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Il glossario di base del Direct Email Marketing

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I termini e le espressioni più importanti del Direct Email Marketing (DEM): A/B test, Open Rate, Bounce, Conversion Rate, Click Rate,Unsubscribe Rate, Opt out, Opt in, Email transazionali

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Il glossario di base del Direct Email Marketing

  1. 1. DIRECT EMAIL MARKETING Glossario di base IMPARAFACILE A cura di:
  2. 2. Newsletter La newsletter è un’Email informativa, mandata a intervalli di tempo periodici, più o meno fissi. Il mittente della newsletter può essere un’azienda, un libero professionista, un’ente pubblico o chiunque voglia informare con regolarità i propri contatti con notizie utili. I destinatari della newsletter sono persone che ne hanno fatto esplicita richiesta tramite un form su web, un modulo scritto o iscrivendosi a qualche servizio.
  3. 3. A/B Test L’A/B test (o split test) consiste nel realizzare due versioni leggermente diverse di uno stesso contenuto digitale, come ad esempio una pagina web, una Email o una pubblicità social, per poi proporla a due gruppi limitati e separati di utenti e verificare quale sia la migliore. Quella che dà risultati migliori è usata poi con il resto degli utenti. Le due versioni possono variare per colori, disposizione dei testi e delle immagini o per le parole usate nei titoli.
  4. 4. Unique Open Rate Unique Open Rate è la percentuale di destinatari che hanno davvero aperto l’Email. Questo valore è strettamente legato alla qualità dell’oggetto dell’Email quindi può essere usato per analizzarne e migliorarne il testo. Nel calcolo dell’Unique Open Rate si deve fare attenzione a: • Le mail automaticamente aperte da alcuni client. • Il numero di Email che «rimbalzano» (Vd.: bounce).
  5. 5. Bounce È la percentuale di mail che non sono state recapitate. Tipicamente si distingue:  Soft bounce: quando l’indirizzo è valido, ma per qualche motivazione la mail non è arrivata al destinatario.  Hard bounce: quando l’indirizzo risulta inesistente. In questo caso, se si usa un servizio professionale di Email Marketing, sarà direttamente lui a cancellare il contatto. ?
  6. 6. Conversion Rate È la metrica più importante nell’Email Marketing ed indica la percentuale di persone che, ricevuta l’Email, compiono il percorso completo voluto dal mittente: l’acquisto di un prodotto, il download di un file, l’iscrizione ad una lista o ad un evento ecc. Richiede solitamente l’integrazione di due strumenti: uno che misura la percentuale di apertura delle Email, l’altro che monitora il comportamento dell’utente su web.
  7. 7. Click Rate Il Clic Rate misura la percentuale di destinatari che, dopo aver aperto la mail, clicca su qualche link. Tipicamente i servizi di gestione delle mail mettono in rapporto il numero di clic (spesso ne contano 1, anche se il destinatario ha cliccato diversi link) con il numero di mail aperte.
  8. 8. Unsubscribe Rate È la percentuale di destinatari che si cancella dalla mailing list. Verificate questa percentuale dopo ogni campagna. Secondo le statistiche, se è superiore all’1% è consigliabile rivedere la vostra strategia.
  9. 9. Opt out ed Opt in Opt out È il metodo con cui si manda una Newsletter anche a chi non ha chiesto esplicitamente di riceverla. Costui continuerà a riceverla finché non si cancellerà volontariamente. NOTA: in Italia è illegale Opt in È il metodo con cui si invita una persona a iscriversi volontariamente ad una mailing list. Double Opt in Con questo metodo si manda alla persona che si è iscritta ad una mailing list un messaggio che gli chiede di confermare l’indirizzo Email e l’iscrizione.
  10. 10. Email Transazionali Le Email transazionali sono messaggi che l’utente riceve in risposta a qualche attività svolta su web, come ad esempio le Email di conferma dopo un acquisto. La loro importanza è legata al fatto che sono Email attese dall’utente, quindi percepite positivamente. Per questo motivo hanno una percentuale di Open Rate altissima, tanto che sono spesso usate come strumento per veicolare altre informazioni, offerte o vantaggi.
  11. 11. Mail: giovannidb@imparafacile.it Sito: www.imparafacile.it Twitter (@imparafacile): https://twitter.com/imparafacile Facebook: https://www.facebook.com/isola.imparafacile Linkedin: http://it.linkedin.com/in/giovannidallabona Slideshare: http://www.slideshare.net/Imparafacile VUOI APPROFONDIRE? CHIAMAMI. Chi sono Giovanni Dalla Bona Consulente e formatore. Mi occupo di Social Media Marketing e Content Marketing per aziende, enti pubblici e professionisti

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