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La ricetta del perfetto email marketing per un blog - Food Camp 2014

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Presentazione tenuta durante il #foodcamp14 dedicata a come un blog può utilizzare l'email marketing per aumentare visite e fidelizzare i propri lettori.

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La ricetta del perfetto email marketing per un blog - Food Camp 2014

  1. 1. La ricetta del perfetto email marketing Milano, 8 febbraio 2014 Pietro Pannone pietro.pannone@gmail.com | @pietropannone Featured image: Photo by Cavan Images – Immagine Creative n. 144671596 http://www.gettyimages.it/detail/foto/man-baking-pancakes-with-recipe-on-ipad-fotografie-stock/144671596
  2. 2. CHI SONO?  Social Media Strategist @ContactLab: azienda di Digital Direct Marketing  Founder di un blog che si chiamava «Nonconvenzionalenoparty» e che oggi è diventato Viraland  Fidanzato ufficiale di @Eatitmilano  Geek & Tech lover  Kick boxer  Amante del cinema @pietropannone @viraland #foodcamp14 2
  3. 3. la spesa Featured image: Photo by images by Tang Ming Tung – Immagine Creative n. 166146736 http://www.gettyimages.it/detail/foto/toddler-girl-looking-at-candies-on-candy-rack-immagine-royalty-free/166146736 @pietropannone @viraland #foodcamp14 3
  4. 4. PRIMA DI INIZIARE LA RICETTA: Plugin Wordpress da poter utilizzare per creare la vostra Newsletter food Plugin Newsletter -> MailPoet Newsletters (formerly Wysija) -> Sendit Newsletter -> @pietropannone @viraland #foodcamp14 4
  5. 5. PRIMA DI INIZIARE LA RICETTA: Plugin Wordpress da poter utilizzare per creare la vostra Newsletter food SendPress -> Email newsletter -> Mail Chimp -> @pietropannone @viraland #foodcamp14 5
  6. 6. PRIMA DI INIZIARE LA RICETTA: Form d’iscrizione da inserire sul vostro blog in uno spazio/pagina dedicata @pietropannone @viraland #foodcamp14 6
  7. 7. PRIMA DI INIZIARE LA RICETTA: Date ai vostri follower tante possibilità per iscriversi @pietropannone @viraland #foodcamp14 7
  8. 8. gli ingredienti Featured image: Photo by Jill Ferry Photography – Immagine Creative n. 167925474 http://www.gettyimages.it/detail/foto/recipe-books-immagine-royalty-free/167925474 @pietropannone @viraland #foodcamp14 8
  9. 9. I PRINCIPALI ELEMENTI DELLA RICETTA:  MITTENTE  SUBJECT  CORPO  Pre-header  Visualizzazione  Call to action e opportunità di click  Disiscrizione @pietropannone @viraland #foodcamp14 9
  10. 10. IL MITTENTE: presentate voi e il vostro messaggio  Spesso è un elemento sottovalutato  Incide invece molto sul tasso d’apertura di una email Featured image: Photo by Fameleaf Photos – Immagine Creative n. 138625731 http://www.gettyimages.it/detail/foto/walking-street-fotografie-stock/138625731 @pietropannone @viraland #foodcamp14 10
  11. 11. IL SUBJECT: 30 caratteri per colpire…Più difficile di un tweet!  Trovate il modo di convincere il vostro lettore ad aprire un’email. Provate con una promessa (es. La ricetta per la perfetta cheesecake americana) e mantenetela nella mail!  La maggior parte dei client di posta permette di visualizzare tra i 40 e i 50 caratteri del vostro oggetto, quindi è importante riuscire a colpire il proprio lettore entro i primi 30 caratteri Featured image: Photo by Marco Rosario Venturini Autieri – Immagine Creative n. 168455286 http://www.gettyimages.it/detail/foto/bistro-menu-immagine-royalty-free/168455286 @pietropannone @viraland #foodcamp14 11
  12. 12. il corpo Featured image: Photo by Jake Curtis – Immagine Creative n. 169055550 http://www.gettyimages.it/detail/foto/man-behind-cafe-counter-fotografie-stock/169055550 @pietropannone @viraland #foodcamp14 12
  13. 13. IL CORPO IL PRE-HEADER: rafforza il subject della vostra email  Cos’è?  È il testo editabile che c’è tra il subject e il corpo dell’email  Quando si visualizza?  È il primo testo leggibile  Su certi dispositivi mobili (iPhone, smartphone Android) e su certi client (Gmail e Outlook) si vede anche se non c’è l’apertura  Come può essere usato?  Riassunto dell’email  Sottotitolo  Per completare il subject  Sommario  CTA con link Featured image: Photo by Jonelle Weaver – Immagine Creative n. CA00157 http://www.gettyimages.it/detail/foto/woman-writing-restaurant-menu-on-chalkboard-elevated-fotografiestock/CA00157 @pietropannone @viraland #foodcamp14 13
  14. 14. IL CORPO LA VISUALIZZAZIONE: essere visti prima di essere letti  Alternate testo editabile e immagini per garantire la leggibilità dei messaggi: la comprensione prima dell’estetica ;-)  Testate la visualizzazione di ogni messaggio sui principali browser, software di posta e webmail Featured image: Photo by Flash Parker – Immagine Creative n. 100956017 http://www.gettyimages.it/detail/foto/menu-choices-fotografie-stock/100956017  Stabilite una buona gerarchia di informazioni: aiuteranno il lettore a leggere l’email e a trovare ciò che più gli interessa @pietropannone @viraland #foodcamp14  Facilitate la lettura con font puliti, bullet point e immagini accattivanti 14
  15. 15. IL CORPO CALL TO ACTION E POSSIBILITÀ DI CLICK  L’email è un canale diretto verso tutte le vostre iniziative. Moltiplicate le opportunità di contatto aumentando le opportunità di click a:  Vostri Social Network  Suggerimenti a post a cui tenete particolarmente  Alert o segnalazioni particolari per i vostri lettori (es. il blog va in vacanza, ecc.)  Suggerimenti e idee che non riguardano solo il vostro blog  Link a Give Away/Contest  Link a App del blog … Featured image: Photo by derrrek – Immagine Creative n. 459497499 http://www.gettyimages.it/detail/illustrazione/communication-technology-illustrazione-royalty-free/459497499 I TEMI DIPENDONO DA VOI! @pietropannone @viraland #foodcamp14 15
  16. 16. IL CORPO LA DISISCRIZIONE:  Oltre ad essere obbligatoria per legge, dovete agevolare il più possibile i vostri lettori quando non vogliono più ricevere la vostra newsletter…Non dimenticatevene! @pietropannone @viraland #foodcamp14 16
  17. 17. GRAZIE E BUON APPETITO! Pietro Pannone pietro.pannone@gmail.com | @pietropannone | @Viraland www.pietropannone.com www.viraland.it Featured image: Photo by Tom Merton – Immagine Creative n. 79366426 http://www.gettyimages.it/detail/foto/young-girl-indoors-eating-a-hamburger-immagine-royalty-free/79366426 @pietropannone @viraland #foodcamp14 17

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