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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.
VOTRE DÉFI 2013 : 5 TENDANCES CLÉS EN EMAIL MARKETING À NE PAS MANQUER CETTE ANNÉE Arianna Galante, Directeur Général France / Director of Agency Dept. Paris, 30 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.
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
CONTACTLAB EN BREF
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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.
CONTACTLAB EN BREF
Stratégies de communication digitale
Sites / mini-sites
Sondages Jeux concours Emails Médias sociaux
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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.
CONTACTLAB EN BREF
Accompagnement complet
reporting et analyse
déploiement et testing
stratégie
création
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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.
CONTACTLAB EN BREF
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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. 6
1/ UTILISONS DAVANTAGE LES DATAS
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.
Taux de clic
Taux
d’ouverture
Dimension des cercles : emails envoyés Intensité de la couleur : ventes
Nouvelle collection illy Art Collection par Michelangelo Pistoletto
ANALYSE OUVERTURES / CLICS / VENTES
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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.
Article de l’email Même article / autre
couleur, matière TOTAL COLLECTION AUTRES COLLECTIONS TOTAL
Cdes CA Cdes CA Cdes CA Cdes CA Cdes CA
Ouvertures ONLINE
OFFLINE
Total
Clicks ONLINE
OFFLINE
Total
100 X 6 X
INFLUENCE DE L’EMAIL SUR LES VENTES
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Fenêtre d’influence : 30 jours
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
IDENTIFICATION DES SEGMENTS CLES : les inactifs (exemple)
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.
IDENTIFICATION DES SEGMENTS CLES : stimuler le réachat
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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. 11
2/ DIALOGUONS AVEC UN CONSOMMATEUR MULTI-CANAL
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.
BIENVENUE DANS LE MONDE DES «4-SCREEN PEOPLE»
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Notre consommation de médias se fait devant un écran On passe aisément d’un dispositif à l’autre On en utilise plusieurs à la fois (surtout lorsque devant la télévision) Notre navigation est séquentielle, sur un mix de ces dispositifs (mobile > PC)
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.
LES IMPLICATIONS
Une attention fragmentée
Plus d’opportunités d’être vus par une cible toujours joignable
UN DEFI
Passer du multi-canal au cross-canal
La cohérence des points de contact
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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.
EM@IL MARKETING
UTILISER L’EMAIL COMME PONT VERS LES INITIATIVES MULTI-CANAL
MOBILE
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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
3/ FACILITONS LA LECTURE DEPUIS MOBILE
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.
BIENVENUE DANS UN MONDE DE PLUS EN PLUS MOBILE
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Les ouvertures depuis mobile représenteront 15 à 65% des ouvertures d’email. - eMailmonday - “Party safe mobile email stats” (2013)
43% des emails sont lus depuis un dispositif mobile, plus que depuis desktop ou webmail. - Litmus - “Email Analytics” (Décembre 2012)
Les décisions d’achat mobile sont influencées par l’email dans 71% des cas – seulement les amis ont plus d’influence (87%). – Adobe “2013 Digital Publishing Report: Retail Apps & Buying Habits”
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.
PLEIN DE POTENTIEL… MAIS AVEC DES NOUVELLES EXIGENCES
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Si un email n’est pas visualisé correctement,
69,7% des consommateurs l’effaceront immédiatement. - BlueHornet “Consumer Views of Email Marketing” (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.
Après les sites responsives, l’email responsive
o personnalisation des dimensions et du contenu en fonction du dispositif
o aucun clic supplémentaire
o 1 message / 2 gabarits
o des composantes «touch»
o images cliquables sur BlackBerry
o images adaptées à la résolution
Mais aussi plus de temps de préparation et de codage
Alternative : un design plus simple, 1 colonne
VERS L’EMAIL RESPONSIVE… OU DU MOINS VERS L’OPTIMISATION MOBILE
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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. 19
4/ SOIGNONS LES POINTS D’ENTREE
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.
L’EXPEDITEUR : identifiez-vous et votre message
Elément souvent sous-estimé Détermine en partie le taux d’ouverture
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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.
L’OBJET : 30 caractères pour convaincre
Une promesse faite aux ouvreurs La plupart des messageries permettent de visualiser entre 45 et 50 caractères d’un objet
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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.
LE PRE-HEADER : soutenez l’objet de votre email
Texte éditable entre objet et corps de l’email Visualisation
o premier texte immédiatement lisible, même sans ouverture o sur certains dispositifs mobiles, iPhone, iPad, Gmail et Outook on le voit
même s’il n’y a pas d’ouverture
Élément clé du message o concentré de l’email o sous-titre o sommaire o appel à l’action avec lien direct
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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.
Objet : Célébrez les fêtes de fin d’année avec GUCCI NOW Pre-header : Dans ce numéro : les accessoires chics pour feter le Nouvel An, un reportage sur le tapis rouge…
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LE PRE-HEADER : soutenez l’objet de votre email
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.
LE PRE-HEADER : soutenez l’objet de votre email
Objet : illy vous fait un cadeau pour Noël Pre-header : Profitez de cette offre jusqu’au 13 décembre
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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. 25
5/ COMMUNIQUONS 1 TO 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.
PERSONNALISATION DES MESSAGES
Plus de 50 combinaisons :
1. Situation familiale
2. Conseils produits
3. Promotion magasin
1.
2.
3.
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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.
UN PARCOURS DE COMMUNICATION COMPORTEMENTAL
ENVOI
Ouvre
Clique
Achète CONFIRMATION
D’ACHAT
UP/CROSS-SELLING
CONSEILS
SONDAGE DE SATISFACTION
N’achète pas POST CLIC
Abandonne le panier
ABANDON DE PANIER
Ne clique pas Surveiller dans le
temps INACTIFS
N’ouvre pas Surveiller dans le
temps INACTIFS
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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.
A la bonne personne Personnalisation Segmentation
Au bon moment Suivre le cycle de vie du consommateur Observer le comportement Calibrer timing et fréquence
Respecter les préférences et les habitudes de consommation Garantir une expérience cross-canal fluide
Sur le bon canal www
Le bon message Contenus à valeur ajoutée pour le consommateur Une variété de contenus, pas que de la vente !
ET UNE TENDANCE QUI RESUME LE TOUT : NOTRE MANTRA
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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.
ContactLab e-mail & e-marketing evolution
Merci.
Arianna Galante – [email protected]
www.contactlab.fr
www.newslettermonitor.com
12 rue du Helder
75009 Paris