16h EMDay 2014 - Les usages du marketing automation en email marketing
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Transcript of 16h EMDay 2014 - Les usages du marketing automation en email marketing
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by Clic et SiteEMDAY#emday2014
Les usages du marketing automation en email marketing
Jonhattan da LuzDirecteur Inxmail
Le message
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2008: Inxmail Australia 2011: Inxmail France2003: Inxmail Italy 2014: Inxmail?
8 langues
20 pays
110 staff
200 business partners
2 000 clients
Inxmail Germany
Inxmail France
Inxmail Italy
Inxmail Australia
Inxmail Group
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Préambule: no data = no automation
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Préambule: no data = no automation
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Réaction:
Le profil s’enrichit
Envoi automatique
Evènement:
Anniversaire, rendez-vous,
inscription, lien cliqué, achat…
Définition
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CRM E-Mail Marketing
Automatisation: quelles données?
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Automatisation: quelles retombées?
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CLC – Cycle de vie client
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PLC – Cycle de vie produit
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CLC – renouveler les cycles
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Situation standard = automatisme possible
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Extrait du CLC chez Booking.com
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Extrait du CLC chez Booking.com
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Extrait du CLC chez Booking.com
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Extrait du CLC chez Booking.com
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Extrait du CLC chez Booking.com
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Extrait du CLC chez Booking.com
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Extrait du CLC chez Mövenpick Wein
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API
Contenu automatique et ciblé
Check-out simplifié
Réactions du
destinataireBase de données
destinataires
Back office
e-commerce
Données
comportementales
En partenariat avec
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Extrait du CLC chez Arondia
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API
Contenu automatique et ciblé
Check-out simplifié
Réactions du
destinataireBase de données
destinataires
Back office
e-commerce
Données
comportementales
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Extrait du CLC chez l’Apave
En partenariat avec
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OK
OK
OK
@
FAX
TEL
Non
Non
Oui
Oui
Oui
Résultats pour ID 4 et 6
En partenariat avec
Extrait du CLC chez l’Apave
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�Priorité au destinataire
�Evènements du CLC clairement identifiés
�Objectifs clairement définis + en phase avec plan marketing
�Sélection d’outils et méthodes adéquats
�Suivi et optimisation continue
Marketing Automation si et seulement si…
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L’autre dimension du CLC
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Contact