Branding and the
Known Audience
Finding Success in Email…
Without Ever Sending One.
Amy Bartle
Director, Media & Digital Marketing,
La Quinta Inns & Suites
Who am I?
Email.
What I’m Here to Talk About
• Who is La Quinta?
• Why Email?
• The Surprising Results
• What Made Email so Successful?
• F...
Who is
“La Quinta”?
Who is La Quinta?
Who is La Quinta?
Who is La Quinta?
Who Do We Want to Reach?
• Travel Frequently
• Repeat Visits
• Price Agnostic
Who Do We Want to Reach?
Who Do We Want to Reach?
Who Do We Want to Reach?
Age:
25-64
Who Do We Want to Reach?
Age:
25-64HHI:
75K+
How Are We Going to Reach Them?
How Are We Going to Reach Them?
How Are We Going to Reach Them?
Of course I reach
Male Business
Travelers ages 25-64
with an average HHI
of 75K+!
Everyone...
How Are We Going to Reach Them?
We’re a
Challenger
Brand
How Are We Going to Reach Them?
A
B
C
D
Why Email?
Why Email?
Ummmm….
Isn’t Email a
DR Channel?
Why Email?
Why Email?
Why Email?
The Surprising Results
97.2%95.6%95.6%
92.0%91.9%91.9%91.9%91.9%91.6%89.7%89.6%89.5%89.4%88.2%86.6%86.5%85.5%84.7%83.3%
0....
The Surprising Results
3.84
3.30
2.90 2.82
2.59
2.46
2.11 2.11 2.11 2.11 2.04 2.03 1.95
1.78 1.75
1.48 1.37 1.37 1.37
0.00...
The Surprising Results
80% 80%
75%
64% 62% 60% 59%
57%
53% 51% 51% 51% 50% 50% 49% 49%
46%
42% 41%
0.00%
10.00%
20.00%
30....
The Surprising Results
7.53%
7.21%
4.68%
3.12%
2.60%
1.04%
0.08%
-0.51%
-1.00%
0.00%
1.00%
2.00%
3.00%
4.00%
5.00%
6.00%
7...
The Surprising Results
So Email was…
#1 in unique audience
#1 in highest average frequency
#3 in % On Target
#3 in Lift of...
What Made Email so Successful?
Ummmm….
Isn’t Email a
DR Channel?
What Made Email so Successful?
What Made Email so Successful?
Email is a “Known Audience”
What Made Email so Successful?
Email is a “Known Audience”
BusinessTraveler@businesstraveler.com
What Made Email so Successful?
Email is a “Known Audience”
What Made Email so Successful?
90% of
Desired
Audience
What Made Email so Successful?
Email is Uncluttered
What Made Email so Successful?
Email is Efficient
What Made Email so Successful?
Email is Efficient
What Made Email so Successful?
(Known Audience X Intent) – Wasted Spend = DR Success
(Known Audience X Intent) – Wasted Sp...
What Made Email so Successful?
The Future
CRM Retargeting
The Future
CRM Retargeting
The Future
CRM Retargeting
The Future
CRM Retargeting
The Future
CRM Retargeting
The Future
How Your Use It
Reach
Acquire
DevelopRetain
Inspire
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Case Study -- Email Ads Served in Real Time Will Cut Through the Clutter

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Hotel Chain La Qunita Inns & Suites will reveal how display ads within emails are outperforming super-premium publishers for targeted reach and frequency.

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Amy Bartle, Director, Media & Digital Marketing, La Quinta Inns & Suites @ajbartle

Published in: Marketing, Technology, Business
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Case Study -- Email Ads Served in Real Time Will Cut Through the Clutter

  1. 1. Branding and the Known Audience Finding Success in Email… Without Ever Sending One.
  2. 2. Amy Bartle Director, Media & Digital Marketing, La Quinta Inns & Suites Who am I?
  3. 3. Email.
  4. 4. What I’m Here to Talk About • Who is La Quinta? • Why Email? • The Surprising Results • What Made Email so Successful? • Future Strategy
  5. 5. Who is “La Quinta”?
  6. 6. Who is La Quinta?
  7. 7. Who is La Quinta?
  8. 8. Who is La Quinta?
  9. 9. Who Do We Want to Reach? • Travel Frequently • Repeat Visits • Price Agnostic
  10. 10. Who Do We Want to Reach?
  11. 11. Who Do We Want to Reach?
  12. 12. Who Do We Want to Reach? Age: 25-64
  13. 13. Who Do We Want to Reach? Age: 25-64HHI: 75K+
  14. 14. How Are We Going to Reach Them?
  15. 15. How Are We Going to Reach Them?
  16. 16. How Are We Going to Reach Them? Of course I reach Male Business Travelers ages 25-64 with an average HHI of 75K+! Everyone’s Mother
  17. 17. How Are We Going to Reach Them? We’re a Challenger Brand
  18. 18. How Are We Going to Reach Them? A B C D
  19. 19. Why Email?
  20. 20. Why Email? Ummmm…. Isn’t Email a DR Channel?
  21. 21. Why Email?
  22. 22. Why Email?
  23. 23. Why Email?
  24. 24. The Surprising Results 97.2%95.6%95.6% 92.0%91.9%91.9%91.9%91.9%91.6%89.7%89.6%89.5%89.4%88.2%86.6%86.5%85.5%84.7%83.3% 0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% 70.00% 80.00% 90.00% 100.00% Audience Delivery - Unique Reach Email had the greatest proprietary audience of any other publisher, yielding the most unique reach
  25. 25. The Surprising Results 3.84 3.30 2.90 2.82 2.59 2.46 2.11 2.11 2.11 2.11 2.04 2.03 1.95 1.78 1.75 1.48 1.37 1.37 1.37 0.00 0.50 1.00 1.50 2.00 2.50 3.00 3.50 4.00 4.50 Audience Delivery - Average Frequency Email was able to deliver the greatest frequency of any other publisher
  26. 26. The Surprising Results 80% 80% 75% 64% 62% 60% 59% 57% 53% 51% 51% 51% 50% 50% 49% 49% 46% 42% 41% 0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% 70.00% 80.00% 90.00% Audience Delivery - OCR On Target M25-64 The Email audience was 3rd most on target, just behind the publishers tied for 1st
  27. 27. The Surprising Results 7.53% 7.21% 4.68% 3.12% 2.60% 1.04% 0.08% -0.51% -1.00% 0.00% 1.00% 2.00% 3.00% 4.00% 5.00% 6.00% 7.00% 8.00% Network Network liveintent.com Network Network Conquesting TV Data / Pre- Roll Sports BRAND LIFT Email was able to increase brand awareness by 4.68%
  28. 28. The Surprising Results So Email was… #1 in unique audience #1 in highest average frequency #3 in % On Target #3 in Lift of Brand Awareness
  29. 29. What Made Email so Successful? Ummmm…. Isn’t Email a DR Channel?
  30. 30. What Made Email so Successful?
  31. 31. What Made Email so Successful? Email is a “Known Audience”
  32. 32. What Made Email so Successful? Email is a “Known Audience” BusinessTraveler@businesstraveler.com
  33. 33. What Made Email so Successful? Email is a “Known Audience”
  34. 34. What Made Email so Successful? 90% of Desired Audience
  35. 35. What Made Email so Successful? Email is Uncluttered
  36. 36. What Made Email so Successful? Email is Efficient
  37. 37. What Made Email so Successful? Email is Efficient
  38. 38. What Made Email so Successful? (Known Audience X Intent) – Wasted Spend = DR Success (Known Audience X Intent) – Wasted Spend = Branding Success
  39. 39. What Made Email so Successful?
  40. 40. The Future CRM Retargeting
  41. 41. The Future CRM Retargeting
  42. 42. The Future CRM Retargeting
  43. 43. The Future CRM Retargeting
  44. 44. The Future CRM Retargeting
  45. 45. The Future How Your Use It Reach Acquire DevelopRetain Inspire

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