5 Tips to Drive Cross-Channel Revenue
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Presentation featuring five ways to use email, mobile, and social to drive revenue and engagement. Featuring research from comscore, Exacttarget, Litmus, and ReturnPath
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5 Tips to Drive Cross-Channel Revenue
- 67. Emails have twice as many conversions as search and social media. Average Order Value by device shows a higher order rate by mobile phones and tablets. ReturnPath
- 74. Wanted to REDESIGN LOYALTY PROGRAM Launched newly designed, PERSONALIZED MESSAGING with stronger call to action 55% INCREASE in GROSS REVENUE and 11% increase in unique clicks
- 76. Needed to grow skier’s BRAND LOYALTY Created TRIGGERED EMAIL ALERTS that were personalized to skier’s lift runs and vertical feet skied 8% CLICK THROUGH RATE and 46% open rate
- 78. Needed to send PERSONALIZED & IMMEDIATE OFFERS LEVERAGED HUNDREDS OF DATA SETS to drive real time, 1:1 messages 1 MILLION + EMAILS SENT per hour for Expedia incorporating no less than 150 DYNAMIC ELEMENTS
Editor's Notes
- How many people watch mad men?Typical of a generation but a type of marketer at the time
- Three things on marketers place. It used to be just creative.
- Satisfy the CustomerThe easiest, and possibly the most affordable, way to build customer loyalty is to satisfy the customer. Begin by implementing the most basic customer service rule: treat the customer the way you want to be treated when shopping. Ideas: Back in stock emails, customer survey emails
- Client Success Example: Hotels.comProblem/Need/Goal: WelcomeRewards is the hotels.com loyalty program. After a customer has accumulated 10 nights, they can earn a free night. Customers in over 80 countries can participate in the program. Welcome Rewards members receive a Monthly Account Statement email which shows current balance, number of nights needed (to earn next reward night), additional account information, and provides links to current deals/offers. The previous design, though performing relatively well, had not been updated in over 2 years. By applying design techniques found in results from other recent successful tests, we generated a new creative design.Solution: The new design focuses on 3 key design elements:Length – Shorter creative design to focus on key information (and place it above the fold)MessagingPlaced more focus on the rewards (“earned”) messaging - how many more nights the customer has to stay before earning their next free night; also has a more prominent and better located call to actionDisplayed Welcome Rewards program branding more prominentlyStronger Call to ActionIntegrated “Book Now” button with all reward program messagingRemoved the Search BoxCreative design is also customized for every country, language and brand elements. Exact Target Functionality Utilized:Data ExtensionsContent AreasFilters – to build Audiences and drive Dynamic ContentPrograms – To send emails at the optimum time of day based on “local time”SQL queriesResult: 11% increase in unique clicks55% increase in gross revenue attributed to this email programCheck out these other Client Success examples in the Client Success Library related to this challenge:Iceland AirEat’n Park Dunn Bros Coffee Ted’s Montana Grill PF ChangsTaco JohnsSpeak Relevantly to the Travel & Hospitality industry through other Client Success Stories:Go to Client Success LibrarySearch under these Filters: Travel & HospitalityInteractions: ChannelsInteractions: Convert/GrowInteractions: AcquireInteractions: Reengagement FacebookTwitterSMSTriggered EmailCampaigns
- Client Success Example: Vail ResortsProblem/Need:Vail Resorts was launching an interactive social initiative called EpicMix and needed a flexible email platform that they could send their real-time one-to-one personalized email updates through. Vail Resorts sees this program as a huge differentiator versus other resorts offering Season Passes and looked to grow brand loyalty. The EpicMix program involves Radio-frequency identification(RFID) enabled Season Passes for Vail, Beaver Creek, Breckenridge, Keystone, and Heavenly. As you enjoy your days on the slopes, you are tracked via the RFID embedded in the season pass. All of your lift runs and vertical feet skied are tracked and can be automatically shared to Facebook and Twitter and viewed on the EpicMix website or via a mobile app they created. Similar to Foursquare, EpicMix awards 100s of different pins that you receive by performing various milestones related to accomplishments, locations, and resorts skied. It was the real-time triggered EpicMix email alerts around pinawards and friend alerts that Vail Resorts needed a solution for.Solution: Vail Resorts leverages the ExactTarget API in conjunction with our ability to send dynamic triggered emails. These triggered emails contain dynamic content such as pin earned images that are passed via the API call when the email is triggered. Their API calls are fully automated with their RFID tracking system and saves them time by not requiring any manual interactions to send these emails.Result:Vail Resorts has experienced very high click thru rates (~8% CTR) and open rates (~46% OR) on these emails. & Vail has been able raise the price of their EpicPass and attributes the success of this campaign to initiatives like this that have allowed them to differentiate from the competition.EpicPass renewals are also up substantially since this program was launched which speaks to the enthusiasm and brand loyalty customers are showing toward Vail Resorts.Check out these other Client Success examples in the Client Success Library related to this challenge:Iceland Air Eat’n Park Dunn Bros Coffee Ted’s Montana Grill PF ChangsTaco JohnsSpeak Relevantly to the Travel & Hospitality industry through other Client Success Stories:Go to Client Success LibrarySearch under these Filters: Travel & HospitalityInteractions: ChannelsInteractions: Convert/GrowInteractions: AcquireInteractions: Reengagement FacebookTwitterSMSTriggered EmailCampaigns
- Client Success: Expedia Problem/Need/Goal:When it comes to booking travel, Expedia is a leader in the industry. Their goals with email communications are to send timely relevant offers and transactions within a narrow window of time. Solution:Expedia came to ExactTarget for real-time transactional communications that would leverage any of their hundreds of data sets to drive true 1:1 message. On a daily basis the ExactTarget Services team helps makes sense of it all and deploys the industry’s most complicated, data rich communications. Result: Today, when timeliness of send is of the essence, ExactTarget sends over 1,000,000 emails an hour for Expedia incorporating no less than 150 dynamic elements. These dynamic elements are built from predictive modeling, optimal offers, abandoned searches, and alerts/notification data (amongst many others). Check out these other Client Success examples in the Client Success Library related to this challenge:Iceland Air (Automated Drip Campaign)Hotels.com (Rewards Program)Speak Relevantly to the Travel & Hospitality industry through other Client Success Stories:Go to Client Success LibrarySearch under these Filters: Travel & Hospitality Operations: Automation Technology: IntegrationsInteractions: Convert/GrowTriggered EmailCampaigns