See http://www.101holidays.co.uk/ for more information

1. Data is not just for geeks
February 2013
Mark Hodson

2. 2010: 98% of 101 Holidays traffic
was from desktop computers

3. 2013: Desktop now accounts for
only 58% of traffic

4. A year ago: 48% iPad; 34% iPhone;
and other devices

5. Today: 54% iPad; 29% iPhone;
and other devices

6. How does your site look on the iPad?

7. … and on a phone

9. Content marketing
is the new SEO?

10. 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.”

11. Our most viewed page last year

12. This page is 2,989 words

13. 364 Facebook Likes

14. Average time on page: 2 mins 50 secs

15. 25 other sites link to this page

16. … including Guardian.co.uk

17. Invest in quality editorial
Good ideas, well executed

19. Search traffic for holiday deals over past 3 years

20. Search traffic for camping over past 3 years

21. Search traffic for Africa safaris over past 3 years

22. Email marketing

23. This generates a LOT of useful data

24. Some findings
• Travel industry average opening rate is 16.9%.
Ours is 35%
• Optimal time to send email is Thursday afternoon

25. How often should you email?
More frequent emails > More unsubscribes
> More qualified audience

26. Newsletter subject lines
Most opened:
Check out these holiday deals!

27. Newsletter subject lines
Most opened:
Check out these holiday deals!
Least opened:
Great holiday deals for you

28. Obama 2012 election campaign
Most of the $690 million raised was from email marketing
Most profitable subject line was…

29. Hey

30. Most-clicked newsletter deals

31. Most-clicked newsletter deals
• Winter sun or Mediterranean

32. Most-clicked newsletter deals
• Winter sun or Mediterranean
• 4-star or better

33. Most-clicked newsletter deals
• Winter sun or Mediterranean
• 4-star or better
• Flight-inclusive

34. Most-clicked newsletter deals
• Winter sun or Mediterranean
• 4-star or better
• Flight-inclusive
• High % price reduction

35. Most-clicked newsletter deals
• Winter sun or Mediterranean
• 4-star or better
• Flight-inclusive
• High % price reduction
• Also … early booking deals for summer

36. Data is not just for geeks…

37. Thank you for listening
mark@101holidays.co.uk
Twitter: @101holidays