INNOVATIONS IN
REAL-TIME TRIGGERED
MESSAGING
- Manny Ju, BlueHornet
- Kristi Gole, Global Hotel Alliance
- Rebecca Gentry,...
Real-time triggered messaging
• What are some examples?
• What are recent innovations
in this area?
• How does Global Hote...
Event-Triggered Messaging
“What type of automated, event-triggered, lifecycle email messages does your organization deploy...
Real-Time Triggered Messaging
“What type of automated, real-time triggered email messages does your organization deploy?”
...
Open Rates
Welcome

Transactional

Activation/Promotional

0%

10%

20%

30%

40%

50%

2013 Email Marketing Benchmark Rep...
“Thank You” Confirmation
Real-Time Triggered Messaging
“What type of automated, real-time triggered email messages does your organization deploy?”
...
Why abandoned cart remarketing?

Source: “The Science of Shopping Cart Abandonment”, SeeWhy, 2011
Why abandoned cart remarketing?
Why real-time?

Real-time vs. Batch
18.2% Higher Recovery
10X Revenue

Source: “The Science of Shopping Cart Abandonment”,...
Real-Time Triggered Messaging
“What type of automated, real-time triggered email messages does your organization deploy?

...
Website Gamification

To: Rionegro1158@hotmail.com
From: Warren@investments.com
------------------------------------------...
App Engagement Programs
To: mju@bluehornet.com
From: workout@skechers.com
------------------------------------------------...
Live the Game Beyond The Game

To: mju@bluehornet.com
From: GameMaster@assassinsworld.com
--------------------------------...
How does GHA use it?
Loyalty Program Triggers
(opt-in database marketing)
GHA real-time triggers
– Lifecycle Messaging
(our 1st step – live: 9 key triggers)

• Welcome Series
• Stay activity
• Rew...
GHA real-time triggers
– Preference Triggers
(our 2nd step – in progress)

• Email Preference Form:
series of triggers bas...
GHA real-time triggers
– Incorporating promotional
content into the triggers
(our 3rd step – 2014 Q1)

• Discount for book...
GHA real-time triggers
– Targeted and Promotional
(our 4th step – 2014 Q1)

• Generate 2nd stay
• ‘Enrolled at x hotel’ se...
GHA real-time triggers
– Behavioral Triggers
(our 5th step – 2014 Q2)

• Searched for routes on
website without booking
• ...
GHA real-time data in other emails
– Ongoing
• Integrating real-time data into the monthly
newsletter and CRM emails
GHA email stats comparison
EMAIL CATEGORY

DELIVERY
% to sent

UNIQUE OPEN UNIQUE CLICK

OPT-OUT

% to delivered

% to ope...
Approach: in principal it is simple

1

2

3

Once you can dig
into the complexity,
it is “fairly” simple.
Approach: in principal it is simple
REAL TIME:
Welcome
to GHA
Discovery
Approach: in principal it is simple
smarty tags
PHP

{$external_id}
{$email}
{$xfirst_name}
{$xname}
{$membership_card_no}...
Approach: in principal it is simple
anatomy of the subject line
{if $language_preference == 'DE'}Willkommen zu GHA Discove...
Approach: in principal it is simple
anatomy of the subject line
{if $language_preference == 'DE'}Willkommen zu GHA Discove...
Approach: in principal it is simple
anatomy of the subject line
{if $language_preference == 'DE'}Willkommen zu GHA Discove...
Approach: how GHA applies it
1. Member enrolls on our
website or brand system
and is received in our CRM
2. Check for logi...
Approach: how GHA applies it
Approach: how GHA applies it
Approach: how GHA applies it
api call
<email>rebecca.gentry@gha.com</email>
<template_id>4448033</template_id>
<external_i...
Approach: how GHA applies it
1. Message received by the
members
2. Customized based on language,
brand enrolled
3. Opens a...
Approach: in principal it is simple
Real-time triggers
usually change the
dynamic of working
with the eCommerce,
Data and ...
Approach: how GHA applies it
marketing
strategist

Determines what to send
based on the marketing
goal and the
customer +r...
Approach: in principal it is simple
Structure of your
customer data

real-time data
product data
Approach: how GHA applies it
gha.com enrollments
+
enrollments in brand
systems

•

Data-driven email strategy requires
st...
Approach: it’s already being done
Developers already
fire many real-time
events on the
website
…the BH api just
adds anoth...
Approach: developers are eager
Every developer
wants to make
cool stuff
Approach: developers are eager

+

Bring three things:
1. The BH API guide
Good news…you
don’t need to know
what’s in it
Approach: developers are eager
Bring three things:
2. a BRD
+

+

P.S.…it’s basically a
marketing brief w/
bonus points fo...
Approach: developers are eager

+

+

Bring three things:
3. Candy bars
My little secret:
Developers work for
candy bars
Q+A
THANK
YOU!
LCMC: Innovations in real-time triggered messaging
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  • LCMC: Innovations in real-time triggered messaging

    1. 1. INNOVATIONS IN REAL-TIME TRIGGERED MESSAGING - Manny Ju, BlueHornet - Kristi Gole, Global Hotel Alliance - Rebecca Gentry, Global Hotel Alliance
    2. 2. Real-time triggered messaging • What are some examples? • What are recent innovations in this area? • How does Global Hotel Alliance use it? • How do you set it up?
    3. 3. Event-Triggered Messaging “What type of automated, event-triggered, lifecycle email messages does your organization deploy?” Welcome 50% Thanks 48% Transactional 40% Activation 26% Upsell/Cross-sell 25% Post Purchase 25% Date Triggered 24% Event Countdown 18% Website Behavior 18% Win-back Abandoned Cart Other 15% 9% 7% 2013 Email Marketing Benchmark Report, MarketingSherpa
    4. 4. Real-Time Triggered Messaging “What type of automated, real-time triggered email messages does your organization deploy?” Welcome Thanks Transactional Activation Upsell/Cross-sell Post-Purchase Date Triggered Event Countdown Website Behavior Win-back Abandoned Cart Other
    5. 5. Open Rates Welcome Transactional Activation/Promotional 0% 10% 20% 30% 40% 50% 2013 Email Marketing Benchmark Report, MarketingSherpa
    6. 6. “Thank You” Confirmation
    7. 7. Real-Time Triggered Messaging “What type of automated, real-time triggered email messages does your organization deploy?” Welcome Thanks Transactional Activation Upsell/Cross-sell Post-Purchase Date Triggered Event Countdown Website Behavior Win-back Abandoned Cart Other
    8. 8. Why abandoned cart remarketing? Source: “The Science of Shopping Cart Abandonment”, SeeWhy, 2011
    9. 9. Why abandoned cart remarketing?
    10. 10. Why real-time? Real-time vs. Batch 18.2% Higher Recovery 10X Revenue Source: “The Science of Shopping Cart Abandonment”, SeeWhy, 2011
    11. 11. Real-Time Triggered Messaging “What type of automated, real-time triggered email messages does your organization deploy? Welcome Thanks Transactional Activation Upsell/Cross-sell Post-Purchase Date Triggered Event Countdown Website Behavior Win-back Abandoned Cart Other
    12. 12. Website Gamification To: Rionegro1158@hotmail.com From: Warren@investments.com ----------------------------------------------Congratulations Rionegro, You finished today’s trading session at the top of the leaderboard with a performance return of 577.27%. Click here to view the full leaderboard. Source: E*Trade website
    13. 13. App Engagement Programs To: mju@bluehornet.com From: workout@skechers.com ----------------------------------------------------------Congratulations, Manny, on your recent Shape Up ‘N’ Go workout achievement! Learn more about proper dietary planning to match your current calorie burn rate. Check out the new Skechers XF – Extended Fitness workout shoes.
    14. 14. Live the Game Beyond The Game To: mju@bluehornet.com From: GameMaster@assassinsworld.com -----------------------------------------------------------Manny, Congratulations on defeating the Triad of Doom! But get ready! You’ll need to gear up for when you enter The Valley of Rondelaid. Here’s 200 credits to help you get started. Enter code ZQH134 at your next purchase. >>Gear Me Up now!
    15. 15. How does GHA use it? Loyalty Program Triggers (opt-in database marketing)
    16. 16. GHA real-time triggers – Lifecycle Messaging (our 1st step – live: 9 key triggers) • Welcome Series • Stay activity • Rewards
    17. 17. GHA real-time triggers – Preference Triggers (our 2nd step – in progress) • Email Preference Form: series of triggers based on –Geographic interests –Categories
    18. 18. GHA real-time triggers – Incorporating promotional content into the triggers (our 3rd step – 2014 Q1) • Discount for booking direct • Time-sensitive offers
    19. 19. GHA real-time triggers – Targeted and Promotional (our 4th step – 2014 Q1) • Generate 2nd stay • ‘Enrolled at x hotel’ series • x months after leisure booking
    20. 20. GHA real-time triggers – Behavioral Triggers (our 5th step – 2014 Q2) • Searched for routes on website without booking • Clicked on x content category in email
    21. 21. GHA real-time data in other emails – Ongoing • Integrating real-time data into the monthly newsletter and CRM emails
    22. 22. GHA email stats comparison EMAIL CATEGORY DELIVERY % to sent UNIQUE OPEN UNIQUE CLICK OPT-OUT % to delivered % to opened % to opened Monthly Account Summary 95.3% 16.9% 9.4% 1.2% Flash Sale Promotion 93.9% 17.3% 16.4% 1.7% CRM / Targeted Campaigns 95.3% 17.1% 10.9% 1.0% REAL-TIME: Welcome Series 92.6% 37.7% 26.6% 0.4% REAL-TIME: Stay Activity 94.9% 48.2% 25.9% 0.0% REAL-TIME: Rewards Triggers 97.7% 56.4% 11.3% 0.0%
    23. 23. Approach: in principal it is simple 1 2 3 Once you can dig into the complexity, it is “fairly” simple.
    24. 24. Approach: in principal it is simple REAL TIME: Welcome to GHA Discovery
    25. 25. Approach: in principal it is simple smarty tags PHP {$external_id} {$email} {$xfirst_name} {$xname} {$membership_card_no} {$mem_enroll_group} {$membership_level} {$language_preference}
    26. 26. Approach: in principal it is simple anatomy of the subject line {if $language_preference == 'DE'}Willkommen zu GHA Discovery! {elseif $language == 'ES'}¡Bienvenido a GHA Discovery! {elseif $language == 'JA'}GHA Discovery へようこそ! {elseif $language == 'PT'}Bem-vindo ao GHA Discovery! {elseif $language == 'ZH'}欢迎来到「GHA探索之旅」﹗ {else}Welcome to GHA Discovery!{/if}
    27. 27. Approach: in principal it is simple anatomy of the subject line {if $language_preference == 'DE'}Willkommen zu GHA Discovery! {elseif $language == 'ES'}¡Bienvenido a GHA Discovery! {elseif $language == 'JA'}GHA Discovery へようこそ! {elseif $language == 'PT'}Bem-vindo ao GHA Discovery! {elseif $language == 'ZH'}欢迎来到「GHA探索之旅」﹗ {else}Welcome to GHA Discovery!{/if}
    28. 28. Approach: in principal it is simple anatomy of the subject line {if $language_preference == 'DE'}Willkommen zu GHA Discovery! {elseif $language == 'ES'}¡Bienvenido a GHA Discovery! {elseif $language == 'JA'}GHA Discovery へようこそ! {elseif $language == 'PT'}Bem-vindo ao GHA Discovery! {elseif $language == 'ZH'}欢迎来到「GHA探索之旅」﹗ {else}Welcome to GHA Discovery!{/if}
    29. 29. Approach: how GHA applies it 1. Member enrolls on our website or brand system and is received in our CRM 2. Check for login details Create if missing. 3. If all pre-checks are good, grab the member name (clean bad characters), member number & level, preferred language and enrolling brand 4. Fire off to the BH api
    30. 30. Approach: how GHA applies it
    31. 31. Approach: how GHA applies it
    32. 32. Approach: how GHA applies it api call <email>rebecca.gentry@gha.com</email> <template_id>4448033</template_id> <external_id>1790832</external_id> <membership_card_no>8504379019</membership_card_no> <membership_level>GOLD</membership_level> <language_preference>E</language_preference> <mem_enroll_group>GHA</mem_enroll_group> <xfirst_name>TEST ME</first_name> <xname>WELCOME</last_name>
    33. 33. Approach: how GHA applies it 1. Message received by the members 2. Customized based on language, brand enrolled 3. Opens and clicks (and revenue) recorded and accessible via the tool or via an API 4. GHA writes back to the datamart for further analysis
    34. 34. Approach: in principal it is simple Real-time triggers usually change the dynamic of working with the eCommerce, Data and IT teams in your organization
    35. 35. Approach: how GHA applies it marketing strategist Determines what to send based on the marketing goal and the customer +real-time data email developer api developer Codes the email with variable tags that the API developer will send Sends the tags via the API that the template is expecting. Waits for success response. Records the response.
    36. 36. Approach: in principal it is simple Structure of your customer data real-time data product data
    37. 37. Approach: how GHA applies it gha.com enrollments + enrollments in brand systems • Data-driven email strategy requires structure • GHA’s data flow 300 hotels + gha.com GHA’s Central System • membership datamart Consider real-time triggers into to your datamart for future messaging • Combining social / mobile data sources & appends
    38. 38. Approach: it’s already being done Developers already fire many real-time events on the website …the BH api just adds another event
    39. 39. Approach: developers are eager Every developer wants to make cool stuff
    40. 40. Approach: developers are eager + Bring three things: 1. The BH API guide Good news…you don’t need to know what’s in it
    41. 41. Approach: developers are eager Bring three things: 2. a BRD + + P.S.…it’s basically a marketing brief w/ bonus points for a flow chart
    42. 42. Approach: developers are eager + + Bring three things: 3. Candy bars My little secret: Developers work for candy bars
    43. 43. Q+A
    44. 44. THANK YOU!
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