Optimizing the Evolving Landscape of Mobile Email Marketing
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Optimizing the Evolving Landscape of Mobile Email Marketing

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Join us on March 20, 2013, at 2:00 p.m. (ET), for a quick, 30-minute webinar – sponsored by BlueHornet. In this session, you will learn: ...

Join us on March 20, 2013, at 2:00 p.m. (ET), for a quick, 30-minute webinar – sponsored by BlueHornet. In this session, you will learn:

-How the Ritz-Carlton Destination Club developed targeted mobile landing pages
-How those landing pages then increased lead generation and enhanced the online experience
-How they then developed a strategic mobile campaign based off Web analytics and KPIs to increase average form conversion rates

You'll leave this session knowing the strategy that lead to a 243% in mobile email traffic.

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  • Chart 3.33 from Mobile BMRMobile programs have been found to be effective when integrated with other marketing channels
  • Yet the adoption rates of mobile tactics remains low. Mobile programs have been found to be effective when integrated with other marketing channels
  • And to be expected, the adoption rate of mobile will not remain low as indicated here by the forecast of organizations that plan to increase their mobile efforts significantly within the next year. Mobile programs have been found to be effective when integrated with other marketing channels
  • Do our mobile efforts need some work? What kind of mobile experience are we currently offering our customers?
  • Pamela
  • Pamela
  • Pamela
  • Pamela
  • Pamela: So Alex you took your poor experience and saw opportunity. Why don’t you tell us a little bit about your brand, and your approach.
  • Alex – go through entire slide
  • Alex – go through entire slidePamela – sounds like a great approach – tell us about how specifically you approached it
  • Alex walk through 4 key steps – briefly
  • Alex walk through 4 key steps – briefly
  • Alex All traffic to The Ritz-Carlton Destination Club in Q1 2010 from email marketing
  • Alex – go for the opportunity
  • Alex walk through 4 key steps – briefly
  • Alex
  • AlexTargeted landing page was tied to an email campaign that promoted The Ritz-Carlton Destination Club membershipsUpon the click, device was detected and iPhone users were redirected to the custom page
  • Alex
  • Alex
  • Alex
  • Alex
  • Alex walk through 4 key steps – briefly
  • We'd like to thank BlueHornet for sponsoring today's webinar. BlueHornet is an email service provider that specializes in helping companies include mobile optimized emails as part of an end-to-end mobile marketing strategy.Today they're offering all of our webinar attendees free access to an incredible resource: BlueHornet's responsive design whitepaper.The whitepaper gives you detailed instructions on how to optimize your emails for mobile device users. It even includes examples of working HTML code you can steal!Visit bluehornet.com/msrd for the whitepaper as well as a resource center filled with mobile email marketing info. Again, thanks to all the smart folks at BlueHornet for making this webinar possible. That URL is bluehornet.com/msrd.
  • Alex walk through 4 key steps – briefly
  • AlexPamela transition – note the hint at results – phase 2 – which you mentioned is your 4th step – to enhance and build
  • Alex"We went with the assumption that a user who has more content and is able to flip through media would convert at a higher rate," Corzo says.
  • Alex"We went with the assumption that a user who has more content and is able to flip through media would convert at a higher rate," Corzo says.
  • Alex"We went with the assumption that a user who has more content and is able to flip through media would convert at a higher rate," Corzo says.
  • Alex
  • Alex
  • Alex
  • Alex
  • Alex
  • AlexPamela – transition to results
  • Pamela set up
  • Alex
  • Alex
  • AlexPamela – convo
  • AlexPamela - comment
  • AlexThe team recognized positive increases in Q2 2010 and started serving customized landing pages to iPhone users in every email campaign.
  • Alex walk through 4 key steps – briefly
  • Alex
  • Alex
  • Alex
  • Alex
  • AlexPamela -
  • Alex
  • Pamela set up

Optimizing the Evolving Landscape of Mobile Email Marketing Optimizing the Evolving Landscape of Mobile Email Marketing Presentation Transcript

  • Optimizing the Evolving Landscape of Mobile Email Marketing How The Ritz-Carlton Destination Club enhanced the effectiveness of mobile email marketing campaigns
  • Pamela MarkeySenior Director of MarketingMECLABS@PamelaMarkeyDaniel BursteinDirector of Editorial ContentMECLABS@DanielBurstein
  • Mobile effective when integrated with other channelsQ: Please assess your organizations mobile programs EFFECTIVENESS when integrated with the following marketing channels. Very effective Somewhat effective Not effective Mobile payment 33% 56% 11% Mobile email 31% 67% 2% Mobile website 26% 63% 11% Mobile apps 26% 67% 7% Mobile search 19% 65% 16% Social and local 19% 63% 19% Mobile landing page 17% 76% 7% M-commerce 17% 50% 33%Mobile push notifications 15% 80% 5%Mobile campaign testing 14% 82% 5% QR codes 10% 56% 35% Mobile advertising 6% 81% 13% ©2012 MarketingSherpa Mobile Marketing Benchmark Survey Methodology: Fielded August 2012, N=152
  • Mobile marketing tactics currently in useQ: Which mobile marketing tactics does your organization currently use? Mobile website 18% QR codes 13% Mobile landing page 12% Mobile email 11% Mobile apps 10% Mobile search 8% Mobile advertising 7% Social and local 7%Mobile campaign testing 6%Mobile push notifications 4% Mobile payment 2% M-commerce 2% ©2012 MarketingSherpa Mobile Marketing Benchmark Survey Methodology: Fielded August 2012, N=164
  • Mobile marketing tactics implemented in next six monthsQ: Which mobile marketing tactics does your organization plan to use in the next 1-6 months? Mobile website 64% Mobile landing page 53% QR codes 47% Mobile email 46% Mobile apps 42% Mobile advertising 39%Mobile campaign testing 37% Mobile search 36% Social and local 24%Mobile push notifications 21% Mobile payment 17% M-commerce 15% ©2012 MarketingSherpa Mobile Marketing Benchmark Survey Methodology: Fielded August 2012, N=142
  • Self-assessment…Do your mobile efforts need some work?
  • Not this…
  • Not this…
  • Not this…
  • Not this…
  • But this… Using mobile as a highly effective tactic that drives ROI
  • The Ritz-Carlton Destination Club• Members-only luxury vacation club product of Marriott Vacations Worldwide• Offers memberships through points- and weeks-based programs• Explore the world with more than 70 locations through 3 distinct collections• Currently has over 4k family memberships
  • The challenges…• Email landing pages were not optimized for mobile browsing • Difficult to navigate • Likely costing conversions• Resources were not available to initiate a major mobile optimization project• The team planned to launch a basic pilot to test and make a case for mobile optimization
  • Four Key Steps 1 Understand your mobile audience 2 Start with a basic mobile pilot 3 Analyze and report results quickly 4 Build and enhance the experience
  • Four Key Steps 1 Understand your mobile audience 2 Start with a basic mobile pilot 3 Analyze and report results quickly 4 Build and enhance the experience
  • 1YOUR audience is unique 2.8% mobile Email Channel Traffic
  • 1YOUR audience is unique 2.8% mobile 90% iPhone Email Channel Traffic
  • Four Key Steps 1 Understand your mobile audience 2 Start with a basic mobile pilot 3 Analyze and report results quickly 4 Build and enhance the experience
  • 2Mobile pilot approach • Concentrate constrained resources on biggest 90% opportunity • Focus on getting a iPhone lift, gaining a learning • Determine if custom pages can improve results
  • 2Mobile pilot approach
  • 2 Pilot: EmailFrom Display:The Ritz-CarltonDestination ClubSubject Line:Enjoy SpecialClosing Benefits
  • 2Pilot: Standard landing page
  • 2Pilot: Standard landing page
  • 2Pilot:iPhone landing page• Company logo• One sentence of copy• Online form fields, arranged vertically• Button to send
  • Four Key Steps 1 Understand your mobile audience 2 Start with a basic mobile pilot 3 Analyze and report results quickly 4 Build and enhance the experience
  • Placeholder for Sponsor SlideJT
  • 2012 Mobile Marketing Benchmark Report What you’ll get in the report: • 230 charts and tables • 1,300 companies surveyed • 286 ready-to-use slides for powering your next presentation, proposal or business case • Action steps to identify opportunities for growth and build an engaging mobile program Save an additional $100 Visit MECLABS.com/mobile and use the promo code 437-BM-4010
  • Four Key Steps 1 Understand your mobile audience 2 Start with a basic mobile pilot 3 Analyze and report results quickly 4 Build and enhance the experience
  • 3Analyze and report results• Traffic and conversion metrics were promising• The Ritz-Carlton Destination Club email audience was experiencing, engaging and converting through their iPhones• Gained company leadership confidence and support to secure additional budget and resources to continue mobile exploration: Phase 2
  • Four Key Steps 1 Understand your mobile audience 2 Start with a basic mobile pilot 3 Analyze and report results quickly 4 Build and enhance the experience
  • 4Enhanced mobile campaign
  • 4Enhanced mobile campaign
  • 4Enhanced mobile campaign
  • 4 Enhanced Campaign: EmailFrom Display:The Ritz-CarltonDestination ClubSubject Line:Enjoy ComplimentaryNights at a New ClubLocation
  • 4Enhanced Campaign: Standard landingpage
  • 4Enhanced Campaign: Standard landingpage
  • 4Enhanced Campaign:iPhone landing page
  • 4Enhanced Campaign:iPhone form
  • 4Enhanced Campaign:iPhone “View Images” gallery
  • ! The Results
  • Mobile traffic driven by email marketing 9.6% 5.5% 2.8% Q1 Q2 Q3 Q4
  • Mobile traffic driven by email marketing 9.6% 5.5% 243% Increase 2.8% Q1 Q2 Q3 Q4
  • Mobile Traffic: Email traffic device share 10% other 4% Android 15% other 10% other 25% 30% iPad iPad 90% 60% 56% iPhone iPhone iPhone Q1 Q2-3 Q4
  • Results: Aggregate of five pilot campaigns iPhone Traffic
  • Results: Aggregate of five pilot campaigns 8% of all landing page traffic iPhone went to the iPhone page Traffic
  • Results: Aggregate of five pilot campaigns 8% of all landing page traffic iPhone went to the iPhone page Traffic 15% of all form completions came from the iPhone
  • Results: Aggregate of five pilot campaigns 40% increase in conversion The iPhone traffic converted at 40% higher rate than the baseline browser traffic Conversion Rate Baseline Campaign 5.0% iPhone Campaign 7.0% Relative Difference 40.0%
  • Four Key Steps 1 Understand your mobile audience 2 Start with a basic mobile pilot 3 Analyze and report results quickly 4 Build and enhance the experience
  • Further Opportunity: Phase 3• Showcase multiple destination and package offerings• Optimize the media gallery with captions and toggle function• Create tablet specific version of desktop landing page version
  • Phase 3:Initial landing page• Intro copy• Options to: • Explore destinations • View photo gallery • Request information
  • Phase 3:Destinations listlanding page• List of destinations available to visitor based on program marketed to them
  • Phase 3:Photo gallerylanding page• Enhanced gallery• Ability to toggle between images instead of all images on one page• Include image captions
  • Phase 3: Optimized for iPad• Detect Apple devices• Replace Flash with static imagery• Enhance the form to leverage mobile functions
  • Mobile Opportunity: High-profile priority• Success and increased traffic and mobile usage, higher conversion rates• Company leadership attention and support• Plans to enhance mobile traffic users through other channels: • PPC • Social 54
  • ! Resources
  • developer.apple.com/safari
  • developers.android.com
  • bdsc.webapps.blackberry.com/html5
  • mobilewebbestpractices.com
  • 2012 Mobile Marketing Benchmark Report What you’ll get in the report: • 230 charts and tables • 1,300 companies surveyed • 286 ready-to-use slides for powering your next presentation, proposal or business case • Action steps to identify opportunities for growth and build an engaging mobile program Save an additional $100 Visit MECLABS.com/mobile and use the promo code 437-BM-4010
  • Optimizing the Evolving Landscape of Mobile Email Marketing How The Ritz-Carlton Destination Club enhanced the effectiveness of mobile email marketing campaigns