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e-Mail Marketing in Italia e per gli italiani. Capitolo 2: Definizioni e Principi di Base

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e-Mail Marketing in Italia - Capitolo 2 di una serie di appunti su perché, quando e come usare il Direct Mailing per fare Business - Alessandro Giacchino, CEO di BCI Italia - www.bci-italia.com.

I commenti alle Slide, in forma di Capitolo 2 di questi appunti, sono disponibili all'indirizzo: http://www.itware.com/2.5/blogger/2012-03-04-13-33-45
Per continuare a ricevere gli altri capitoli e la segnalazione delle nuove uscite, inviare una mail all'indirizzo: itwarenews@itware.com con oggetto: Ancora

In questo capitolo vengono affrontate le definizioni e gli oggetti delle mail, con quando e cosa inviare e perché.

Published in: Business
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e-Mail Marketing in Italia e per gli italiani. Capitolo 2: Definizioni e Principi di Base

  1. 1. Appunti di e-Mail Marketing in Italia e per gli ItalianiCapitolo 2: Definizioni e Principi di base Alessandro Giacchinowww.bci-italia.com Mail: info@BCI-Italia.com Corso Cairoli, 96 - 27100 Pavia Tel. 0382 / 304.985
  2. 2. Vista Complessiva dell’eMail Marketing © BCI Italia 2012 www.bci-italia.com Messaggio Editing Analisi GestioneObiettivo Invio reazioni Landing Profiling Page Destinatari Logistica
  3. 3. Obiettivi e ciclo di vita dell’eMail Marketing © BCI Italia 2012 www.bci-italia.com ObiettiviGenerazione Creazione Generazione Fidelizzazione di Need di Brand di Lead Clienti Bisogni Nuove Nuovi Cross Selling latenti Aziende Prodotti Nuovi Nuovi Nuovi Riacquisto prodotti Mercati Mercati
  4. 4. Contetuti del Mail Mktg: e-Electronic Magazine © BCI Italia 2012 www.bci-italia.comDetto anche Web Magazine,è un periodico digitaleindipendente che affrontatemi diversi di interesse pertarget omogenei.Può contenere notizie, blog,opinioni, approfondimenti,comparazioni, un calendariodi eventi e anche pubblicitàin varie forme.
  5. 5. Contetuti del Mail Mktg: Newletter © BCI Italia 2012 www.bci-italia.comPeriodico di informazione«aziendale», può averecontenuti esclusivamentediretti a clienti e dipendenti(novità su prodotti, servizi,case history, blog, inviti ecronache di eventi, premi,nomine e aggiornamenti sudati aziendali), o anche aprospect, giornalisti e Media
  6. 6. Contetuti del Mail Mktg: DEM – Direct eMail © BCI Italia 2012 www.bci-italia.comLocandina pubblicitariacon del testo, unaparte grafica e una«Call to Action»Inviata a liste di clientipropri o di utentiregistrati in Databasedi terzi (editori)
  7. 7. Contetuti del Mail Mktg:un percorso coordinato © BCI Italia 2012 www.bci-italia.com
  8. 8. Mail Marketing: alcuni datiIl 100% degli utenti su Web invia e legge email © BCI Italia 2012 www.bci-italia.com
  9. 9. Mail Marketing: alcuni dati% di mail che arrivano alle caselle di destinatari © BCI Italia 2012 www.bci-italia.com
  10. 10. Mail Marketing: alcuni dati Le Mail meglio di qualità, ma sono lette sempre! © BCI Italia 2012 www.bci-italia.comFonte: Dan Zarrella, HubSpot 2012
  11. 11. Alessandro Giacchino © BCI Italia 2012 www.bci-italia.com • Classe ‘56, laurea in Ingegneria Gestionale al Politecnico di Milano, MBA alla Bocconi (SDA), entrato in IBM all’inizio degli anni ‘80, è poi passato in Fininvest e quindi nel Gruppo Olivetti occupandosi sempre di innovazione tecnologica e marketing con il ruolo di creatore di nuove imprese e consulente per conto di altri Start-up. • Nel 1993 ha costituito BCI Italia sull’innovativo modello di impresa/rete, specializzandola nei servizi di consulenza e marketing, dotandola dei più moderni strumenti di generazione di Leads: una rivista cartacea, pubblicata dal 1993, un sito in linea già dal 1998, una newsletter digitale attiva dal 2003, un ciclo di conferenze, un Data Base con oltre 100.000 profili di Manager italiani. • Nel 2010 ha pubblicato il volume «Fare Impresa nell’Era 2.0», tiene regolarmente conferenze e gestisce vari Blog su vari temi relativi all’Innovazione Tecnologica
  12. 12. BCI Italia Offering © BCI Italia 2012 www.bci-italia.com Temporary Publishing Conferences Services Mgmt Subsidiary CEO/Marketing ToolNews eSecurityLab Start-Up Management SofTech Positioning, Operational ITware.com Competitive Analisys (SOA 2.0, Web 2.0) Marketing WF Independent ITwareNews Leads Generation (BPM, ECM, SOA) Board Member Marketing On-line initiativeeZine, Newsletter On request by on demand Customer Operations Multi-Company, under BCI logo
  13. 13. BCI Italia Offering Marketing © BCI Italia 2012 www.bci-italia.com Services Strategic © BCI Italia 2012 PR, ePR & www.bci-italia.com Marketing Operations Market Research Communication Business Plan & Press Releases DocumentationOffering Positioning & Conferences (Data-Sheets, Brochures, Flyers) On Line Analysis Channel Sales & Articles & Interviews Survey Interviews Leads Generation Alliances set-up Competitive White Papers & User Groups & Analisys Case History ConferencesTarget & Prospect Speaking Newsletters & Managing Forum Engagement Selection House Organs & Webinars Companies Web Site Set up Sales & Acquisition & Management Promotions
  14. 14. BCI Italia Offering B2B-B2C Digital © BCI Italia 2012 www.bci-italia.com Marketing Services Strategy © BCI Italia 2012 Social Media Web Site www.bci-italia.com & Execution Management Management Market Services Integration Content/Article Set Up / Review Digital/Traditional Marketing On Line Survey SEO Oriented Review/Develop Blogs Production OnLine Monitoring & Management Words Selection Brand, Web,…Content/Messages Competitive Reputation SEO / SEM OnLine Monitoring Analisys Management Services & Auditing Brand, Web,…Target & Prospects Newsletters & PPC (Pay Per Click) Segmentation DEMs Optimization Tutoring Providers / Media Video Interviews Sales & Management & Webinars Promotions
  15. 15. Corso Cairoli, 96 - 27100 Pavia Tel. 0382/304.985 www.bci-italia.com e-Mail info@bci-Italia.com

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