Data is not just for geeks                     February 2013                      Mark Hodson
2010:    98% of 101 Holidays traffic        was from desktop computers
2013:   Desktop now accounts for               only 58% of traffic
A year ago: 48% iPad; 34% iPhone;                 and other devices
Today: 54% iPad; 29% iPhone;             and other devices
How does your site look on the iPad?
… and on a phone
Content marketing is the new SEO?
Client:“What is the minimum number of words      I need on a page for SEO?”                   Me:“Whatever it takes to pro...
Our most viewed page last year
This page is 2,989 words
364 Facebook Likes
Average time on page: 2 mins 50 secs
25 other sites link to this page
… including Guardian.co.uk
Invest in quality editorialGood ideas, well executed
Search traffic for holiday deals over past 3 years
Search traffic for camping over past 3 years
Search traffic for Africa safaris over past 3 years
Email marketing
This generates a LOT of useful data
Some findings• Travel industry average opening rate is 16.9%.  Ours is 35%• Optimal time to send email is Thursday afternoon
How often should you email?More frequent emails > More unsubscribes> More qualified audience
Newsletter subject linesMost opened:Check out these holiday deals!
Newsletter subject linesMost opened:Check out these holiday deals!Least opened:Great holiday deals for you
Obama 2012 election campaignMost of the $690 million raised was from email marketingMost profitable subject line was…
Hey
Most-clicked newsletter deals
Most-clicked newsletter deals• Winter sun or Mediterranean
Most-clicked newsletter deals• Winter sun or Mediterranean• 4-star or better
Most-clicked newsletter deals• Winter sun or Mediterranean• 4-star or better• Flight-inclusive
Most-clicked newsletter deals• Winter sun or Mediterranean• 4-star or better• Flight-inclusive• High % price reduction
Most-clicked newsletter deals• Winter sun or Mediterranean• 4-star or better• Flight-inclusive• High % price reduction• Al...
Data is not just for geeks…
Thank you for listening mark@101holidays.co.uk  Twitter: @101holidays
Mark Hodson 101 Holidays Members Forum 2013
Mark Hodson 101 Holidays Members Forum 2013
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Mark Hodson 101 Holidays Members Forum 2013

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Transcript of "Mark Hodson 101 Holidays Members Forum 2013"

  1. 1. Data is not just for geeks February 2013 Mark Hodson
  2. 2. 2010: 98% of 101 Holidays traffic was from desktop computers
  3. 3. 2013: Desktop now accounts for only 58% of traffic
  4. 4. A year ago: 48% iPad; 34% iPhone; and other devices
  5. 5. Today: 54% iPad; 29% iPhone; and other devices
  6. 6. How does your site look on the iPad?
  7. 7. … and on a phone
  8. 8. Content marketing is the new SEO?
  9. 9. Client:“What is the minimum number of words I need on a page for SEO?” Me:“Whatever it takes to provide a definitive resource for your customers.”
  10. 10. Our most viewed page last year
  11. 11. This page is 2,989 words
  12. 12. 364 Facebook Likes
  13. 13. Average time on page: 2 mins 50 secs
  14. 14. 25 other sites link to this page
  15. 15. … including Guardian.co.uk
  16. 16. Invest in quality editorialGood ideas, well executed
  17. 17. Search traffic for holiday deals over past 3 years
  18. 18. Search traffic for camping over past 3 years
  19. 19. Search traffic for Africa safaris over past 3 years
  20. 20. Email marketing
  21. 21. This generates a LOT of useful data
  22. 22. Some findings• Travel industry average opening rate is 16.9%. Ours is 35%• Optimal time to send email is Thursday afternoon
  23. 23. How often should you email?More frequent emails > More unsubscribes> More qualified audience
  24. 24. Newsletter subject linesMost opened:Check out these holiday deals!
  25. 25. Newsletter subject linesMost opened:Check out these holiday deals!Least opened:Great holiday deals for you
  26. 26. Obama 2012 election campaignMost of the $690 million raised was from email marketingMost profitable subject line was…
  27. 27. Hey
  28. 28. Most-clicked newsletter deals
  29. 29. Most-clicked newsletter deals• Winter sun or Mediterranean
  30. 30. Most-clicked newsletter deals• Winter sun or Mediterranean• 4-star or better
  31. 31. Most-clicked newsletter deals• Winter sun or Mediterranean• 4-star or better• Flight-inclusive
  32. 32. Most-clicked newsletter deals• Winter sun or Mediterranean• 4-star or better• Flight-inclusive• High % price reduction
  33. 33. Most-clicked newsletter deals• Winter sun or Mediterranean• 4-star or better• Flight-inclusive• High % price reduction• Also … early booking deals for summer
  34. 34. Data is not just for geeks…
  35. 35. Thank you for listening mark@101holidays.co.uk Twitter: @101holidays

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