Last evolution of french practices by Bruno Florence

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Bruno Florence présente les dernières évolutions des pratiques email marketing en France lors du salon Email-Expo 2014 (Allemagne)

Bruno Florence présente les dernières évolutions des pratiques email marketing en France lors du salon Email-Expo 2014 (Allemagne)

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  • 1. Facts and figures about email marketing Last evolution of french practices for B2C trigger marketing
  • 2. 2 Introduction • Created in 1933, the National Union of Direct Communication (SNCD) can be compared to the US and UK DMA-Direct Marketing Association. •As a union, it is devoted to defending and promoting multichannel direct marketing businesses. •It represents all BtoB and BtoC digital and multichannel direct marketing businesses such as : ESP, datamining, research and analytics, data processing and quality, targeting and personalization, CRM and e-CRM, offline and online mail businesses, acquisition and loyalty techniques, emailing, social media, mobile media, broadcasting… •200 members 2
  • 3. Members of Signal Spam Signal Spam is a non for profit organisation and a public/private partnership promoting a trustworthy network of actors united to fight Spam.
  • 4. Somes facts and figures about email marketing in France
  • 5. 5 Size of the ESP Market
  • 6. 6 +5,4% / 2012 133 Billion emails Document exclusivement réservé aux membres du Sncd - Reproduction interdite sans l’accord du Sncd Size of the french Market 2013 +1,4% /2012 42 Million Internet Users
  • 7. 7Document exclusivement réservé aux membres du Sncd - Reproduction interdite sans l’accord du Sncd Size of the french Market 2013 +1% /2012 8,4 Commercial Emails per day +0,64% / 2012 95 Million € Revenue
  • 8. 8 0 1 2 3 4 5 6 7 8 9 2005 2006 2007 2008 2009 2010 2011 2012 2013 0.43 1.21 2.01 4.88 5.32 7.16 7.88 8.3 8.4 Emails received/day Average email marketing received per internet user
  • 9. 9 Domain name % Specificity Orange/wanadoo 30% ISP Hotmail/Outlook.com 25% Webmail Yahoo 12% Webmail Gmail 10% Webmail Free 7% ISP Sfr 7% ISP Laposte 3% Webmail Other 6% Standard distribution for a french BtoC email list 50 % @ are under the US Webmail 50 % @ are from the French ISP
  • 10. 1010 Classical Emailing Evolution Sophistication Behavioural email Event Triggered Marketing
  • 11. Focus on trigger marketing
  • 12. 12 Focus on Trigger marketing Inversion of the classical logic of email campaign 12
  • 13. 13 5 Advantages 13
  • 14. 14 Find the best moment to communicate with your clients and prospects to increase revenue The 5 essential Triggers are follows 14 Usually generates the most revenue Birthday Email Anniversary The most profitable by email sent Abandoned Basket Tell your customer about your company Welcome Pack Choose the right inactive segment Re-engage inactive Customer/Subscriber One of the most sophisticated Deep Surf
  • 15. 15 15 Following your visit, we selected some articles which could interest you (30) Different strategies : • Best sale • Most view • Most evaluate • Best margin • Recent product • …
  • 16. 16 What’s new in 2014 ? The biggest email list in the world ? Your target Ads FB on a specific target from your marketing List (Facebook Custom Audience) In 2014, direct connection between FBC Audience and your ESP. 16 1,2 billions users in the world 26 millions users (active ?) in France Facebook !
  • 17. 17 Email marketing course in Paris “How to sell by emailing ?”
  • 18. 18 18 1166 @ 821 @ 70 % 420 @ 2 subs 48 € 1 666 Openers not clicker
  • 19. 19 19 E mail
  • 20. Thank you, Danke Sehr, Merci ! bflorence@florenceconsultant.com Sncd.org Pignonsurmail.com (slideshare)