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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