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

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 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

1 CONTACTLAB EN BREF

AGENDA

2 NOTRE POINT DE VUE

3 LES INDICATEURS EMAIL

4 AU-DELÀ DES INDICATEURS EMAIL

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 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.

100% MARKETING DIRECT DIGITAL

100% ENGAGEMENT CLIENTS

100% RESULTATS MESURABLES

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 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.

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

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 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.

LAISSEZ-VOUS GUIDER…

ACCOMPAGNEMENT

COMPLET

STRATÉGIE CRÉATION DÉPLOIEMENT ET TESTING

REPORTING

ET ANALYSE

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 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.

AU-DELÀ DE L’EMAIL

STRATÉGIES DE COMMUNICATION DIGITALE

EMAILS - SMS

NOTIFICATIONS PUSH SONDAGES

RECHERCHES

MINI-SITES JEUX CONCOURS MÉDIAS SOCIAUX

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 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.

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)

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 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.

POINT DE VUE

NOTRE

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 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.

«Digital glue»

Dénominateur

commun sur le web

Pont vers toutes

les initiatives

ANALYTICS

SHOPPING

CRM

SITE

MOBILE SOCIAL

SONDAGES

L’EMAIL AU CŒUR DU PARCOURS DU CONSOMMATEUR

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 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.

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)

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 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.

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

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 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.

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…

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 13

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

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 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.

DANS LE TEMPS COMMUNIQUER INSPIRER DIALOGUER OBTENIR DES RÉSULTATS

PERSONNALISER LA RELATION

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 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.

EMAIL

LES INDICATEURS

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 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

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

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 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

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

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 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

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

…

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 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

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)

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 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

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 ?

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 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

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

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 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

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

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 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

QUI A OUVERT ?

Quand, combien de fois et avec quelle fréquence ?

2/ OUVERTURES

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 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

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%

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 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

COMMENT SONT-ILS DÉTECTÉS ?

En réécrivant l’url du lien

3/ CLICS

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 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

OÙ EST-CE QUE LES CONSOMMATEURS CLIQUENT ?

Par lien, par catégorie, par zone du gabarit

3/ CLICS

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 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

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

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 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

4/ PARTAGE

SHARING IS CARING

Regardez quels sont vos messages les plus partagés

1 to 1 avec les amis

Sur les réseaux sociaux

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 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

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 !

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 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

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 ?

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 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.

DES INDICATEURS EMAIL

AU-DELÀ

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 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

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

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. 33

ROI ET RPE

ROI : ventes générées par la campagne / le programme pour chaque euro dépensé

RPE : ventes générées par email livré

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. 34 34 @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

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. 35 35 @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)

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. 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. 36

DÉPENSE ANNUELLE MOYENNE DES CONTACTS EMAIL VS AUTRES CLIENTS

EN LIGNE OFF LINE CROSS-CANAL

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 37

VERS DES TABLEAUX DE BORD PERSONNALISÉS

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 38

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

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. 39 39

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

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. 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.

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”

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. 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.

YOU ARE WHAT YOU EMAIL.

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. 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.

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