This document discusses 5 trends in digital direct marketing and email marketing for 2015. It notes that email marketing is becoming more strategic and central to digital engagement. Personalized, segmented communication across channels to provide value to customers at each touchpoint is emphasized. Creating an optimal email experience through varied, personalized messaging that simplifies customers' lives is also covered.

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. @digitalzia @anikagenny @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.
Milano, 10 marzo 2015
Arianna Galante Director of Agency Dept. arianna.galante@contactlab.com
Lisa Molteni Digital Strategist lisa.molteni@contactlab.com
I 5 TREND
DEL DIGITAL DIRECT MARKETING
NEL 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. @digitalzia @anikagenny @contactlab 2
CHI
SIAMO

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It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. @digitalzia @anikagenny @contactlab 3
100% DIGITAL DIRECT MARKETING
100% CUSTOMER ENGAGEMENT
100% MEASURABLE RESULTS

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It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. @digitalzia @anikagenny @contactlab 4
AL CENTRO L’ENGAGEMENT DELL’UTENTE
La soluzione completa per comunicare con gli utenti digitali
generando valore e massimizzando il ROI
STRATEGIA CREATIVITÀ ANALISIDELIVERY
EMAIL SURVEYSMS PUSH NOTIFICATION
CONSULENZA
MESSAGING
Future release
ESECUZIONE

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It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. @digitalzia @anikagenny @contactlab 5
I VOSTRI MESSAGGI
CATTURANO L’ATTENZIONE,
CREANO LEGAMI,
STIMOLANO REAZIONI?
“Cracking the Engagement Code,” Mollie Spillman, 2006
“indicator of the propensity
of a brand message to resonate
and connect with a prospect
and ultimately drive some kind of meaningful action”

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It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. @digitalzia @anikagenny @contactlab 6
1.000+ clienti italiani e internazionali, multi-industry
80 milioni di email e 800 campagne spedite ogni giorno
16 anni di esperienza e di leadership nell’email marketing
130+ esperti in digital direct marketing
1 sede a Milano, 4 uffici in Europa
FACTS & FIGURES

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It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. @digitalzia @anikagenny @contactlab 7
UNA PIATTAFORMA DI BENCHMARKING
Progettata e sviluppata da ContactLab
Colleziona e archivia migliaia di email al giorno
4.000.000 newsletter
15.000 brand
5 lingue
25 settori
Permette di seguire da vicino e in tempo reale l’attività di
email marketing dei vostri competitor senza doversi
iscrivere a decine di newsletter
Disponibile in versione beta gratuita
www.newslettermonitor.com
http://blog.newslettermonitor.com/

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. @digitalzia @anikagenny @contactlab 8
5 TREND
EMAIL MARKETING
DEL 2015

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It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. @digitalzia @anikagenny @contactlab 9
1/ FARE
STRATEGIA

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It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. @digitalzia @anikagenny @contactlab 10
Non è più un canale tattico ma strategico
Crescono gli investimenti
Interessa anche i C-level
Le grosse società di consulenza ne parlano
 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
L’EMAIL È STRATEGICA | SI VEDE DA CHI SE NE OCCUPA

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It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. @digitalzia @anikagenny @contactlab 11
L’EMAIL È STRATEGICA | SI VEDE DAI NUMERI
Il 91% degli utenti internet regolari italiani controlla l’email ogni settimana, mentre si collega
ai social network solo il 66%
Per il 69% la newsletter è il mezzo più efficace per restare in contatto con un brand
Il 73% degli utenti iscritti a una newsletter, si fida di questo strumento (+25,9% rispetto al 2013)
L’impatto dell’email non si limita all’online:
o il 36% degli utenti iscritti ad almeno una newsletter ha già acquistato online partendo da un link all’interno di un’email
o il 57% si sono recati in negozio per acquistare il prodotto segnalato nell’email
L’email è più efficace dei social network per acquisire nuovi clienti:
o l’impatto dell’email sulle vendite è più di 3 volte superiore a quello dei social network,
o lo scontrino medio è più alto del 17%
Fonte: European Digital Behaviour Study 2014 di ContactLab
Il RPE (revenue per email) è cresciuta in proporzione del 28% dal 2013 al 2014
Fonte: Email Marketing Industry Census 2014 - econsultancy
Fonte: McKinsey & Company – gennaio 2014

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It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. @digitalzia @anikagenny @contactlab 12
«Digital glue»
Denominatore
comune sul web
Ponte verso tutte
le iniziative
ANALYTICS
SHOPPING
CRM
SITO
MOBILESOCIAL
SONDAGGI
L’EMAIL MASSIMIZZA L’ENGAGEMENT

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It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. @digitalzia @anikagenny @contactlab 13
Conoscere
il nostro cliente
 Offrendo il messaggio
giusto
 Alla persona giusta
 Al momento giusto
 Sul canale giusto
 Quello che ci dice
 Dati
sociodemografici
 Quello che fa
 Dati transazionali
 Interazioni
 Quello che possiamo
integrare
 Attraverso la ricerca
 Data enrichment
 One to one
 Win win
 Di valore
 Duratura
Essere
pertinenti
Costruire
una relazione
19
A PATTO DI CONOSCERE L’UTENTE
Il 27% degli utenti iscritti a una
newsletter è disposto a fornire
più informazioni a fronte di
messaggi più pertinenti

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. @digitalzia @anikagenny @contactlab 14
E COSTRUIRE UN PIANO DI CONTATTO ARTICOLATO
Promozioni
Lancio prodotti
Branding
Iniziative speciali
Welcome
Compleanno
Survey di profilazione
Completamento dati
Survey post acquisto
Gratification
Re-engagement
Upsell / cross-sell
LIFECYCLE SPOT
Occasioni di contatto seasonal
Newsletter
APPUNTAMENTI

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It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. @digitalzia @anikagenny @contactlab 15
E PERSONALIZZATO
VARIABILI
SOCIO-DEMOGRAFICHE
Uomo / donna
Data di nascita
Residenza
Composizione famigliare
VARIABILI
COMPORTAMENTALI
Ha aperto
Ha cliccato
Ha passato del tempo sul sito
Ha acquistato il prodotto A
Ha speso € y
Ha quasi acquistato il prodotto B
Compra in negozio / online /
entrambi
VARIABILI
TEMPORALI
Data di iscrizione
Ultima apertura
Ultimo click
Ultimo acquisto

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It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. @digitalzia @anikagenny @contactlab 16
2/ COSTRUIRE
UN’EMAIL EXPERIENCE

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It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. @digitalzia @anikagenny @contactlab 17
♫ Certi giorni hanno un
ritmo speciale… Buona Pasqua!
#BeOriginal: colori, musica e
divertimento ti aspettano
☺ C’è un regalo per te! Scopri le
T-talk Original Marines ☺
✎ Si torna a scuola con uno zaino Original
Marines a 1 euro ☺
CREANDO DELLE ABITUDINI CASE ORIGINAL MARINES

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OFFRENDO VARIETÀ

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RASSICURANDO

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GRATIFICANDO GLI ATTIVI CASE ILLY

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RIATTIVANDO I DORMIENTI
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 …
dopo 3 mesi Post riattivazione

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It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. @digitalzia @anikagenny @contactlab 22
ACCOMPAGNANDO L’UTENTE NEI MOMENTI IMPORTANTI CASE NESTLÉ

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ACCOMPAGNANDO I CONSUMATORI DOPO L’ACQUISTO
CASE COSTA CROCIERE

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Compleanno bambino con digital gifting:
biglietto di invito alla festa da stampare
CASE NESTLÉCOCCOLANDOLI

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SOPRENDENDO

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It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. @digitalzia @anikagenny @contactlab 26
3/ FACILITARE
LA VITA

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ANCORA PRIMA DELL’APERTURA
Completando il subject
Con un pre-header call to action diretta
CASE NESTLÉ

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AGEVOLANDO LA SCELTA CASE ILLY

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CON DELLE OPZIONI CHIARE

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CON DELLE LISTE

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CONVINCENDO GLI INDECISI

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COSTRUENDO DEGLI ALERT SU MISURA CASE CARREFOUR SPECTACLES

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4/ PENSARE
OMNICHANNEL

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EMAIL > SITI ECOMMERCE CASE ILLY

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EMAIL > PUNTO VENDITA CASE NESTLÉ

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EMAIL > ON E OFFLINE

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It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. @digitalzia @anikagenny @contactlab 3737
EMAIL > SOCIAL CASE COOPI, UNHCR, GITES DE FRANCE

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SOCIAL > EMAIL CASE BELSTAFF

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EMAIL > SMS CASE OSF

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L’EMAIL È MOBILE
In Italia:
il 73%* apre l’email da mobile almeno 1 volta a settimana
*utenti smartphone 16-65 anni
il 71%* apre l’email da tablet almeno 1 volta a settimana
*utenti tablet 16-65 anni
Il 42% delle email vengono aperte da
tablet o mobile
Fonte https://www.pinterest.com/pin/288160076133147851/
Piattaforma di ContactLab: Aprile 2011- Dicembre 2014

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L’EMAIL DEVE ESSERE PIENAMENTE FRUIBILE DA MOBILE CASE PAGEBUILDER 3.0 ALPITOUR, JUVENTUS

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Email Landing con form di registrazione
… E ANCHE LA LANDING PAGE CASE CESVI

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5/ TESTARE,
MISURARE, OTTIMIZZARE

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It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. @digitalzia @anikagenny @contactlab 44
VARIABILI ESEMPIO KPI
Sender azienda – reparto – persona - tipologia Aperture
Subject diretto o teaser Aperture e click
Content:
- testo
- grafica
- ordine dei contenuti
- offerte
- immagini
- lunghezza
informale
layout in generale, bottoni CTA
informazione o promozione
valori assoluti o %
uguale per tutti oppure segmentate
sintesi o dettaglio
Aperture e click
Timing d’invio Settimana / weekend / am / pm Aperture e click
Versione A – winner!
+ 136% transazioni
+ 191% fatturato
Versione B
OGNI DETTAGLIO CONTA E VA TESTATO CASE ILLY

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ANDANDO BEN OLTRE APERTURE E CLICK
Complessivo
Per campagna
Revenue per email (RPE)
Conversion rate
TRANSATO
Conversioni di prospect in
clienti
Frequenza di acquisto
Spesa media
Migrazione tra segmenti
Riattivazione degli inattivi
Tasso di churn
COMPORTAMENTO
DEGLI UTENTI
Conversione
Navigazione
Click
Apertura
Ricezione

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Soddisfazione Raccomandabilità
Propensione
al riacquisto
Distintività
Sondaggio post acquisto
con Quality Relationship Score ContactLab
= un unico indicatore sintetico
immediatamente interpretabile,
in termini assoluti e relativi
• Soddisfazione
risposta alle esigenze dei clienti
• Raccomandabilità
valore percepito del prodotto / servizio e motivazioni per
consigliarlo ad altri
• Distintività
rispetto ad altri prodotti / servizi simili
• Propensione al riacquisto
probabilità di un futuro rinnovo dell’acquisto
E ANCHE OLTRE IL TRANSATO
QR

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MONITORANDO I RISULTATI CON DELLE DASHBOARD PERSONALIZZATE

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CONTINUANDO AD IMPARARE DAI DATI PER OTTIMIZZARE IL PIANO DI CONTATTO

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BUON 2015 ALL’INSEGNA DEL DIGITAL DIRECT MARKETING
1/ FATE
STRATEGIA
5/ TESTATE,
MISURATE, OTTIMIZZATE
3/ FACILITATE
LA VITA
4/ PENSATE
OMNICHANNEL
2/ COSTRUITE
UN’EMAIL EXPERIENCE

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It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. @digitalzia @anikagenny @contactlab 50
UNA METODOLOGIA PREMIANTE E PREMIATA
2014 | Echo Awards – illy
2014 | European E-mailing Award – illy
2014 | Interactive Key Award – illy
2013 | Premio www Il Sole 24Ore – illy
2012 | NC Awards - Imaginarium
2012 | Interactive Key Award – UNHCR, The UN Refugee Agency
2012 | IAB Mixx – Imaginarium
2011 | Finalist at ECHO Award – Blu Holding
2011 | Freccia D’Argento – Blu Holding
2010 | Freccia D’Oro – UNHCR
2010 | Freccia D’Oro – illy
2009 | Interactive Key Award – IKEA
2007 | Freccia D’Oro – Expedia

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NEWSLETTERMONITOR
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top brand internazionali
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nel Blog di NewsletterMonitor
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LE NOSTRE RISORSE

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GRAZIE
Arianna Galante – Director of Agency Dept. – arianna.galante@contactlab.com
Lisa Molteni – Digital Strategist – lisa.molteni@contactlab.com
www.contactlab.com
www.newslettermonitor.com
http://blog.newslettermonitor.com/
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