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 DANS UN MONDE MULTI-CANAL Arianna Galante, Directeur Général France / Director of Agency Dept. Paris, 29 janvier 2013

@contactlab @digitalzia #EMP2013

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.

Plus de 1.000 clients

Plus de 40 millions d’emails et 400 campagnes routés par jour

15 ans d’expérience

Plus de 120 experts dans l’email marketing

5 bureaux à Milan, Paris, Munich, Londres et Madrid

1 positionnement unique :

• Technologie : Routeur

• Créativité : Agence

• Analyse : Business Intelligence

CONTACTLAB EN BREF

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

Stratégies de communication digitale

Sites / mini-sites

Sondages Jeux concours Emails 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.

CONTACTLAB EN BREF

Accompagnement complet

reporting et analyse

déploiement et testing

stratégie

création

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

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 o 4 000 000 de newsletters o 15 000 announceurs o 5 langues o 20 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

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.

L’EMAIL MARKETING DANS UN MONDE MULTI-CANAL

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.

BIENVENUE DANS LE MONDE DES «4-SCREEN PEOPLE»

Notre consommation de médias se fait devant un écran On passe aisément d’un dispositif à l’autre On en utilise plusieurs à la fois (surtout lorsque devant la télévision) Notre navigation est séquentielle, sur un mix de ces dispositifs (mobile > PC)

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.

ET EN PARTICULIER DANS UN MONDE MOBILE

Les ouvertures depuis mobile représenteront 15 à 65% des ouvertures par email. - eMailmonday - “Party safe mobile email stats” (2013) 43% des emails sont lus depuis un dispositif mobile, plus que depuis desktop ou webmail. - Litmus - “Email Analytics” (Décembre 2012) Les décisions d’achat mobile sont influencées par l’email dans 71% des cas – seulement les amis ont plus d’influence (87%). – Adobe “2013 Digital Publishing Report: Retail Apps & Buying Habits”

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.

PLEIN DE POTENTIEL… MAIS AVEC DES NOUVELLES EXIGENCES

Si un email n’est pas visualisé correctement,

69,7% des consommateurs l’effaceront immédiatement. - BlueHornet “Consumer Views of Email Marketing” (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.

VERS L’EMAIL RESPONSIVE ?

Même les email optimisés pour mobile comportent des inconvénients

o Appels à l’action petits

o Obligation à scroller pour comprendre la totalité du message

o Textes peu lisibles

o Images coupées

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.

Après les sites responsives, l’email responsive

o personnalisation des dimensions et du contenu en fonction du dispositif

o aucun clic supplémentaire

o 1 message / 2 gabarits

o des composantes «touch»

o images cliquables sur BlackBerry

o images adaptées à la résolution

Mais aussi plus de temps de préparation et de codage

Vers un design plus simple, 1 colonne

VERS L’EMAIL RESPONSIVE… OU DU MOINS VERS L’OPTIMISATION MOBILE

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.

LES IMPLICATIONS

Une attention fragmentée

Plus d’opportunités d’être vus par une cible toujours joignable

UN DEFI

Passer du multi-canal au cross-canal

La cohérence des points de contact

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.

A la bonne personne Personnalisation Segmentation

Au bon moment 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 cross-canal fluide

Sur le bon canal www

Le bon message Contenus à valeur ajoutée pour le consommateur Une variété de contenus, pas que de la vente !

LA PERTINENCE 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.

DANS CE CONTEXTE QUEL AVENIR POUR L’EMAIL ?

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.

L’EMAIL CONTINUE A FAIRE SES PREUVES

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)

77% des consommateurs préfèrent recevoir des promotions par email. The 2012 Channel Preference Survey

60% des décideurs dans les entreprises pensent augmenter leur budget en email marketing.

www.strongmail.com/2012marketsurvey

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 EST CROSS-CANAL

un pont vers toutes nos initiatives notre dénominateur commun sur le web

the digital glue

Un «facilitateur digital»

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LE CROSS-CANAL = OFFRIR UN CHOIX

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EM@IL MARKETING

EMAIL = UN PONT VERS TOUTES LES INITIATIVES

MOBILE

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 > SITES MARCHANDS

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EMAIL > POINTS DE VENTES

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EMAIL > POINTS DE VENTES

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EMAIL > OMNI-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.

EMAIL > SHOPPING MOBILE

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-DELA DE LA VENTE

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 > SONDAGES

Feedback au service clients en temps réel

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 > APPLICATIONS

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EMAIL > MINI-SITES

avec option sms de rappel

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 > INITIATIVES SAISONNIERES

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 > BLOG

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.

Daniel Buren / Grand Palais - Paris

EMAIL > EVENEMENTS

Cours de l’Università del Caffè - Paris

31

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http://blog.getresponse.com/uploads/2012/01/infographic_socialmedia_61.jpg

EMAIL ET RESEAUX SOCIAUX

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EMAIL > RESEAUX SOCIAUX : la mode Pinterest

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 > RESEAUX SOCIAUX : invitations

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 > RESEAUX SOCIAUX : invitations avec contenu

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.

POUR CONCLURE

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.

LE CROSS-CANAL : UNE EXPERIENCE CONSOMMATEUR COHERENTE

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.

POUR CONCLURE

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 e-mail & e-marketing evolution

Merci.

Prochains rendez-vous : • Comment attirer l’attention du consommateur et la maintenir. - 29/01 à 14h45 S251

• Analyser le comportement des consommateurs pour maximiser le ROI - 30/01 à 10h S252A

• Les 5 tendances clés de l’email marketing à ne pas manquer en 2013 - 30/01 à 14h Espace Agora

Arianna Galante – arianna.galante@contactlab.com

www.contactlab.fr

www.newslettermonitor.com

12 rue du Helder

75009 Paris