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.
Email marketing e moda dalle best practice al calcolo del ROI
Maddalena Beltrami Senior Account Supervisor – Luxury division Agency Dept. ContactLab
Netcomm Digital Fashion Milano, 7 Novembre 2012
@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.
Fashion industry ed email marketing
Email efficace e profittevole marketing tool online e offline Good value for money Permission-based Immediato Mobile-friendly Flessibile nei contenuti Customizzabile per cultura, regione e preferenze Multimedia (images, videos, texts, music) Misurabile Testabile e ottimizzabile
L’email offre un ROI migliore fra i digital mktg tool disponibili Email ROI 2011 $40.56 vs search $22.24
internet display advertising $19.72
mobile $10.51 (fonte DMA – 2011)
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’email: efficace strumento di relazione anche offline
%
Livello di engagement clienti offline Esempio: DB composto da clienti offline attivi che ricevono email
0%
10%
20%
30%
40%
50%
60%
Very low Low Medium High Top
open rate su consegnate
click rate su consegnate
Customer value
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.
Punto di partenza: anatomia di un DB moda
Online
In store
ecommerce
Store
Cross channel
- Denso di informazioni, sedimentate e complesse
- Ricco di contatti offline, appassionati e fedeli
- Giovane di clienti e prospect digitali
- Vivo e in crescita esponenziale nel mondo
- Perfetto per un CRM sofisticato, integrato, dall’online all’offline via email
customers
prospects
Grafici indicativi per una base clienti di azienda fashion con rete di vendita monomarca mediamente diffusa e attività ecommerce in crescita
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.
• Branding
• Convertire prospect in clienti
• Customer care
• Informare e promuovere
• Influenzare le vendite online e in-store
Obiettivi
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.
Branding: raccontare valori e tradizioni
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- Posizionamento
- Educano clienti e prospect
- Accrescono il valore aspirazionale del marchio e dei suoi prodotti iconici
- Campagne ricorrenti, senza tempo adatte a tutti i target e a tutte le country
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.
Branding: the human touch
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6° novembre 2012 - A Message From Ralph Lauren: Hurricane Sandy Relief Efforts
Time to market
Posizionamento
Emozione
Valore del contenuto
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.
Branding: garantire un’esperienza fluida
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- Essere consistenti online e offline
- Offrire continuità e visibilità a contenuti cross canale: video, testi, foto, audio
- Collegare iniziative, canale e prodotti
con effetto viral
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.
Convertire: essere top of mind
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- Beneficio, pressione, urgenza
- Scelta
- Welcome series
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.
Care: celebrare non solo vendere
- Ricorrenze di calendario
(soprattutto per il mercato USA da S.Valentino a Halloween)
- Tell a Friend, Social, contenuti di approfondimento
- Inviti digitali, pubblici o privati
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.
Care: costruire fedeltà
- Post acquisto on e offline, post riparazione, post experience
- Gestire in real time le richieste e insoddisfazioni. Integrare email e ccare
- Aprire un canale di contatto
- Differenziare per cultura, paese, occasione
- Calcolare un indice di soddisfazione (micro e macro). CSI
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.
Promuovere: appuntamento con il nuovo
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- Invito, foto e lancio collezione. Seguendo il time to market
- I recall a meno di 24 ore incrementano l’openrate del 30%
- Indicazioni precise su orari e link – oltre il fuso
- Anticipare colori e stile – effetto teasing
- Offrire opportunità di click oltre l’invito
- Stupire … 3D o serie limitate
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.
date: 31 Mar subject: Introducing Ursula for Spring/Summer 11
date: 24 Feb subject: Introducing PARKER for Spring/Summer 11
date: 10 Feb subject: Romance with an Edge
date: 28 Mar subject: Carnival Nights for Spring/Summer 11
date: 10 Mar 2011 subject: Tribal Chic
date: 17 Apr 2011 subject: Introducing CATWALK for Spring/Summer 11
Promuovere: la riconoscibilità della consistenza
- 6 layout per memorizzare
- Linee guida riconoscibili e background
- Dettagli (qualità, finiture), palette colori disponibili
- Coerenza, frequenza, riconoscibilità
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.
Promuovere: effetto wow - animazioni
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Email che contengono video ottengono incrementi di click fino al 96.38% (Get Response)
Video
Woman
Man http://www.fendi.com/en/video/romance2jours
Open rate
Click rate
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.
Promuovere: it’s a lifestyle
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- Offrite opzioni
- Diversificate per country/cultura/preferenze/genere
- Usate subject coerenti, per gender, opportunità, proposizione
- Siate coerenti col vostro brand
Japanese International
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.
Promuovere: cool - hunting
- Lookbook
- Multicanale, interattivo ed esperienziale: video, foto e musica
- Da testare su mercati asiatici con un taglio fashion – advisor
- Layout a mosaico - varietà
- Keywords: hit/hot list, must have, guide, key pieces, essential
- Contenuti editoriali – raccontare un trend, riscoprire una tradizione
- Testimonial, blogger e stilisti
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.
Influenzare le vendite ecommerce e in-store
Impatto vendite online e in-store
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.
Calcolare l’impatto su finestra di influenza
Ecommerce, Store, Mobile
Brand experience
T0
. Ricevere
. Aprire
. Cliccare
T1
. Acquistare online e in-store
15 – 30 gg
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’esperienza ContactLab
• L’email è un efficace marketing tool online e offline Un’email ben costruita può raddoppiare il click rate
• L’email ha un impatto importante sia sul fatturato
online che offline • L’email ha un alto impatto sulla redditività dell’azienda
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.
Chi siamo
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ContactLab è il tuo partner per il digital direct marketing
+ di 10 anni + di 100 persone + di 1000 clienti
… e milioni di email di esperienza.
ContactLab ha la propria sede a Milano e uffici in Francia, Germania, Spagna e Gran Bretagna.
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.
Uno strumento per il benchmarking nell’email marketing
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http://www.newslettermonitor.com
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
www.contactlab.com
Via Natale Battaglia, 12
20127 Milano – Italy
Tel. 02.283118.1
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