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. 1

Arianna Galante, Director of Agency Dept.

Milano, 20 maggio 2014

EMAIL ANALYTICS:

DAI NUMERI, ALLE IPOTESI, AI FATTI Come analizzare i dati, interpretarli, e ottimizzare i percorsi di comunicazione per

massimizzare l’impatto sulle vendite.

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. 2

1 CONTACTLAB IN BREVE

AGENDA

2 IL NOSTRO PUNTO DI VISTA

3 LE METRICHE BASE

4 OLTRE LE METRICHE BASE

5 USARE I DATI

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 3

100% DIGITAL DIRECT MARKETING

100% CUSTOMER ENGAGEMENT

100% MEASURABLE RESULTS

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 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.

CONTACTLAB IN BREVE

Un posizionamento unico

Tecnologia: ESP

Creatività: Agenzia

Analisi dei dati: Business Intelligence

Oltre 1000 clienti di tutti i settori

15 anni di esperienza nel settore Internet

Più di 130 esperti nel settore email marketing

5 uffici a Milano, Parigi, Londra, Madrid e

Monaco di Baviera

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 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.

LASCIATEVI GUIDARE

FULL

SERVICE

STRATEGIA CREATIVITÀ SVILUPPO E TEST

REPORT

E ANALISI

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 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.

PUNTO DI VISTA

IL NOSTRO

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 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.

«Digital glue»

Denominatore

comune sul web

Ponte verso tutte

le iniziative

ANALYTICS

SHOPPING

CRM

SITO

MOBILE SOCIAL

SONDAGGI

L’EMAIL AL CENTRO DEL PERCORSO DELL’UTENTE

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 8

L’attività digitale su cui gli utenti trascorrono più tempo è l’email

battendo Facebook e gli sms. Buntin Group/Survey Sampling International (SSI) – giugno 2013

L’acquisizione di indirizzi email è quadruplicata negli ultimi 4 anni

Il Customer Lifetime Value (CLV) è più alto del 12% rispetto alla media vs Facebook +1% e Twitter -23% Custora E-Commerce Customer Acquisition Snapshot Q2 2013

L’email è più efficace dei social network per acquisire nuovi clienti:

quasi 40 volte più di Facebook e Twitter assieme.

Il tasso d’influenza dell’email sugli acquisti è più di 3 volte superiore a quello dei social network,

lo scontrino medio è più alto del 17%. McKinsey & Company – gennaio 2014

Nel 2012 il ROI dell’email marketing è stato di $ 39.40

Display = $ 22.38

Search = $ 19.71

Social media marketing = $12.90

Mobile = $ 11.37 Direct Marketing Association “The Power of Direct Marketing" (2011-2012)

L’EMAIL MARKETING FUNZIONA!

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 9

il messaggio giusto Contenuti ad alto valore aggiunto per il destinatario

Contenuti verticali, non solo vendita!

alla persona giusta Personalizzazione

Segmentazione

al momento giusto Seguire l’utente durante il ciclo di vita

Osservarne il comportamento

Calibrare la frequenza di invio

attraverso il canale giusto Rispettare le preferenze e le abitudini degli utenti

utilizzando il canale di contatto preferito

Garantire al consumatore una «fluid cross media

brand experience»

La pertinenza assicura la qualità dei contenuti e l’engagement dei consumatori

A CONDIZIONE DI ESSERE PERTINENTE

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 10

QUELLO CHE AVETE CHIESTO: Solamente l’indirizzo email Dati socio-demografici Preferenze

QUELLO CHE FANNO: Apertura e frequenza: engagement/ fidelizzazione Click: interessi e preferenze Conversioni: visite al sito, tipologie di acquisto, valore, abbandoni del carrello

COMPORTAMENTALE

Email - invio

Sito – web analytics

Offline - CRM

E DI CONOSCERE I PROPRI UTENTI

DICHIARATIVO

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. 11 11

VARIABILI

SOCIO-DEMOGRAFICHE

Uomo / donna

Età / compleanno

Residenza

Composizione famigliare

VARIABILI

COMPORTAMENTALI

Ha aperto

Ha cliccato

Ha passato del tempo sul sito

Ha acquistato il prodotto A

Ha speso € y

Ha quasi acquistato il prodotto B

VARIABILI

TEMPORALI

Data di iscrizione

Ultima apertura

Ultimo click

Ultimo acquisto

E DI PERSONALIZZARE LA RELAZIONE

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 12

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.

BASE

LE METRICHE

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 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

PREMESSA: IL VOSTRO BENCHMARK SIETE VOI!

0,0%

5,0%

10,0%

15,0%

20,0%

25,0%

30,0%

35,0%

0

20.000

40.000

60.000

80.000

100.000

120.000

140.000

160.000

01/2013 02/2013 03/2013 04/2013 05/2013 06/2013 07/2013 08/2013 09/2013 10/2013 11/2013 12/2013

Email Sent

Open Rate

Click Rate

Strumenti come NewsletterMonitor permettono di confrontare il

proprio lavoro con quello che offre il mercato, in termini di

creatività o di frequenza di contatto o di giorni di invio.

Le metriche dipendono

da troppe variabili:

l’evoluzione delle vostre

performance nel tempo

deve guidare le vostre

analisi

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. 14

I DATI CI RACCONTANO IL PERCORSO DEGLI UTENTI E COME OTTIMIZZARLO

Identificare le tappe più deboli

Massimizzare i risultati tappa per tappa

Accompagnare il maggior numero di

utenti verso la conversione

Ottimizzare azioni future

Conversione

Navigazione

Click

Apertura

Ricezione

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 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

LE METRICHE BASE: 1/ CONSEGNE/BOUNCE

Quante email sono arrivate alla casella dei

nostri destinatari e quante sono state

respinte?

Bounce (email respinte): messaggi che

vengono esplicitamente rifiutati dal server di

destinazione – catalogati per ragione

Consegnate: email non respinte

(spedite - bounce).

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 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

LE METRICHE BASE: 1/ CONSEGNE/BOUNCE

I TIPI DI BOUNCE:

2 macrocategorie: Hard vs Soft

Con varie motivazioni

Bad destination mailbox address

Mailbox full

Delivery time expired

Mailbox disabled, not accepting

messages

…

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 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

LE METRICHE BASE: 1/ CONSEGNE/BOUNCE

Trattamento dei bounce

Qualificare il proprio db eliminando gli

indirizzi che non possono più ricevere

Costruire una suppression list (blacklist

interna) di indirizzi non più contattabili.

Utile anche per la deliverability.

Attenzione a gestire i bounce temporanei

per non perdere potenziali contatti buoni.

Individuare eventuali domini problematici

Trovare l’anello debole nelle proprie

modalità di acquisition

• Raccolta indirizzi offline

• Maggiori verifiche nei form

• Punti di contatto alternativi

(telefono)

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 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

LE METRICHE BASE: 2/ APERTURE

Influenzate da sender, subject e pressione commerciale

Aperture uniche vs Aperture ripetute

Chi apre il nostro messaggio e quante volte apre

Timing

Quando – rispetto all’invio – ho un picco di aperture?

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 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

LE METRICHE BASE: 2/ APERTURE

COME VENGONO TRACCIATE:

Inserendo un’immagine di tracciamento nel messaggio

IL SISTEMA DEL DESTINATARIO INFLUENZA I

DATI

Molti client di posta (Outlook, Thunderbird…)

e molte webmail non scaricano le immagini

senza l’autorizzazione dell’utente.

Se l’immagine di tracciamento non viene

scaricata, l’apertura non viene registrata: il dato è

sottovalutato!

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 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

LE METRICHE BASE: 2/ APERTURE

QUALE DISPOSITIVO USANO I MIEI UTENTI?

Client di posta, webmail, mobile.

Capirlo è importante per tarare

la strategia

l’orario

la grafica

Nell’ultimo anno le aperture da dispositivo mobile

sono cresciute in modo costante, e si stima che

oggi circa il 40% delle email venga aperto per la

prima volta da un device mobile.

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 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

LE METRICHE BASE: 2/ APERTURE

CHI SONO GLI UTENTI CHE HANNO APERTO?

Quante volte e con quale frequenza?

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 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

LE METRICHE BASE: 3/ CLICK

CTR: click through rate

Click unici vs Click ripetuti

Chi clicca il nostro messaggio e se clicca più volte

Il CTOR: click sulle email aperte.

Dato puntuale vs Dato cumulato

Quando – rispetto all’invio – ho un picco di click?

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. 23 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. 23

LE METRICHE BASE: 3/ CLICK

COME VENGONO TRACCIATI:

Riscrivendo le URL dei link (attenzione al phishing)

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. 24 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. 24

LE METRICHE BASE: 3/ CLICK

DOVE CLICCANO I MIEI UTENTI?

I click sul singolo link, per categoria, sul layout (heat map)

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 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

LE METRICHE BASE: 3/ CLICK

CHI SONO GLI UTENTI CHE CLICCANO?

Quante volte e con quale frequenza

Il click indica una preferenza

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 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

LE METRICHE BASE: 4/ CONDIVISIONE

SHARING IS CARING

Se all’interno della nostra email sono presenti:

Tell-a-friend

Condividi sui social network

È interessante vedere chi ha segnalato ad altri

il nostro contenuto o chi l’ha condiviso su una

rete sociale.

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 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

LE METRICHE BASE: 5/ ABBANDONI

UNSUBSCRIBE

Cancellazione dei dati vs Disiscrizione dal servizio

Mando tipi diversi di comunicazione?

Disiscrizioni differenziate per ciascun servizio

Mantenere uno storico delle disiscrizioni.

E’ importante rendere ben visibile il link di unsubscribe:

FEEDBACK LOOP: GLI UTENTI OSTILI

Vi percepiscono come spam!

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 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

47%

33%

11%

52%

63%

21%

1%

4%

68%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Newsletter

Branding

Commerciale

Attivi

Inattivi

Non Ricevono

LE METRICHE BASE: 6/ ATTIVI/INATTIVI

GLI INATTIVI

Quanto pesano?

Chi sono?

Sono recuperabili?

Comprano lo stesso?

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. 29 29

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.

METRICHE BASE

OLTRE LE

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. 30 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. 30

CHE COSA SUCCEDE DOPO IL CLICK?

Incrociando i dati della campagna email con

altre fonti

Quale percorso l’utente fa sul sito dopo il click

Quante conversioni (Iscrizione a un evento?

Raccolta lead? Acquisto di un prodotto? Offline

o online?)

Quanto valore ha portato il

programma?

Conversione

Navigazione

Click

Apertura

Ricezione

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 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

OLTRE LE METRICHE BASE: ROI E RPE

ROI: quante valore ha generato la campagna / il programma per ogni euro speso

RPE: quanto transato ha generato ogni email consegnata

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. 32 32

Tasso di click

Tasso di apertura

Dimensione dei cerchi:

email inviate

Intensità del colore: vendite

OLTRE LE METRICHE BASE: MAPPATURA APERTURE/ CLICK / VENDITE

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 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

OLTRE LE METRICHE BASE: IMPATTO DEL CONTENUTO SUL TRANSATO (SKU)

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 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

OLTRE LE METRICHE BASE: TRANSATO CLIENTI RICEVENTE VS REGISTRATI

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 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

OLTRE LE METRICHE BASE: SPESA MEDIA DEL CLIENTE RICEVENTE

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 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

OLTRE LE METRICHE BASE: EMAIL ACCELERATORE DI ACQUISTO

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 37

VERSO DELLE DASHBOARD A MISURA DI BRAND

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 38

DELLE BUSINESS REVIEW SU MISURA

Punto mensile / trimestrale ad hoc per

• analizzare dati

• valutare l’andamento delle performance

• definire i prossimi passi per ottimizzare le campagne

Tra le analisi più frequenti

• Crescita del Database

• Trend delle campagne

• Analisi qualitativa delle campagne

• Classifica delle campagne per performance

• Utenti attivi vs inattivi

• Impatto dell’email sul transato

• Benchmark qualitativo di settore

PERFORMANCE DELLE CAMPAGNE

OPEN AND CLICK TRENDS

BOUNCE AND BLACKLIST TRENDS

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 39

CON UN PIANO ONGOING DI AB TESTING

VARIABILE ESEMPIO KPI

Sender Azienda – reparto – persona – tipologia Aperture

Subject Diretto o teaser / Lungo o corto Aperture, click, transato

Preheader Completare subject – indice – cta Aperture, click, transato

Contenuto

- testo

- grafica

- ordine dei contenuti

- offerte

- immagini

- lunghezza

informale

layout in generale, bottoni CTA

Informazione o promozione

Valori assoluti o %

Uguale per tutti oppure segmentazione

Sintesi o dettaglio

Aperture, click, transato

Tempistiche per l’invio Settimana / weekend / am / pm Aperture, click, transato

62% di conversioni in più!

Versione B

Versione A

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. 40 40

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.

Grazie

e buon email marketing! Arianna Galante – Director of Agency Dept.

Arianna.galante@contactlab.com

http://www.contactlab.com/it/iscrizione-newsletter/