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EMAIL MARKETING PER CHI NON HA TEMPO DI SCRIVERE
ALESSANDRA FARABEGOLI #BTO2015
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UN WORKSHOP DI VITA VISSUTA
PRATICAMENTE
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SIETE ARRIVATI A 2000 ISCRITTI SU MAILCHIMP? ALLORA PAGATE!
Alessandra Farabegoli
#BTO2013
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NOVEMBRE 2015
QUEL MOMENTO STA ARRIVANDO
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2 DICEMBRE 2015
HIC RHODUS, HIC SALTA
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COSA CI FACCIO IO QUI?
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BRUTTE NOTIZIE
LA PIGRIZIA RICHIEDE UN SACCO DI LAVORO
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PERSONE OBIETTIVI STRATEGIA STRUMENTI ESECUZIONE
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LE PERSONE
CHI SONO? COSA SI ASPETTANO DA ME? COSA OFFRO IO?
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GLI OBIETTIVI
PERCHÉ FACCIO EMAIL MARKETING?
VENDITA
INFO RELAZIONE
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A PROPOSITO DI OBIETTIVI
UN TWEET CHE MI HA FATTO PENSARE
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LA STRATEGIA VIENE DI CONSEGUENZA
DEFINITI GLI OBIETTIVI E MESSE A FUOCO LE PERSONE…
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STRATEGIA SIGNIFICA
DECISIONI DA PRENDERE
▸ Che cosa scriveremo
▸ A chi scriveremo
▸ Quando e ogni quanto tempo
▸ Per ottenere che cosa
▸ Come misuriamo i risultati
▸ Come ci possiamo organizzare
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POCO TEMPO, TANTE COSE DA FARE
IL NOSTRO VINCOLO
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C’È QUALCOSA CHE TUTTI DEVONO SAPERE?
1. I FONDAMENTALI
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CREA UN KIT DI BENVENUTO O UNA SERIE DI EMAIL
es: la guida a puntate
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IL WELCOME KIT
PERCHÉ FUNZIONA
▸ Batte il ferro finché è caldo
▸ Crea una storia positiva di aperture e clic
▸ Allinea tutti sulle conoscenze di base (chi sono, cosa posso offrire, quanto costo)
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CUSTOMER CARE VIA EMAIL
2. AUTOMATIZZARE LA GENTILEZZA
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AUTOMATIZZARE LA GENTILEZZA
CUSTOMER CARE VIA EMAIL
▸ Acquisto sospeso >> C’è stato un problema?
▸ Conferma d’acquisto >> Info utili + Welcome kit
▸ Post-vendita >> Richiesta feedback e recensioni
▸ Follow-up >> Riacquisto? Upgrade? Coupon per amici?
▸ Anniversari >> Regali? Sconti?
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AD ESEMPIO
POST VENDITA
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VI SERVE ANCHE LA NEWSLETTER?
3. INFINE
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NON DOVETE SCRIVERE TUTTI I GIORNI
UNA BUONA NOTIZIA
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FATELO IN GRUPPOORGANIZZATEVI
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ORGANIZZATEVI
FATE UN PIANO [EDITORIALE]
ARGOMENTI FONTI FORMATI
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UN PO’ DI STRUMENTI
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STRUMENTI
FEEDLY: ORGANIZZARE LE FONTI
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STRUMENTI
POCKET: SALVARE PER LEGGERE DOPO
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STRUMENTI
EVERNOTE: CARTELLE, TACCUINI E NOTE
SCRIVERE, SALVARE, CONDIVIDERE, DISCUTERE, PRESENTARE
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STRUMENTI
WUNDERLIST: GETTING THINGS DONE
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FEED RSS >> MAIL
Ottimizzare la creazione di contenuti
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IMMAGINE TITOLO TESTO LINK CALL TO ACTION
MailChimp Snap
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INFINE, L’ESECUZIONE
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LIGHTNESS QUICKNESS EXACTITUDE VISIBILITY MULTIPLICITY CONSISTENCY
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IN CONCLUSIONE
3 MEMOS FOR THE NEXT YEAR
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SE NON HAI TEMPO PER FARE, TROVA IL TEMPO PER PENSARE
MEMO #1
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DO WHAT YOU DO BEST AND LINK TO THE REST
MEMO #2
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SCRIVI UNA VOLTA DI MENO, LEGGI E ASCOLTA UNA VOLTA DI PIÙ
MEMO #1
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