send16 webinar | email transazionali
TRANSCRIPT
© Copyright 2016 Contactlab
EMAIL TRANSAZIONALI: Come trasformare le comunicazioni di servizio in preziose opportunità
Laura Gioia & Nicola Regge
13 Aprile 2016 – h12
© Copyright 2016 Contactlab
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2
Relatore: Laura Gioia
Email Transazionali: cosa sono, tipi e caratteristiche
Come “farle bene”: best practice dalle varie industry
What’s next: un uso integrato dei dati di transato e comportamentali
Relatore: Nicola Regge
DEMO: Contactlab Connect for Magento
AgendaUn’overview sui contenuti del webinar
© Copyright 2016 Contactlab
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3
Email transazionali: cosa sono, tipi e caratteristiche
© Copyright 2016 Contactlab
This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
4
Definizione
any [one-to-one] message which
facilitates an agreed-upon transaction or
updates a customer in an existing
business relationship(U.S. Federal Trade Commission - FTC)
“
”
RILEVANTI UTILI “CARING”
Email transazionali
© Copyright 2016 Contactlab
This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
5
Una classificazione
• Double opt-in
• Welcome
• Welcome series
• Messaggi
educational
BENVENUTO NOTIFICA CONFERMA REMINDER CARING
• Pagamento
effettuato
• Estratto conto
• Nuova richiesta di
contatto
• Status utente (vip,
loyal…)
• Alert di prodotto
(disponibile, di
nuovo in stock
• Abbandono del
carrello / wishlist
• Reminder processo
di download
• Reminder creazione
account
• Post-browse
• Pre-travel
• Survey post
acquisto (post
utilizzo)
• Recensione
• Riattivazione
• Conferma di
registrazione
• Conferma cambio
password
• Conferma di
acquisto
• Conferma
spedizione / reso
• Ricevuta pagamento
Email transazionali
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6
Transazionali e bulk a confronto
TRANSACTIONAL EMAILS BULK EMAILS
La spedizione è innescata da
un’azione dell’utente
La spedizione è pianificata dal
mittente
Il contenuto è di servizio
Sono attese dall’utente
Spesso non sono progettate
o realizzate con cura
Il contenuto è spesso di vendita
Non sono necessariamente attese
Sono progettate per attirare
la nostra attenzione
Email transazionali
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7
Qualche numero
delle email transazionali sono aperte e lette
nell’arco di 3 ore dalla ricezione
la revenue media delle
email transazionali èpiù elevata della media
delle email bulk
70%
2-5 volte
Email transazionali
© Copyright 2016 Contactlab
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8
Qualche numeroEmail transazionali
e possono
generare revenue 10 volte più elevate delle bulk
Le email di carrello abbandonato
possono ridurre l’abbandono del 40%e generare
ordini medi del 20% superiori
in valore
le welcome email
hanno un tasso di
apertura medio del 50%paragonato a 25-30%
di una mail editoriale
© Copyright 2016 Contactlab
This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
9
Come “farle bene”: best practice dalle varie industry
© Copyright 2016 Contactlab
This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
10
HIGHLIGHTS
10
Registration confirmation | Mr Porter
Series
Look and feel
Occasioni di click
Subj: Welcome to MR PORTER Style Bulletins Subj: What we can do for you
Subj: Who are your favorite designers?
Best Practice
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11
HIGHLIGHTS
11
Registration confirmation | Mr Porter
Navigation bar
Preview del piano
editoriale
Subj: Welcome to MR PORTER Style Bulletins
Best Practice
© Copyright 2016 Contactlab
This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
12
HIGHLIGHTS
12
Registration confirmation | Mr Porter
Progressive
profiling
Recap dei servizi /
vantaggi
Occasioni di click
Subj: What we can do for you
Best Practice
© Copyright 2016 Contactlab
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13
HIGHLIGHTS
13
Registration confirmation | Mr Porter
Progressive
profiling
Preview del piano
editoriale
Recap dei servizi
Occasioni di click
Best Practice
Subj: Who are your favorite designers?
© Copyright 2016 Contactlab
This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
14
HIGHLIGHTS
14
Registration confirmation | Levi’s
Subject
Look and feel
Recap dei
vantaggi
Branding
Series
Nice to meet you.
Here's 20% off (+
Free shipping)
Best Practice
A million reasons to
love Levi's® (Well,
almost)
© Copyright 2016 Contactlab
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15
HIGHLIGHTS
15
Registration confirmation | Levi’s
Subject
Look and feel
Recap dei
vantaggi
Branding
Benefit
Crosschannel
Series
Best Practice
Nice to meet you. Here's 20% off (+ Free shipping)
A million reasons to love Levi's® (Well, almost)
© Copyright 2016 Contactlab
This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
16
HIGHLIGHTS
16
Registration confirmation | Levi’s
Subject
Look and feel
Recap dei
vantaggi
Branding
Series
Best Practice
Nice to meet you. Here's 20% off (+ Free shipping)
A million reasons to love Levi's® (Well, almost)
© Copyright 2016 Contactlab
This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
17
HIGHLIGHTS
17
Registration confirmation | Levi’s
Subject
Look and feel
Recap dei
vantaggi
Branding
Series
Best Practice
Nice to meet you. Here's 20% off (+ Free shipping)
A million reasons to love Levi's® (Well, almost)
© Copyright 2016 Contactlab
This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
18
HIGHLIGHTS
18
Registration confirmation | Vivo Barefoot
Deliverability
friendly
Welcome to VIVOBAREFOOT, are you standing comfortably?
Best Practice
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19
HIGHLIGHTS
19
Registration confirmation | Uber
User friendly
Best Practice
© Copyright 2016 Contactlab
This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
20
HIGHLIGHTS
20
Registration confirmation | Nestlè
Look and feel
Vantaggi
Preview del piano
editorial
Progressive
profiling
Best Practice
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21
HIGHLIGHTS
21
Password reset | Coach
Pre-header
Look and feel
Best Practice
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22
HIGHLIGHTS
22
Password reset | Foodora
Recap servizi
Recap utilizzo
Best Practice
© Copyright 2016 Contactlab
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23
HIGHLIGHTS
23
Password reset | MyTheresa
Look and feel
Box dedicato
customer care
Product push
Best Practice
© Copyright 2016 Contactlab
This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
2424
Purchasing process | order confirmation | Amazon
HIGHLIGHTS
Recap chiaro
Recommendation
engine
Best Practice
© Copyright 2016 Contactlab
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2525
Purchasing process | order confirmation | Max Mara
HIGHLIGHTS
Ringraziamenti
Acquisition in
caso di guest
check out
Best Practice
© Copyright 2016 Contactlab
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2626
Purchasing process | order confirmation | Maisons du Monde
HIGHLIGHTS
Box dedicati di
supporto
Best Practice
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2727
Purchasing process | order confirmation | LV
HIGHLIGHTS
Look and feel
Immagine
coordinata
Welcome
Reso
Conferma
ordine
Best Practice
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2828
Purchasing process | order confirmation | Booking
HIGHLIGHTS
Contatti Hotel
Mappa
Upsell rent a car
Best Practice
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2929
Purchasing process | invoice | Careem
HIGHLIGHTS
Look and feel
Responsive
Recap percorso
Best Practice
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3030
Purchasing process | post purchase survey| Gucci US
HIGHLIGHTS
Look and feel
Tono di voce
Best Practice
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3131
Purchasing process | post purchase follow up | Grobag
HIGHLIGHTS
Ringraziamenti e
incentivo
Best Practice
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3232
Purchasing process | post purchase follow up | Mr Porter
Subj: Mr Pozzi: something new from the brands you like
HIGHLIGHTS
Upsell: a personal
update every
week
Best Practice
© Copyright 2016 Contactlab
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3333
Purchasing process | pre-travel | EasyJet
HIGHLIGHTS
Promemoria
Informazioni utili
Info sui bagagli
Contatti
Best Practice
© Copyright 2016 Contactlab
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3434
Purchasing process | pre- travel | Airbnb
HIGHLIGHTS
Itinerario orari e date
Consigli utili
Assistenza clienti
Best Practice
© Copyright 2016 Contactlab
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3535
Return process | return confirmation | MyTheresa
HIGHLIGHTS
Look and feel
Customer care
details
Upselling
Best Practice
© Copyright 2016 Contactlab
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3636
Cart abandonment | Zanotti
HIGHLIGHTS
Pre-header
Navigation bar
Completa il look
Service focused
Best Practice
© Copyright 2016 Contactlab
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3737
Cart abandonment | Net-à-Porter
HIGHLIGHTS
Recommendation
engine
Series
Subject
Subj: Don’t forget your Gucci shirt
Subj: Still thinking about your Gucci shirt?
Best Practice
© Copyright 2016 Contactlab
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3838
Post browse communications | Penhaligon’s
HIGHLIGHTS
Subject
Il concetto
Did you find what you were looking for?
Thank you for visiting, it was great to see you
Best Practice
39© Copyright 2016 Contactlab
This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
Pre-header a completamento del subject
che fornisca una sintesi delle
informazioni indispensabili
Navigation bar come promemoria delle
categorie di prodotti ed incoraggiamento
a visitare ancora il sito e-commerce
Tono di voce adeguato
Call to action chiare
Informazioni complete e di facile fruibilità
Immagini evocative e utili
Subject
Brand identificabile
Chiaro riguardo ai
contenuti
Curato nei toni
Layout:
Look and feel curato e
piacevole
Immagine integrata con il
resto delle comunicazioni
del brand
Molteplici occasioni di
click
Responsive
Timing: real-time management di eventi significativi (p.e. carrello
abbandonato)
Attenzione alla deliverability
RiassumendoBest Practice
© Copyright 2016 Contactlab
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40
What’s next: un uso integrato dei dati di transato e comportamentali
© Copyright 2016 Contactlab
This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
41
Dicevamo ….
any [one-to-one] message which
facilitates an agreed-upon transaction or
updates a customer in an existing
business relationship(U.S. Federal Trade Commission - FTC)
“
”
Email transazionali: what’s next?
RILEVANTI UTILI “CARING”
© Copyright 2016 Contactlab
This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
42
Dicevamo ….
any [one-to-one] message which
facilitates an agreed-upon transaction or
updates a customer in an existing
business relationship(U.S. Federal Trade Commission - FTC)
“
”
AIUTARE RASSICURAREINFORMARE
Email transazionali: what’s next?
© Copyright 2016 Contactlab
This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
43
L’opportunità
recipient has
started with you
(Hubspot) ”
Consolidare la
RELAZIONE
Creare ulteriori occasioni di
CONVERSIONE
Sfruttare il maggior livello di
ATTENZIONE
Email transazionali: what’s next?
© Copyright 2016 Contactlab
This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
4444
Sfruttare il maggior livello di attenzioneEmail transazionali: what’s next?
La strategia
Contenuto personalizzato
Recommendation engine
Acquisition su guest
checkout
© Copyright 2016 Contactlab
This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
4545
Creare ulteriori occasioni di conversioneEmail transazionali: what’s next?
La strategia
Carrello abbandonato
inviato con indicazioni per pick-
up in store se il cliente acquista
abitualmente in negozio
non inviato se l’acquisto è poi
stato effettuato in store
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4646
Consolidare la relazioneEmail transazionali: what’s next?
La strategia
Welcome email differenziata:
Per i prospect
Per chi è già cliente retail
© Copyright 2016 Contactlab
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47
Step up 1: integra le fonti di datiEmail transazionali: what’s next?
Altre fonti di
dati/offline
(DB terzi)
Storico
di navigazione
Contenutogenerato
dinamicamente
Real-timemanagement degli eventi
Ottica multi-channel
Improved marketing
automation
Piattaforma di
marketing automation
(dati behavioural)
Piattaforma
di ecommerce
(dati transato)
© Copyright 2016 Contactlab
This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
4848
Step up 2: ottimizza le spedizioni con Email transazionali: what’s next?
Deliverability
integrabile con il proprio dominio
di spedizione, supporta tutte le
autentificazioni standard
del settore (DKIM, Sender ID e
SPF) e ottimizza la qualità
della spedizione utilizzando IP
dedicati
Integrazione
facile da integrare con
qualsiasi tipo di
applicazione che utilizza
un server SMTP per
inviare email
Statistiche
analisi dei KPI di tutti i messaggi
transazionali
grazie ad una reportistica in
tempo reale
© Copyright 2016 Contactlab
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49
DEMO: Contactlab Connect for Magento
© Copyright 2016 Contactlab
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50
Oggetto della DEMO
• Double opt-in
• Welcome
• Welcome series
• Messaggi
educational
BENVENUTO NOTIFICA CONFERMA REMINDER CARING
• Pagamento
effettuato
• Estratto conto
• Nuova richiesta di
contatto
• Status utente (vip,
loyal…)
• Alert di prodotto
(disponibile, di
nuovo in stock
• Abbandono del
carrello / wishlist
• Reminder processo
di download
• Reminder creazione
account
• Post-browse
• Pre-travel
• Survey post
acquisto (post
utilizzo)
• Recensione
• Riattivazione
• Conferma di
registrazione
• Conferma cambio
password
• Conferma di
acquisto
• Conferma
spedizione / reso
• Ricevuta pagamento
Demo
© Copyright 2016 Contactlab
This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
51
Contactlab per l’e-commerceDemo
Email transazionali,
Carrelli Abbandonati e Wishlist
Gestione disiscritti
Database utenti
+
Aggregati transato
Sincronizzazione dati
DB utenti
SmartRelay
Soluzioni di
engagement
marketing
© Copyright 2016 Contactlab
This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
52
Contactlab per l’e-commerceDemo
Email transazionali,
Carrelli Abbandonati e Wishlist
Gestione disiscritti
Database utenti
+
Aggregati transato
Sincronizzazione dati
DB utenti
SmartRelay
Soluzioni di
engagement
marketing
© Copyright 2016 Contactlab
This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
53
https://www.magentocommerce.com/magento-connect/contactlab-connect.html
Magento ConnectDemo
© Copyright 2016 Contactlab
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54
MULTI-CONTENT
LETTERHEAD
PRODUCT LIST
1+3
ECARD
I 5 template di base per Demo
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55
Snippet
Template v2Demo
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56
Template v5Demo
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57
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