Download - DIRECT E-MAIL MARKETING
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Come gestire efficacemente le promozioniutilizzando mailing list esterne
Fabrizio Corazza
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Gennaio 2010: 23,2 milioni di utenti
+12% sul 2009
Fonte: Eurisko e Audiweb
Internet innanzitutto...
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Internet innanzitutto...
Investimenti in crescita (2009)
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L'e-mail marketing...
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Alcuni approfondimenti..
Numero medio di e-mail perutente internet attivo ?
Fonte: contactlab.com, 2009
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Alcuni approfondimenti..
Fonte: contactlab.com, 2009
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Alcuni approfondimenti..
Alla domanda: “Quando desideratecondividere con amici o parenti leinformazioni trovate sul web qualestrumento utilizzate ?”
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Come affrontiamo la sfida ? Per vincerla....
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1) database Interno (Newsletter)
2) e-mail marketing su database esterno: si tratta dell'invio di email pubblicitarie ad utenti selezionati all'interno di un Data Base esterno, profilato.
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Data Base esterno: come lo scelgo ?
DEVE garantire:
1) consenso privacy
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DataBase esterno: come lo scelgo ?
DEVE garantire:
1) consenso privacy
DA PREFERIRE SE
1) utenti profilati socio-demo2) misurabilità dei risultati3) facilità di cancellazione
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DataBase esterno
Solo un DataBase ?
O più di uno ?
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DataBase esterno
Importante: misurare attentamente e confrontare i risultati
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DataBase esterno
Hai da fare stasera ?
Hai da fare stasera ?
Hai da fare stasera ?
Hai da fare stasera ?
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DataBase esterno
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DataBase esterno
Ottimo
Così così
Bene
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DataBase: come utilizzarlo al meglio ?
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DataBase esterno
Cambiate la
comunicazione
(creatività e contenuti)
in base al profilo
dell'utente
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Alcuni Esempi: Gruppo La PerlaDonne >35
UominiDonne 18-25
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Alcuni Esempi: Oliviero
Uomini
Donne
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Alcuni Esempi: EF – studi all’estero
Figli Genitori
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Case History
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Target
Genere: Uomini e DonneEtà: >28 anniResidenza: Lombardia,TrivenetoOggetto: Primavera da Stock
Case History: Sport Hotel Stock
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Case History: Sport Hotel Stock
E-mail inviate: 30.000
Aperture: 8.210
Click rate: 1.819
Conversioni: 52
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Target
Genere: Uomini e DonneEtà: >28 anniProfessione: imprenditori, lib.prof.ti,quadri, dirigentiOggetto: Il trend del 2010: Wellness e Sport
Case History: Premium Spa Resort
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Case History: Premium Spa Resort
E-mail inviate: 50.000
Aperture: 11.444
Click rate: 1.461
Conversioni: 82
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Target
Genere: Uomini e DonneEtà: >25 anniInteressi: Viaggi Oggetto: Trova l’irlanda!
Case History: Ente Turismo Irlandese
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Case History: Ente Turismo Irlandese
E-mail inviate: 340.000
Aperture: 41.124
Click rate: 5.068
Conversioni: Non comunicato
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Target
Genere: DonneEtà: 30-45 anniResidenza: centro/nord ItaliaOggetto: Offerta Vacanze Famiglia
Case History: Hotel Galtenberg
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E-mail inviate: 45.000
Aperture: 8.629
Click rate: 1.823
Conversioni: 98
Case History: Hotel Galtenberg
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Case History: King Holidays Tour Operator
Target
Genere: Uomini e DonneEtà: >25 anniInteressi: Viaggi Oggetto: Portogallo a 209 Euro
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Case History: King Holidays Tour Operator
E-mail inviate: 600.000
Aperture: 78.864
Click rate: 11.344
Conversioni: Non comunicato