Email marketing e moda, dalle best practice al calcolo del ROI. Presentazione di Maddalena Beltrami, Senior Account Supervisor - Luxury division Agency Dept. Co

1. Email marketing e moda
dalle best practice al calcolo del ROI
Maddalena Beltrami
Senior Account Supervisor – Luxury division
Agency Dept. ContactLab
Netcomm Digital Fashion
Milano, 7 Novembre 2012 @contactlab
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.

2. Fashion industry ed email marketing
Email efficace e profittevole marketing tool online e offline
Good value for money
Permission-based
Immediato
Mobile-friendly
Flessibile nei contenuti
Customizzabile per cultura, regione e preferenze
Multimedia (images, videos, texts, music)
Misurabile
Testabile e ottimizzabile
L’email offre un ROI migliore fra i digital mktg tool disponibili
Email ROI 2011 $40.56 vs search $22.24
internet display advertising $19.72
mobile $10.51
(fonte DMA – 2011)
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. L’email: efficace strumento di relazione anche offline
Livello di engagement clienti offline
Esempio: DB composto da clienti offline attivi che ricevono email
%
60%
50%
40%
30% open rate su consegnate
20% click rate su consegnate
10%
0%
Very low Low Medium High Top Customer value
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.

4. Punto di partenza: anatomia di un DB moda
- Denso di informazioni, sedimentate e complesse
- Ricco di contatti offline, appassionati e fedeli
- Giovane di clienti e prospect digitali
- Vivo e in crescita esponenziale nel mondo
- Perfetto per un CRM sofisticato, integrato, dall’online all’offline via email
customers
prospects
Cross channel
In store
ecommerce
Online
Store
Grafici indicativi per una base clienti di azienda fashion con rete di vendita monomarca mediamente diffusa e attività ecommerce in crescita
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.

5. Obiettivi
• Branding
• Convertire prospect in clienti
• Customer care
• Informare e promuovere
• Influenzare le vendite online e in-store
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. Branding: raccontare valori e tradizioni
- Posizionamento
- Educano clienti e prospect
- Accrescono il valore aspirazionale del marchio e dei suoi
prodotti iconici
- Campagne ricorrenti, senza tempo adatte a tutti i
target e a tutte le country
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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. Branding: the human touch
6° novembre 2012 - A Message From Ralph Lauren: Hurricane Sandy Relief Efforts
Time to market
Posizionamento
Emozione
Valore del contenuto
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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.

8. con effetto viral
Branding: garantire un’esperienza fluida
- Essere consistenti online e offline
- Offrire continuità e visibilità a contenuti cross canale:
video, testi, foto, audio
- Collegare iniziative, canale e prodotti
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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.

9. Convertire: essere top of mind
- Beneficio, pressione, urgenza
- Scelta
- Welcome series
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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.

10. Care: celebrare non solo vendere
- Ricorrenze di calendario
(soprattutto per il mercato USA da S.Valentino a Halloween)
- Tell a Friend, Social, contenuti di approfondimento
- Inviti digitali, pubblici o privati
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. Care: costruire fedeltà
- Post acquisto on e offline, post riparazione, post experience
- Gestire in real time le richieste e insoddisfazioni. Integrare email e ccare
- Aprire un canale di contatto
- Differenziare per cultura, paese, occasione
- Calcolare un indice di soddisfazione (micro e macro). CSI
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.

12. Promuovere: appuntamento con il nuovo
- Invito, foto e lancio collezione. Seguendo il time to market
- I recall a meno di 24 ore incrementano l’openrate del 30%
- Indicazioni precise su orari e link – oltre il fuso
- Anticipare colori e stile – effetto teasing
- Offrire opportunità di click oltre l’invito
- Stupire … 3D o serie limitate
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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.

13. Promuovere: la riconoscibilità della consistenza
date: 31 Mar
subject: Introducing Ursula for Spring/Summer 11
- 6 layout per memorizzare
- Linee guida riconoscibili e background
- Dettagli (qualità, finiture), palette colori disponibili
- Coerenza, frequenza, riconoscibilità
date: 17 Apr 2011
date: 10 Feb date: 10 Mar 2011 subject: Introducing CATWALK for
subject: Romance with an Edge subject: Tribal Chic Spring/Summer 11
date: 24 Feb date: 28 Mar
subject: Introducing PARKER for subject: Carnival Nights for
Spring/Summer 11 Spring/Summer 11
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.

14. Promuovere: effetto wow - animazioni
Email che contengono video ottengono incrementi di click fino al 96.38%
(Get Response)
Click rate
Video
Woman
Man
http://www.fendi.com/en/video/romance2jours
Open rate
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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. Promuovere: it’s a lifestyle
- Offrite opzioni
- Diversificate per country/cultura/preferenze/genere
- Usate subject coerenti, per gender, opportunità, proposizione
- Siate coerenti col vostro brand
Japanese International
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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. Promuovere: cool - hunting
- Lookbook
- Multicanale, interattivo ed
esperienziale: video, foto e musica
- Da testare su mercati asiatici con
un taglio fashion – advisor
- Layout a mosaico - varietà
- Keywords:
hit/hot list, must have, guide,
key pieces, essential
- Contenuti editoriali – raccontare un
trend, riscoprire una tradizione
- Testimonial, blogger e stilisti
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. Impatto vendite online e in-store
Influenzare le vendite ecommerce e in-store
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.

18. Calcolare l’impatto su finestra di influenza
Ecommerce, Store, Mobile
Brand experience
T0 T1
. Ricevere . Acquistare
. Aprire online e in-store
. Cliccare 15 – 30 gg
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.

19. L’esperienza ContactLab
• L’email è un efficace marketing tool online e offline
Un’email ben costruita può raddoppiare il click rate
• L’email ha un impatto importante sia sul fatturato
online che offline
• L’email ha un alto impatto sulla redditività dell’azienda
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.

20. Chi siamo
ContactLab è il tuo partner per il digital direct marketing
+ di 10 anni + di 100 persone + di 1000 clienti
… e milioni di email di esperienza.
ContactLab ha la propria sede a Milano e uffici in Francia, Germania, Spagna e Gran Bretagna.
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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.

21. Uno strumento per il benchmarking nell’email marketing
http://www.newslettermonitor.com
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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.

22. ContactLab
e-mail & e-marketing evolution
www.contactlab.com
Via Natale Battaglia, 12
20127 Milano – Italy
Tel. 02.283118.1
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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.