The document discusses the relationship between email marketing and social media. It notes that while platforms like Twitter, Facebook and Pinterest now exist, email is still an important marketing channel. The document presents strategies for using social media and email together, such as driving social acquisition through email invitations or sharing email content on social platforms to increase engagement. It emphasizes that the key is providing valuable content to the user through the right channel at the right time.

1. Email marketing e social media
ovvero
Now that we have Twitter, Facebook and Pinterest
what’s the future of email?
Milano, 15 novembre 2012
@contactlab @digitalzia #SCHF12
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. CONTACTLAB IN BREVE
Oltre 1.000 clienti
Più di 40 milioni di email e 400 campagne inviate giornalmente
11 anni di esperienza nel settore internet
Più di 120 esperti nel settore email marketing al vostro servizio
5 uffici a Milano, Parigi, Londra, Madrid e Monaco di Baviera
1 posizionamento unico:
• Tecnologia: ESP
• Creatività: Agency
• Analisi: Business Intelligence
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

3. CONTACTLAB IN BREVE
Strategia di comunicazione
e sviluppo customer base
Websites, Minisites,
Emails Surveys Landing Page, Apps Contests Social Media
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

4. CONTACTLAB IN BREVE
Accompagnamento completo
strategia
progettazione e copywriting
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. 4

5. CONTACTLAB IN BREVE
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

6. Partiamo da un Tweet
http://www.mediabistro.com/alltwitter/future-of-email_b31143
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

7. Facciamo un esame di coscienza
PUNTI DI FORZA PUNTI DI DEBOLEZZA
o Rapporto qualità/prezzo o Connotazione negativa causa spam
o Flessibilità o approccio «batch & blast» o «spray &
o Metriche pray»
o ROI
OPPORTUNITA’ MINACCE
o « Direct marketing rockstar in o Competizione in e tra mailbox
recession » (Advertising Age) o Breve attenzione dell’utente
o «Digital glue» o Social media
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

8. Saremo anche «tradigital» ma andiamo forte!
Una ricerca condotta nel 2012 sulle abitudini e preferenze dei consumatori ha rilevato che
il 77% preferisce ricevere le promozioni via email.
The 2012 Channel Preference Survey
Il 60% degli imprenditori rispondenti prevedono di
aumentare il budget investito nell’email marketing.
www.strongmail.com/2012marketsurvey
2011: ROI dell’email marketing = $40.56 per ogni dollaro investito
2011: ROI del social media marketing = $12.71
Direct Marketing Association "Power of Direct" (2011)
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

9. Quello che conta è essere pertinenti per l’utente
 Contenuti ad alto valore aggiunto per il destinatario
Il messaggio giusto
 Contenuti verticali, non solo di vendita
 Personalizzazione
Alla persona giusta
 Segmentazione
 Seguire il cliente durante il ciclo di vita
Al momento giusto  Osservarne il comportamento
 Calibrare la frequenza di invio
www  Rispettare le preferenze degli utenti
Attraverso il canale giusto  Usare il canale di contatto preferito
 Per garantire al cliente una «fluid cross media brand experience»
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

10. E infatti, guardate un po’ chi mi manda mail…
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

11. Email e social: stesso target
Gli utenti dei social network consultano la posta elettronica
più spesso: il 42% lo fa 4 volte al giorno o più vs. 27% dei non
utenti (Merkle 2010 View from the Social Inbox)
Il 75% degli utenti dei social network ritengono che l’email sia
il miglior modo per essere contattati dalle aziende vs. 65%
dei non utenti (Marketing Sherpa)
Il 49% degli utenti di Twitter hanno fatto un acquisto online
dopo aver ricevuto una mail commerciale da un’azienda
vs. 33% dei non utenti (Marketing Sherpa)
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

12. Email e social: la viralizzazione dell’email tramite i social
Fonte: http://blog.getresponse.com/uploads/2012/01/infographic_socialmedia_61.jpg
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

13. Dai social all’email: un touch point per fare acquisition
http://www.contactlab.com/email-marketing-e-social-network
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

14. Dall’email ai social: ma solo se c’è valore
Gli utenti sono disponibili a condividere le Newsletter:
Contenuti «interessanti»
Sconti e promozioni
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

15. Dall’email ai social: l’educazione degli utenti
Non tutti sanno come condividere
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

16. #Nientefuffa: esempi pratici
Email acquisition
Social acquisition
Da mail a contenuto social
L’email = contenuto social
L’email = contenuto «shareworthy»
Una «liquid customer experience»
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

17. Email acquisition
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

18. Social acquisition: invitare
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

19. Social acquisition: segmentare gli inviti per target
Target esterno Target interno
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

20. Social acquisition: non solo Facebook
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

21. Social acquisition: non solo Facebook
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

22. Social acquisition: ricordare
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

23. Social acquisition: ricompensare
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

24. Social acquisition: funziona!
1000 Fan in 8 ore dall’invio della Dem
1981 Fan in 4 giorni
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

25. CASE DANONE
Da email a contenuto social
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

26. Da email a contenuto social
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

27. L’email = contenuto social
Decidere quale immagine rendere cliccabile
Suggerire una descrizione
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

28. L’email = contenuto «shareworthy»
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

29. L’email = contenuto «shareworthy»
Testo «condividi su»
oltre alle icone
Diverse opzioni «Condividi»:
1) su tutta la newsletter
2) oppure condivisione dei singoli
articoli, sia su Facebook che su Twitter*
* Sviluppo ContactLab, funzionalità non standard di Facebook e Twitter
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

30. L’email = contenuto «shareworthy»
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

31. Una liquid customer experience
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

32. ContactLab
E-mail & E-marketing Evolution
grazie
Arianna galante – Director of Agency Dept. – arianna.galante@contactlab.com
www.contactlab.com
www.newslettermonitor.com
Via Natale Battaglia, 12
20127 Milano – Italy
Tel. 02.283118.1
Madrid München Milano Paris London
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