This document is the intellectual property of ContactLab and was created for demonstration purposes only.
It may not be mo...
This document is the intellectual property of ContactLab and was created for demonstration purposes only.
It may not be mo...
This document is the intellectual property of ContactLab and was created for demonstration purposes only.
It may not be mo...
This document is the intellectual property of ContactLab and was created for demonstration purposes only.
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This document is the intellectual property of ContactLab and was created for demonstration purposes only.
It may not be mo...
This document is the intellectual property of ContactLab and was created for demonstration purposes only.
It may not be mo...
This document is the intellectual property of ContactLab and was created for demonstration purposes only.
It may not be mo...
This document is the intellectual property of ContactLab and was created for demonstration purposes only.
It may not be mo...
This document is the intellectual property of ContactLab and was created for demonstration purposes only.
It may not be mo...
This document is the intellectual property of ContactLab and was created for demonstration purposes only.
It may not be mo...
This document is the intellectual property of ContactLab and was created for demonstration purposes only.
It may not be mo...
This document is the intellectual property of ContactLab and was created for demonstration purposes only.
It may not be mo...
This document is the intellectual property of ContactLab and was created for demonstration purposes only.
It may not be mo...
This document is the intellectual property of ContactLab and was created for demonstration purposes only.
It may not be mo...
This document is the intellectual property of ContactLab and was created for demonstration purposes only.
It may not be mo...
This document is the intellectual property of ContactLab and was created for demonstration purposes only.
It may not be mo...
This document is the intellectual property of ContactLab and was created for demonstration purposes only.
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This document is the intellectual property of ContactLab and was created for demonstration purposes only.
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This document is the intellectual property of ContactLab and was created for demonstration purposes only.
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This document is the intellectual property of ContactLab and was created for demonstration purposes only.
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This document is the intellectual property of ContactLab and was created for demonstration purposes only.
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This document is the intellectual property of ContactLab and was created for demonstration purposes only.
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This document is the intellectual property of ContactLab and was created for demonstration purposes only.
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This document is the intellectual property of ContactLab and was created for demonstration purposes only.
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This document is the intellectual property of ContactLab and was created for demonstration purposes only.
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This document is the intellectual property of ContactLab and was created for demonstration purposes only.
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This document is the intellectual property of ContactLab and was created for demonstration purposes only.
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This document is the intellectual property of ContactLab and was created for demonstration purposes only.
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This document is the intellectual property of ContactLab and was created for demonstration purposes only.
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This document is the intellectual property of ContactLab and was created for demonstration purposes only.
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This document is the intellectual property of ContactLab and was created for demonstration purposes only.
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This document is the intellectual property of ContactLab and was created for demonstration purposes only.
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This document is the intellectual property of ContactLab and was created for demonstration purposes only.
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This document is the intellectual property of ContactLab and was created for demonstration purposes only.
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This document is the intellectual property of ContactLab and was created for demonstration purposes only.
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This document is the intellectual property of ContactLab and was created for demonstration purposes only.
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This document is the intellectual property of ContactLab and was created for demonstration purposes only.
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This document is the intellectual property of ContactLab and was created for demonstration purposes only.
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This document is the intellectual property of ContactLab and was created for demonstration purposes only.
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This document is the intellectual property of ContactLab and was created for demonstration purposes only.
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This document is the intellectual property of ContactLab and was created for demonstration purposes only.
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This document is the intellectual property of ContactLab and was created for demonstration purposes only.
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Analyse et optimisation - Le bilan de milieu d'année de vos campagnes email marketing

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"Analyse et optimisation - Le bilan de milieu d'année de vos campagnes email marketing" web-conférence d'Arianna Galante, Directeur Général ContactLab France.

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Analyse et optimisation - Le bilan de milieu d'année de vos campagnes email marketing

  1. 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 ANALYSE ET OPTIMISATION LE BILAN DE MILIEU D’ANNÉE DE VOS CAMPAGNES EMAIL MARKETING Arianna Galante Director of Agency Dept., Directeur Général France arianna.galante@contactlab.com | @digitalzia | @contactlab_fr Paris, le 4 juin 2014
  2. 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 EN BREF AGENDA 2 NOTRE POINT DE VUE 3 LES INDICATEURS EMAIL 4 AU-DELÀ DES INDICATEURS EMAIL
  3. 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 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. 100% MARKETING DIRECT DIGITAL 100% ENGAGEMENT CLIENTS 100% RESULTATS MESURABLES
  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. 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 EN BREF Un positionnement unique Technologie : plateforme de routage Créativité : agence Analyse de données : cellule d’analystes Plus de 1000 clients, tous secteurs confondus 80 millions d’emails et 800 campagnes par jour 15 ans d’expérience sur le marché Internet Plus de 130 spécialistes en email marketing 5 bureaux à Milan, Paris, Londres, Madrid et Munich
  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. 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. LAISSEZ-VOUS GUIDER… ACCOMPAGNEMENT COMPLET STRATÉGIE CRÉATION DÉPLOIEMENT ET TESTING REPORTING ET ANALYSE
  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. 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. AU-DELÀ DE L’EMAIL STRATÉGIES DE COMMUNICATION DIGITALE EMAILS - SMS NOTIFICATIONS PUSH SONDAGES RECHERCHES MINI-SITES JEUX CONCOURS MÉDIAS SOCIAUX
  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. 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. Conçue et développée par ContactLab Collecte et archive des milliers d’emails chaque jour 6 000 000 de newsletters 17 000 announceurs 5 langues 25 secteurs d’activité Permet de suivre de près et en temps réel l’activité email marketing de vos concurrents sans devoir vous inscrire à des dizaines de newsletters Disponible en version beta gratuite un site www.newslettermonitor.com un blog http://fr.blog.newslettermonitor.com/ NOTRE VEILLE CONCURRENTIELLE (NewsletterMonitor)
  8. 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 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. POINT DE VUE NOTRE
  9. 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 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» Dénominateur commun sur le web Pont vers toutes les initiatives ANALYTICS SHOPPING CRM SITE MOBILESOCIAL SONDAGES L’EMAIL AU CŒUR DU PARCOURS DU CONSOMMATEUR
  10. 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 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. L’EMAIL MARKETING MARCHE ! L’activité digitale sur laquelle les consommateurs passent le plus de temps est l’email, battant Facebook et les sms. Buntin Group/Survey Sampling International (SSI) / Juin 2013 L’acquisition d’adresses email a quadruplé dans les 4 dernières années. La valeur par client (CLV) email est de +12% vs la moyenne contre Facebook +1% et Twitter -23% Custora E-Commerce Customer Acquisition Snapshot Q2 2013 L’email reste un canal plus efficace que les réseaux sociaux pour acquérir de nouveaux clients : près de 40 fois plus que Facebook et Twitter réunis. Le taux d’influence de l’email sur les achats est 3 fois supérieur à celui des réseaux sociaux, la panier moyen est plus élevé de 17%. McKinsey & Company – janvier 2014 2012 : Retour sur investissement de l’email marketing = $ 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)
  11. 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 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. À CONDITION D’ETRE PERTINENT… Contenus à valeur ajoutée pour le consommateur Une variété de contenus, pas que de la vente ! Personnalisation Segmentation Suivre le cycle de vie du consommateur Observer le comportement Calibrer timing et fréquence Respecter les préférences et les habitudes de consommation Garantir une expérience omni-canal fluide La pertinence assure la qualité des contenus et l’engagement des consommateurs LE BON MESSAGE AU BON MOMENT A LA BONNE PERSONNE SUR LE BON CANAL
  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. 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. DÉCLARATIF COMPORTEMENTAL Email - routeur Site – web analytics Offline - CRM CE QUE VOUS AVEZ DEMANDÉ : Simple adresse e-mail Profil sociodémographique Préférences LES RÉACTIONS À VOS MESSAGES : Ouvertures et fréquence : appétence, fidélisation Clics : centres d’intérêt Conversions : passages, type d’achat, valeur moyenne, abandon de panier… DE CONNAITRE LE CONSOMMATEUR…
  13. 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. 1313 SOCIO-DÉMO Homme / femme Age / anniversaire Résidence Situation familiale COMPORTEMENTAL A ouvert A cliqué Est passé sur le site A acheté le produit A A dépensé € y A presque acheté le produit B TEMPOREL Date d’inscription Dernière ouverture Dernier clic Dernier achat DE PERSONNALISER LA RELATION
  14. 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. 1414 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. DANS LE TEMPSCOMMUNIQUER INSPIRER DIALOGUER OBTENIR DES RÉSULTATS PERSONNALISER LA RELATION
  15. 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. 1515 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. EMAIL LES INDICATEURS
  16. 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 VOTRE BENCHMARK C’EST VOUS ! 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 NewsletterMonitor permet de comparer votre travail avec le marché, en termes de contenu, de pression commerciale et de jours d’envoi Les résultats dépendent de trop de variables : l’évolution de vos résultats dans le temps est le meilleur indicateur de performance
  17. 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 LES DATAS NOUS RACONTENT LE PARCOURS DU CONSOMMATEUR ET COMMENT L’OPTIMISER Identifier les étapes faibles Maximiser les résultats étape par étape Guider les consommateurs vers la conversion Optimiser les actions futures Conversion Navigation Clic Ouverture Réception
  18. 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 1/ EMAILS LIVRÉS / REBONDS Combien d’emails sont réellement arrivés à destination ? Rebonds : messages refusés – détaillés par raison TYPES DE REBONDS : Hard vs Soft Les motivations Bad destination mailbox address Mailbox full Delivery time expired …
  19. 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 1/ EMAILS LIVRÉS / REBONDS TRAITEMENT DES REBONDS Isoler les rebonds Analyser les difficultés sur des domaines spécifiques Optimiser la stratégie d’acquisition Offline Plus de contrôles dans les formulaires d’inscription (vérification de la syntaxe, répétition) Points de contacts alternatifs (téléphone)
  20. 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 2/ OUVERTURES Influencées par l’expéditeur, l’objet, la pression commerciale Ouvertures uniques vs ouvertures multiples Qui ouvre vos messages et combien de fois Timing Quel est le laps de temps entre envoi et ouverture ?
  21. 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 COMMENT SONT-ELLES DÉTECTÉES ? En insérant un pixel de tracking dans le message LES SYSTÈMES UTILISÉS PAR VOS CONTACTS INFLUENCENT LES DONNÉES Beaucoup de clients email (Outlook, Thunderbird…), de webmails et de mobiles ne téléchargent pas les images par défaut Si l’image de tracking n’est pas téléchargée l’ouverture ne sera pas détectée : les résultats sont donc souvent sous-estimés 2/ OUVERTURES
  22. 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 COMMENT LES CONTACTS LISENT-ILS VOS EMAILS ? Client, webmail, mobile, version en ligne Important pour définir la stratégie l’horaire les contenus Au cours de la dernière année les ouvertures depuis mobiles sont augmentées de façon constante : en moyenne environ 40% des emails sont désormais ouverts depuis un dispositif mobile. 2/ OUVERTURES
  23. 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 QUI A OUVERT ? Quand, combien de fois et avec quelle fréquence ? 2/ OUVERTURES
  24. 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 3/ CLICS CTR : click through rate sur les emails livrés CTOR : click through rate sur les emails ouverts Clics uniques vs Clics multiples Donnée ponctuelle vs cumulée Quel est le laps de temps entre envoi et clic ? Utilisateurs qui n’ont pas cliqué, 97.23% Utilisateurs qui ont cliqué, 2,77%
  25. 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 COMMENT SONT-ILS DÉTECTÉS ? En réécrivant l’url du lien 3/ CLICS
  26. 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 OÙ EST-CE QUE LES CONSOMMATEURS CLIQUENT ? Par lien, par catégorie, par zone du gabarit 3/ CLICS
  27. 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 QUI SONT LES CONTACTS QUI CLIQUENT ? Quand, combien de fois et avec quelle fréquence Un clic indique une préférence – à prendre en compte dans la création des messages 3/ CLICS
  28. 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 4/ PARTAGE SHARING IS CARING Regardez quels sont vos messages les plus partagés 1 to 1 avec les amis Sur les réseaux sociaux
  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. 29This 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 5/ ABANDONS DÉSINSCRIPTIONS Les désinscriptions ne sont pas un drame en soit et sont un phénomène physiologique dans toute base de données Un pic dans les désinscriptions en revanche peut indiquer un problème Le lien de désinscription doit être bien visible sinon… BOUCLES DE RÉTROACTION : LES CONSOMMATEURS PLUS HOSTILES Ils vous perçoivent comme spam !
  30. 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 47% 33% 11% 52% 63% 21% 1% 4% 68% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 6/ ACTIFS ET INACTIFS LES INACTIFS Combien sont-ils ? Qui sont-ils ? Sont- ils récupérables? Achètent-ils quand même ?
  31. 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. 3131 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. DES INDICATEURS EMAIL AU-DELÀ
  32. 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. 32This 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 QUE SE PASSE-T-IL APRÈS LE CLIC ? En croisant les données des campagnes avec d’autres sources identifiez le parcours du consommateur après le clic le nombre de conversions (inscriptions à un événement, acquisition de nouvelles données, achats, en ligne ou offline etc.) Combien de valeur a apporté le programme ? Conversion Navigation Clic Ouverture Réception
  33. 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 ROI ET RPE ROI : ventes générées par la campagne / le programme pour chaque euro dépensé RPE : ventes générées par email livré
  34. 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. 3434@contactlab_fr @digitalzia Taux de clic Taux d’ouverture Dimension des cercles : emails envoyés Intensité de la couleur : ventes Nouvelle collection illy Art Collection par Michelangelo Pistoletto ANALYSE OUVERTURES / CLICS / VENTES
  35. 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. 3535@contactlab_fr @digitalzia Article de l’email Même article / autre couleur, matière TOTAL COLLECTION AUTRES COLLECTIONS TOTAL Cdes CA Cdes CA Cdes CA Cdes CA Cdes CA Ouvertures ONLINE OFFLINE Total Clics ONLINE OFFLINE Total Fenêtre d’influence : 30 jours INFLUENCE DE L’EMAIL SUR LES ACHATS (SKU)
  36. 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 DÉPENSE ANNUELLE MOYENNE DES CONTACTS EMAIL VS AUTRES CLIENTS EN LIGNE OFF LINE CROSS-CANAL
  37. 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 VERS DES TABLEAUX DE BORD PERSONNALISÉS
  38. 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 ET DES BUSINESS REVIEWS SUR MESURE Point mensuel / trimestriel ad hoc pour analyser les données évaluer les résultats définir les prochaines étapes pour optimiser les campagnes Parmi les analyses plus fréquentes évolution de la base évolution des indicateurs email analyse qualitative des campagnes classement des campagnes actifs vs inactifs impact de l’email sur les ventes veille concurrentielle qualitative PERFORMANCE DES CAMPAGNES OUVERTURES ET CLICS REBONDS
  39. 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 TOUJOURS AVEC UN PLAN D’AB TESTING 62% de conversions en plus ! Version B Version A ÉLÉMENT TESTÉ EXEMPLES INDICATEURS Nom expéditeur marque – division - personne ouvertures Objet promotion teaser ou concrète ouvertures / clics Contenu du message: - texte - graphisme - ordre contenu - offre - visuels - longueur ton – vouvoiement vs tutoiement emplacement des boutons rédactionnel vs promotionnel coupon montant fixe vs %age uniques ou segmentés nombre de modules clics / conversions Timing d’envoi weekend ou en semaine matin, midi, soit, nuit ouvertures / clics / conversions
  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. 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. EST-CE QUE VOS EMAILS RÉSONNENT, CRÉENT DES LIENS, APPELLENT À L’ACTION ? “Cracking the Engagement Code,” Mollie Spillman, 2006 “indicator of the propensity of a brand message to resonate and connect with a prospect and ultimately drive some kind of meaningful action”
  41. 41. 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. 4141 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. YOU ARE WHAT YOU EMAIL.
  42. 42. 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. 4242 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. MERCI ET BON EMAIL MARKETING ! Arianna Galante Director of Agency Dept., Directeur Général France arianna.galante@contactlab.com | @digitalzia | @Contactlab_fr www.contactlab.fr www.contactlab.fr/digitalhub/ www.newslettermonitor.com http://fr.blog.newslettermonitor.com/ SUIVEZ-NOUS

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