channel Improved marketing automation Piattaforma di marketing automation (dati behavioural) Piattaforma di ecommerce (dati transato)
- 60. © Copyright 2016 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 6060 Step up 2: ottimizza le spedizioni con Email transazionali: what’s next? Deliverability integrabile con il proprio dominio di spedizione, supporta tutte le autentificazioni standard del settore (DKIM, Sender ID e SPF) e ottimizza la qualità della spedizione utilizzando IP dedicati Integrazione facile da integrare con qualsiasi tipo di applicazione che utilizza un server SMTP per inviare email Statistiche analisi dei KPI di tutti i messaggi transazionali grazie ad una reportistica in tempo reale
- 61. Thank you Laura Gioia | Senior Digital strategist laura.gioia@contactlab.com