HOW TO CAPTURE YOUR CUSTOMERS CREATIVELY THROUGH CROSSCHANNEL Arianna Galante Director of Agency Dept., Managing Director ContactLab France [email protected] | @digitalzia June 25, 2014
Aug 20, 2015
HOW TO CAPTURE YOUR CUSTOMERS
CREATIVELY THROUGH CROSSCHANNEL
Arianna Galante
Director of Agency Dept., Managing Director ContactLab France
[email protected] | @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
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ABOUT CONTACTLAB
ONE-STOP SHOP OFFERING, VERTICALLY DESIGNED, UNIQUE POSITIONING, BUSINESS-DRIVEN
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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
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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
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STRATEGY CREATIVITY & EXECUTION DELIVERY ANALYSIS
EMAIL SURVEYS TEXT PUSH
CONSULTING
MESSENGER
A UNIQUE APPROACH
ONE GOAL deliver business value maximizing ROI
Future release
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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)
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«the digital glue»
digital common
denominator
bridge towards
all brand initiatives
ANALYTICS
SHOPPING
CRM
WEBSITE
MOBILE SOCIAL
SURVEYS
EMAIL AT THE HEART OF 1 TO 1 MARKETING…
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…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
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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 CONTENT AND TO KEEP THE CONSUMER ENGAGED
ON ONE CONDITION: RELEVANCE
Personalization
Segmentation
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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
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OVER TIME COMMUNICATE INSPIRE CONVERSE OBTAIN RESULTS
PERSONALIZING THE RELATIONSHIP
CAPTURING CUSTOMERS =
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BEYOND
JUST SELLING:
BUILDING
A VALUABLE EMAIL EXPERIENCE
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ENCOURAGE EMAIL SIGN UP: FROM OFFLINE TO ONLINE
FHA (Food and Hotel Asia exhibition) Landing page – Hong Kong Desktop – mobile rendering
Confirmation email Desktop – mobile rendering
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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
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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
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Click rate
Open rate
Circle size: emails sent
Color intensity: ROI
BEYOND EMAIL METRICS: MAP OPENS / CLICKS / SALES
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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
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FOLLOW US
THANK YOU
and
HAPPY EMAIL MARKETING!
Arianna Galante
Director of Agency Dept., Managing Director ContactLab France
[email protected] | @digitalzia | @Contactlab
www.contactlab.com
www.newslettermonitor.com
http://blog.newslettermonitor.com/