How to Capture Your Customers Creatively With Cross Channel Communications

Arianna Galante Director of Agency Department, Managing Director of ContactLab France Dain McCracken SVP International and Business Development at Message Systems

How to Capture Your Customers Creatively With Cross Channel Communications

• June 25, 2014

• #crosschannel

A link to the webinar replay will be provided via email following the presentation

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Participate in Today’s Discussion… Tweet #crosschannel

Follow us on Twitter @messagesystems @contactlab @digitalzia

Follow us on Linkedin Message Systems ContactLab

HOW TO CAPTURE YOUR CUSTOMERS

CREATIVELY THROUGH CROSSCHANNEL

Arianna Galante Director of Agency Dept., Managing Director ContactLab France

[email protected] | @digitalzia

June 25, 2014

4 @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

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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)


POINT OF VIEW OUR


«the digital glue»

digital common denominator

bridge towards all brand ini3a3ves

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 Marke-ng Associa-on “The Power of Direct Marke-ng" (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 exhibi2on) Landing page – Hong Kong Desktop – mobile rendering

Confirma2on email Desktop – mobile rendering

21 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.

WELCOME


WELCOME


TELL YOUR STORY: HERITAGE SERIES


MAKE LIFE EASIER

o  Early birds GiM Guide o  Early birds GiM Guide – recall o  Best Sellers o  Last minute GiM Guide o  Last minute GiM 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://blog.newslettermonitor.com/

Dain McCracken - SVP International and Business Development at Message Systems

Effective Messaging for Cross-Channel Engagement

• June 25, 2014

Results from Cross Channel Marke-ng Efforts

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Source: Forrester Consul-ng

Only 1% said they did not have posi3ve returns!

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Types of Messages

Devices

Keyboards Screen Sizes

Networks

Metadata

APIs

Maintenance

Coordina3on

Email

SMS

MMS

INSTANT MESSAGE

Formats

Resolu3on File Types

PDF

JPG

PNG GIF

hbp

html

MOV

Push APPs Mobile Enabled

video

SOCIAL Chat

Text

Drama3cally Increased Complexity

Negative Business Impact:

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Longer development cycles Higher costs of development and maintenance Inability to move quickly in a competitive landscape requiring agility Lost customers who defect for superior service

Challenges of mobile fragmenta-on translate directly to higher development and maintenance costs.

— Julie Ask, Forrester Research

We Enable Cross-‐Channel Engagement

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Thank you!

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Follow us on Twitter: •  @messagesystems

Follow us on Linkedin: •  Message Systems

Visit Us •  www.messagesystems.com

Contact Us •  [email protected]

How to Capture Your Customers Creatively With Cross Channel Communications

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