LCMC: Innovations in real-time triggered messaging
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LCMC: Innovations in real-time triggered messaging LCMC: Innovations in real-time triggered messaging Presentation Transcript

  • INNOVATIONS IN REAL-TIME TRIGGERED MESSAGING - Manny Ju, BlueHornet - Kristi Gole, Global Hotel Alliance - Rebecca Gentry, Global Hotel Alliance
  • 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?
  • 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
  • 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
  • Open Rates Welcome Transactional Activation/Promotional 0% 10% 20% 30% 40% 50% 2013 Email Marketing Benchmark Report, MarketingSherpa
  • “Thank You” Confirmation
  • 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
  • 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”, SeeWhy, 2011
  • 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
  • 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
  • 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.
  • 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!
  • 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 • Rewards
  • GHA real-time triggers – Preference Triggers (our 2nd step – in progress) • Email Preference Form: series of triggers based on –Geographic interests –Categories
  • GHA real-time triggers – Incorporating promotional content into the triggers (our 3rd step – 2014 Q1) • Discount for booking direct • Time-sensitive offers
  • 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
  • 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
  • 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 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%
  • 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} {$membership_card_no} {$mem_enroll_group} {$membership_level} {$language_preference}
  • 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}
  • 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}
  • 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}
  • 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
  • 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_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>
  • 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
  • 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
  • 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.
  • 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 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
  • Approach: it’s already being done Developers already fire many real-time events on the website …the BH api just adds another event
  • 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 for a flow chart
  • Approach: developers are eager + + Bring three things: 3. Candy bars My little secret: Developers work for candy bars
  • Q+A
  • THANK YOU!