Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

illy: l’email marketing e’ internazionale.

4,744 views

Published on

illy: l’email marketing e’ internazionale. – Paolo Bonsignore, Marketing Director, illycaffè - Massimo Fubini, AD, ContactLab

Published in: Business
  • DOWNLOAD THAT BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book that can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer that is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story That Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money That the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths that Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • DOWNLOAD THAT BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book that can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer that is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story That Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money That the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths that Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • (Unlimited)....ACCESS WEBSITE Over for All Ebooks ................ accessibility Books Library allowing access to top content, including thousands of title from favorite author, plus the ability to read or download a huge selection of books for your pc or smartphone within minutes ......................................................................................................................... DOWNLOAD FULL PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full PDF EBOOK here { http://bit.ly/2m6jJ5M }
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • ACCESS that WEBSITE Over for All Ebooks (Unlimited) ......................................................................................................................... DOWNLOAD FULL PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... DOWNLOAD FULL EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download EPUB Ebook here { http://bit.ly/2m6jJ5M }
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • If you want to download or read this book, copy link or url below in the New tab ......................................................................................................................... DOWNLOAD FULL PDF EBOOK here { http://bit.ly/2m6jJ5M } .........................................................................................................................
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here

illy: l’email marketing e’ internazionale.

  1. 1. illy: l’email marketing è internazionale Paolo Bonsignore Marketing Director illycaffé con Massimo Fubini Ad ContactLab @contactlab @illyIT @illynl #schf12
  2. 2. Brief Caffè/Food Lusso Design/Arte Sfruttare le potenzialità dell’email rispettando il posizionamento up-market di illy illy: l’email marketing è internazionale - Social Case History Forum #schf12 @contactlab @illyIT @illynl
  3. 3. Brief Seguire e rispettare anche sul canale email le nuove guidelines «Live HAPPilly» illy: l’email marketing è internazionale - Social Case History Forum #schf12 @contactlab @illyIT @illynl
  4. 4. Obiettivi GLOCAL: un programma completo per 5 Paesi con obiettivi comuni ma possibilità di localizzazione secondo le singole esigenze Acquisition • Aumentare numero di iscritti alla newsletter • Aumentare numero di clienti attivi Retention • Incrementare le vendite e la fidelizzazione del clienti • Targettizzare le campagne • Potenziare la percezione del brand oltre il mercato italiano Customer satisfaction • Monitorare la soddisfazione di clienti e prospect • Valutare eventuali azioni correttive illy: l’email marketing è internazionale - Social Case History Forum #schf12 @contactlab @illyIT @illynl
  5. 5. Strategia e soluzioni Acquisition- Concorso Retention- DEM su liste esterne - Welcome email Customer Satisfaction - Promozioni Survey post acquisto - Lancio prodotti - Newsletter editoriali - Eventi e aperture Focus sui risultati: • Oltre il tasso di apertura e di click, la conversione e il ROI illy: l’email marketing è internazionale - Social Case History Forum #schf12 @contactlab @illyIT @illynl
  6. 6. Anatomia di un’email illy: best practice Pre-header Menù che richiama quello dell’eshop (alternative di click) Titolo in testo editabile Gerarchia delle informazioni CTA editabile illy: l’email marketing è internazionale - Social Case History Forum #schf12 @contactlab @illyIT @illynl
  7. 7. Anatomia di un’email illy: best practice Equilibrio testo e immagini: anche chi non scarica le immagini riesce a leggere il contenuto della mail Distinzione tra: Segui Condividi illy: l’email marketing è internazionale - Social Case History Forum #schf12 @contactlab @illyIT @illynl
  8. 8. Anatomia di un’email illy: un mood per ogni mail illy: l’email marketing è internazionale - Social Case History Forum #schf12 @contactlab @illyIT @illynl
  9. 9. Anatomia di un’email illy: un mood per ogni mail illy: l’email marketing è internazionale - Social Case History Forum #schf12 @contactlab @illyIT @illynl
  10. 10. Anatomia di un’email illy: un mood per ogni mail illy: l’email marketing è internazionale - Social Case History Forum #schf12 @contactlab @illyIT @illynl
  11. 11. Funzione delle email illy Lifecycle messages Lancio di prodotti / nuove collezioni illy Email Occasioni speciali Promozioni Eventi sul territorio illy: l’email marketing è internazionale - Social Case History Forum #schf12 @contactlab @illyIT @illynl
  12. 12. Campagne - Lifecycle messages Welcome email illy: l’email marketing è internazionale - Social Case History Forum #schf12 @contactlab @illyIT @illynl
  13. 13. Campagne - Lifecycle messages Welcome emailDopo essersi iscritto, l’utente è nella fase di luna dimiele con il brand: è interessato e recettivoStrumento ideale per chiudere il processo diiscrizione, creare un rapporto con gli utenti egenerare le prime conversioniIn media le aperture delle mail di benvenuto sono lepiù alte in assolutoContenuti o Ringraziamento o Riassunto dei vantaggi o Possibilità di introdurre il programma MGM o Possibilità di inserire un buono sconto per generare conversioni da subito illy: l’email marketing è internazionale - Social Case History Forum #schf12 @contactlab @illyIT @illynl
  14. 14. Campagne – Lancio prodotti Nuova collezione illy Art Collection firmata da Anish Kapoor illy: l’email marketing è internazionale - Social Case History Forum #schf12 @contactlab @illyIT @illynl
  15. 15. Campagne – Lancio prodotti Nuova collezione illy Art Collection firmata da Anish KapoorClick rate Dimensione del cerchio = email inviate Intensità del colore = ROI sulle email inviate Open rate illy: l’email marketing è internazionale - Social Case History Forum #schf12 @contactlab @illyIT @illynl
  16. 16. Campagne – Lancio prodotti Nuovo Barattolo decorato da Michelangelo Pistoletto illy: l’email marketing è internazionale - Social Case History Forum #schf12 @contactlab @illyIT @illynl
  17. 17. Campagne – Lancio prodottiClick rate Nuovo Barattolo decorato da Michelangelo Pistoletto Dimensione del cerchio = email inviate Intensità del colore = ROI sulle email inviate Open rate illy: l’email marketing è internazionale - Social Case History Forum #schf12 @contactlab @illyIT @illynl
  18. 18. Campagne – Occasioni speciali San Valentino illy: l’email marketing è internazionale - Social Case History Forum #schf12 @contactlab @illyIT @illynl
  19. 19. Campagne – Promozioni Fase 1 – Promozione iniziale Gift with purchase: in regalo il decalcificante con un acquisto Risultati: Open rate: 40 % Click rate: 9 % illy: l’email marketing è internazionale - Social Case History Forum #schf12 @contactlab @illyIT @illynl
  20. 20. Campagne – Promozioni Fase 2 – Recall Mancano pochi giorni per avere in regalo il decalcificante Risultati: Open rate: 31 % Click rate: 5,5 % Quando l’offerta è valida il recall è un servizio per l’utente che può non avere letto la mail iniziale o avuto tempo di provvedere illy: l’email marketing è internazionale - Social Case History Forum #schf12 @contactlab @illyIT @illynl
  21. 21. Campagne – Promozioni Fase 3 – Flash sale Promozione Weekend, prezzo speciale su tutti i prodotti Risultati: Open rate: 14,84% Click rate: 3,24 % Le offerte limitate nel tempo creano un sentimento di urgenza che favorisce il ROI veloce illy: l’email marketing è internazionale - Social Case History Forum #schf12 @contactlab @illyIT @illynl
  22. 22. Campagne – Eventi sul territorioAnnuncio aperture temporary shop Premio ARCOmadrid_2012 Milano illy: l’email marketing è internazionale - Social Case History Forum #schf12 @contactlab @illyIT @illynl
  23. 23. Campagne – Eventi sul territorioArt Rotterdam – International Art Lezione Università del Caffè - Parigi Fair illy: l’email marketing è internazionale - Social Case History Forum #schf12 @contactlab @illyIT @illynl
  24. 24. Customer Satisfaction - Survey Email di invito Survey Redemption (su Country inviti spediti) Ottima redemption su tutte le Country Germania 10,63% Francia 11,71% La maggior parte dei clienti eShop acquista capsule per le macchine Spagna 7,7% Iperespresso illy Italia 13,34% illy: l’email marketing è internazionale - Social Case History Forum #schf12 @contactlab @illyIT @illynl
  25. 25. Alcuni risultati 179 campagne email inviate nel 2011 (vs 136 nel 2010) Alta percentuale di attività nel db: 43% di utenti attivi Raddoppio del fatturato generato da email marketing tra 2010 e 2011 Aumento del ROI medio in Spagna, Francia, Germania e Paesi Bassi nell’anno 2011 illy: l’email marketing è internazionale - Social Case History Forum #schf12 @contactlab @illyIT @illynl
  26. 26. Acquisition: concorso illyPassion Quiz Homepage Form di registrazione Invito illy: l’email marketing è internazionale - Social Case History Forum #schf12 @contactlab @illyIT @illynl
  27. 27. Concorso illyPassion – brand experience Menù di bonding tra contest e brand Grafica riconoscibilee riconducibile al brand Identificazione Recap dei chiara e riepilogo premi esaustivo di step e regole CTA ben evidenziata illy: l’email marketing è internazionale - Social Case History Forum #schf12 @contactlab @illyIT @illynl
  28. 28. Concorso illyPassion – brand experience Domande a tema che riflettono la personalità del brand e permettono all’utente di interagire A fine quiz all’utente viene restituito un profilo in base alle risposte date illy: l’email marketing è internazionale - Social Case History Forum #schf12 @contactlab @illyIT @illynl
  29. 29. Concorso illyPassion – share to social Sharing su social network Facebook Twitter Je suis un connaisseur du cafè, et vous? Tentez votre chance pour gagner un voyage a Venise: http:bit.ly197854 illy: l’email marketing è internazionale - Social Case History Forum #schf12 @contactlab @illyIT @illynl
  30. 30. Acquisition: Coffee is, concorso creativo Email di invito al concorso inviate su liste esterne illy: l’email marketing è internazionale - Social Case History Forum #schf12 @contactlab @illyIT @illynl
  31. 31. Acquisition: concorso Coffee is Homepage Pagina interna UGC illy: l’email marketing è internazionale - Social Case History Forum #schf12 @contactlab @illyIT @illynl
  32. 32. Acquisition: concorso Coffee is - risultati DB Altri Visite Building Risultati 5.707 storie 22.094 nuovi scritte contatti 4.520 scrittori 295.700 6.744 votanti 47 clienti 10.000 lettori iscritti illy: l’email marketing è internazionale - Social Case History Forum #schf12 @contactlab @illyIT @illynl
  33. 33. Take-aways Revenue Campagne integrate (online/offline)L’email al centro di una strategia integrata Email Acquisizione nuovi contatti Dialogo con i consumatori illy: l’email marketing è internazionale - Social Case History Forum #schf12 @contactlab @illyIT @illynl
  34. 34. Next steps • Vendite: • Campagne • Foursquare Retention Acquistion Going mobile promozioni member get limitate nel member • QR codes tempo • Un nuovo • Programmi • Nurturing: concorso SMS focus sui life-cycle messages illy: l’email marketing è internazionale - Social Case History Forum #schf12 @contactlab @illyIT @illynl
  35. 35. Grazie. Il video e l’infografica «La ricetta dell’email marketing» sono disponibili online http://www.contactlab.it/ricetta-email-marketing-illy illy: l’email marketing è internazionale - Social Case History Forum#schf12 @contactlab @illyIT @illynl

×