Factoring in the latest advancements in mobile and cross-channel communications, ContactLab defined a methodology blending
technology, marketing services and business intelligence to help clients build effective
marketing campaigns.
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
Online Press Release Distribution PR Wires Experts.pptx
How to capture your customers creatively through crosschannel communications
1. 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. 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
5. 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. 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. 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. 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)
10. 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. 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. 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. 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
18. 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
22. 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
30. 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
32. 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
35. 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/