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 – arianna.galante@contactlab.com

www.contactlab.fr

www.newslettermonitor.com

12 rue du Helder

75009 Paris