Come analizzare i dati, interpretarli, e ottimizzare i percorsi di comunicazione per massimizzare l’impatto sulle vendite? Workshop di Arianna Galante, Director of Agency Dept., durante il Netcomm e-Commerce Forum 2014.

1. 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.

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. 2This 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

3. 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
100% DIGITAL DIRECT MARKETING
100% CUSTOMER ENGAGEMENT
100% MEASURABLE RESULTS

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. 44
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

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. 55
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

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. 66
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

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. 77
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
MOBILESOCIAL
SONDAGGI
L’EMAIL AL CENTRO DEL PERCORSO DELL’UTENTE

8. 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. 88
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!

9. 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. 99
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

10. 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. 1010
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

11. 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. 1111
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

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. 1212
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

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. 13This 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

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. 14This 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

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. 15This 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).

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. 16This 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
…

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. 17This 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)

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. 18This 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?

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. 19This 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!

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. 20This 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.

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. 21This 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?

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. 22This 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?

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. 23This 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)

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. 24This 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)

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. 25This 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

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. 26This 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.

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. 27This 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!

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. 28This 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?

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. 2929
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

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. 30This 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

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. 31This 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

32. 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. 3232
Tasso di click
Tasso di apertura
Dimensione dei cerchi:
email inviate
Intensità del colore: vendite
OLTRE LE METRICHE BASE: MAPPATURA APERTURE/ CLICK / VENDITE

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. 33This 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)

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. 34This 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

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. 35This 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

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. 36This 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

37. 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. 3737
VERSO DELLE DASHBOARD A MISURA DI BRAND

38. 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. 3838
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

39. 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. 3939
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
VersioneA

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. 4040
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/