Comunicare con gli utenti via email: best practice, strumenti e applicazioni reali tratte da newslettermonitor.com e dal caso Welcome Travel Group presentata da Lisa Molteni, Strategic Planner di ContactLab, durante il BTO 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.
COMUNICARE CON GLI UTENTI VIA EMAIL:
best practice, strumenti e applicazioni reali
tratte da newslettermonitor.com
e dal caso Welcome Travel Group
Lisa Molteni – Strategic Planner

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
Agenda
2
COSTRUIRE UN PIANO DI CONTATTO
Best practice ed esempi presi da case aziendali e da NewsletterMonitor.com, la nostra piattaforma di benchmarking dedicata all’email marketing
1
IL NOSTRO PUNTO DI VISTA
ContactLab in breve, la nostra metodologia e l’email come strumento di engagement tra utenti e brand- agenzie
3
IL CASO WELCOME TRAVEL GROUP
Un workflow per gli affiliati del network WTG creato per razionalizzare gli effort delle singole agenzie e garantire un piano di contatto di qualità.

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.
3
IL NOSTRO PUNTO DI VISTA

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.
4
100% DIGITAL DIRECT MARKETING
100% CUSTOMER ENGAGEMENT
100% MEASURABLE RESULTS

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.
5
Facts & figures 16 ANNI di esperienza e di leadership nell’email marketing 130+ esperti in digital direct marketing 34 ANNI età media delle nostre persone
1 SEDE a Milano, 4 UFFICI in Europa 1.000+ clienti italiani e internazionali, multi-industry 99% clienti fidelizzati (churn rate < 1% )
80 MILIONI di email spedite ogni giorno 150 PAESI e 25 LINGUE coperti dalle nostre campagne 6.3 TERABYTE di dati gestiti ogni giorno dai nostri sistemi

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.
6
Una value proposition unica
Il digital direct marketing come leva per il tuo business
UNA COMBINAZIONE UNICA tecnologia scalabile, servizi di marketing integrati e insight specifici sul tuo business

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.
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La nostra metodologia
Ci avvaliamo di un’ampia gamma di prodotti e servizi modulari ed integrati per accompagnare i brand in tutto il ciclo di progettazione e realizzazione del proprio programma di digital direct marketing

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.
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«Digital glue»
Denominatore
comune sul web
Ponte verso tutte
le iniziative del brand
ANALYTICS
SHOPPING
CRM
SITO
MOBILE
SOCIAL
SONDAGGI
L’email al centro del percorso dell’utente omnichannel

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.
9
Per instaurare un dialogo nel tempo
PUNTO
DI CONTATTO
ISCRIZIONE
RICEZIONE
REAZIONE AL
MESSAGGIO
N.2
N.3
N.4

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.
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E favorire l’engagement
NEL TEMPO
COMUNICARE
ISPIRARE
DIALOGARE
OTTENERE
RISULTATI
PERSONALIZZANDO
LA RELAZIONE

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.
11
Le vostre email entrano in sintonia con i vostri utenti?
L’ENGAGEMENT È
“L’INDICATORE DELLA CAPACITÀ
DEL MESSAGGIO DI UN BRAND
DI ATTIRARE L’ATTENZIONE, CREARE LEGAMI CON UN PROSPECT
E, INFINE,
GUIDARLO A UN’AZIONE SIGNIFICATIVA”
“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”

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.
12
Non c’è engagement senza pertinenza
il messaggio giusto
alla persona giusta
al momento giusto
attraverso il canale giusto
Il 27% degli utenti iscritti a una newsletter è disposto a fornire più informazioni a fronte di messaggi più pertinenti

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
DICHIARATIVO
COMPORTAMENTALE
Email - invio
Sito – web analytics
Offline - CRM
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, abbandono del carrello
Non c’è pertinenza senza conoscenza dell’utente

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.
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INFORMAZIONI DICHIARATE
IN FASE DI ISCRIZIONE
Uomo / donna
Età / compleanno
Residenza
Leisure / Business
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
Viaggia per breve / lungo periodo? Medio / lungo raggio?
VARIABILI
TEMPORALI
Data di iscrizione
Ultima apertura
Ultimo click
Ultimo acquisto
Ultima meta
Distanza usuale tra prenotazione e partenza
Frequenza di viaggio
Pertinenza + conoscenza dell’utente = dialogo one to one

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
Fruibile nelle modalità preferite dall’utente

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.
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Che lo accompagni in tutta la customer journey
Offrendo un’esperienza coinvolgente

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
COSTRUIRE
UN PIANO DI CONTATTO

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
Costruite un piano di contatto pertinente | Per una customer experience di valore Promozioni Iniziative speciali Welcome Buon compleanno Anniversario Sondaggio post acquisto Attivi/inattivi
LIFECYCLE
SPOT Newsletter Occasioni da calendario Promozioni seasonal
APPUNTAMENTI

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.
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Date il benvenuto | La prima impressione conta

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
Festeggiate il compleanno dell’utente | Con contenuti davvero speciali

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
Festeggiate il compleanno del brand | Con un benefit esclusivo

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
Restate top of mind | con un appuntamento fisso

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.
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Lanciate novità e promozioni | Con una serie

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.
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Arricchite il piano editoriale | Sfruttando le occasioni in calendario
CLASSICHE

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
Arricchite il piano editoriale | Sfruttando le occasioni in calendario
MENO CLASSICHE

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
Costruite un percorso post acquisto
POST-RIENTRO
PRE-PARTENZA

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.
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Costruite un percorso post acquisto | Dando consigli prima della partenza

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.
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Ascoltate gli utenti | Con un sondaggio di soddisfazione

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.
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Gratificate gli utenti più fedeli

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.
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Riattivate gli utenti dormienti

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
Facilitate la fruizione delle email da mobile | Con il Pagebuilder 3.0 La qualità della visualizzazione dell’email da parte dell’utente è uno dei driver verso l’azione Una visualizzazione non corretta può nuocere al brand “If an email does not display correctly, 71,2% will delete it immediately” BlueHornet “Consumer Views of Email Marketing” (2014)

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.
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WELCOME TRAVEL GROUP
IL CASO

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
Un progetto B2B2C
Potenziare la relazione con le agenzie offrendo servizi innovativi Centralizzare i dati degli utenti raccolti in formato cartaceo lasciandone la titolarità alle agenzie Facilitare l’accesso e la gestione da parte delle agenzie al proprio portafoglio clienti targetizzato in funzione dell’acquisto sui punti vendita Ampliare i canali di contatto: oltre l’SMS anche l’email marketing Creare uno standard per le agenzie e permettere loro di comunicare meglio e con regolarità con i propri clienti ottimizzando i tempi e l’effort
Welcome Travel Group (oltre 1000 agenzie affiliate) ContactLab (con la piattaforma tecnologica di digital messaging, il Pagebuilder e altri servizi) Le agenzie affiliate WTG aderenti al progetto I consumatori finali
GLI ATTORI
LE ESIGENZE
La creazione di un database di contatti unico distinto per fonte/agenzia di provenienza 3 proposte di newsletter al mese che WTG compone con il Pagebuilder di ContactLab e mette a disposizione delle agenzie L’accesso da parte delle agenzie alla piattaforma ContactLab
LE SOLUZIONI

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.
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Il toolkit a disposizione delle agenzie
Ogni agenzia che aderisce ha a disposizione: L’uso della piattaforma ContactLab per l’invio delle comunicazioni email Database:
oLa vista del proprio database
oLa creazione di segmenti Messaggi:
o1 email di benvenuto
o3 email al mese tra cui scegliere, realizzate tramite PageBuilder dall’azienda madre Welcome Travel Group (Generica, Nord, Sud)
oPersonalizzazione dell’agenzia mittente tramite elementi dinamici Misurazione dei risultati
oAccesso alla reportistica disponibile dopo ogni invio

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.
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Un’email di benvenuto personalizzata e automatica
Ricorrente: inviata alle 9:00 a tutti gli utenti entrati in database il giorno prima Personalizzata nei contatti e nella firma

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.
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Una newsletter mensile personalizzata e declinata geograficamente
NORD
SUD
GENERICA

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.
37
Un arricchimento del piano editoriale | Con occasioni da calendario

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.
38
I risultati 270 agenzie in franchising hanno aderito al progetto (da luglio 2013 ad oggi)
oOgni mese nuove agenzie chiedono di entrare a far parte del programma 182.000 utenti registrati alla newsletter delle agenzie, in totale 200-300.000 email/mese (in funzione della stagionalità)
L’esperienza di co-creazione di valore tra Welcome Travel Group, ContactLab
e le agenzie ha permesso di rafforzare i legami Tra clienti e top agenzie Tra WTG e le agenzie grazie al servizio qualitativo e gratuito offerto

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.
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40. This document is the intellectual property of ContactLab and was created for demonstration purposes only.
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GRAZIE
Lisa Molteni – Strategic Planner – lisa.molteni@contactlab.com
www.contactlab.com
www.newslettermonitor.com
http://blog.newslettermonitor.com/
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