This document summarizes a webinar presented by Arianna Galante of ContactLab and Dain McCracken of Message Systems on capturing customers creatively through cross-channel communications. The webinar discussed how to keep up with mobile trends, accommodate customer preferences, leverage multi-channel messaging to engage customers, and use data analytics and reporting. Specific case studies from ContactLab were presented that demonstrated best practices in email marketing, surveys, social media, and analyzing campaign results. The webinar emphasized building long-term engagement with customers through personalized, cross-channel communications.

1. 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

2. A link to the webinar replay will be provided via email
following the presentation
2
Participate in Today’s Discussion…
Tweet #crosschannel
Follow us on Twitter
@messagesystems
@contactlab
@digitalzia
Follow us on Linkedin
Message Systems
ContactLab

3. HOW TO CAPTURE YOUR CUSTOMERS
CREATIVELY THROUGH CROSSCHANNEL
Arianna Galante
Director of Agency Dept., Managing Director ContactLab France
arianna.galante@contactlab.com | @digitalzia
June 25, 2014

4. 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

5. 5@contactlab @messagesystems @digitalzia
1 ABOUT CONTACTLAB
2 OUR POINT OF VIEW
3 LOTS OF PRACTICE

6. 6@contactlab @messagesystems @digitalzia
ABOUT
CONTACTLAB
ONE-STOP SHOP OFFERING, VERTICALLY DESIGNED, UNIQUE POSITIONING, BUSINESS-DRIVEN

7. 7@contactlab @messagesystems @digitalzia
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

8. 8@contactlab @messagesystems @digitalzia
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

9. 9
STRATEGY CREATIVITY & EXECUTION DELIVERY ANALYSIS
EMAIL SURVEYSTEXT PUSH
CONSULTING
MESSENGER
A UNIQUE APPROACH
ONE GOAL
deliver business value maximizing ROI
Future release

10. 10@contactlab @messagesystems @digitalzia
" 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)

11. 11@contactlab @messagesystems @digitalzia
POINT OF VIEW
OUR

12. 12@contactlab @messagesystems @digitalzia
«the
digital
glue»
digital
common
denominator
bridge
towards
all
brand
ini3a3ves
ANALYTICS
SHOPPING
CRM
WEBSITE
MOBILESOCIAL
SURVEYS
EMAIL AT THE HEART OF 1 TO 1 MARKETING…

13. 13@contactlab @messagesystems @digitalzia
…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

14. 14@contactlab @messagesystems @digitalzia
" 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

15. 15@contactlab @messagesystems @digitalzia
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

16. 16@contactlab @messagesystems @digitalzia
OVER TIMECOMMUNICATE INSPIRE CONVERSE OBTAIN RESULTS
PERSONALIZING
THE RELATIONSHIP
CAPTURING CUSTOMERS =

17. 17@contactlab @messagesystems @digitalzia
BEYOND
JUST SELLING:
BUILDING
A VALUABLE EMAIL EXPERIENCE

18. 18@contactlab @messagesystems @digitalzia
ENCOURAGE EMAIL SIGN UP: VISIBILITY AND MOTIVATION

19. 19@contactlab @messagesystems @digitalzia
ENCOURAGE EMAIL SIGN UP: CROSS POLLINATION

20. 20@contactlab @messagesystems @digitalzia
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. 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. 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. 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

24. 24@contactlab @messagesystems @digitalzia
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

25. 25@contactlab @messagesystems @digitalzia
OFFER EXCLUSIVE CONTENT

26. 26@contactlab @messagesystems @digitalzia
CELEBRATE

27. 27@contactlab @messagesystems @digitalzia
THINK SOCIAL

28. 28@contactlab @messagesystems @digitalzia
ACT SOCIAL

29. 29@contactlab @messagesystems @digitalzia
INVITE… offline!

30. 30@contactlab @messagesystems @digitalzia
ASK & LISTEN

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.
LET THE DATA GUIDE YOU:
POST CAMPAIGN
ANALYSES

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.
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. 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. 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

35. 35@contactlab @messagesystems @digitalzia
DO YOUR EMAILS
RESONATE,
CONNECT,
DRIVE ACTION?

36. 36@contactlab @messagesystems @digitalzia
YOU ARE WHAT YOU EMAIL.

37. 37@contactlab @messagesystems @digitalzia
FOLLOW US
THANK YOU
and
HAPPY EMAIL MARKETING!
Arianna Galante
Director of Agency Dept., Managing Director ContactLab France
arianna.galante@contactlab.com | @digitalzia | @Contactlab
www.contactlab.com
www.newslettermonitor.com
http://blog.newslettermonitor.com/

38. Dain McCracken - SVP International and Business Development at Message Systems
Effective Messaging for Cross-Channel
Engagement
• June 25, 2014

39. Results
from
Cross
Channel
Marke-ng
Efforts
39
Source:
Forrester
Consul-ng
Only
1%
said
they
did
not
have
posi3ve
returns!

40. 40
Types
of
Messages
Devices
Keyboards
Screen
Sizes
Networks
Metadata
APIs
Maintenance
Coordina3on
Email
SMS
MMS
INSTANT
MESSAGE
Formats
Resolu3on
File
Types
PDF
JPG
PNG
GIF
hbp
html
MOV
Push
APPs
Mobile
Enabled
video
SOCIAL
Chat
Text
Drama3cally
Increased
Complexity

41. Negative Business Impact:
41
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

42. We
Enable
Cross-­‐Channel
Engagement
42
42

43. Thank you!
43
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• www.messagesystems.com
Contact Us
• info@messagesystems.com