WEBINAR: Email Marketing for the Non Profit, fund raising strategies during and post Covid-19 (IT only)

No-Profit webinar

How did the digital communication change during lockdown? How to continue the relationship with donors in the phase 2?

Wednesday, July 8th, 2020
at 2:00 pm
Massimo Fubini, Founder & CEO di Contactlab
Odette Di Maio, Head of Account Management, Client Manager No Profit

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In an emergency situation people have shown new values than before by reorganizing their priorities and changing their habits.

How did it go for Non Profit? How did digital communication change during lockdown? How did the relationship with donors continue?

In this webinar we will see what critical issues NPOs had to overcome to keep the attention of supporters towards their causes and what strategies they put in place to continue their fundraising campaigns making the most of digital channels.



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Milky Way: the Contactlab Design System

The digital touchpoints between brand and consumers are constantly increasing, making it important to pay attention and to maintain consistency and uniformity between the different channels and the multitude of devices available. In fact, today’s user easily switches from a web page on the desktop to a mobile application and it is not uncommon for them to navigate from one product to another, both belonging to the same ecosystem without having decided beforehand.

The project to develop the unified experience of Contactlab Marketing Cloud grows with these considerations and comes to define a set of rules and guidelines to maintain consistency and continuity within the same universe. The Design System is the tool available to Designers, Developers, Marketers and in general to those who design products and services immersed in a complex context.

The Design System

One question we are often asked is whether it is really needed. There is no simple and above all unique answer, it all depends on how much care and respect is put into the application and updating of the Design System.

The approach of many companies is to create a catalogue of UI components – the so-called design library – trying to preserve the consistency of the brand and with the aim of making the Front-End development of new products more efficient. Once implemented and manipulated to adapt them to specific contexts, it often happens that the individual components undergo even drastic variations with regard, for example, to proportions or look & feel. This causes upheavals with impacts on the use and interaction between product and user. The Designer, often left alone in a complex organization, is not able to follow the entire chain of creation and maintenance of one or more products.

From this it emerges how a design library cannot ensure an optimal result if not accompanied by a governance that guarantees its application and maintenance, despite being the result of a continuous, long and expensive activity in terms of design and development.

The Design System extends the concept of UI component catalog because it provides a set of shared rules and practices to update and innovate this set, defining a governance system for the design library.

What we find in the Design System

Milky Way is the Design System of the Contactlab platform. We chose this name in homage to our Milky Way solar system, a set of planets and rules.

TopTen DesignThe inspiration also comes down to the space-themed illustrations – new style, new rules, new perspectives for a new frontier to reach – that are giving new life to our Marketing Cloud. The idea is a constellation of elements that relate to each other, evolve and move as one. The set of principles and conventions on which these associations are based are shared and discussed in a series of articles dedicated to the Contactlab Marketing Cloud interface.

Each Design System is designed starting from the business needs and the type of products to which it will be applied.

However, there are some recurring elements that can also be found in Contactlab’s Design System:

  • Functional patterns, consolidated solutions to a common design problem.
  • A styleguide, a series of guidelines and attributes that influence the look & feel of an interface with the aim of transmitting an identity regardless of the functionality of the product.
  • Practices, techniques, approaches and processes that influence the teams involved in product design.
  • UI components, repeatable and reusable blocks of an interface.

Moreover, a Design System can include a Brand Identity, that is all the documentation supporting the corporate identity even if not strictly related to the digital world: mission, vision, tone of voice, use of the logo, typographic and photographic composition, etc.. We, in Milky Way, have adopted this approach.

The benefits from a Design System

The Contactlab Design System is indispensable so that the platform and its functionalities can continue to evolve with a strong impact on consistency – style and use – while reducing design time and technical debt. In general, a well oiled and used design system supports:

  • A superior user experience.
  • An increase in product quality perception.
  • A significant reduction in support requests.
  • A decrease in the time needed to resolve bugs and inconsistencies.

Ryan Lum’s article How to measure a Design System’s impact provides an objective and subjective way to measure the impact of a design system in three key areas: the user, the company and the team.

The Contactlab System

Milky Way - infographic


Regarding the Contactlab Marketing Cloud platform we have adopted a systemic approach. We started by defining and theorizing a set of principles and rules that would bring order to the entropy of interface design and development processes. We adopted as components library an open-source project, Ant Design, adaptable to the latest Front-End technology stacks (Angular, Vue, React, React Native). Through Tokens – key/value objects – we are able to feed it with our styles and rules. The entity of these same Tokens varies depending on the language and technology used and are distributed through a single NPM package.Then, an additional package is available that can be installed in the project and provides the static resources created when prototyping a section or feature, such as service pages, illustrations, logos and icons. The individual parts form a galaxy composed and articulated in many sub-systems. Hence, again, the name Milky Way.


If you’re curious to learn more about our Milky Way, from the beginning to the next evolution, you can call us right away. Or browse through the documentation we’ve made accessible to you as well. The material is in fact open source, from the source code of the Design Token on GitHub to the design documentation, hosted instead on Notion so that everyone is able to update it without special technical skills.



Discover the UX/UI Marketing Cloud series!

Empty States Colors Typo Elevators Structure




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Restart your business: calculate your customer’s RFM!

The lockdown is over, slowly the shops reopen and activities restart believing that e-commerce will remain a much more used sales channel than in the past. Don’t leave anyone behind. Find out how your customers have behaved online during the lockdown, plan ad hoc marketing campaigns for them and help your business get going faster.

We have already seen the benefits you can get from combining ecommerce and marketing automation. Try to think about the level of customization that your journeys could reach if you had available for each customer the RFM index, which is the result of an algorithm able to group your customers in different clusters according to their purchasing behavior.

RFM and ecommerce

It is widely believed that customers to focus on are the loyal ones, who have bought more recently or spent more. With few resources you keep them on board in a profitable way. Acquiring a new customer costs at least 5 times more than retaining an existing one (source: Harvard Business Review).

However, it might be worth getting a better understanding of the purchasing dynamics of the last few weeks, getting to know new customers or perhaps discovering the value of those that seemed less interesting in the past.

What they have in common, however, is that for each of them your brand should have a different but conscious engagement strategy. And so RFM measurement becomes a valuable support.

It becomes intuitive as talking about RFM that the ecommerce should be looked at with a double valence, because:

  • It provides the data for further processing resulting in the synthetic index.
  • It uses the result of this processing to segment and create a better customer experience, retain more customers and increase their value.

Why a RFM analysis?

The RFM analysis, in addition to calculating a precise data useful for direct customer management, for example during a phone call with your Customer Care, proves to be a valid segmentation technique of profiles into categories starting from the history of the transactions in a given period of time.

From the combination  of the three variables:

  • Recency: when they bought last time.
  • Frequency: how often they bought.
  • Monetary: how much they spent,

you can identify homogeneous groups of customers and design relevant content that will drive them to an action or purchase.

SegmentationOr you may decide that under a certain value or for some clusters it is no longer convenient to continue to promote engagement activities for example for customers who have not purchased recently, frequently and whose spending has been low or negligible.

The model is applicable for all brands, however, it is necessary to consider the characteristics of the sector, products, seasonality, etc.

RFM audience segmentation is the key to achieve the level of personalization your customers expect, targeted campaigns instead of initiatives aimed at your entire audience.

You can use the calculated information, for example, to:

  • Discover valuable but at risk of churn customers who usually buy frequently and who have not shown up in the last 2 months. Reconnect them with your brand through customer retention initiatives. Send them targeted proposals, special discounts, recommendations and valuable content.
  • Identify who bought a lot in 2020 before the lockdown, but not lately, and carry out remarketing campaigns on social media – for example Facebook – or up-selling.
  • Get to know the Top Customers who mantained the same status even during the health emergency and differentiate communications to increase loyalty with cross-selling proposals.
  • Select new customers who have spent little in quarantine and promote nurturing initiatives to encourage other purchases with discounts and promotions making them more profitable and pushing, why not, even the visit to the store now that it is feasible.
  • And so on…

It is immediately apparent that this clustering model is useful in many ways.

If, on one hand, it identifies your customers’ buying habits, on the other hand it defines which of them is more sensitive to your brand and responsive. You can then use the model to increase the value of individuals by switching them from one cluster to another and:

  • Understand which types of activities are most appreciated.
  • Find out which customers respond best to each of these.

In this way it also becomes a useful decision-making tool in the marketing planning phase because it allows you to direct your resources and invest in targeted initiatives that can ensure a quick return by improving conversion rates and helping to achieve business objectives.

The RFM algorithm of Contactlab

The platform gives you the opportunity to create your targets intuitively and immediately using the RFM index as a condition – and more generally all the standard or customized insights that our Business Intelligence team can build with you quickly and easily. Thanks to our experts you can apply the RFM algorithm to your customer base and define 11 behavioral patterns.

After choosing a scale of votes (1-5) and assigning one vote to each of the three variables Recency, Frequency and Monetary, from the 125 combinations you can identify 11 clusters to associate a set of actions for customer engagement and marketing activities really 1-to-1.


RFM evolution


Let’s see some examples together.


They have bought recently, frequently and their level of spending is very high. These are typically loyal customers who must be rewarded and you have to keep the three variables at high levels. You could even rely on them as early adopters of new products or services and certainly rely on them as a channel to promote your offer.


They may be the new lockdown customers: they are recent but have spent a lot several times. Offer them membership cards or loyalty programs and push cross-selling activities with recommendation of other products or services related to what they have already bought.


They’ve been customers for the past few weeks, but they haven’t spent much. Was it really their intention, or did they not have the time or were they not properly solicited? Try to interest them, insist perhaps with free trial programs, check their value to the end and then decide if it’s worth continuing to follow them.


All values are above average: recency, frequency and even monetary but have not purchased so recently. That it’s because of the medical emergency? Will it just be a temporary condition or is there something else? You could bid on them in time by doing campaigns based on past purchases. You have to do everything you can to reactivate them.


They spent a lot and bought frequently, but… a long time ago. Even before the lockdown, they’d been absent for some time. Their value has always been high and you could count on them, you have to reconnect them. You’ve got to do something, plan personalized emails to the extreme, don’t let them go to the competition: if they don’t buy from you, they’re doing it or they will do it elsewhere.


During the  health emergencies, consumers have had more time to browse online and look for alternatives to their usual habits. These contacts have purchased recently, so maybe right during lockdown but not frequently. Maybe did they take advantage of the special offer you designed a couple of months ago to new customers for their first purchase? Contact them, follow them in the on-boarding process and gradually build a new relationship that will soon become valuable for both of you.

Now, what have we discovered more from the Contactlab model?

The RFM calculation has to help you develop customized campaigns for each phase of the life cycle of all individual customers – clusters are made from identifiable and actionable profiles – but understanding the transaction data deeply, you can predict the (re)purchase process that becomes the true engine of the future of your brand.


RFM shows you a realistic snapshot of how your ecommerce customers behaved during lockdown. If you want to further enhance the analysis, you can also merge the data offline. From your customers’ online and offline purchases, you know habits and preferences and measure their current value. You can recognize buying behavior patterns and answer questions like ‘What are my top customers and which ones I can consider lost?’. It is one of the most powerful segmentation approaches in terms of targeting messages and offers.

Contact us and our team of experts will show you how to make the best use of the segmentation and automation features of the Contactlab Marketing Cloud platform, combine them with your ecommerce and other systems, collect as much information about your contacts as possible, process it and get new insights like the RFM index for 1-to-1 marketing strategies.




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WEBINAR: Email marketing in the GDO, strategies during and post Covid-19 (IT only)


How did the digital communication change during lockdown? How to continue the relationship with consumers in the phase 2?


Thursday, June 11th, 2020
at 10:30 am
Speaker: Massimo Fubini, Founder & CEO di Contactlab
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We’ll talk about CRM, LOYALTY and MARKETING in retail.


Brands are called to have an ethical approach to communication, to review their relationship strategy with the consumer who, in an emergency situation, has new values. In this webinar we will see what strategies have been put in place by retail brands – useful ideas for other industries as well – to reassure consumers and continue to sell through digital marketing.

What has been the role of direct communication (email, sms, social…) in this period? And in the next phase? Which messages were used? How often? Which images, which Tone of Voice? Promo or Branding?




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What does the health emergency teach marketing engagement?

The use of technology has been fundamental during the lockdown and customer engagement tools have become extremely important, especially because people are at the centre of the critical issues of these months.

Brands now know it, they have understood it: they need to approach and use tools to create and maintain longlasting and valuable relationships with their customers. They have to build different customer journeys than in the past: longer, more articulated, differentiated and sometimes not aimed at an immediate and direct creation of new business but simply to support the existing one. It is necessary to re-evaluate the loyalty theme, which also passes decisively through customer engagement.

4 things marketing engagement can’t do without

We were saying, brands have realized the enormous contribution that customer engagement solutions bring in a moment of social distancing. But what lesson does the health emergency teach us? What is no longer possible to ignore, need to re-evaluate or manage in a different way?

What is certain, and many analysts are convinced of this, is that the habits that consumers took during the forced quarantine will remain in the future.

1. Deeply customer knowledge

Customer KnowledgeThere is an incredible increase in data sources compared to the past. Consumers are reducing distances through many channels, many of them digital. We see many more people online who, according to recent studies, spend almost 10% more of their time online than just a few months ago, leaving different and often uncoordinated traces here and there on the web, and chasing brands’ proposals based on new variables.

Without a good data-driven strategy, brands can’t think to last long in an efficient way. A data-driven strategy must rely on data management solutions. At the heart of Contactlab Marketing Cloud is a Customer Data Platform, able of:

  • Capture all the data left by consumers in their daily activities and collected by brands on different systems often distributed in the company as real silos.
  • Integrate the information collected simply and practically in real time in a unique point, a unified profile that gives a 360° view of every single contact, thanks to API, SDK and plugins.
  • Elaborate data and events to enrich the profile with KPIs, insights and future behavior predictions that allow brands to anticipate needs and communicate accordingly. Measuring metrics such as email engagement, Customer Lifetime Value (CLV) or RFM index, becomes increasingly important to fully understand each contact and fill the gap to achieve a superior customer journey and a perfect customer experience.

2. Target refinement

The consumer has different needs than in the past. The lockdown has changed habits and interests, actions and expectations and the gradual return to normal will be impacted by what happened. The Contactlab Marketing Cloud platform offer a segmentation functionality that allows you to explore the database and identify targets of contacts with similar characteristics in order to communicate with each of them as if they were the only one and ensure the necessary attention throughout the entire life cycle – not just the purchase one.

Advanced Segmentation

You can create audiences from:

  • Demographic information: knowing for example where every single customer lives, you can build targets to suggest the nearest open store, with promotions or initiatives designed ad hoc to restart in-store purchases. Or since the lockdown has brought online many more users with purchasing power, you could decide to promote campaigns dedicated to them maybe on social networks.
  • Digital Behavior: If your business is electronics and you find out that during the lockdown almost 50% of purchases were made from smartphones and 5.3% from tablets (source: Human Highway eCommerce Trends), you may want to address with ad hoc offers those who open your emails on mobile, make the reading and shopping experience even easier as well as further optimize your communications and ecommerce mobile use.
  • Purchasing habits: the frequency of shopping has decreased but the average receipt and the number of products and services in the cart have increased (source: Osservatorio Multicanalità 2020). It could be time to put in place retention strategies – through communication – for those who have significantly changed their receipt, with the aim of continuing to keep its value high. Or discovering that in the #AgeOfQueues – as always defined in the Observatory – physical and virtual queues have led about 11% of total shoppers to give up their shopping at least once, you might decide to activate initiatives for those who have abandoned their cart and not concluded any purchase, for example, since the beginning of March.

Clusters can also be identified on the basis of KPIs resulting from the processing of expressed preferences and, perhaps more interesting in order to anticipate your customers’ wishes, segmented according to predictions of future actions deriving from standard or custom algorithms applied to the data collected on each profile.

Forced quarantine shows that it is necessary to refine engagement techniques and change segmentation priorities. We need to move from traditional audience segmentation – based on a balanced supply and demand match but often still driven by brand objectives – to a new segmentation that takes even more account of the emerging picture:

  • Omni-channel customers, for purchases, information search, content fruition, etc..
  • Multi-device customers, who move from one device to another with expectations of consistency in content.
  • Multi-brand customers, the flood of many online initiatives have opened up new opportunities to new brands that had previously been neglected.

With reliable profiles and advanced audience segmentation features, you can rotate your marketing initiatives around the customer, reserving them a personalized relationship and 1-to-1 communication activities tailored to their specific needs.

3. Personalized experience

Personalized experienceContent, timeliness, channel. During the lockdown time it has become perhaps even more important than in the past to communicate:

  • The right message.
  • At the right time.
  • Through the right channel.

Marketing automation is one of the answers to new customer needs, now in post-lockdown, which allows you to save time and energy and a faster return on investment.

Combine segmentation with BI services and use the Contactlab Marketing Cloud to identify your ideal audience to create customer journeys that follow your contacts closely, triggering personalized content communications when conditions are satisfied. All in a simple and automatic way. Take advantage of the platform’s editors to create engaging messages for omni-channel experiences that you can take to the next level with the support of our team of experts.

You can automate more complex campaigns to manage manually, but also simpler tasks: think about welcome email, or birthday series or even tracking a shipment.

The resulting benefits go both in the direction of simplifying the brand’s business but also increasing the quality of the experience for customers who will receive the information they want when they expect it.

4. Omnicanality


One of the keywords of tomorrow – if possible more than today – seems to be omnicanality (source: Nielsen). Omnicanality that means buying habits, favorite devices, info search methods, contact channels with brands, etc.

The platform offers a sending engine for multi-channel campaigns and customer journeys. In addition to email, which despite the years continues to maintain the primacy among the favorite channels of customers in the dialogue with brands, and SMS, during the lockdown the number of downloaded applications has increased, thus increasing the value of communication through push notifications and the use of social media that reevaluates the use of campaigns such as Facebook Lead Ads or Custom Audience.

Think about the possibility to generate new contacts through ads forms on Facebook and have them available on the platform in real time, and maybe immediately inserted in a welcome journey. Or you can reach your customers also on Facebook, refining the target of your social initiatives by using custom audience look alike.

What becomes important is the awareness that multi-channel customers require the presence of brands on all the channels of their interest. And brands must adapt to this new reality.


Contactlab’s Marketing Cloud platform offers all the features to meet the new post-lockdown dynamics and maintain high levels of customer engagement, always GDPR compliant.

The health emergency is having repercussions on everyone’s life. People’s needs and behaviors are changing and this implies new challenges for marketers. Contact us. Together we can see how the Contactlab Marketing Cloud platform and the competences of our Digital Marketing Services can help you to be up and running in a time of great change but full of enormous opportunities for your business.





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Lockdown? Get a credit for your next gym pass renewal!

Haven’t you been able to use your subscription in the last weeks? Your gym will take care of you and will reserve a credit that can be used on the next renewal to all customers who request it.

GYMIn order to manage all the steps timely and to be sure that the largest number of customers respond and take advantage of the gift, your gym has chosen to rely on marketing automation tools. They have designed a journey to bring you from the first promotional email to the voucher!

Let’s have a look together to the journey… and we’ll find that there’s more than we can imagine. In fact, if on one hand there is the usual attention to the customer and that is valid especially now, on the other hand your gym wants to:

  • Qualify as much customer data as possible.
  • Have as many subscribers as possible with an active personal account on the site.

In order to adapt the business to the new restrictions and to the post-lockdown guidelines, it wants to increase the online services – first of all the renewal of subscriptions but also the choice of the personal trainer, booking the training session or the locker, etc. etc. – and they also want to reduce many of the administrative activities previously managed face to face.

In order to start with this new project, however, every customer needs to be registered.

Let’s see how your gym decides to proceed

All the contacts who have a valid subscription enter the automation: an annual pass to all the activities, single entrances, courses, etc. etc. Depending on the type, subscribers will receive personalized communications with different content and tailored to their specific characteristics.

The email will however contain an invitation to visit the site where a very short form will be available. By indicating only email and card number, you will have the opportunity to claim your credit. Here the gym wants to keep short the time required to complete the request.

FormPlease note that your gym does not have the correct and / or usable email address for all the subscribers. For this reason it also promotes the availability of the form on social accounts and via local radio to reach as many contacts as possible.

In any case, coming back to our journey, once filled out the form, the contact will immediately receive an email confirming the status of the request.

The form can now trigger the check and if the card number is actually registered in the gym’s systems and if so, the customer profile is created – or updated if existing – with the new grantedCoupon event.

A new email will then be sent – after 24 hours from the first communication – with instructions to activate the credit definitively. A link will be provided to the site registration page – or login if you already have a personal account – to access your area. By clicking “activate your voucher” you can finalize the entire procedure.

In addition, in the same communication, a further discount will be offered to all those who download the app and activate the notification service.

The confirmation of this second voucher – in addition to the first one – will be done via push notification.

Once this is done, you will also have the possibility to update online all your data about your habits, preferences, needs etc etc and to receive free gifts for any more data added, typically gym gadgets: mat, towel, tokens for beverages, etc. etc..

All the information generated during the flow will be collected and integrated into a unique customer profile who will be constantly updated with everything, including your digital behavior.


…you can use marketing automation to achieve the most different goals. Here we have seen a quick example but many others are possible in all industries.

Contact us now and together we can see what’s right for you. The combination of the Contactlab Marketing Cloud platform and our Digital Marketing Services are the key to manage this new “normality” we have to get used to. Together everything can become easier.


#covid19 en

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Are the traffic and orders increasing on your ecommerce? Be ready, automate!

The health emergency we are facing and the lockdown we have been called to is changing our needs and habits as consumers. With the closure of shops and the current access restrictions, important changes in the way we buy are now a fact.

ecommerceEcommerce has become a fundamental shopping channel in a time of social distancing and rigid protocols for in-store access. Awaiting a slow return to (new) normality, experts argue that the use of ecommerce will be a constant in the future.

The number of online users is growing, but especially the sales that exceed +50% compared to the same period in 2019 and over +20% when comparing volumes with those of the weeks before the emergency (source: Inmediato Mediaplus).

The ecommerce is confirmed as a valid sales channel for those who already used it in the past but also for those who have considered it only recently, to support the traditional in-store business.

But is it going smoothly?

However, the massive use of online shopping has highlighted some limitations, mainly due to a partial and discontinuous digitalisation of brand processes and a reduced optimisation of operations.

In fact, brands are facing problems related to their core activities – such as unusual product demand, adapting warehouse management to a pressing demand, strengthening and diversifying the distribution network, hiring staff for new tasks, physical distancing in store, etc. etc. – but also linked to an inevitable new way of using technology. In fact to meet the rising of new needs and the different customers’ priorities and to satisfy increasingly high expectations, brands have to review the way they do business online. And this is where Marketing Automation comes into play. If the health emergency has increased traffic and orders on your ecommerce, be ready and automate as many tasks as possible.

What it means to do Marketing Automation for ecommerce

In general when we talk about Marketing Automation we refer to a set of rules that apply to contacts with similar characteristics – status or behavior – along a path designed by the brand. Rules that trigger actions when specific events occur and when the appropriate conditions are met. In short, thanks to Marketing Automation you can create a highly personalized customer experience tailored to the individual profile with customer-relevant communications sent at the best time.

E-commerce solutions can express their best when combined with marketing automation tools to guide the customer through the entire online lifecycle, for a single experience or for the entire duration of the relationship with the brand.

Automating the communication flows of your ecommerce business allows you to simplify and speed up a series of actions that could not be handled efficiently by any human being or by an entire team.

The benefits from the collaboration of the two technologies are especially important in terms of:

  • Improvement of the relationship: good marketing automation always brings with it a deep knowledge of the customers through the availability of unique enriched profiles that can be used for communication strategies and messages designed for each individual contact.
  • Messages timeliness: the best way to be close to customers is to anticipate their needs and deliver the correct communications at the right time, for example on the status of an order.
  • Integrated communication: on any channel and at any time, each customer is recognized and managed as unique, consistently, regardless of the origin of the contact or the source of information about him.
  • Increased sales and loyalty: meeting expectations and fulfilling promises allows the brand to gain enough authority to entice customers to buy and buy more.

Let’s try to understand better with some examples

Package tracking

Try putting yourself in your customers’ shoes. What would you like to happen as soon as you click “proceed with payment?”

trackingSurely you would like to know step by step, at what point on the journey to your home is the package. You would like to receive for example an email or a push notification at every change of status, with an indication of the expected delivery time, including any hiccups. The brand could perhaps, in the face of unexpected delays, consider an ad hoc communication with a discount voucher on the next purchase.

Or trigger a call by the customer care who will inform verbally about the delay and apologize for any problems this may cause.

And everything is activated automatically and in real time. How many times did you receive your order and only the following day, the email of successful shipment? Or on the contrary the confirmation of an order and the shipment in 48 hours and after a week still nothing?

Well, the timely tracking of shipments transmits to the customer a sense of attention and care that should not end with the purchase or with the achievement of what is your main objective. It must continue beyond and contribute to increasing the level of reliability of the brand.

You have to resort to marketing automation because it is unthinkable to monitor one by one all your customers though they all deserve to be treated as if they were unique.

Shopping abandoned cart or expired

Imagine a product added to the cart then abandoned before the conclusion of the purchase or the expiration of the session. Each of these conditions is a lost business opportunity without a proper, immediate and personalized follow up.

Abandoned cartYou can decide to send after hours or days, an email to invite the customer to retrieve his cart or alternatively, not to miss the product or service he had selected.

Since you know your contact, you can leverage this knowledge and marketing automation to improve his user experience through:

  • Information on his buying habits: you can differentiate the content of the message according to his average spending. You can then decide to offer him a percentage discount if he is a buyer with low spending level – or even a new entries – or a bonus with a defined value if a high-spending, but that can only be used when he reaches a higher amount than usual. You can then try to increase its value for your brand.
  • Information about his online behavior: you can differentiate the moment you send him the message, choosing the morning or the evening according to his online browsing habits for example, reaching him at the time of day that he usually dedicates to your brand.
  • Information on how to access the email: you can differentiate the content according to the preferred channel and, for example for mobile customers, make it easier and more immediate to use the content on smaller screen devices, choosing text and images ad hoc. You can also take advantage of this to cross-channel.

Post-purchase caring

One of the most reliable ways to optimize products and services remains to get feedback directly from customers. What a better way to do this than after an online purchase? A few moments after the shipment is delivered, send them a post-purchase survey or a simple NPS or again a review request on specialized sites.

CaringFor example, you can ask whether the product meets expectations. In the case of a low rating, you may trigger a call from the customer care or send a notification with details of the return policy, perhaps accompanied by a discount for a second purchase to be made in the short term. If the rating is positive, you could ask to share it on the social media or you could ask to be a testimonial for the brand and offer to double the loyalty points on the next purchase. Or again, present your positive experience to a friend with a gift for both.

As an alternative to the survey, you could continue to pamper your customer after receiving the product, with value-added editorial content initiatives. Are you a retail brand? Send them video-recipes that use ingredients taken directly from their last order and maybe something new to make them come back to see you. Are cameras your core business? Conclude partnerships with photography schools and together give a discount voucher for his first enrollment in an online course that will inevitably require new equipment. Do you sell products for sport? Make a collection of sessions with personal trainers dedicated to your client’s favourite activity. The goal is always the same, stay in touch, nurture the relationship and create new business opportunities. Automatically and designed by the brand.

From the processing of all the data, does it appear that some customers would still buy even without incentives? Then focus on something else to keep the conversation alive, perhaps on the quality of your offer or the value of your brand. For example, you could opt for solidarity or sustainability initiatives such as the fundraisers that are emerging in this period of emergency and in which each of them can participate by choosing you. A communication that enhances your social choice and makes your contacts proud to be your customer and contribute to the cause.

And what about he whishlist?

caringWhy ahouls a wish remain a dream? When a customer puts a product on his wishlist, it may be a product or service temporarily unavailable but in many cases he is simply not ready to buy.

Don’t forget about him and he won’t forget about you. Keep him updated, offer him similar available products or maybe at a lower cost. Remind him what he can do once he has purchased the product, make him dream to the point of tempting him to buy.

Let’s take a brand from the travel world and a customer who is thinking about holidays as soon as he can leave. Does he put a trip in his whislist? Fine, become his long-distance travel agent. Send him excerpts from guides, links to testimonials from travelers around the world, details of all the activities he can do once he leaves…Propose all the on-site collaborations that you have made and that give him access to services at discounted prices. Draw for him a journey made in steps that will accompany him to the purchase of his trip and beyond.


What we have proposed are just simple cases in which marketing automation complements an ecommerce in its hard task of selling, intermediated by a monitor. Small examples that allow the brand to be closer to customers, make them feel less lonely, shorten distances for a lasting relationship, simply and automatically.

Examples that highlight how technology, when well used and combined with excellent digital marketing services, can really make a difference to business results.

Contact us and we’ll see together how the Contactlab Marketing Cloud and the competences of a team of experts can help you in always being ready and able to get the most from each single contact occasion with your customers.


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Email at the time of #covid19: a safe way to get to your customers’ homes

If your customers can’t come to you, you go to them… digitally! Review the way you do email: from content creation to feedback management. Choose the right partner for this new adventure.

welcome home

Pack your consumer dream email!

Take care of all the contacts who might be interested in your brand.

Who is not a customer yet. You have huge amounts of data also about them, their demographic characteristics, their preferences, their behaviors…it’s time to use all this information and do it well to reach them and try to bring them on board. Now more than ever, people at home have time to make new experiences. Explore all the data and figure out how to hit them on the first try. Maybe a welcome discount can convince even the most hesitant of the customers to finally buy the latest model of television he has so longed for in the past so he can enjoy subscribing to streaming TV service during this quarantine period.

Who’s been out of touch for some time. What happened to someone who used to be a loyal customer? Take the time to study them, see if in the past you may have underestimated any aspect of your relationship and see how to resume it. You may find that you’re promoting infant formula, with convenient same-day home delivery free of charge, to customers who told you they had children more than 3 years ago.

Who keeps buying but with low spending level. Try offering him a survey, for example, now maybe he has time to dedicate to you. Understand if he also relies on other brands or better know what you could do for him to increase his trust and value for you. Maybe he’s a recurring buyer on a single product or service. He simply hasn’t had any incentive to browse your ecommerce and find out there are plenty of other purchase options for him.

Who confirms himself a Top Spender. Don’t forget them, they appreciate all your sales channels but maybe they might miss your store. Don’t abandon him, keep him engaged with communications that give value to your offer and your relationship that must continue to grow even if physically distant.

How to create eye-catching emails especially now that many brands are using the email channel to talk to their customers? How to stand out? What not to forget?

Try putting yourself in your customers’ shoes.

Think about what you would appreciate from brands in these days when moving around freely has become difficult. You might want to read…

…what interests you most

email #covid19

Emails tailored to your real needs and requirements. Collecting all the information about your contacts, processing and integrating all the data and creating a unique profile for each of them, allows you to have what you need to pack personalized emails and to address targeted audiences with similar characteristics. For example, you can decide to send special discounts on specific products to those who have concluded online purchases in the last month, changing the value based on the total expenditure made in the past.

…comfortably seated on your couch

email #covid19

Emails straight into the inbox wherever you are. Entrust your deliveries to a sending engine that guarantees maximum delivery rates and make sure that the recipients of your communications receive your messages. Ensure the support of a team of experts who can guide you in your deliverability strategies to better manage especially security issues such as DMARC.

…whenever you want

email #covid19

Emails reach you at the appropriate time. Choose email triggers that go off when an event occurs – for example when a contact forgets a product in their shopping cart when it expires – or automations that go off when the purchase is finalized to keep the customer updated on his order at every change of status.

…on the device you prefer

email #covid19

Emails built to be displayed on multiple devices without losing any items. Choose email editors that let you decide what you want your readers to view depending on the device they are using and give you the possibility to create responsive email designs to fit perfectly on any screen.

..that it’s something that gives pleasure to your eyes

email #covid19

Team of consultants that can design and realize the best email structure and the correct graphic representation of your message, capturing every nuance of your relationship, starting from your offer and the deepest knowledge of your customers.

Contactlab can offer all this

The excellent technology offered by the Marketing Cloud (smart)Platform and the team of consultants able to support you in building unforgettable customer journeys are the winning solution for you. They are the answer to your needs and allow you to tiptoe into your customers’ homes in these days of forced isolation.


You decide to stay close to your customers and continue to offer them the best customer experience possible. Support your business with constant and personalized customer engagement campaigns so they don’t feel alone in this moment of physical distance.

Contact us and we’ll see the enormous value you can get from combining the Marketing Cloud and Digital Marketing Services offered by professionals in this field for decades. Let’s try to stay close though social distancing, together we can try to overcome it in an easier way.


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DMARC: Do Mailbox Providers apply it to the letter? Here they are some feedbacks from real experiences

A few days have passed since the last Send releases in the security area and the platform has further enhanced functionality to ensure high inbox placement rates more and more.

The growing threats we see daily in the world of e-mail marketing – domain spoofing, phishing, spear phishing, etc.. – have accelerated the adoption of brand protection tools. In addition to the historical SPF and DKIM methods, DMARC is gaining a strong foothold in recent months.

DMARC is based on SPF and DKIM and helps the Sender – often the brand, and the Receiver – or the Mailbox Provider, to determine whether a message has been sent legitimately or not.

DMARC can therefore have an important impact on the deliverability of your e-mail campaigns.

How it works briefly

The legitimacy is determined by the Sender through the so-called mechanism of the alignment between the domain in From with the DKIM and/or SPF signature. In short, the brand which sends explicitly tells the Mailbox Provider which receives whether an e-mail is legitimate. Alignment in DMARC jargon means that the two must be equal.

The implementation of DMARC requires a progressive approach with several control steps. Moving immediately to a restrictive policy, without the right conditions, can cause quickly visible spam and deliverability problems.

For more on DMARC’s operation and alignment concept, read here.

How to protect e-mail deliveries

In case of DMARC not aligned, the brand can ask the Mailbox Provider to apply different policies:

  • p=none → do not apply any policies and do not take any actions with the e-mail in error.
  • p=quarantine → mark the non-aligned e-mail as spam.
  • p=reject → reject the e-mail.

However, we are experiencing how the major Mailbox Providers do not always apply the policy as stated by the Sender.

Let’s see an example together.

How do the main Mailbox Providers behave?

If the Sender sets the policy in quarantine without aligning the From and the domain of the DKIM signature, what we expect is that the Mailbox Providers will filter the e-mail directly into the spambox, following the Sender’s instructions.

And in a not aligned context, we should get such an effect:


That is, e-mails should simply go into spam, inbox placement worsen and consequently decrease the open rate. Or at least that’s what the brand would expect.

Looking at some delivering experiences – one of many in the chart below, we see that the situation in the real world is more complex: different Mailbox Providers behave differently with the same DMARC policies set by the brand.

This makes any analysis more complicated when the inbox placement lower abruptly.


The Contactlab platform provides the tools to monitor the reaction of the top five Mailbox Providers to policy changes in a not aligned DMARC context.

In the Control section of Send you can check after DMARC changes:

  • Which Mailbox Providers follow the DMARC policy by setting timely reactions. The open rate levels suddenly drop to 0%, the e-mail is filtered in the spambox, as required by the p=quarantine policy. These include Yahoo! and Gmail.
  • Which Mailbox Providers do not show obvious repercussions on e-mail performance. The open rate trend is practically constant. These include Libero and Alice.
  • Which Mailbox Providers use the not aligned DMARC information to feed their antispam algorithms but do not directly put the e-mail into spam. The open rate trend is definitely downward, without vertical collapses and will recover when the p=none policy returns. It falls within these Hotmails.


DMARC is becoming more and more popular with brands because it guarantees the reputation, a good brand visibility also thanks to the support of BIMI, prevents domain spoofing…but to get the most out of it, especially in terms of deliverability, it must be implemented with a special focus.

Contactlab offers the tools to set up a control activity and to be able to constantly monitor that deliveries take place in the best conditions, that everything is managed in a structured way, that there is a correct setting of e-mail parameters and that the performance of deliveries maintain the highest levels.

This is also thanks to the presence of a team of deliverability experts who represent the perfect partners to analyze the punctual situation of your brand, the characteristics and results of your deliveries, and suggest you how to move to maximize the delivery rate of your e-mails, prevent negative situations and immediately improve the effectiveness of your marketing campaigns.


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