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Scrivimi qualcosa che ho voglia di leggere #BTO2014

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Email Marketing human to human
Se il tasso medio di apertura delle newsletter in Italia è del 30%, quelle del settore turismo e hotel si fermano al 13%. Perché? Come possiamo scrivere email che i nostri iscritti abbiano voglia di ricevere, leggere, consigliare?

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Scrivimi qualcosa che ho voglia di leggere #BTO2014

  1. 1. SCRIVIMI QUALCOSA CHE HO VOGLIA DI LEGGERE Alessandra Farabegoli www.alessandrafarabegoli.it @alebegoli #BTO2014
  2. 2. PUOI GOOGLARMI O CERCARMI ONLINE E IN AULA
  3. 3. EMAIL MARKETING HUMAN TO HUMAN
  4. 4. LA DURA REALTÀ • Tasso medio di apertura delle newsletter in Italia: 30% • Open Rate newsletter del settore Turismo e Hotel: 13%
  5. 5. EMAIL MARKETING FARLO BENE FA BENE
  6. 6. DISINTERMEDIAZIONE Che ti “vedano” dipende da te, non da un algoritmo
  7. 7. RILEVANZA Segmentazione e automatismi studiati e realizzati con cura diminuiscono l’irrilevanza
  8. 8. CONVERSIONI L’email è un ottimo veicolo per accompagnare le persone lungo la customer journey
  9. 9. CHE TIPO DI NEWSLETTER STAI MANDANDO?
  10. 10. POSTA CHE NON MI INTERESSA
  11. 11. ROBA CHE NON VEDO L’ORA CHE ARRIVI
  12. 12. CC Flickr - Foto di Karen Cox http://alebego.li/1y8v9Ev LETTERE SCRITTE DA CHI MI VUOLE BENE
  13. 13. COSA CI CONVINCE AD APRIRE UN MESSAGGIO
  14. 14. CI CONOSCIAMO GIÀ? Leggiamo più spesso e più volentieri i messaggi che arrivano da persone (o aziende) il cui nome ci dice qualcosa
  15. 15. CC Flickr - Foto di Nomadic Lass http://alebego.li/126kJrw QUINDI, NON FARE IL FURBETTO
  16. 16. MA FA IN MODO CHE SI RICORDINO CHI SEI, PERCIÒ BATTI IL FERRO FINCHÉ È CALDO • Dopo la prenotazione, manda i consigli di viaggio • Dopo la partenza, chiedi com’è andata • Dopo l’iscrizione, manda un regalo a sorpresa
  17. 17. WHAT’S IN IT FOR ME? Ho tante cose da fare e da leggere, perché dovrei perdere tempo con te darti un po’ di tempo e attenzione?
  18. 18. MI FAI RISPARMIARE (TEMPO O DENARO)
  19. 19. MI INSEGNI QUALCOSA CHE NON SO • Notizie difficili da trovare • Anteprime • Content curation
  20. 20. MI EMOZIONI O MI DIVERTI • Ricordami come è bello stare da te • Fammi sentire parte di una tribù, ospite atteso, amico fra gli amici
  21. 21. I DETTAGLI DA CURARE
  22. 22. ACCOGLI AL MEGLIO I NUOVI ISCRITTI
  23. 23. CC Flickr - Foto di Eden, Janine & Jim http://alebego.li/1A1ZPox PARLA A CIASCUNO NELLA SUA LINGUA
  24. 24. DAI UN’ANTEPRIMA DEI CONTENUTI
  25. 25. SCRIVI CON VOCE UMANA Hello Alessandra, I’m Little MOO. You may remember me – we met when you first ordered from MOO.COM. Anyway, I just wanted to say thanks for updating your Account Details for us. I know our customers are busy people, so I appreciate you taking the time to help out. As a thank you, I’ve included the 10% off code for you to use next timeyou visit MOO.COM. The code self-destructs in 30 days though – so don’t forget about it! Thanks again, Little MOO, Print Robot
  26. 26. SALUTA CHI PARTE CON UN SORRISO
  27. 27. GLI INGREDIENTI? LI HAI GIÀ IN CASA.
  28. 28. QUEL CHE SUCCEDE DALLE TUE PARTI Organizza un social media team distribuito, o contribuisci a quello che già esiste: notizie, storie, cronache live, immagini, nessuno da solo può raccontare tutto, ma un racconto a più voci è mille volte meglio.
  29. 29. LE PERSONE CHE SONO STATE IN VACANZA DA TE Imposta alert e ricerche automatiche, cerca le foto geolocalizzate, chiedi di mandarti foto, racconti, recensioni.
  30. 30. I CONSIGLI DI LETTURA Ci sono libri, racconti, post, film, video, canzoni che parlano della tua terra? Falli scoprire anche a me!
  31. 31. CHI RICEVERÀ I TUOI MESSAGGI? Millo per #Subsidenze #Ravenna
  32. 32. GRAZIE Alessandra Farabegoli www.alessandrafarabegoli.it @alebegoli #BTO2014

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