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Bruno Florence présente les dernières évolutions des pratiques email marketing en France lors du salon Email-Expo 2014 (Allemagne)
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Facts and figures about email marketing Last evolution of french practices
for B2C trigger marketing
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Introduction
• Created in 1933, the National Union of Direct Communication (SNCD) can be compared to the US and UK DMA-Direct Marketing Association.
•As a union, it is devoted to defending and promoting multichannel direct marketing businesses.
•It represents all BtoB and BtoC digital and multichannel direct marketing businesses such as :
ESP, datamining, research and analytics, data processing and quality, targeting and personalization, CRM and e-CRM, offline and online mail businesses, acquisition and loyalty
techniques, emailing, social media, mobile media, broadcasting…•200 members
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Members of Signal Spam
Signal Spam is a non for profit organisation and a public/private partnership promoting a trustworthy network of actors united to fight Spam.
Somes facts and figures about email marketing in France
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Size of the ESP Market
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+5,4% / 2012
133 Billion emails
Document exclusivement réservé aux membres du Sncd - Reproduction interdite sans l’accord du Sncd
Size of the french Market 2013
+1,4% /2012
42 MillionInternet
Users
7Document exclusivement réservé aux membres du Sncd - Reproduction interdite sans l’accord du Sncd
Size of the french Market 2013
+1%/2012
8,4 Commercial
Emails per day
+0,64% / 2012
95 Million €Revenue
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2005 2006 2007 2008 2009 2010 2011 2012 20130
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2
3
4
5
6
7
8
9
0.431.21
2.01
4.88 5.32
7.167.88 8.3 8.4
Emails received/day
Average email marketing received per internet user
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Domain name % SpecificityOrange/wanadoo 30% ISPHotmail/Outlook.com 25% WebmailYahoo 12% WebmailGmail 10% WebmailFree 7% ISPSfr 7% ISPLaposte 3% WebmailOther 6%
Standard distribution for a french BtoC email list
50 % @ are under the US Webmail50 % @ are from the French ISP
1010
Classical Emailing Evolution
Sophistication
Automation
Personnalization
Segmentation
Broadcast
Behavioural email
Event Triggered Marketing
Focus on trigger marketing
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Focus on Trigger marketing
Inversion of the classical logic of email campaign
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Which target?
Which message ?
When to send ?
When to send ?
Which message ?
How personnali
zed ?
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5 Advantages
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Good deliverability
More profitable
BetterCTR
BetterOpen Rate
Reducevolume
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Find the best moment to communicate with your clients and prospects to increase revenue
The 5 essential Triggers are follows
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Usually generates the most revenue Birthday EmailAnniversary
The most profitable by email sentAbandoned
Basket
Tell your customer about your companyWelcome Pack
Choose the right inactive segmentRe-engage inactive
Customer/Subscriber
One of the most sophisticatedDeep Surf
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Following your visit, we selected some articles which could interest you
(30) Different strategies : •Best sale•Most view•Most evaluate•Best margin•Recent product•…
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What’s new in 2014 ?
The biggest email list in the world ?
Your targetAds FB on a specific target from your marketing List (Facebook Custom Audience)In 2014, direct connection between FBC Audience and your ESP.
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1,2 billions users in the world26 millions users (active ?) in France
Facebook !
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Email marketing course in Paris
“How to sell by emailing ?”
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1166@
821@
70 %
420 @
2 subs
48 €
1 666Openers
not clicker
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Web
Emai l
Social
Thank you, Danke Sehr, Merci !
[email protected] (slideshare)