"Comment attirer l'attention du consommateur... et la maintenir" présentation d’Arianna Galante, Directeur Général ContactLab France.

1. COMMENT ATTIRER L’ATTENTION DU
CONSOMMATEUR… ET LA MAINTENIR
Arianna Galante, Directeur Général France / Director of Agency Dept.
Paris, 29 janvier 2013
@contactlab @digitalzia #EMP2013
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. 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. 2

3. CONTACTLAB EN BREF
Stratégies de communication digitale
Sites / mini-
Emails Sondages Jeux concours Médias sociaux
sites
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

4. CONTACTLAB EN BREF
Accompagnement complet
stratégie
création
déploiement et testing
reporting et analyse
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

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. 5

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. 6

7. COMMENT ATTIRER L’ATTENTION DU CONSOMMATEUR
ET LA MAINTENIR
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

8. LE MANTRA DE L’EMAIL MARKETEUR : LA PERTINENCE
 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. 8

9. LES SATISFACTIONS DE L’EMAIL MARKETEUR : LES RESULTATS
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. 9

10. LES ROLES DE L’EMAIL
notre dénominateur
un pont vers toutes nos initiatives
commun sur le web
the digital glue
Un «facilitateur digital»
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

11. LES OBJECTIFS DE L’EMAIL MARKETEUR
RECRUTER FIDELISER
Maintenir l’attention et l’intérêt > impliquer
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12. LE DEFI : L’IMPLICATION
ENGAGEMENT
“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
Est-ce que vos emails
résonnent,
créent des liens,
appellent à l’action ?
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13. LE DEFI : INSTAURER UN DIALOGUE DANS LE TEMPS
Réception Réactivité Réactivité Réactivité
Point de
Inscription des au au au
contact
messages message 1 message 2 message n
L’inscription à notre mailing list n’est que le début
C’est la réactivité aux messages dans le temps qui sera déterminante pour le succès
d’un programme
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14. LE RECRUTEMENT COMMENCE A LA MAISON…
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15. RECRUTEMENT : osez
Tommy Hilfiger a multiplié
par 3 le nombre
d’inscriptions sur le site
Le taux de rebond reste
stable
A tester
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16. RECRUTEMENT : mettez en avant l’exclusivité
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

17. RECRUTEMENT : par tous les points de contact
MOBILE
EM@IL
MARKETING
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18. RECRUTEMENT : sans modération
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

19. RECRUTEMENT : jeux-concours, avant-première de l’expérience de marque
Quiz
Site
Formulaire
d’inscription
Invitation email
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20. RECRUTEMENT : jeux-concours avant-première de l’expérience de marque
Mise en avant des
lots à gagner :
- voyage à la Détail des étapes
Biennale d’art de du concours
Venise
- machine Y1 avec Réduction
café immédiate
- machine X7
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21. RECRUTEMENT : rentrer dans la culture de la marque
Questions qui reflètent la personnalité de
la marque et permettent à l’internaute
d’interagir
Un profil qui définit le niveau
d’expertise en fonction des
réponses
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

22. RECRUTEMENT : effet viral
Partage du profil et invitation à participer
sur les réseaux sociaux
Je suis un connaisseur du café, et vous? Tentez
votre chance pour gagner un voyage à Venise:
http:bit.ly197854
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

23. J’AI MA BASE… ET MAINTENANT ?
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

24. FAITES LA DIFFERENCE DANS LES BOITES EMAIL ENCOMBREES
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

25. PERSONNALISEZ LE RAPPORT
Connaitre vos consommateurs
Observer leurs comportements
Offrir toujours de la valeur
Surprendre, se renouveler
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

26. QUE SAVEZ-VOUS DES CONSOMMATEURS DANS VOTRE BASE ?
•Ce que vous avez demandé :
• Simple adresse e-mail
• Profil socio-démographique
• Préférences
Déclaratif
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. 26

27. QUE SAVEZ-VOUS DES CONSOMMATEURS DANS VOTRE BASE ?
•Les réactions à vos messages :
• Taux d’ouverture et fréquence >> niveau
d’appétence/fidélisation
• Taux de clic >> centres d’intérêt
Comportemental • Conversions (site) >> passages sur le site, type
d’achat, valeur moyenne, abandon de panier…
Email - routeur
Site – web analytics
Offline - CRM
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

28. SEGMENTATION : CRITERES
Variables Variables Variables
socio-démo comportementales temporelles
• Homme / femme • A ouvert • Date d’inscription
• Age /anniversaire • A cliqué • Dernière ouverture
• Résidence • A passé x temps sur • Dernier clic
• Situation familiale site • Dernier achat
• A acheté produit A
• A dépensé € y
• A presque acheté le
produit B
L’email marketing devient de plus en plus un processus continu de dialogue centré
sur le contact et non pas sur l’annonceur
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

29. DONNEZ LA BIENVENUE
Et n’hésitez pas à relancer si l’offre en vaut la peine
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

30. DONNEZ LA BIENVENUE
Une offre immédiate Une introduction à la marque
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

31. COMMUNIQUEZ L’URGENCE
Avec modération !
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

32. FACILITEZ
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

33. CREEZ DES OCCASIONS
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

34. FETEZ LES OCCASIONS
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

35. RHYTMEZ LES COMMUNICATIONS
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

36. RACONTEZ-VOUS
Essor des séries d’emails
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

37. REMERCIEZ
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

38. DEMANDEZ DES AVIS
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

39. OFFREZ DE LA VALEUR
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

40. OFFREZ DES CONTENUS EXCLUSIFS
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

41. SACHEZ SUPRENDRE
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

42. POUR CONCLURE
Est-ce que vos emails
résonnent,
créent des liens,
appellent à l’action ?
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

43. ContactLab
e-mail & e-marketing evolution
Merci.
Prochains rendez-vous :
• 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.