Download - Email transazionali
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© Copyright 2016 Contactlab
EMAIL TRANSAZIONALI: Come trasformare le comunicazioni di servizio in preziose opportunità
Laura Gioia
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2
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
AgendaOverview dei contenuti
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3
Email transazionali: cosa sono, tipi e caratteristiche
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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)
“
”
Email transazionali
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5
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
Email transazionali
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6
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
Email transazionali
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© Copyright 2016 Contactlab
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7
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
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8
Una classificazione
• Double opt-in
• Welcome
• Welcome series
• Messaggi
educational
BENVENUTO
Email transazionali
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This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
9
Una classificazione
• Double opt-in
• Welcome
• Welcome series
• Messaggi
educational
BENVENUTO NOTIFICA
• Pagamento
effettuato
• Estratto conto
• Nuova richiesta di
contatto
• Status utente (vip,
loyal…)
• Alert di prodotto
(disponibile, di
nuovo in stock
Email transazionali
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© Copyright 2016 Contactlab
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10
Una classificazione
• Double opt-in
• Welcome
• Welcome series
• Messaggi
educational
BENVENUTO NOTIFICA CONFERMA
• Pagamento
effettuato
• Estratto conto
• Nuova richiesta di
contatto
• Status utente (vip,
loyal…)
• Alert di prodotto
(disponibile, di
nuovo in stock
• Conferma di
registrazione
• Conferma cambio
password
• Conferma di
acquisto
• Conferma
spedizione / reso
• Ricevuta pagamento
Email transazionali
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11
Una classificazione
• Double opt-in
• Welcome
• Welcome series
• Messaggi
educational
BENVENUTO NOTIFICA CONFERMA REMINDER
• 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
• Conferma di
registrazione
• Conferma cambio
password
• Conferma di
acquisto
• Conferma
spedizione / reso
• Ricevuta pagamento
Email transazionali
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12
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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13
Transazionali e bulk a confronto
TRANSACTIONAL EMAILS BULK EMAILS
La spedizione è innescata da
un’azione dell’utente
La spedizione è pianificata dal
mittente
Email transazionali
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14
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 Il contenuto è spesso di vendita
Email transazionali
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15
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
Il contenuto è spesso di vendita
Non sono necessariamente attese
Email transazionali
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16
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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17
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
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18
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
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19
Come “farle bene”: best practice dalle varie industry
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20
HIGHLIGHTS
20
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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21
HIGHLIGHTS
21
Registration confirmation | Mr Porter
Navigation bar
Preview del piano
editoriale
Subj: Welcome to MR PORTER Style Bulletins
Best Practice
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22
HIGHLIGHTS
22
Registration confirmation | Mr Porter
Progressive
profiling
Recap dei servizi /
vantaggi
Occasioni di click
Subj: What we can do for you
Best Practice
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23
HIGHLIGHTS
23
Registration confirmation | Mr Porter
Progressive
profiling
Preview del piano
editoriale
Recap dei servizi
Occasioni di click
Best Practice
Subj: Who are your favorite designers?
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HIGHLIGHTS
24
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)
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HIGHLIGHTS
25
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)
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26
HIGHLIGHTS
26
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)
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27
HIGHLIGHTS
27
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)
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28
HIGHLIGHTS
28
Registration confirmation | Vivo Barefoot
Deliverability
friendly
Welcome to VIVOBAREFOOT, are you standing comfortably?
Best Practice
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29
HIGHLIGHTS
29
Registration confirmation | Uber
User friendly
Best Practice
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30
HIGHLIGHTS
30
Registration confirmation | Nestlè
Look and feel
Vantaggi
Preview del piano
editorial
Progressive
profiling
Best Practice
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31
HIGHLIGHTS
31
Password reset | Coach
Pre-header
Look and feel
Best Practice
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32
HIGHLIGHTS
32
Password reset | Foodora
Recap servizi
Recap utilizzo
Best Practice
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33
HIGHLIGHTS
33
Password reset | MyTheresa
Look and feel
Box dedicato
customer care
Product push
Best Practice
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3434
Purchasing process | order confirmation | Amazon
HIGHLIGHTS
Recap chiaro
Recommendation
engine
Best Practice
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3535
Purchasing process | order confirmation | Max Mara
HIGHLIGHTS
Ringraziamenti
Acquisition in
caso di guest
check out
Best Practice
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3636
Purchasing process | order confirmation | Maisons du Monde
HIGHLIGHTS
Box dedicati di
supporto
Best Practice
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3737
Purchasing process | order confirmation | LV
HIGHLIGHTS
Look and feel
Immagine
coordinata
Welcome
Reso
Conferma
ordine
Best Practice
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3838
Purchasing process | order confirmation | Booking
HIGHLIGHTS
Contatti Hotel
Mappa
Upsell rent a car
Best Practice
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3939
Purchasing process | invoice | Careem
HIGHLIGHTS
Look and feel
Responsive
Recap percorso
Best Practice
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4040
Purchasing process | post purchase survey| Gucci US
HIGHLIGHTS
Look and feel
Tono di voce
Best Practice
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4141
Purchasing process | post purchase follow up | Grobag
HIGHLIGHTS
Ringraziamenti e
incentivo
Best Practice
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4242
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
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4343
Purchasing process | pre-travel | EasyJet
HIGHLIGHTS
Promemoria
Informazioni utili
Info sui bagagli
Contatti
Best Practice
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4444
Purchasing process | pre- travel | Airbnb
HIGHLIGHTS
Itinerario orari e date
Consigli utili
Assistenza clienti
Best Practice
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4545
Return process | return confirmation | MyTheresa
HIGHLIGHTS
Look and feel
Customer care
details
Upselling
Best Practice
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4646
Cart abandonment | Zanotti
HIGHLIGHTS
Pre-header
Navigation bar
Completa il look
Service focused
Best Practice
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4747
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
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4848
Cart abandonment | Net-à-Porter
HIGHLIGHTS
Free shipping
Cross channel
services
Best Practice
Il 44% dei carrelli viene
abbandonato per costi di
spedizione troppo alti
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4949
Post browse communications | Penhaligon’s
HIGHLIGHTS
Subject
Il concetto
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Best Practice
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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
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51
What’s next: un uso integrato dei dati di transato e comportamentali
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52
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”
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53
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?
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54
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?
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This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
5555
Sfruttare il maggior livello di attenzioneEmail transazionali: what’s next?
La strategia
Contenuto personalizzato
Recommendation engine
Acquisition su guest
checkout
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This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
5656
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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This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
5757
Consolidare la relazioneEmail transazionali: what’s next?
La strategia
Welcome email differenziata:
Per i prospect
Per chi è già cliente retail
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This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
58
Step up 1: integra le fonti di datiEmail transazionali: what’s next?
Piattaforma di
marketing automation
(dati behavioural)
Piattaforma
di ecommerce
(dati transato)Contenutogenerato
dinamicamente
Real-time management degli eventi
Ottica multi-channel
Improved marketing
automation
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This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
59
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)
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This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
6060
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