eCommerce Forum 2015 - I 5 trend del Digital Direct Marketing

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. @digitalzia @contactlab #ecommerceforumThis 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. I 5 TREND DEL DIGITAL DIRECT MARKETING PER L’E-COMMERCE Arianna Galante - Director of Agency Dept. arianna.galante@contactlab.com 21 aprile 2015

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. @digitalzia @contactlab #ecommerceforum 2 CHI SIAMO

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. @digitalzia @contactlab #ecommerceforum 3 100% 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. @digitalzia @contactlab #ecommerceforum 4 AL CENTRO L’ENGAGEMENT DELL’UTENTE La soluzione completa per comunicare con gli utenti digitali generando valore e massimizzando il ROI STRATEGIA CREATIVITÀ ANALISIDELIVERY EMAIL SURVEYSMS PUSH NOTIFICATION CONSULENZA MESSAGING Future release ESECUZIONE

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. @digitalzia @contactlab #ecommerceforum 5 1.000+ clienti italiani e internazionali, multi-industry 80 milioni di email e 800 campagne spedite ogni giorno 16 anni di esperienza e di leadership nell’email marketing 130+ esperti in digital direct marketing 1 sede a Milano, 4 uffici in Europa FACTS & FIGURES

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. @digitalzia @contactlab #ecommerceforum 6 UNA PIATTAFORMA DI BENCHMARKING Progettata e sviluppata da ContactLab Colleziona e archivia migliaia di email al giorno 7.000.000 newsletter 21.000 brand 5 lingue 25 settori Permette di seguire da vicino e in tempo reale l’attività di email marketing dei vostri competitor senza doversi iscrivere a decine di newsletter Disponibile in versione beta gratuita www.newslettermonitor.com http://blog.newslettermonitor.com/

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. @digitalzia @contactlab #ecommerceforum 7 5 TREND DEL DIGITAL DIRECT MARKETING PER L’E-COMMERCE

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. @digitalzia @contactlab #ecommerceforum 8 1/ FARE STRATEGIA

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. @digitalzia @contactlab #ecommerceforum 9 Non è più un canale tattico ma strategico Crescono gli investimenti Interessa anche i C-level Le società di consulenza ne parlano  Forrester Research Email Marketing Forecast, 2014 To 2019 (US) https://www.forrester.com/Forrester+Research+Email+Marketing+Forecast+2014+To+2019+US/fulltext/-/E-RES117461  Forrester Research: The Email Marketing Playbook https://www.forrester.com/The+Email+Marketing+Playbook/-/E-PLA230?objectid=PLA230  McKinsey&Company: Why marketers should keep sending you e-mails (2014) http://www.mckinsey.com/insights/marketing_sales/why_marketers_should_keep_sending_you_emails L’EMAIL È STRATEGICA | SI VEDE DA CHI SE NE OCCUPA

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. @digitalzia @contactlab #ecommerceforum 10 L’EMAIL È STRATEGICA | SI VEDE DAI NUMERI Il 91% degli utenti internet regolari italiani controlla l’email ogni settimana, mentre si collega ai social network solo il 66% Per il 69% la newsletter è il mezzo più efficace per restare in contatto con un brand Il 73% degli utenti iscritti a una newsletter, si fida di questo strumento (+25,9% rispetto al 2013) L’impatto dell’email non si limita all’online: o il 36% degli utenti iscritti ad almeno una newsletter ha già acquistato online partendo da un link all’interno di un’email o il 57% si sono recati in negozio per acquistare il prodotto segnalato nell’email L’email è più efficace dei social network per acquisire nuovi clienti: o l’impatto dell’email sulle vendite è più di 3 volte superiore a quello dei social network, o lo scontrino medio è più alto del 17% Fonte: European Digital Behaviour Study 2014 di ContactLab Il RPE (revenue per email) è cresciuto in proporzione del 28% dal 2013 al 2014 Fonte: Email Marketing Industry Census 2014 - econsultancy Fonte: McKinsey & Company – gennaio 2014

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. @digitalzia @contactlab #ecommerceforum 11 «Digital glue» Denominatore comune sul web Ponte verso tutte le iniziative ANALYTICS SHOPPING CRM SITO MOBILESOCIAL SONDAGGI L’EMAIL MASSIMIZZA L’ENGAGAMENT

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. @digitalzia @contactlab #ecommerceforum 12 Conoscere il nostro cliente  Offrendo il messaggio giusto  Alla persona giusta  Al momento giusto  Sul canale giusto  Quello che ci dice  Dati sociodemografici  Quello che fa  Dati transazionali  Interazioni  Quello che possiamo integrare  Attraverso la ricerca  One to one  Win win  Di valore  Duratura Essere pertinenti Costruire una relazione 19 A PATTO DI CONOSCERE L’UTENTE Il 27% degli utenti iscritti a una newsletter è disposto a fornire più informazioni a fronte di messaggi più pertinenti

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. @digitalzia @contactlab #ecommerceforum 13 E COSTRUIRE UN PIANO DI CONTATTO ARTICOLATO Promozioni Lancio prodotti Branding Iniziative speciali Welcome Compleanno Survey di profilazione Completamento dati Survey post acquisto Gratification Re-engagement Upsell / cross-sell LIFECYCLE SPOT Occasioni di contatto seasonal Newsletter APPUNTAMENTI

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. @digitalzia @contactlab #ecommerceforum 14 E PERSONALIZZATO VARIABILI SOCIO-DEMOGRAFICHE Uomo / donna Data di nascita Residenza Composizione familiare 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 Compra in negozio / online / entrambi VARIABILI TEMPORALI Data di iscrizione Ultima apertura Ultimo click Ultimo acquisto

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. @digitalzia @contactlab #ecommerceforum 15 2/ COSTRUIRE UN’EMAIL EXPERIENCE

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. @digitalzia @contactlab #ecommerceforum 16 CREANDO DELLE ABITUDINI CASE GITES DE FRANCE ☼ Réservez dès maintenant vos vacances d’été ☼ 05.02.2015 ► Bientôt la saison de la pêche ! 23.02.2015 ✿ Réservez vite : promo en cours sur vos vacances de Printemps ! 30.03.2015 ♫ La magie de Noël commence en Alsace ! 27.10.2014 ♫•* Avez-vous réservé vos vacances de Noël ?*•♪ 24.11.2014 ♫•* En panne d’idées pour Noël ? Pensez aux chèques-cadeaux ! *•♪ 08.12.2014 ☀ Il fait beau, réservez vos week-ends de mai ! 13.04.2015

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. @digitalzia @contactlab #ecommerceforum 17 OFFRENDO COERENZA E VARIETÀ

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. @digitalzia @contactlab #ecommerceforum 18 RASSICURANDO

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. @digitalzia @contactlab #ecommerceforum 19 GRATIFICANDO GLI ATTIVI CASE ILLY

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. @digitalzia @contactlab #ecommerceforum 20 RIATTIVANDO I DORMIENTI Click Inside to Keep Your VIP Status Ada, Respond Now to Keep Receiving Emails You're All Signed Up! Let's See What's Next … dopo 3 mesi Post riattivazione

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. @digitalzia @contactlab #ecommerceforum 21 CONVINCENDO GLI INDECISI

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. @digitalzia @contactlab #ecommerceforum 22 ACCOMPAGNANDO I CONSUMATORI DOPO L’ACQUISTO CASE COSTA CROCIERE

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. @digitalzia @contactlab #ecommerceforum 23 CASE IMAGINARIUM COCCOLANDOLI

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. @digitalzia @contactlab #ecommerceforum 24 SOPRENDENDOLI

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. @digitalzia @contactlab #ecommerceforum 25 3/ FACILITARE LA VITA

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. @digitalzia @contactlab #ecommerceforum 26 ANCORA PRIMA DELL’APERTURA illy vuole farti un regalo 14.03.2015 Preparati all'estate con la tapparella VELUX: riduce il caldo fino al 97% 03.04.2015

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. @digitalzia @contactlab #ecommerceforum 27 AGEVOLANDO LA SCELTA CASE ILLY

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. @digitalzia @contactlab #ecommerceforum 28 CON DELLE OPZIONI CHIARE

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. @digitalzia @contactlab #ecommerceforum 29 CON DELLE LISTE

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. @digitalzia @contactlab #ecommerceforum 30 OFFRENDO DEGLI ALERT SU MISURA CASE CARREFOUR SPECTACLES

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. @digitalzia @contactlab #ecommerceforum 31 4/ PENSARE OMNICHANNEL

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. @digitalzia @contactlab #ecommerceforum 32 EMAIL > ONLINE E IN STORE

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. @digitalzia @contactlab #ecommerceforum 3333 EMAIL > SOCIAL

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. @digitalzia @contactlab #ecommerceforum 34 SOCIAL > EMAIL CASE BELSTAFF

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. @digitalzia @contactlab #ecommerceforum 35 EMAIL > SMS

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. @digitalzia @contactlab #ecommerceforum 36 L’EMAIL È MOBILE In Italia: il 73% degli utenti Smartphone 16-65 anni apre l’email da mobile almeno 1 volta a settimana il 71% degli utenti tablet 16-65 anni apre l’email da tablet almeno 1 volta a settimana Il 42% delle email vengono aperte da tablet o mobile Fonte https://www.pinterest.com/pin/288160076133147851/ Piattaforma di ContactLab: Aprile 2011- Dicembre 2014

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. @digitalzia @contactlab #ecommerceforum 37 L’EMAIL DEVE ESSERE PIENAMENTE FRUIBILE DA MOBILE CASE PAGEBUILDER 3.0 ALPITOUR

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. @digitalzia @contactlab #ecommerceforum 38 5/ TESTARE, MISURARE, OTTIMIZZARE

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. @digitalzia @contactlab #ecommerceforum 39 VARIABILI ESEMPIO KPI Sender azienda – reparto – persona - tipologia Aperture Subject diretto o teaser Aperture, click Content: - testo - grafica - ordine dei contenuti - offerte - immagini - lunghezza informale layout in generale, bottoni CTA informazione o promozione valori assoluti o % uguale per tutti oppure segmentate sintesi o dettaglio Click, conversioni Timing d’invio settimana / weekend / am / pm Aperture, conversioni Versione A – winner! + 136% transazioni + 191% fatturato Versione B OGNI DETTAGLIO CONTA E VA TESTATO CASE ILLY

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. @digitalzia @contactlab #ecommerceforum 40 ANDANDO BEN OLTRE APERTURE E CLICK Complessivo Per campagna Revenue per email (RPE) Conversion rate TRANSATO Conversioni di prospect in clienti Frequenza di acquisto Spesa media Migrazione tra segmenti Riattivazione degli inattivi Tasso di churn COMPORTAMENTO DEGLI UTENTI Conversione Navigazione Click Apertura Ricezione

41. 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. @digitalzia @contactlab #ecommerceforum 41 Soddisfazione Raccomandabilità Propensione al riacquisto Distintività Sondaggio post acquisto con Quality Relationship Score ContactLab = un unico indicatore sintetico immediatamente interpretabile, in termini assoluti e relativi • Soddisfazione risposta alle esigenze dei clienti • Raccomandabilità valore percepito del prodotto / servizio e motivazioni per consigliarlo ad altri • Distintività rispetto ad altri prodotti / servizi simili • Propensione al riacquisto probabilità di un futuro rinnovo dell’acquisto E ANCHE OLTRE IL TRANSATO QR

42. 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. @digitalzia @contactlab #ecommerceforum 42 MONITORANDO I RISULTATI CON DELLE DASHBOARD PERSONALIZZATE

43. 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. @digitalzia @contactlab #ecommerceforum 43 CONTINUANDO AD IMPARARE DAI DATI PER OTTIMIZZARE IL PIANO DI CONTATTO

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. @digitalzia @contactlab #ecommerceforum 44 BUON DIGITAL DIRECT MARKETING! 1/ FATE STRATEGIA 5/ TESTATE, MISURATE, OTTIMIZZATE 3/ FACILITATE LA VITA 4/ PENSATE OMNICHANNEL 2/ COSTRUITE UN’EMAIL EXPERIENCE

45. 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. @digitalzia @contactlab #ecommerceforum 45 GRAZIE Arianna Galante – Director of Agency Dept. – arianna.galante@contactlab.com www.contactlab.com www.newslettermonitor.com http://blog.newslettermonitor.com/ PROSSIMO APPUNTAMENTO Opportunità di dialogo e vendita: il potere delle email transazionali Sala Rossa 2, 14.30 SEGUITECI SU

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