Arianna Galante Director of Agency Department, Managing Director of ContactLab France Dain McCracken SVP International and Business Development at Message Systems
How to Capture Your Customers Creatively With Cross Channel Communications
• June 25, 2014
• #crosschannel
A link to the webinar replay will be provided via email following the presentation
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Participate in Today’s Discussion… Tweet #crosschannel
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HOW TO CAPTURE YOUR CUSTOMERS
CREATIVELY THROUGH CROSSCHANNEL
Arianna Galante Director of Agency Dept., Managing Director ContactLab France
[email protected] | @digitalzia
June 25, 2014
4 @contactlab @messagesystems @digitalzia
Factoring in the latest advancements in mobile and cross-channel communications, ContactLab, powered by Message Systems Momentum software, defined a methodology blending technology, marketing services and business intelligence to help clients build effective marketing campaigns using email, SMS and surveys. Learn how to: • keep up with the fast paced mobile world • accommodate customer preferences • key in on the benefits of customized multi-channel and gateway services to engage customers • understand data and act on it via personalized reporting and consultancy Specific case studies, best practices and benchmarks will be shared to inspire you!
OUR PROGRAM FOR TODAY
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1 ABOUT CONTACTLAB
2 OUR POINT OF VIEW
3 LOTS OF PRACTICE
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ABOUT CONTACTLAB
ONE-STOP SHOP OFFERING, VERTICALLY DESIGNED, UNIQUE POSITIONING, BUSINESS-DRIVEN
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Italy’s leading ESP, today an increasingly international player
and a strategic partner for global top brands generating growth through digital direct marketing.
15 YEARS OF CONTINUOUS EVOLUTION
100% DIGITAL DIRECT MARKETING
100% CUSTOMER ENGAGEMENT
100% MEASURABLE RESULTS
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CONTACTLAB FACTS & FIGURES
" Unique positioning as a triple player o Technology o Marketing services o Business intelligence
" Over 1000 clients
" More than 80 million emails and 800 campaigns
sent out daily
" Over 130 e-marketing experts at your service
" Headquarters in Milan
" Offices in Paris and Munich
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STRATEGY CREATIVITY & EXECUTION DELIVERY ANALYSIS
EMAIL SURVEYS TEXT PUSH
CONSULTING
MESSENGER
A UNIQUE APPROACH
ONE GOAL deliver business value maximizing ROI
Future release
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" A free benchmarking platform designed and developed by ContactLab that collects thousands of emails daily, for a total of " 6 million emails " 17 000 brands " 5 languages " 25 fields of activity
" Allows you to monitor other brands’ email marketing activity in real time:
subject lines, layout, frequency, days of send-out
o website www.newslettermonitor.com o blog http://blog.newslettermonitor.com/
BONUS TRACK: COMPETITIVE WATCH (NewsletterMonitor)
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POINT OF VIEW OUR
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«the digital glue»
digital common denominator
bridge towards all brand ini3a3ves
ANALYTICS
SHOPPING
CRM
WEBSITE
MOBILE SOCIAL
SURVEYS
EMAIL AT THE HEART OF 1 TO 1 MARKETING…
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…AND IT SHOWS!
2012 Email marketing ROI = $ 39.40 Display = $ 22.38 Search = $ 19.71
Social media marketing = $12.90 Mobile = $ 11.37
Direct Marke-ng Associa-on “The Power of Direct Marke-ng" (2011-‐2012)
77% of consumers actually prefer to receive promotions by email. The 2012 Channel Preference Survey
60% of corporate decision makers plan to raise their email marketing budget. www.strongmail.com/2012marketsurvey
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" Added value for the client " Not just selling
" Observing behavior and life-cycle " Calibrating message frequency
" Respecting user preferences and habits " Creating a fluid omni-channel experience
TO ENSURE THE QUALITY OF THE CONTENT AND TO KEEP THE CONSUMER ENGAGED
ON ONE CONDITION: RELEVANCE
" Personalization " Segmentation
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INDICATOR OF THE PROPENSITY OF A BRAND MESSAGE
TO RESONATE AND CONNECT WITH A PROSPECT
AND ULTIMATELY DRIVE SOME KIND OF MEANINGFUL ACTION
“Cracking the Engagement Code,” Mollie Spillman, 2006
CAPTURING CUSTOMERS = BUILDING ENGAGEMENT
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OVER TIME COMMUNICATE INSPIRE CONVERSE OBTAIN RESULTS
PERSONALIZING THE RELATIONSHIP
CAPTURING CUSTOMERS =
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BEYOND JUST SELLING:
BUILDING A VALUABLE EMAIL EXPERIENCE
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ENCOURAGE EMAIL SIGN UP: VISIBILITY AND MOTIVATION
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ENCOURAGE EMAIL SIGN UP: CROSS POLLINATION
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ENCOURAGE EMAIL SIGN UP: FROM OFFLINE TO ONLINE
FHA (Food and Hotel Asia exhibi2on) Landing page – Hong Kong Desktop – mobile rendering
Confirma2on email Desktop – mobile rendering
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.
WELCOME
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.
WELCOME
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.
TELL YOUR STORY: HERITAGE SERIES
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MAKE LIFE EASIER
o Early birds GiM Guide o Early birds GiM Guide – recall o Best Sellers o Last minute GiM Guide o Last minute GiM Guide – last call
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OFFER EXCLUSIVE CONTENT
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CELEBRATE
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THINK SOCIAL
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ACT SOCIAL
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INVITE… offline!
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ASK & LISTEN
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.
LET THE DATA GUIDE YOU: POST CAMPAIGN
ANALYSES
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.
MEASURE THE IMPACT OF EACH DETAIL
EXAMPLE KPI Sender Company – dept - occasion Opens
Subject Direct vs teaser Short vs long
Opens & clicks
Content: - text - layout - content order - content - images - length
informal layout, buttons, CTAs segmented or not
Opens & clicks & conversions
Timing Weekday / weekend / am / pm Opens & clicks & conversions
Version A
Version B 62% more conversions
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.
Click rate
Open rate
" Circle size: emails sent
" Color intensity: ROI
BEYOND EMAIL METRICS: MAP OPENS / CLICKS / SALES
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.
PRODUCT FEATURED IN THE EMAIL
SAME PRODUCT -‐ different material,
color TOTAL COLLECTION OTHER COLLECTIONS TOTAL
Orders Value Orders Value Orders Value Orders Value Orders Value
Opens ONLINE
OFFLINE
Total
Clicks ONLINE
OFFLINE
Total
Attribution window: 30 days
SHOW THE INFLUENCE OF EMAIL ON SALES, ONLINE AND OFFLINE
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DO YOUR EMAILS RESONATE, CONNECT,
DRIVE ACTION?
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YOU ARE WHAT YOU EMAIL.
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FOLLOW US
THANK YOU and
HAPPY EMAIL MARKETING!
Arianna Galante Director of Agency Dept., Managing Director ContactLab France
[email protected] | @digitalzia | @Contactlab
www.contactlab.com www.newslettermonitor.com
http://blog.newslettermonitor.com/
Dain McCracken - SVP International and Business Development at Message Systems
Effective Messaging for Cross-Channel Engagement
• June 25, 2014
Results from Cross Channel Marke-ng Efforts
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Source: Forrester Consul-ng
Only 1% said they did not have posi3ve returns!
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Types of Messages
Devices
Keyboards Screen Sizes
Networks
Metadata
APIs
Maintenance
Coordina3on
SMS
MMS
INSTANT MESSAGE
Formats
Resolu3on File Types
JPG
PNG GIF
hbp
html
MOV
Push APPs Mobile Enabled
video
SOCIAL Chat
Text
Drama3cally Increased Complexity
Negative Business Impact:
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Longer development cycles Higher costs of development and maintenance Inability to move quickly in a competitive landscape requiring agility Lost customers who defect for superior service
Challenges of mobile fragmenta-on translate directly to higher development and maintenance costs.
— Julie Ask, Forrester Research
We Enable Cross-‐Channel Engagement
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Thank you!
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