"L'email marketing dans un monde multi-canal" présentation d’Arianna Galante, Directeur Général ContactLab France.

1. L’EMAIL MARKETING
DANS UN MONDE MULTI-CANAL
Arianna Galante, Directeur Général France / Director of Agency Dept.
Paris, 29 janvier 2013
@contactlab @digitalzia #EMP2013
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2. CONTACTLAB EN BREF
Plus de 1.000 clients
Plus de 40 millions d’emails et 400 campagnes routés par jour
15 ans d’expérience
Plus de 120 experts dans l’email marketing
5 bureaux à Milan, Paris, Munich, Londres et Madrid
1 positionnement unique :
• Technologie : Routeur
• Créativité : Agence
• Analyse : Business Intelligence
This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.

3. CONTACTLAB EN BREF
Stratégies de communication digitale
Sites / mini-
Emails Sondages Jeux concours Médias sociaux
sites
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4. CONTACTLAB EN BREF
Accompagnement complet
stratégie
création
déploiement et testing
reporting et analyse
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5. CONTACTLAB EN BREF
This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.

6. VEILLE CONCURRENTIELLE (NewsletterMonitor)
Conçue et développée par ContactLab
Collecte et archive des milliers d’emails
chaque jour
o 4 000 000 de newsletters
o 15 000 announceurs
o 5 langues
o 20 secteurs d’activité
Permet de suivre de près et en temps réel
l’activité email marketing de vos
concurrents sans devoir vous inscrire à
des dizaines de newsletters
Disponible en version beta gratuite
This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.

7. L’EMAIL MARKETING
DANS UN MONDE MULTI-CANAL
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8. BIENVENUE DANS LE MONDE DES «4-SCREEN PEOPLE»
Notre consommation de médias
se fait devant un écran
On passe aisément d’un
dispositif à l’autre
On en utilise plusieurs à la fois
(surtout lorsque devant la
télévision)
Notre navigation est
séquentielle, sur un mix de ces
dispositifs (mobile > PC)
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9. ET EN PARTICULIER DANS UN MONDE MOBILE
Les ouvertures depuis mobile représenteront 15 à 65% des ouvertures par email.
- eMailmonday - “Party safe mobile email stats” (2013)
43% des emails sont lus depuis un dispositif mobile, plus que depuis desktop ou
webmail. - Litmus - “Email Analytics” (Décembre 2012)
Les décisions d’achat mobile sont influencées par l’email dans 71% des cas – seulement
les amis ont plus d’influence (87%). – Adobe “2013 Digital Publishing Report: Retail
Apps & Buying Habits”
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10. PLEIN DE POTENTIEL… MAIS AVEC DES NOUVELLES EXIGENCES
Si un email n’est pas visualisé correctement,
69,7% des consommateurs l’effaceront immédiatement.
- BlueHornet “Consumer Views of Email Marketing” (2012)
This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.

11. VERS L’EMAIL RESPONSIVE ?
Même les email optimisés pour mobile comportent des inconvénients
o Appels à l’action petits
o Obligation à scroller pour comprendre la totalité du message
o Textes peu lisibles
o Images coupées
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12. VERS L’EMAIL RESPONSIVE… OU DU MOINS VERS L’OPTIMISATION MOBILE
Après les sites responsives, l’email responsive
o personnalisation des dimensions et du
contenu en fonction du dispositif
o aucun clic supplémentaire
o 1 message / 2 gabarits
o des composantes «touch»
o images cliquables sur BlackBerry
o images adaptées à la résolution
Mais aussi plus de temps de préparation et
de codage
 Vers un design plus simple, 1 colonne
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13. LES IMPLICATIONS
Une attention fragmentée
Plus d’opportunités d’être vus par une cible toujours joignable
UN DEFI
Passer du multi-canal au cross-canal
La cohérence des points de contact
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14. LA PERTINENCE CROSS-CANAL
 Contenus à valeur ajoutée pour le consommateur
Le bon message
 Une variété de contenus, pas que de la vente !
 Personnalisation
A la bonne personne
 Segmentation
 Suivre le cycle de vie du consommateur
Au bon moment  Observer le comportement
 Calibrer timing et fréquence
www
 Respecter les préférences et les habitudes de consommation
Sur le bon canal
 Garantir une expérience cross-canal fluide
This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.

15. DANS CE CONTEXTE QUEL AVENIR POUR L’EMAIL ?
http://www.mediabistro.com/alltwitter/future-of-email_b31143
This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.

16. L’EMAIL CONTINUE A FAIRE SES PREUVES
77% des consommateurs préfèrent recevoir des promotions par email.
The 2012 Channel Preference Survey
60% des décideurs dans les entreprises pensent
augmenter leur budget en email marketing.
www.strongmail.com/2012marketsurvey
2012: Retour sur investissement de l’email marketing = $ 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)
This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.

17. L’EMAIL EST CROSS-CANAL
notre dénominateur
un pont vers toutes nos initiatives
commun sur le web
the digital glue
Un «facilitateur digital»
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18. LE CROSS-CANAL = OFFRIR UN CHOIX
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19. EMAIL = UN PONT VERS TOUTES LES INITIATIVES
MOBILE
EM@IL
MARKETING
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20. EMAIL > SITES MARCHANDS
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21. EMAIL > POINTS DE VENTES
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22. EMAIL > POINTS DE VENTES
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23. EMAIL > OMNI-CANAL
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24. EMAIL > SHOPPING MOBILE
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25. AU-DELA DE LA VENTE
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26. EMAIL > SONDAGES
Feedback au service clients en temps réel
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27. EMAIL > APPLICATIONS
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28. EMAIL > MINI-SITES
avec option sms de rappel
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29. EMAIL > INITIATIVES SAISONNIERES
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30. EMAIL > BLOG
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31. EMAIL > EVENEMENTS
Daniel Buren / Grand Palais - Paris Cours de l’Università del Caffè - Paris
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32. EMAIL ET RESEAUX SOCIAUX
http://blog.getresponse.com/uploads/2012/01/infographic_socialmedia_61.jpg
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33. EMAIL > RESEAUX SOCIAUX : la mode Pinterest
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34. EMAIL > RESEAUX SOCIAUX : invitations
This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.

35. EMAIL > RESEAUX SOCIAUX : invitations avec contenu
This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.

36. POUR CONCLURE
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37. LE CROSS-CANAL : UNE EXPERIENCE CONSOMMATEUR COHERENTE
This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.

38. POUR CONCLURE
This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.

39. ContactLab
e-mail & e-marketing evolution
Merci.
Prochains rendez-vous :
• Comment attirer l’attention du consommateur et la maintenir. - 29/01 à 14h45 S251
• Analyser le comportement des consommateurs pour maximiser le ROI - 30/01 à 10h S252A
• Les 5 tendances clés de l’email marketing à ne pas manquer en 2013 - 30/01 à 14h Espace Agora
Arianna Galante – arianna.galante@contactlab.com
www.contactlab.fr
www.newslettermonitor.com
12 rue du Helder
75009 Paris
This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.