"Les 5 tendances clés en email marketing en 2015" conférence d'Arianna Galante, Directeur Général ContactLab France.

1. 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.
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.
Paris, le 14 avril 2015
Arianna Galante
Director of Agency Dept., Directeur Général France
arianna.galante@contactlab.com | @digitalzia | @contactlab_fr | #EMP2015
LES 5 TENDANCES CLÉS
EN EMAIL MARKETING
EN 2015

2. 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@digitalzia | @contactlab_fr | #EMP2015
CONTACTLAB
EN BREF

3. 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
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. @digitalzia | @contactlab_fr | #EMP2015
100% MARKETING DIRECT DIGITAL
100% ENGAGEMENT CLIENTS
100% RÉSULTATS MESURABLES

4. 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
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. @digitalzia | @contactlab_fr | #EMP2015
UNE OFFRE UNIQUE
Le marketing direct digital : un levier stratégique de business pour votre entreprise

5. 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
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. @digitalzia | @contactlab_fr | #EMP2015
AU CŒUR DE L’ENGAGEMENT CLIENT
Une solution complète de communication
pour générer de la valeur et augmenter le ROI
STRATÉGIE CRÉATIVITÉ ANALYSEENVOI
EMAILS SONDAGESSMS NOTIFICATIONS PUSH
CONSEIL
MESSAGERIE
En cours
EXÉCUTION

6. 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
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. @digitalzia | @contactlab_fr | #EMP2015
LES CHIFFRES ET LES FAITS
Plus de 1000 clients, tous secteurs confondus
80 millions d’emails et 800 campagnes par jour
15 ans d’expérience sur le marché Internet
Plus de 130 spécialistes en marketing direct digital
5 bureaux à Milan, Paris, Londres, Madrid et Munich

7. 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
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. @digitalzia | @contactlab_fr | #EMP2015
UNE EXPERTISE VERTICALE QUI A FAIT SES PREUVES
Une méthodologie qui s’adapte à chaque secteur, pour intégrer les besoins et les tendances
spécifiques de chaque marché
Mode & Luxe
Biens de consommation
ONG
Media & Télécom
Banque & Services
Tourisme & Loisirs
Distribution & e-commerce

8. 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@digitalzia | @contactlab_fr | #EMP2015
NOTRE VEILLE CONCURRENTIELLE (Newslettermonitor)
Conçue et développée par ContactLab
Collecte et archive des milliers d’emails chaque jour
6 000 000 de newsletters
17 000 annonceurs
5 langues
25 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
o un site www.newslettermonitor.com
o un blog http://fr.blog.newslettermonitor.com/

9. 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@digitalzia | @contactlab_fr | #EMP2015
5 TENDANCES
À SURVEILLER EN 2015

10. 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@digitalzia | @contactlab_fr | #EMP2015
1/ FAIRE
DE LA STRATÉGIE

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. 11@digitalzia | @contactlab_fr | #EMP2015
Ce n’est plus un canal tactique mais aussi stratégique
Les investissements augmentent
La direction s’y intéresse
Les grands du consulting y consacrent des ressources
 Forrester Research Email Marketing Forecast, 2014 To 2019 (US)
https://www.forrester.com/Forrester+Research+Email+Marketing+Forecast+2014+To+2019+US/fulltext/-/E-RES117461
 Forrester Research: The Email Marketing Playbook
https://www.forrester.com/The+Email+Marketing+Playbook/-/E-PLA230?objectid=PLA230
 McKinsey&Company: Why marketers should keep sending you e-mails (2014)
http://www.mckinsey.com/insights/marketing_sales/why_marketers_should_keep_sending_you_emails
ON EN PARLE DE PLUS EN PLUS

12. 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@digitalzia | @contactlab_fr | #EMP2015
LES CHIFFRES ET LES FAITS
88% des internautes habituels français consultent leurs emails au moins chaque semaine, vs
62% pour les réseaux sociaux : il s’agit de l’activité en ligne la plus répandue
Pour 48% d’entre eux l’email est le moyen le plus efficace pour rester en contact avec une
marque (vs. 32% pour les réseaux sociaux)
50% des internautes habituels français font confiance à l’email (+13,6% vs 2013)
L’impact de l’email ne se limite pas à l’online
o 61% des abonnés à au moins une newsletter ont déjà acheté en ligne depuis un lien dans
un email
o 53% se sont déjà rendus en magasin pour acheter un produit signalé dans un email
L’email est plus efficace que les réseaux sociaux pour acquérir de nouveaux clients:
o l’impact de l’email sur les ventes est plus de 3 fois supérieur à celui des réseaux sociaux
o la transaction moyenne est plus élevée de 17%
McKinsey & Company, janvier 2014
Le RPE (revenue per email) a augmenté de 28% entre 2013 et 2014
European Digital Behaviour Study 2014, ContactLab
Email Marketing Industry Census 2014 - econsultancy

13. 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
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. @digitalzia | @contactlab_fr | #EMP2015
«Digital glue»
Dénominateur
commun sur le web
Pont vers toutes
les initiatives
ANALYTICS
SHOPPING
CRM
SITE
MOBILESOCIAL
SONDAGES
L’EMAIL AU CŒUR DU MARKETING

14. 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@digitalzia | @contactlab_fr | #EMP2015
Connaitre notre
consommateur
 Le bon message
 A la bonne personne
 Au bon moment
 Sur le bon canal
 Ce qu’il dit (Déclaratif)
 Ce qu’il fait
 interactions
 transactions
 Ce que nous pouvons
découvrir
 Etudes
 One to one
 Win win
 De valeur
 Durable
Etre pertinentsConstruire une
relation
À CONDITION DE CONNAITRE LE CONSOMMATEUR
25% des abonnés à une
newsletter sont prêts à fournir plus
de renseignements en échange de
messages plus pertinents

15. 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@digitalzia | @contactlab_fr | #EMP2015
ET DE CONSTRUIRE UN PLAN DE CONTACT VARIÉ
Promotions
Lancements
Initiatives spéciales
Bienvenue
Anniversaire
Gratification
Réengagement
Sondage de qualification
Sondage post achat
CYCLE DE VIE SPOT
Newsletters
Calendrier
RENDEZ-VOUS

16. 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@digitalzia | @contactlab_fr | #EMP2015
2/ CRÉER
UNE EXPÉRIENCE EMAIL

17. 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@digitalzia | @contactlab_fr | #EMP2015
OFFRIR DE LA VARIÉTÉ
-15€ dès 60€ d'achat
+ Lumière sur les
tendances Fêtes
12.12.2014
30% dès 2 articles
achetés + Spécial
fêtes : 3 looks, 3
styles !
15.12.2014
Un article acheté, le
2ème à -50% ! +
Pour elle, pour lui :
trouvez les meilleurs
cadeaux de Noël
17.12.2014
Noël avant
l'heure : -30%
sur la collection
avec la Carte
Promod !
24.12.2014
Il vous manque
encore un cadeau ?
On a la solution !
22.12.2014
30% de réduction à
découvrir dans cet email
+ Fauve en ville :
l’imprimé à apprivoiser !
03.12.2014
Un article acheté, le
2ème à -50% ! + La
doudoune 2 en 1 :
réversible et
doublement fashion !
08.12.2014
30% de réduction à
découvrir dans cet
email + Shopping de
Décembre : allez à
l’essentiel !
10.12.2014

18. 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@digitalzia | @contactlab_fr | #EMP2015
CRÉER DES HABITUDES
☼ Bons plans : l'été est là,
les promos aussi ! ☼
03.07.2014
⌛ Départs immédiats : A
partir de 210€ la semaine
en Juillet ! ⌛
11.07.2014
☼ Destination soleil à prix
réduits : suivez vos envies !
21.07.2014
☼ Bons plans d'Août : Un
gîte à partir de 175 euros
la semaine!
08.08.2014

19. 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@digitalzia | @contactlab_fr | #EMP2015
RASSURER

20. 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@digitalzia | @contactlab_fr | #EMP2015
ÉCOUTER

21. 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@digitalzia | @contactlab_fr | #EMP2015
GRATIFIER LES CONSOMMATEURS ACTIFS
-20% sur TOUT…helline vous
dit MERCI !
Guess how many people have
seen your review?

22. 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@digitalzia | @contactlab_fr | #EMP2015
CONVAINCRE LES CONSOMMATEURS MOINS ACTIFS
Click Inside to Keep Your VIP
Status
Ada, Respond Now to Keep
Receiving Emails
You're All Signed Up! Let's
See What's Next …
3 mois Post
réactivation

23. 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. 23@digitalzia | @contactlab_fr | #EMP2015
ACCOMPAGNER LE CONSOMMATEUR DANS LES MOMENTS IMPORTANTS

24. 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. 24@digitalzia | @contactlab_fr | #EMP2015
ACCOMPAGNER LE CONSOMMATEUR APRÈS L’ACHAT

25. 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. 25@digitalzia | @contactlab_fr | #EMP2015
OFFRIR DES PETITS PLUS

26. 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. @digitalzia | @contactlab_fr 26
SURPRENDRE

27. 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. 27@digitalzia | @contactlab_fr | #EMP2015
3/ FACILITER
LA VIE

28. 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. 28@digitalzia | @contactlab_fr | #EMP2015
MÊME PAS BESOIN D’OUVRIR !
Découvrez nos Trophées Argus, les
offres Easy Pack tout inclus et roulez en
sécurité cet hiver
Preheader: Inscrivez-vous à My Renault
pour accéder à l'intégralité de votre
Renault Mag.
C'est la finale de la Coupe du Monde de
la FIFA™. Qui veut le plus la victoire ?
Preheader: C'est le moment d'être all
in. Regarde la vidéo.

29. 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. 29@digitalzia | @contactlab_fr | #EMP2015
RÉSUMER LE SITE
Cadeaux : faites vos
achats en ligne !
13.12.2014
A Noël, tous les rêves
sont permis !
27.11.2014
Check Gifts Off Your List |
Under: $100✔ $200✔
$300✔
11.12.2014

30. 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. 30@digitalzia | @contactlab_fr | #EMP2015
FAIRE DES LISTES
Les 5 rendez-vous de la
semaine
22.03.2014
— LES COUPS DE COEUR DE LA
RÉDACTION — Les textures
essentielles de l’automne
23.09.2014

31. 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. 31@digitalzia | @contactlab_fr | #EMP2015
ORIENTER LE CHOIX
Spoil Thy Mother: The Best Gifts for Mother's Day
17.04.2014 Hand-picked Father's Day gifts
05.06.2013

32. 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. 32@digitalzia | @contactlab_fr | #EMP2015
CONVAINCRE LES INDÉCIS

33. 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. 33@digitalzia | @contactlab_fr | #EMP2015
CONSTRUIRE DES ALERTES SUR MESURE

34. 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. 34
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. @digitalzia | @contactlab_fr | #EMP2015
4/ PENSER
OMNI-CANAL

35. 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@digitalzia | @contactlab_fr | #EMP2015
EMAIL > SITES MARCHANDS

36. 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@digitalzia | @contactlab_fr | #EMP2015
EMAIL > POINTS DE VENTE

37. 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. 37@digitalzia | @contactlab_fr | #EMP2015
EMAIL > ON ET OFF-LINE

38. 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@digitalzia | @contactlab_fr | #EMP2015
EMAIL > RÉSEAUX SOCIAUX

39. 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@digitalzia | @contactlab_fr | #EMP2015
RÉSEAUX SOCIAUX > EMAIL

40. 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. 40@digitalzia | @contactlab_fr | #EMP2015
EMAIL > SMS

41. 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. 41@digitalzia | @contactlab_fr | #EMP2015
EMAIL > SMS

42. 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. 42@digitalzia | @contactlab_fr | #EMP2015
En France:
28%* des ouvertures sont depuis mobile
*smartphones et tablette
Les ouvertures depuis mobile varient entre 3% et 46%
95% des ouvreurs consultent leurs emails sur un seul
appareil
“Etude sur l'ouverture des emails en France” (2013)
http://pignonsurmail.typepad.fr/pignonsurmail/2014/03/infographie-reachtag.html
EMAIL = MOBILE
Plateforme ContactLab 2011 - Octobre 2014

43. 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. 43@digitalzia | @contactlab_fr | #EMP2015
ADOPTER LE RESPONSIVE

44. 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. 44@digitalzia | @contactlab_fr | #EMP2015
5/ TESTER,
MESURER, OPTIMISER

45. 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. 45@digitalzia | @contactlab_fr | #EMP2015
Version A
+ 136% transactions
+ 191% CA
Version B
TOUJOURS TESTER
ÉLÉMENT TESTÉ EXEMPLES INDICATEURS
Nom expéditeur marque – division - personne ouvertures
Objet promotion teaser ou concrète ouvertures / clics
Contenu du message:
- texte
- graphisme
- ordre contenu
- offre
- visuels
- longueur
ton – vouvoiement vs
tutoiement
emplacement des boutons
rédactionnel vs promotionnel
coupon montant fixe vs % age
uniques ou segmentés
nombre de modules
clics / conversions
Timing d’envoi weekend ou en semaine
matin, midi, soir, nuit
ouvertures / clics /
conversions

46. 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. 46@digitalzia | @contactlab_fr | #EMP2015
SURVEILLER LES RÉSULTATS EN TEMPS RÉEL

47. 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. 47@digitalzia | @contactlab_fr | #EMP2015
ALLER BIEN AU-DELÀ DES CLICS
Conversion
Navigation
Clic
Ouverture
Réception
Global
Par campagne
Par produit / catégories
Par canal
RPE
ROI
IMPACT SUR LES VENTES
Navigation
Fréquence
Panier moyen
Réactivation
Abandons
Déplacements entre
segments
COMPORTEMENTS

48. 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. 48@digitalzia | @contactlab_fr | #EMP2015
POSER DES QUESTIONS
Quality Relationship Score
= Un indicateur concis pour
une compréhension immédiate
en termes absolus et relatifs
Satisfaction Recommandation
Intention
d’achat
Caractère
distinctif
Satisfaction
Réponse aux besoins du consommateur
Recommandation
Faculté du produit / service à être recommandé
Caractère distinctif
Perception du caractère unique du produit / service
Intention d’achat
Probabilité de ré-achat

49. 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. 49@digitalzia | @contactlab_fr | #EMP2015
BON EMAIL MARKETING EN 2015 !
1/ FAITES
DE LA STRATÉGIE
5/ TESTEZ,
MESUREZ, OPTIMISEZ
2/ CONSTRUISEZ
UNE EXPÉRIENCE EMAIL
4/ PENSEZ
OMNI-CANAL
3/ FACILITEZ
LA VIE

50. 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. 50@digitalzia | @contactlab_fr | #EMP2015
MERCI !
Arianna Galante
Director of Agency Dept., Directeur Général France
arianna.galante@contactlab.com | @digitalzia | @Contactlab_fr
www.contactlab.fr
www.contactlab.fr/digitalhub/
www.newslettermonitor.com
http://fr.blog.newslettermonitor.com/
RENDEZ-VOUS DEMAIN
Anatomie d’un email
Stratégies clients, 15h, salle 2
SUIVEZ-NOUS