Advanced Email Session - WACVB Tech Summit 2014 - Travel and Hospitality

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Information about Advanced Email Session - WACVB Tech Summit 2014 - Travel and Hospitality
Marketing

Published on March 14, 2014

Author: mcorak

Source: slideshare.net

Description

This session for the WACVB Tech Summit 2014 event focussed on effective email marketing strategies and tactics for CVBs, DMOs, and the larger travel vertical. It includes information related to email trends, research, strategy, planning, execution, integration (content, social, offline). It also dives into specific examples of email branding, acquisition, loyalty, and retention strategies, covering best practices as well as advanced tactics.

ETHOLOGY DIGITAL MARKETING PRESENTATION ADVANCED EMAIL MARKETING! Prepared by: Kent Schnepp, Vice President of Client & New Business Development Mike Corak, Executive Vice President of Strategy ! Date: March 13, 2014

@MIKECORAK MIKE CORAK @KSCHNEPP KENT SCHNEPP #WCAVBTECHSUMMIT

ADVANCED EMAIL MARKETING YOUTILITY BY JAY BAER First 3 to tweet: “This @ethology email session rules #WCAVBTechSummit”

INTEGRATED DIGITAL MARKETING FOR EVOLVING CONSUMER BRANDS

STATE OF EMAIL & TOP TRENDS

HISTORY OF EMAIL MARKETING 1971 - Ray Tomlinson Sends 1st Email

HISTORY OF EMAIL MARKETING 1971 - Ray Tomlinson Sends 1st Email 1978 - Gary Thuerk send 1st Mass Email

HISTORY OF EMAIL MARKETING 1991 - Birth of the Internet 1996 - HotMail Launches 1998 - Spam is Added to the Oxford Dictionary

HISTORY OF EMAIL MARKETING 1991 - Birth of the Internet 1996 - HotMail Launches 1998 - Spam is Added to the Oxford Dictionary

HISTORY OF EMAIL MARKETING 2001 - 1st Behavior Email Sent 2003 - Can Spam Law Introduced in US 2004 - AOL Provides ESPs with Spam Complaints

HISTORY OF EMAIL MARKETING 2001 - 1st Behavior Email Sent 2003 - Can Spam Law Introduced in US 2004 - AOL Provides ESPs with Spam Complaints

HISTORY OF EMAIL MARKETING 2012 - 85% of Email Marketers Segment Lists 2013 - Email Automation Enables Conversions

WHAT’S IN STORE FOR 2014?

ADVANCED EMAIL MARKETING MYTH BUSTING: EMAIL ISN’T GOING ANYWHERE • People continue to rely on email to engage with brands, organizations, and each other. • You can’t transact online, signup for a service, receive personalized content without email. • People are always in touch with their email on-the-go. Mobile usage rates continuously climb. • Email and social compliment vs. compete (one to one vs. one to many + engage)

ADVANCED EMAIL MARKETING EXACT TARGET - 2014 PRIORITIES

ADVANCED EMAIL MARKETING PRIMARY ROLE OF CHANNEL

ADVANCED EMAIL MARKETING EMAIL’S PARTICIPATION IN FUNNEL - TRAVEL

ADVANCED EMAIL MARKETING A SHIFT TO LIFECYCLE MARKETING & INTEGRATION EMAIL SOCIAL LIFECYCLE MARKETING+ =MOBILE +

ADVANCED EMAIL MARKETING TOP 5 LIFECYCLE TRENDS IN 2014 MOBILE FRIENDLY PERSONALIZATION EDITORIAL VOICE TRIGGER SOPHISTICATION INSPIRED FUNDAMENTALS

TOP 5 TRENDS IN 2014 1. MOBILE FRIENDLY

TOP 5 TRENDS IN 2014 2. PERSONALIZATION

TOP 5 TRENDS IN 2014 3. TRIGGER SOPHISTICATION

TOP 5 TRENDS IN 2014 4. EDITORIAL VOICE

TOP 5 TRENDS IN 2014 5. INSPIRED FUNDAMENTALS

FINDINGS EMAIL & THE TRAVEL INDUSTRY STRENGTHS ! • Strong Interest • Cool Content! • Imagery • Upfront Data Collection • Deliverability ! ! ! OPPORTUNITIES ! • Personalization • Full User Experience • Device Responsiveness • Design Refresh • Channel Integration • Ongoing Data Collection!

PROGRAM OPPORTUNITIES

WHAT’S THE PURPOSE OF YOUR PROGRAM? GENERATE INTEREST? PROMPT VISITATION? GATHER USER DATA? TRANSACTIONS?

ADVANCED EMAIL MARKETING CUSTOMER LIFECYCLE THEORY INNOVATION SPEED EFFICIENCY 1.ACQUISITION 3. GROWTH 2.CONVERSION 5. REACTIVATION 4.RETENTION In order to better communicate with your subscribers, you need to know where they are within their relationship with you.  Customers move through various phases in their relationship.

ADVANCED EMAIL MARKETING ENGAGE CUSTOMERS THROUGHOUT LIFECYCLE Data Capture Post Transaction Stream Acquire/Onboard Retain/ReactivateConvert/Grow Email+Social Welcome Series Real-time Confirmation Profile Completion Education & Offers Real-time Confirmation Education and Help Alerts and Notifications Ratings, Review, Advocacy Abandonment Retargeting Browser Retargeting Winback Series Reactivation Opt-down Opt-out Loyalty Program Anniversary

ADVANCED EMAIL MARKETING SOPHISTICATION RESULTS

ADVANCED EMAIL MARKETING TRIGGERED EMAIL STRATEGY

PROGRAM OPPORTUNITIES 4 SIMPLE AUTOMATED EMAILS TO CONSIDER 1. SIGN-UP THANK YOU ! Send a thank you email immediately upon subscription setting expectations for follow- up. Consider decreasing upfront data collection and starting a drip campaign to collect more information over time. This is also a great place for offers. 2. WEBSITE ENGAGEMENT ! Follow-up website engagement email (send a response to a specific user action – average open rate is around 45-55%). ! ! 3. ANNIVERSARY ! If visitation history or behavior is known, send automated anniversary emails to subscribers ahead of next visit to allow time for planning and booking. ! ! ! 4. POST-EXPERIENCE ! If visitation timing is collected or can be estimated through interest procurement, follow up with subscribers that have just arrived home. Opportunities include gathering user generated content, visitation information, and building the experience to extend the value of your brand (loyalty strategy).!

PROGRAM OPPORTUNITIES ACQUISITION - ORLANDO NEWSLETTER

PROGRAM OPPORTUNITIES ACQUISITION - ORLANDO NEWSLETTER Analyzed Email Best Practices Sender Reputation 94 /100 Blacklisted No Welcome Email Yes Social Links No Images & Text No

PROGRAM OPPORTUNITIES LOST ACQUISITION - ORLANDO NEWSLETTER

PROGRAM OPPORTUNITIES ACQUISITION - TORONTO NEWSLETTER

PROGRAM OPPORTUNITIES ACQUISITION - TORONTO NEWSLETTER Analyzed Email Best Practices Sender Reputation 97 /100 Blacklisted No Welcome Email Yes Social Links Yes Images & Text Yes

PROGRAM OPPORTUNITIES OTHER ACQUISITION - TRAVEL PORTLAND Great Thank You Message Opportunities: • Pre-checked interests are generally not recommended • No welcome email received

PROGRAM OPPORTUNITIES OTHER ACQUISITION - SCOTTSDALE Great newsletter preview and balanced form ! Opportunities: • Thank you message • No welcome email received

SEGMENTATION

SEGMENTATION SEGMENTATION BASICS • Practice ‘considerate’ marketing by providing subscribers with content that uniquely appeals to them. Basic segmentation and content customization opportunities: • Endemic (declared) data: self-reported demographic and preference data. • Behavioral data: user actions captured by web analytics & email service provider applications. Cross populate social knowledge to close the communication loop. • Conversion data: historical collection of activity including frequency, visit detail, and causal environment data. Integrate offline information too to build a complete subscriber profile.

SEGMENTATION SEGMENTS NOT TO BE MISSED • Location: handy for bad weather campaigns • Non-converters: those we have contact information for, but didn’t take a desired site action • Interest based matching: match new site content, features, events, etc, with those with related interest points • Travel based emails: if travel dates are known, plan a series that sends prior, during, and after visitation

SEGMENTATION ASK FOR PREFERENCES

SEGMENTATION DYNAMIC CONTENT • Endemic: Self-Reported • Geographical interest • Business travel • Sports ! • Behavioral • Loyalty program activity

CREATIVE

CREATIVE THE MULTI-USER SCREEN Opportunity: Prioritize content based on device contest. Admin Workhorse Couch Companion Constant Companion • At home or office • Task-oriented • Solitary experience • Web surfing & shopping • Entertainment • Shared experience • Always with you • Location-specific • In person • Personal

CREATIVE ENSURE YOUR MESSAGE IS CONSUMABLE • Top-down hierarchy of information • Single-column layout • Large font • Concise messages • Contrasts in Color • Links to deeper dives

CREATIVE BASIC EMAIL ANATOMY CLICK THROUGH COMPLETE EMAIL ABOVE THE FOLD PREVIEW PANE SUBJECT LINE FROM NAME

CREATIVE OPTIMIZE FOR IMAGES OFF Optimized Design Non-optimized Design If an email is created primarily with images, it will not display effectively when images are blocked. HTML text in web safe fonts Main call-to-action in prime placement Designed with image-blocking and preview pane viewing in mind.

CREATIVE CROSS-DEVICE TRAVEL RESEARCH & BEHAVIOR

CREATIVE TRAVEL - APPS VS. MOBILE WEB

CREATIVE ENGAGING WITH EMAILS ON MOBILE • Size: buttons should be at least 44px square • Placement: keep links/buttons to the center or left • Space: separate links to avoid touching two links • Avoid: hovers & other interactive features • Don’t Say: “click here” - 43% of openers are tapping

CREATIVE MOBILE DESIGN - TWO APPROACHES MOBILE-AWARE ! • Simple improvement w/o specialization • Design-only tactics • (GOOD) RESPONSIVE ! • Deliver a customized mobile experience • Special design + code • (IDEAL)

CREATIVE RESPONSIVE DESIGN

CREATIVE COMMON RESPONSIVE DESIGN LAYOUTS

CREATIVE EMAIL DESIGN ON MOBILE DEVICES Desktop-centric Mobile aware Responsive code Poor experience Good experience Excellent experience

CREATIVE NEWSLETTER EXAMPLE - TUCSON Analyzed Email Best Practices Sender Reputation 96 /100 Blacklisted No Calls to Action Yes Social Links Yes Images & Text Yes Great: CTAs, Social links, varied content, mobile friendly, navigation Opportunities: Responsive (mobile prioritized content), personalized

CREATIVE TRUE RESPONSIVE DESIGN - EXPEDIA CRUISE SHIP CENTER What would make the mobile version even better? • 1 column • Larger buttons • App link • Click to Call!

CREATIVE THINK ABOUT FULL EMAIL TO SITE EXPERIENCE MOBILE SITE MOBILE APP DESTOP RESPONSIVE <5 SECONDS PINCH / ZOOM Marriott m. apple / droid ✗ ✔ n/a Hampton Inn 3rd party apple / droid ✗ ✔ n/a Comfort Inn m. apple / droid ✗ ✔ n/a Best Western 3rd party apple / droid ✗ ✔ n/a Radisson m. apple / droid ✗ ✔ n/a Hyatt m. apple / droid ✗ ✔ n/a Fairmont 3rd party apple ✗ ✔ n/a

CREATIVE EFFECTIVE EMAIL FOR DESKTOP & MOBILE 1. Content Strategy 2. Wireframe for Desktop 3. Wireframe for Mobile 4. Live Prototype 5. Code 6. Quality Analysis 7. Segment, Deploy & Test 8. Review Email Performance & Analytics

CREATIVE 1. CONTENT STRATEGY • Align content with audience needs and desires • Label hierarchy 1,2,3,4 • Decide if any content is suppressed/replaced: • Green means it stays, red means it is hidden

CREATIVE 1.5 PLAN FOR THE LONG TERM • Design a sustainable responsive framework that can be reused in the long term, aligning design with projections outlined in your content calendar.

CREATIVE 2. WIREFRAME FOR DESKTOP • Decide how content should expand on desktop views ! • 5 common tactics • Stack • Hide • Show • Resize • Restyle

CREATIVE 3. WIREFRAME FOR DEVICES (MOBILE) • Use high level content and low-fi graphics to communicate content strategy for mobile screens ! • Use Photoshop, Illustrator, or wireframing software like Balsamiq, or just pen and paper

CREATIVE 4. LIVE PROTOTYPE Code the wireframes into one HTML-based prototype to show functionality for MULITPLE versions

CREATIVE 4.5 VISUAL DESIGN GUT-CHECK • Are both views on brand? • Is content prioritized and customized to support audience needs and content marketing goals? • Does it align with the content strategy/ wireframe? • Is this able to be coded in an adaptable way (avoiding too many areas to hide/show) • Is this a sustainable format to follow for future emails?

CREATIVE 5. CODE The above query states that if the viewing screen is less than 480px, then display the email at a width of 320px. If the viewing screen is equal to or greater than 480px, then display the email at a width of 640px (the “normal” width). ! You can also change the device width if you would like to include larger mobile devices like tablets <style type="text/css"> @media only screen and (max-device- width: 480px) { /* mobile-specific CSS styles go here */ table[class=contenttable] { width: 320px !important; } } /* regular CSS styles go here */ table.contenttable { width: 640px; } </style>

CREATIVE 6. QUALITY ASSURANCE • Use software to test email rendering, like Litmus or Return Path • Nothing beats first-hand testing, so borrow a friend’s iPhone or Android

CREATIVE 7. SEMENT, DEPLOY & A/B TEST Dynamic Content • First Name vs. No Name in Subject Line • First Name vs. No Name in Email • Company Name vs. No Company Name in Subject Line ! Email Copy • Familiar vs. Professional Tone • Including “Free” in Content • Paragraphs vs. Teaser Copy • Subject Line Variations Call-to-Action • Image CTA vs. Text CTA • CTA Button Copy & Color • Link Placement within Text • Text CTA in Body Copy vs. P.S. • Social Proof vs. No Social Proof • Offer Type

CREATIVE 8. REVIEW TRACKING & ANALYTICS • Include Google Analytics or other web analytics tracking code on links within email for “beyond-the-click” analysis • Sophisticated ESPs often provide functionality that automates link tagging. • Use Advanced Segments to isolate visitors referred by email and track behavior throughout the site. • Accurately calculate ROI of your email program. !

INTEGRATION

INTEGRATION SOCIAL & EMAIL CROSS-CHANNEL CONTENT MARKETING The debate is not about email or social media. The discussion should be email and social media in combination. ! Create as many touch points as possible with your subscriber. Encourage subscribers to follow you on your social media channels, and encourage your social media followers to join your email program. State the differences and reasons to improve enrollment and satisfaction.

INTEGRATION EMAIL & SOCIAL EMAIL ! ! • Cross-promote social networks and benefits (1 to Many + Community) • Customize messaging based on known social network inclusion and activity • Include ability to share content via email • Encourage advocacy in social and review channels • Align communication calendars ! SOCIAL ! ! • Cross-promote email program and benefits (1 to 1) • Utilize audience intelligence gained through email behavior to inform social content and engagement • Utilize email segmentation to inform social message targeting and advertising

INTEGRATION MULTI-CHANNEL RELATIONSHIP WITH SOCIAL CONNECT

INTEGRATION SOCIAL MEDIA & EMAIL CROSS-CHANNEL Share Tools empower subscribers and encourage brand advocates to spread your content within the email itself.

INTEGRATION CONVERSATIONS MAKE GREAT CONTENT

INTEGRATION PUBLICIZING CONTENT THROUGH EMAIL Repurposing content can help stretch your content and maximize your resources. • Information from your website • Blog Posts • Data sheets • Publicity (for instance, extracting quotes from an executive email with the press) • Interesting product attributes When you have good content, determine alternative ways it can best be used. !

INTEGRATION UTILIZE USER GENERATED CONTENT User-generated content is a great way to speak directly to other consumers about your product or service. • Comments • Testimonials • Reviews • Social media interactions • Contests Employees can be a great source of user-generated content because they deal directly with the subscriber. Consider designing an internal plan so that employees identify compelling stories for subscriber outreach.

INTEGRATION UGC REQUEST - PRICELINE What would make this better? • Responsive survey experience • An ask to share experience in other channels (local/social) • Thank You email with social next steps

INTEGRATION EMAIL & DIRECT / CRM EMAIL ! ! • Inform Direct/CRM efforts of subscriber preferences gained through email interaction • Include off-email statistics throughout the funnel (ex. Website results) • Integrate data to build out the most complete customer profile possible • Align communication calendars DIRECT / CRM ! ! • Inform email program of subscriber preferences gained through direct interaction • Inform email program of scheduled activity allowing email to support the desired efforts and outcomes • Integrate data to build out the most complete customer profile possible • Align communication calendars

INTEGRATION ALIGN TEAMS & EDITORIAL CALENDARS Centralize and align editorial calendars according to your content strategy to produce the best results ! Schedule the following meetings: ! • Email + Social: Start with cross-promotion, social links and sharing capabilities in email, email signup and promotion in social • Email + Content Marketing (search, social, content): Start with content calendar alignment, and content promotion in email. Utilize strengths. • Email + Direct/CRM: Start with calendar alignment and cross-channel support • Email + Creative: Responsive design isn’t future forward, it’s now! Adjust all communications to be device agnostic (email to content hub alignment)

PLATFORMS

PLATFORMS EMAIL MARKETING PLATFORMS • Unsophisticated + Smaller Budget: • Fewer than 5K email per month • Batch & Blast • Platforms: MailChimp, Constant Contact, CVB Software ! • Sophisticated + Additional Budget: • Platform Can Grow with Your Database • Sophisticated Segmentation • Platforms: ExactTarget, Responsys, SilverPop, Cheetah

MEASUREMENT

MEASUREMENT ULTIMATE KEY PERFORMANCE INDICATORS • Generating Interest • Are emails being opened? • Is content being consumed and shared? • Are desired actions being taken? • Prompting Visitation • Are email subscribers behaving like potential visitors? • Are email subscribers actually visiting? • Learning About Audience • What content produces response? By segment? • What creative messaging works best? • How can this knowledge be applied to other channels?

MEASUREMENT KEY EMAIL PERFORMANCE INDICATORS VALUE TRAVEL INDUSTRY AVERAGE SOFT BOUNCE RATE LIST QUALITY 0.84% HARD BOUNCE RATE LIST QUALITY 0.83% UNSUBSCRIBE RATE EMAIL SUBSCRIBER RELEVANCE 0.17% OPEN RATE QUALITY OF SUBJECT & BRANDING 34.90% EMAIL CONVERSION RATE CAMPAIGN EFFECTIVENESS 0.05% ABUSE COMPLAINT RATE LIST QUALITY 0.08%

PRO TIPS

PRO TIPS PLAN FOR THE TRENDS NOW! 1. ‘Responsive email design’ will just be ‘email design’ 2. Email marketers will send out more emails than 2013 3. Marketing automation will create lots of automated spam (avoid) 4. Custom audiences will make publishers and marketers a bunch of money

PRO TIPS PLAN FOR THE TRENDS NOW! 1. ‘Responsive email design’ will just be ‘email design’ 2. Email marketers will send out more emails than 2013 3. Marketing automation will create lots of automated spam (avoid) 4. Custom audiences will make publishers and marketers a bunch of money

PRO TIPS WHAT IS THE #1 IMPEDIMENT TO TACTICAL INTEGRATION?

PRO TIPS WHAT IS THE #1 IMPEDIMENT TO TACTICAL INTEGRATION? SILOS: YOU BUILT ‘EM, NOW TAKE ‘EM OUT!

PRO TIPS CULTURAL SHIFTS THAT BREAKDOWN SILOS • Reimagine your organizational structure, processes, and operations design • Rally teams around content marketing program • Assign common success KPIs across teams (incentives) • Create a senior level content position AND give them real authority • Include cross-channel teamwork in performance reviews • Celebrate group successes • Educate!

PRO TIPS OPERATION FOUNDATION • Add email to your content strategy, content marketing plan and editorial calendar: think individual content relevance • Ensure analytics is in place to measure email performance and activity across channels (email to content hubs) • Tag user content preferences in CRM for future data mining (stated and behavioral) • Create basic segments based on business attributes and content preferences • Optimize email templates for all devices

PRO TIPS DATA SHARING & CONTENT OPTIMIZATION • Use email as a means to add visibility and virility to content marketing efforts • Develop a rich database of content interest per subscriber and segment • Test content acceptance prior to release through all non-email channels • Share knowledge across channels to improve content acceptance and inform future topical targeting and positioning

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