Email marketing e moda
Transcript
Email marketing e moda
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 per Blobbox @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. Agenda 1. Email marketing e moda 2. ContactLab ContactLab per Blobbox 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. 2 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) ContactLab per Blobbox 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 % 60% 50% 40% 30% open rate su consegnate 20% click rate su consegnate 10% 0% Very low Low Medium High Top Customer value ContactLab per Blobbox 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 - 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 Cross channel In store ecommerce Online Store Grafici indicativi per una base clienti di azienda fashion con rete di vendita monomarca mediamente diffusa e attività ecommerce in crescita ContactLab per Blobbox 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. Obiettivi • • • • • Branding Convertire prospect in clienti Customer care Informare e promuovere Influenzare le vendite online e in-store ContactLab per Blobbox 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 - 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 ContactLab per Blobbox 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. 7 Branding: the human touch 6° novembre 2012 - A Message From Ralph Lauren: Hurricane Sandy Relief Efforts Time to market Posizionamento Emozione Valore del contenuto ContactLab per Blobbox 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. 8 con effetto viral Branding: garantire un’esperienza fluida - Essere consistenti online e offline - Offrire continuità e visibilità a contenuti cross canale: video, testi, foto, audio - Collegare iniziative, canale e prodotti ContactLab per Blobbox 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 Convertire: essere top of mind - Beneficio, pressione, urgenza - Scelta - Welcome series ContactLab per Blobbox 10 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 ContactLab per Blobbox 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 ContactLab per Blobbox 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 - 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 ContactLab per Blobbox 13 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: la riconoscibilità della consistenza date: 31 Mar subject: Introducing Ursula for Spring/Summer 11 - 6 layout per memorizzare - Linee guida riconoscibili e background - Dettagli (qualità, finiture), palette colori disponibili - Coerenza, frequenza, riconoscibilità date: 10 Feb subject: Romance with an Edge date: 10 Mar 2011 subject: Tribal Chic date: 24 Feb subject: Introducing PARKER for Spring/Summer 11 date: 17 Apr 2011 subject: Introducing CATWALK for Spring/Summer 11 date: 28 Mar subject: Carnival Nights for Spring/Summer 11 ContactLab per Blobbox 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 Email che contengono video ottengono incrementi di click fino al 96.38% (Get Response) Click rate Video Woman Man ContactLab per Blobbox Open rate http://www.fendi.com/en/video/romance2jours 15 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 - Offrite opzioni - Diversificate per country/cultura/preferenze/genere - Usate subject coerenti, per gender, opportunità, proposizione - Siate coerenti col vostro brand Japanese International ContactLab per Blobbox 16 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 ContactLab per Blobbox 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. Impatto vendite online e in-store influenzare le vendite ecommerce e in-store ContactLab per Blobbox 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 T1 . Ricevere . Aprire . Cliccare . Acquistare online e in-store 15 – 30 gg ContactLab per Blobbox 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 (2 volte l’online se adeguatamente misurato!) Alto impatto sulla redditività dell’azienda ContactLab per Blobbox 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. Agenda 1. Email marketing e moda 2. ContactLab ContactLab per Blobbox 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. 21 Chi siamo 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. ContactLab per Blobbox 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. 22 NewsletterMonitor http://www.newslettermonitor.com ContactLab per Blobbox 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. 23 Buon email marketing! Maddalena Beltrami Senior Account Supervisor – Luxury division [email protected] ContactLab per Blobbox 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 ContactLab per Blobbox 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