les 5 tendances clés en email marketing en 2015
TRANSCRIPT
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. 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.
Paris, le 27 janvier 2015
Arianna Galante
Director of Agency Dept., Directeur Général France
[email protected] | @digitalzia | @contactlab_fr | @e_commerceparis
LES 5 TENDANCES CLÉS
EN EMAIL MARKETING
EN 2015
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 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. @digitalzia | @contactlab_fr
COMMENT INTERAGIR AVEC NOUS PENDANT CETTE WEB-CONFÉRENCE
Ecrivez dans l’espace identifié en jaune
Validez avec le bouton “envoyer”
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. 3 @digitalzia | @contactlab_fr
CONTACTLAB EN BREF
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. 4 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. @digitalzia | @contactlab_fr
100% MARKETING DIRECT DIGITAL
100% ENGAGEMENT CLIENTS
100% RÉSULTATS MESURABLES
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. 5 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. @digitalzia | @contactlab_fr
UNE OFFRE UNIQUE
Le marketing direct digital : un levier stratégique de business pour votre entreprise
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 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. @digitalzia | @contactlab_fr
AU CŒUR DE L’ENGAGEMENT CLIENT
Une solution complète de communication
pour générer de la valeur et augmenter le ROI
STRATÉGIE CRÉATIVITÉ ANALYSE ENVOI
EMAILS SONDAGES SMS NOTIFICATIONS PUSH
CONSEIL
MESSAGERIE
En cours
EXÉCUTION
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 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. @digitalzia | @contactlab_fr
LES CHIFFRES ET LES FAITS
Plus de 1000 clients, tous secteurs confondus
80 millions d’emails et 800 campagnes par jour
15 ans d’expérience sur le marché Internet
Plus de 130 spécialistes en marketing direct digital
5 bureaux à Milan, Paris, Londres, Madrid et Munich
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 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. @digitalzia | @contactlab_fr
UNE EXPERTISE VERTICALE QUI A FAIT SES PREUVES
Une méthodologie qui s’adapte à chaque secteur, pour intégrer les besoins et les tendances
spécifiques de chaque marché
Mode & Luxe
Biens de consommation
ONG
Media & Télécom
Banque & Services
Tourisme & Loisirs
Distribution & e-commerce
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 @digitalzia | @contactlab_fr
NOTRE VEILLE CONCURRENTIELLE (Newslettermonitor)
Conçue et développée par ContactLab
Collecte et archive des milliers d’emails chaque jour 6 000 000 de newsletters 17 000 annonceurs 5 langues 25 secteurs d’activité
Permet de suivre de près et en temps réel l’activité email marketing de vos concurrents sans devoir vous inscrire à des dizaines de newsletters Disponible en version beta gratuite o un site www.newslettermonitor.com o un blog http://fr.blog.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. 10 @digitalzia | @contactlab_fr
5 TENDANCES À SURVEILLER EN 2015
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1/ FAIRE DE LA STRATÉGIE
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. 12 @digitalzia | @contactlab_fr
Ce n’est plus un canal tactique mais aussi stratégique
Les investissements augmentent
La direction s’y intéresse
Les grands du consulting y consacrent des ressources Forrester Research Email Marketing Forecast, 2014 To 2019 (US)
https://www.forrester.com/Forrester+Research+Email+Marketing+Forecast+2014+To+2019+US/fulltext/-/E-RES117461
Forrester Research: The Email Marketing Playbook https://www.forrester.com/The+Email+Marketing+Playbook/-/E-PLA230?objectid=PLA230
McKinsey&Company: Why marketers should keep sending you e-mails (2014) http://www.mckinsey.com/insights/marketing_sales/why_marketers_should_keep_sending_you_emails
ON EN PARLE DE PLUS EN PLUS
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. 13 @digitalzia | @contactlab_fr
LES CHIFFRES ET LES FAITS
88% des internautes habituels français consultent leurs emails au moins chaque semaine, vs
62% pour les réseaux sociaux : il s’agit de l’activité en ligne la plus répandue
Pour 48% d’entre eux l’email est le moyen le plus efficace pour rester en contact avec une
marque (vs. 32% pour les réseaux sociaux)
50% des internautes habituels français font confiance à l’email (+13,6% vs 2013)
L’impact de l’email ne se limite pas à l’online
o 61% des abonnés à au moins une newsletter ont déjà acheté en ligne depuis un lien dans
un email
o 53% se sont déjà rendus en magasin pour acheter un produit signalé dans un email
L’email est plus efficace que les réseaux sociaux pour acquérir de nouveaux clients:
o l’impact de l’email sur les ventes est plus de 3 fois supérieur à celui des réseaux sociaux
o la transaction moyenne est plus élevée de 17%
McKinsey & Company, janvier 2014
Le RPE (revenue per email) a augmenté de 28% entre 2013 et 2014
European Digital Behaviour Study 2014, ContactLab
Email Marketing Industry Census 2014 - econsultancy
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. 14 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. @digitalzia | @contactlab_fr
«Digital glue»
Dénominateur
commun sur le web
Pont vers toutes
les initiatives
ANALYTICS
SHOPPING
CRM
SITE
MOBILE SOCIAL
SONDAGES
L’EMAIL AU CŒUR DU MARKETING
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 @digitalzia | @contactlab_fr
PLANIFIER Stratégie
Segmentation
Points de contact
RÉALISER Créativité
Déclinaison par point de
contact
Exécution
VÉRIFIER Les résultats
OBSERVER Le marché
La base de données
22
L’EMAIL POUR MAXIMISER L’ENGAGEMENT DIGITAL
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. 16 @digitalzia | @contactlab_fr
Connaitre notre
consommateur
Le bon message
A la bonne personne
Au bon moment
Sur le bon canal
Ce qu’il dit (Déclaratif)
Ce qu’il fait
interactions
transactions
Ce que nous pouvons
découvrir
Etudes
One to one
Win win
De valeur
Durable
Etre pertinents Construire une
relation
À CONDITION DE CONNAITRE LE CONSOMMATEUR
25% des abonnés à une newsletter sont prêts à fournir plus de renseignements en échange de messages plus pertinents
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. 17 @digitalzia | @contactlab_fr
ET DE CONSTRUIRE UN PLAN DE CONTACT VARIÉ
Promotions
Lancements
Initiatives spéciales
Bienvenue
Anniversaire
Gratification
Réengagement
Sondage de qualification
Sondage post achat
CYCLE DE VIE SPOT
Newsletters
Calendrier
RENDEZ-VOUS
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. 18 @digitalzia | @contactlab_fr
ET PERSONNALISÉ
SOCIO-DÉMO
Homme / femme
Age / anniversaire
Résidence
Situation familiale
COMPORTEMENTAL
A ouvert
A cliqué
Est passé sur le site / en magasin
A acheté le produit A
A dépensé € y
A presque acheté le produit B
TEMPOREL
Date d’inscription
Dernière ouverture
Dernier clic
Dernier achat
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 @digitalzia | @contactlab_fr
2/ CRÉER UNE EXPÉRIENCE 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. 20 @digitalzia | @contactlab_fr
OFFRIR DE LA VARIÉTÉ
-15€ dès 60€ d'achat
+ Lumière sur les
tendances Fêtes
12.12.2014
30% dès 2 articles
achetés + Spécial
fêtes : 3 looks, 3
styles !
15.12.2014
Un article acheté, le
2ème à -50% ! +
Pour elle, pour lui :
trouvez les meilleurs
cadeaux de Noël
17.12.2014
Noël avant
l'heure : -30%
sur la collection
avec la Carte
Promod !
24.12.2014
Il vous manque
encore un cadeau ?
On a la solution !
22.12.2014
30% de réduction à
découvrir dans cet email
+ Fauve en ville :
l’imprimé à apprivoiser !
03.12.2014
Un article acheté, le
2ème à -50% ! + La
doudoune 2 en 1 :
réversible et
doublement fashion !
08.12.2014
30% de réduction à
découvrir dans cet
email + Shopping de
Décembre : allez à
l’essentiel !
10.12.2014
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 @digitalzia | @contactlab_fr
CRÉER DES HABITUDES
☼ Bons plans : l'été est là,
les promos aussi ! ☼
03.07.2014
⌛ Départs immédiats : A
partir de 210€ la semaine
en Juillet ! ⌛
11.07.2014
☼ Destination soleil à prix
réduits : suivez vos envies !
21.07.2014
☼ Bons plans d'Août : Un
gîte à partir de 175 euros
la semaine!
08.08.2014
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 @digitalzia | @contactlab_fr
RASSURER
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ÉCOUTER
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GRATIFIER LES CONSOMMATEURS ACTIFS
-20% sur TOUT…helline vous
dit MERCI !
Guess how many people have
seen your review?
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 @digitalzia | @contactlab_fr
CONVAINCRE LES CONSOMMATEURS MOINS ACTIFS
Click Inside to Keep Your VIP
Status
Ada, Respond Now to Keep
Receiving Emails
You're All Signed Up! Let's
See What's Next …
3 mois Post
réactivation
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. 26 @digitalzia | @contactlab_fr
CONVAINCRE LES CONSOMMATEURS MOINS ACTIFS
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. 27 @digitalzia | @contactlab_fr
ACCOMPAGNER LE CONSOMMATEUR DANS LES MOMENTS IMPORTANTS
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. 28 @digitalzia | @contactlab_fr
ACCOMPAGNER LE CONSOMMATEUR APRÈS L’ACHAT
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OFFRIR DES PETITS PLUS
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SURPRENDRE
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. 31 @digitalzia | @contactlab_fr
3/ FACILITER LA VIE
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MÊME PAS BESOIN D’OUVRIR !
Découvrez nos Trophées Argus, les
offres Easy Pack tout inclus et roulez en
sécurité cet hiver
Preheader: Inscrivez-vous à My Renault
pour accéder à l'intégralité de votre
Renault Mag.
C'est la finale de la Coupe du Monde de
la FIFA™. Qui veut le plus la victoire ?
Preheader: C'est le moment d'être all
in. Regarde la vidéo.
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. 33 @digitalzia | @contactlab_fr
RÉSUMER LE SITE
Cadeaux : faites vos
achats en ligne !
13.12.2014
A Noël, tous les rêves
sont permis !
27.11.2014
Check Gifts Off Your List |
Under: $100✔ $200✔
$300✔
11.12.2014
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. 34 @digitalzia | @contactlab_fr
FAIRE DES LISTES
Les 5 rendez-vous de la
semaine
22.03.2014
— LES COUPS DE COEUR DE LA
RÉDACTION — Les textures
essentielles de l’automne
23.09.2014
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. 35 @digitalzia | @contactlab_fr
GUIDER LA LECTURE
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. 36 @digitalzia | @contactlab_fr
ORIENTER LE CHOIX
Spoil Thy Mother: The Best Gifts for Mother's Day
17.04.2014 Hand-picked Father's Day gifts
05.06.2013
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. 37 @digitalzia | @contactlab_fr
CONVAINCRE LES INDÉCIS
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. 38 @digitalzia | @contactlab_fr
CONSTRUIRE DES ALERTES SUR MESURE
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. 39 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. @digitalzia | @contactlab_fr
4/ PENSER OMNI-CANAL
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EMAIL > SITES MARCHANDS
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EMAIL > POINTS DE VENTES
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. 42 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. @digitalzia | @contactlab_fr
EMAIL > ON ET OFF-LINE
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. 43 @digitalzia | @contactlab_fr
EMAIL > ON ET OFF-LINE
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. 44 @digitalzia | @contactlab_fr
EMAIL > RÉSEAUX SOCIAUX
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RÉSEAUX SOCIAUX > EMAIL
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EMAIL > SMS
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. 47 @digitalzia | @contactlab_fr
EMAIL > SMS
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. 48 @digitalzia | @contactlab_fr
En France:
28%* des ouvertures sont depuis mobile *smartphones et tablette
Les ouvertures depuis mobile varient entre 3% et 46%
95% des ouvreurs consultent leurs emails sur un seul
appareil
“Etude sur l'ouverture des emails en France” (2013) http://pignonsurmail.typepad.fr/pignonsurmail/2014/03/infographie-reachtag.html
EMAIL = MOBILE
Plateforme ContactLab 2011 - Octobre 2014
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LES ANNONCEURS DOIVENT FACILITER LA LECTURE MOBILE…
La qualité du rendu de l’email influence l’action
Une mauvaise expérience de visualisation peut avoir des répercussions sur
l’annonceur
Si un email ne se visualise pas correctement, 69,7% des consommateurs
l’effaceront immédiatement BlueHornet “Consumer Views of Email Marketing” (2012)
42% des professionnels du marketing disent n’avoir jamais ou rarement utilisé le
design responsive dans leurs emails
http://www.slideshare.net/ExactTarget/the-state-of-global-marketing-for-2014
…MAIS PEU D’ENTRE EUX LE FONT…
…. ET TRÈS PEU D’ANNONCEURS LE FONT BIEN
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ADOPTER LE RESPONSIVE
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5/ TESTER, MESURER, OPTIMISER
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Version A
+ 136% transactions
+ 191% CA
Version B
TOUJOURS TESTER
ÉLÉMENT TESTÉ
EXEMPLES INDICATEURS
Nom expéditeur marque – division - personne ouvertures
Objet promotion teaser ou concrète ouvertures / clics
Contenu du message: - texte - graphisme - ordre contenu - offre - visuels - longueur
ton – vouvoiement vs tutoiement emplacement des boutons rédactionnel vs promotionnel coupon montant fixe vs % age uniques ou segmentés nombre de modules
clics / conversions
Timing d’envoi weekend ou en semaine matin, midi, soir, nuit
ouvertures / clics / conversions
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. 53 @digitalzia | @contactlab_fr
SURVEILLER LES RÉSULTATS EN TEMPS RÉEL
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. 54 @digitalzia | @contactlab_fr
ALLER BIEN AU-DELÀ DES CLICS
Conversion
Navigation
Clic
Ouverture
Réception
Global
Par campagne
Par produit / catégories
Par canal
RPE
ROI
IMPACT SUR LES VENTES
Navigation
Fréquence
Panier moyen
Réactivation
Abandons
Déplacements entre
segments
COMPORTEMENTS
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POSER DES QUESTIONS
Quality Relationship Score
= Un indicateur concis pour
une compréhension immédiate
en termes absolus et relatifs
Satisfaction Recommandation
Intention
d’achat Caractère
distinctif
Satisfaction Réponse aux besoins du consommateur
Recommandation Faculté du produit / service à être recommandé
Caractère distinctif Perception du caractère unique du produit / service
Intention d’achat Probabilité de ré-achat
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BON EMAIL MARKETING EN 2015 !
1/ FAITES DE LA STRATÉGIE
5/ TESTEZ, MESUREZ, OPTIMISEZ
2/ CONSTRUISEZ UNE EXPÉRIENCE EMAIL
4/ PENSEZ
OMNI-CANAL
3/ FACILITEZ LA VIE
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. 57 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. @digitalzia | @contactlab_fr
NOS RESSOURCES
NEWSLETTERMONITOR
Plateforme de veille concurrentielle comprenant plus de 6 millions d’emails envoyés par 17 000
annonceurs pour étudier les stratégies email marketing de vos concurrents
Lisez nos articles sur les nouveautés email marketing par le biais d’études de cas
RECHERCHES
Nos enquêtes sur les tendances du digital dans le monde
NEWSLETTER
Ne manquez pas nos astuces, recevez nos séries d’emails et les invitations à nos évènements
INFOGRAPHIES
Visualisez et partagez nos infographies sur Pinterest
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. 58 @digitalzia | @contactlab_fr
MERCI !
Arianna Galante
Director of Agency Dept., Directeur Général France
[email protected] | @digitalzia | @Contactlab_fr
www.contactlab.fr
www.contactlab.fr/digitalhub/
www.newslettermonitor.com
http://fr.blog.newslettermonitor.com/
SUIVEZ-NOUS