Your SlideShare is downloading. ×
Case Study -- Email Ads Served in Real Time Will Cut Through the Clutter
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Case Study -- Email Ads Served in Real Time Will Cut Through the Clutter

445
views

Published on

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

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

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

Published in: Marketing, Technology, Business

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
445
On Slideshare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
1
Comments
0
Likes
0
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. Branding and the Known Audience Finding Success in Email… Without Ever Sending One.
  • 2. Amy Bartle Director, Media & Digital Marketing, La Quinta Inns & Suites Who am I?
  • 3. Email.
  • 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. Who is “La Quinta”?
  • 6. Who is La Quinta?
  • 7. Who is La Quinta?
  • 8. Who is La Quinta?
  • 9. Who Do We Want to Reach? • Travel Frequently • Repeat Visits • Price Agnostic
  • 10. Who Do We Want to Reach?
  • 11. Who Do We Want to Reach?
  • 12. Who Do We Want to Reach? Age: 25-64
  • 13. Who Do We Want to Reach? Age: 25-64HHI: 75K+
  • 14. How Are We Going to Reach Them?
  • 15. How Are We Going to Reach Them?
  • 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. How Are We Going to Reach Them? We’re a Challenger Brand
  • 18. How Are We Going to Reach Them? A B C D
  • 19. Why Email?
  • 20. Why Email? Ummmm…. Isn’t Email a DR Channel?
  • 21. Why Email?
  • 22. Why Email?
  • 23. Why Email?
  • 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. 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. 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. 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. 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. What Made Email so Successful? Ummmm…. Isn’t Email a DR Channel?
  • 30. What Made Email so Successful?
  • 31. What Made Email so Successful? Email is a “Known Audience”
  • 32. What Made Email so Successful? Email is a “Known Audience” BusinessTraveler@businesstraveler.com
  • 33. What Made Email so Successful? Email is a “Known Audience”
  • 34. What Made Email so Successful? 90% of Desired Audience
  • 35. What Made Email so Successful? Email is Uncluttered
  • 36. What Made Email so Successful? Email is Efficient
  • 37. What Made Email so Successful? Email is Efficient
  • 38. What Made Email so Successful? (Known Audience X Intent) – Wasted Spend = DR Success (Known Audience X Intent) – Wasted Spend = Branding Success
  • 39. What Made Email so Successful?
  • 40. The Future CRM Retargeting
  • 41. The Future CRM Retargeting
  • 42. The Future CRM Retargeting
  • 43. The Future CRM Retargeting
  • 44. The Future CRM Retargeting
  • 45. The Future How Your Use It Reach Acquire DevelopRetain Inspire