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HOW TO CAPTURE YOUR CUSTOMERS
CREATIVELY THROUGH CROSSCHANNEL
Arianna Galante
Director of Agency Dept., Managing Director ContactLab France
arianna.galante@contactlab.com | @digitalzia
June 25, 2014
2@contactlab @messagesystems @digitalzia
Factoring in the latest advancements in mobile and cross-channel communications, ContactLab,
powered by Message Systems Momentum software, defined a methodology blending
technology, marketing services and business intelligence to help clients build effective
marketing campaigns using email, SMS and surveys.
Learn how to:
• keep up with the fast paced mobile world
• accommodate customer preferences
• key in on the benefits of customized multi-channel and gateway services to engage customers
• understand data and act on it via personalized reporting and consultancy
Specific case studies, best practices and benchmarks will be shared to inspire you!
OUR PROGRAM FOR TODAY
3@contactlab @messagesystems @digitalzia
1 ABOUT CONTACTLAB
2 OUR POINT OF VIEW
3 LOTS OF PRACTICE
4@contactlab @messagesystems @digitalzia
ABOUT
CONTACTLAB
ONE-STOP SHOP OFFERING, VERTICALLY DESIGNED, UNIQUE POSITIONING, BUSINESS-DRIVEN
5@contactlab @messagesystems @digitalzia
Italy’s leading ESP,
today an increasingly international player
and a strategic partner for global top brands
generating growth through digital direct marketing.
15 YEARS OF CONTINUOUS EVOLUTION
100% DIGITAL DIRECT MARKETING
100% CUSTOMER ENGAGEMENT
100% MEASURABLE RESULTS
6@contactlab @messagesystems @digitalzia
CONTACTLAB FACTS & FIGURES
Unique positioning as a triple player
o Technology
o Marketing services
o Business intelligence
Over 1000 clients
More than 80 million emails and 800 campaigns
sent out daily
Over 130 e-marketing experts at your service
Headquarters in Milan
Offices in Paris and Munich
7@contactlab @messagesystems @digitalzia
STRATEGY CREATIVITY & EXECUTION DELIVERY ANALYSIS
EMAIL SURVEYSTEXT PUSH
CONSULTING
MESSENGER
A UNIQUE APPROACH
ONE GOAL
deliver business value maximizing ROI
Future release
8@contactlab @messagesystems @digitalzia
A free benchmarking platform designed and developed by ContactLab
that collects thousands of emails daily, for a total of
6 million emails
17 000 brands
5 languages
25 fields of activity
Allows you to monitor other brands’ email marketing activity in real time:
subject lines, layout, frequency, days of send-out
o website www.newslettermonitor.com
o blog http://blog.newslettermonitor.com/
BONUS TRACK: COMPETITIVE WATCH (NewsletterMonitor)
9@contactlab @messagesystems @digitalzia
POINT OF VIEW
OUR
10@contactlab @messagesystems @digitalzia
«the digital glue»
digital common
denominator
bridge towards
all brand initiatives
ANALYTICS
SHOPPING
CRM
WEBSITE
MOBILESOCIAL
SURVEYS
EMAIL AT THE HEART OF 1 TO 1 MARKETING…
11@contactlab @messagesystems @digitalzia
…AND IT SHOWS!
2012 Email marketing ROI = $ 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)
77% of consumers actually prefer to receive promotions by email.
The 2012 Channel Preference Survey
60% of corporate decision makers plan to
raise their email marketing budget.
www.strongmail.com/2012marketsurvey
12@contactlab @messagesystems @digitalzia
Added value for the client
Not just selling
Observing behavior and life-cycle
Calibrating message frequency
Respecting user preferences and habits
Creating a fluid omni-channel experience
TO ENSURE THE QUALITY OF THE CONTENTAND TO KEEP THE CONSUMER ENGAGED
ON ONE CONDITION: RELEVANCE
Personalization
Segmentation
13@contactlab @messagesystems @digitalzia
INDICATOR OF THE PROPENSITY
OF A BRAND MESSAGE
TO RESONATE
AND CONNECT WITH A PROSPECT
AND ULTIMATELY DRIVE SOME KIND
OF MEANINGFUL ACTION
“Cracking the Engagement Code,” Mollie Spillman, 2006
CAPTURING CUSTOMERS = BUILDING ENGAGEMENT
14@contactlab @messagesystems @digitalzia
OVER TIMECOMMUNICATE INSPIRE CONVERSE OBTAIN RESULTS
PERSONALIZING
THE RELATIONSHIP
CAPTURING CUSTOMERS =
15@contactlab @messagesystems @digitalzia
BEYOND
JUST SELLING:
BUILDING
A VALUABLE EMAIL EXPERIENCE
16@contactlab @messagesystems @digitalzia
ENCOURAGE EMAIL SIGN UP: VISIBILITY AND MOTIVATION
17@contactlab @messagesystems @digitalzia
ENCOURAGE EMAIL SIGN UP: CROSS POLLINATION
18@contactlab @messagesystems @digitalzia
ENCOURAGE EMAIL SIGN UP: FROM OFFLINE TO ONLINE
FHA (Food and Hotel Asia exhibition) Landing page – Hong Kong
Desktop – mobilerendering
Confirmation email
Desktop – mobilerendering
19@contactlab @messagesystems @digitalzia
WELCOME
20@contactlab @messagesystems @digitalzia
WELCOME
21@contactlab @messagesystems @digitalzia
TELL YOUR STORY: HERITAGE SERIES
22@contactlab @messagesystems @digitalzia
MAKE LIFE EASIER
o Early birds Gift Guide
o Early birds Gift Guide – recall
o Best Sellers
o Last minute Gift Guide
o Last minute Gift Guide – last call
23@contactlab @messagesystems @digitalzia
OFFER EXCLUSIVE CONTENT
24@contactlab @messagesystems @digitalzia
CELEBRATE
25@contactlab @messagesystems @digitalzia
THINK SOCIAL
26@contactlab @messagesystems @digitalzia
ACT SOCIAL
27@contactlab @messagesystems @digitalzia
INVITE… offline!
28@contactlab @messagesystems @digitalzia
ASK & LISTEN
29@contactlab @messagesystems @digitalzia
LET THE DATA GUIDE YOU:
POST CAMPAIGN
ANALYSES
30@contactlab @messagesystems @digitalzia
MEASURE THE IMPACT OF EACH DETAIL
EXAMPLE KPI
Sender Company – dept - occasion Opens
Subject Direct vs teaser
Short vs long
Opens & clicks
Content:
- text
- layout
- content order
- content
- images
- length
informal
layout, buttons, CTAs
segmented or not
Opens & clicks &
conversions
Timing Weekday / weekend / am / pm Opens & clicks &
conversions
Version A
Version B
62% more conversions
31@contactlab @messagesystems @digitalzia
Click rate
Open rate
Circle size: emails sent
Color intensity: ROI
BEYOND EMAIL METRICS: MAP OPENS / CLICKS / SALES
32@contactlab @messagesystems @digitalzia
PRODUCT FEATURED
IN THE EMAIL
SAME PRODUCT -
different material,
color
TOTAL COLLECTION OTHER COLLECTIONS TOTAL
Orders Value Orders Value Orders Value Orders Value Orders Value
Opens
ONLINE
OFFLINE
Total
Clicks
ONLINE
OFFLINE
Total
Attribution window: 30 days
SHOW THE INFLUENCE OF EMAIL ON SALES, ONLINE AND OFFLINE
33@contactlab @messagesystems @digitalzia
DO YOUR EMAILS
RESONATE,
CONNECT,
DRIVE ACTION?
34@contactlab @messagesystems @digitalzia
YOU ARE WHAT YOU EMAIL.
35@contactlab @messagesystems @digitalzia
FOLLOW US
THANK YOU
and
HAPPY EMAIL MARKETING!
Arianna Galante
Director of Agency Dept., Managing Director ContactLab France
arianna.galante@contactlab.com | @digitalzia | @Contactlab
www.contactlab.com
www.newslettermonitor.com
http://blog.newslettermonitor.com/

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