How to capture your customers creatively through crosschannel communications

HOW TO CAPTURE YOUR CUSTOMERS

CREATIVELY THROUGH CROSSCHANNEL

Arianna Galante

Director of Agency Dept., Managing Director ContactLab France

[email protected] | @digitalzia

June 25, 2014

2 @contactlab @messagesystems @digitalzia

Factoring in the latest advancements in mobile and cross-channel communications, ContactLab,

powered by Message Systems Momentum software, defined a methodology blending

technology, marketing services and business intelligence to help clients build effective

marketing campaigns using email, SMS and surveys.

Learn how to:

• keep up with the fast paced mobile world

• accommodate customer preferences

• key in on the benefits of customized multi-channel and gateway services to engage customers

• understand data and act on it via personalized reporting and consultancy

Specific case studies, best practices and benchmarks will be shared to inspire you!

OUR PROGRAM FOR TODAY


1 ABOUT CONTACTLAB

2 OUR POINT OF VIEW

3 LOTS OF PRACTICE


ABOUT CONTACTLAB

ONE-STOP SHOP OFFERING, VERTICALLY DESIGNED, UNIQUE POSITIONING, BUSINESS-DRIVEN


Italy’s leading ESP,

today an increasingly international player

and a strategic partner for global top brands

generating growth through digital direct marketing.

15 YEARS OF CONTINUOUS EVOLUTION

100% DIGITAL DIRECT MARKETING

100% CUSTOMER ENGAGEMENT

100% MEASURABLE RESULTS


CONTACTLAB FACTS & FIGURES

Unique positioning as a triple player

o Technology

o Marketing services

o Business intelligence

Over 1000 clients

More than 80 million emails and 800 campaigns

sent out daily

Over 130 e-marketing experts at your service

Headquarters in Milan

Offices in Paris and Munich


STRATEGY CREATIVITY & EXECUTION DELIVERY ANALYSIS

EMAIL SURVEYS TEXT PUSH

CONSULTING

MESSENGER

A UNIQUE APPROACH

ONE GOAL deliver business value maximizing ROI

Future release


A free benchmarking platform designed and developed by ContactLab that collects thousands of emails daily, for a total of

6 million emails 17 000 brands 5 languages 25 fields of activity

Allows you to monitor other brands’ email marketing activity in real time: subject lines, layout, frequency, days of send-out

o website www.newslettermonitor.com o blog http://blog.newslettermonitor.com/

BONUS TRACK: COMPETITIVE WATCH (NewsletterMonitor)

http://www.newslettermonitor.com/

http://blog.newslettermonitor.com/


POINT OF VIEW

OUR


«the digital glue»

digital common

denominator

bridge towards

all brand initiatives

ANALYTICS

SHOPPING

CRM

WEBSITE

MOBILE SOCIAL

SURVEYS

EMAIL AT THE HEART OF 1 TO 1 MARKETING…


…AND IT SHOWS!

2012 Email marketing ROI = $ 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)

77% of consumers actually prefer to receive promotions by email. The 2012 Channel Preference Survey

60% of corporate decision makers plan to raise their email marketing budget. www.strongmail.com/2012marketsurvey


Added value for the client

Not just selling

Observing behavior and life-cycle

Calibrating message frequency

Respecting user preferences and habits

Creating a fluid omni-channel experience

TO ENSURE THE QUALITY OF THE CONTENT AND TO KEEP THE CONSUMER ENGAGED

ON ONE CONDITION: RELEVANCE

Personalization

Segmentation


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

CAPTURING CUSTOMERS = BUILDING ENGAGEMENT


OVER TIME COMMUNICATE INSPIRE CONVERSE OBTAIN RESULTS

PERSONALIZING THE RELATIONSHIP

CAPTURING CUSTOMERS =


BEYOND

JUST SELLING:

BUILDING

A VALUABLE EMAIL EXPERIENCE


ENCOURAGE EMAIL SIGN UP: VISIBILITY AND MOTIVATION


ENCOURAGE EMAIL SIGN UP: CROSS POLLINATION


ENCOURAGE EMAIL SIGN UP: FROM OFFLINE TO ONLINE

FHA (Food and Hotel Asia exhibition) Landing page – Hong Kong Desktop – mobile rendering

Confirmation email Desktop – mobile rendering


WELCOME


TELL YOUR STORY: HERITAGE SERIES


MAKE LIFE EASIER

o Early birds Gift Guide o Early birds Gift Guide – recall o Best Sellers o Last minute Gift Guide o Last minute Gift Guide – last call


OFFER EXCLUSIVE CONTENT


CELEBRATE


THINK SOCIAL


ACT SOCIAL


INVITE… offline!


ASK & LISTEN


LET THE DATA GUIDE YOU:

POST CAMPAIGN

ANALYSES


MEASURE THE IMPACT OF EACH DETAIL

EXAMPLE KPI

Sender Company – dept - occasion Opens

Subject Direct vs teaser

Short vs long

Opens & clicks

Content:

- text

- layout

- content order

- content

- images

- length

informal

layout, buttons, CTAs

segmented or not

Opens & clicks &

conversions

Timing Weekday / weekend / am / pm Opens & clicks &

conversions

Version A

Version B 62% more conversions


Click rate

Open rate

Circle size: emails sent

Color intensity: ROI

BEYOND EMAIL METRICS: MAP OPENS / CLICKS / SALES


PRODUCT FEATURED IN THE EMAIL

SAME PRODUCT - different material,

color TOTAL COLLECTION OTHER COLLECTIONS TOTAL

Orders Value Orders Value Orders Value Orders Value Orders Value

Opens ONLINE

OFFLINE

Total

Clicks ONLINE

OFFLINE

Total

Attribution window: 30 days

SHOW THE INFLUENCE OF EMAIL ON SALES, ONLINE AND OFFLINE


DO YOUR EMAILS RESONATE, CONNECT,

DRIVE ACTION?


YOU ARE WHAT YOU EMAIL.


FOLLOW US

THANK YOU

and

HAPPY EMAIL MARKETING!

Arianna Galante

Director of Agency Dept., Managing Director ContactLab France

[email protected] | @digitalzia | @Contactlab

www.contactlab.com

www.newslettermonitor.com


http://www.en.contactlab.com/

http://www.newslettermonitor.com/




How to capture your customers creatively through crosschannel communications

Marketing

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