Ritz Carlton Email Summit 2012

386 views

Published on

Published in: Technology, Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
386
On SlideShare
0
From Embeds
0
Number of Embeds
7
Actions
Shares
0
Downloads
0
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Ritz Carlton Email Summit 2012

  1. 1. Optimizing the Evolving Landscape of Mobile Email Marketing How The Ritz-Carlton Destination Club enhanced the effectiveness of mobile email marketing campaigns Alex Corzo Manager of Digital Communications & CRM Marriott Vacations Worldwide Pamela Markey Director of Marketing & Brand Strategy MECLABS
  2. 2. Session speakers Alex Corzo Manager of Digital Communications & CRM Marriott Vacations Worldwide @ideasthatspread Alex Corzo began his career in ecommerce, specifically digital communications marketing, at NBC Universal’s Theme Park and Resorts division in Orlando, Florida. By planning and implementing highly targeted email newsletter and special offer email campaigns, integrating Web analytics to capture channel performance, and driving a multitude of lead acquisition campaigns, Corzo doubled CRM databases, increasing channel revenue and initializing tracking to report ROI. Currently, Corzo manages the optimization of digital marketing efforts for Marriott Vacations Worldwide, including high-end luxury brands such as The Ritz-Carlton Destination Club. Under his strategic direction, the organization has been able to execute several automated campaigns, conduct and analyze numerous tests, and implement a mobile-specific strategy to increase user engagement and lead flow. 2
  3. 3. Session speakers Pamela Markey Director of Marketing and Brand Strategy MECLABS Pamela Markey builds strategic partnerships, plans promotional initiatives, and is responsible for Applied Research communicationand marketing-related activities. If it impacts a MECLABS brand, it goes through her. @pamelamarkey Before joining the team in June 2009, Markey worked for seven years as a wireless marketing manager at Bell Canada, during which time she managed campaigns for the Solo Mobile and Bell Mobility brands. Her work has been recognized at Cannes, the CLIOs, and the Canadian Marketing Awards among others. Markey started her marketing career at Microsoft while completing her Bachelor of Commerce degree at Dalhousie University. 3
  4. 4. Mobile digital traffic 4.4% mobile 6.8% mobile 93.2% 1.9% tablet computer .5% other 4
  5. 5. OS market share By audience installed base Microsoft RIM 8% 6% Apple iOS 31% Android 24% Symbian 29% 5
  6. 6. Tablet market share By U.S. tablet traffic 96% iPad 6
  7. 7. Not this… 7
  8. 8. Not this… 8
  9. 9. Not this… 9
  10. 10. Not this… 10
  11. 11. Not this… 11
  12. 12. Not this… 12
  13. 13. But this…
  14. 14. 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 14
  15. 15. The challenge • 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 15
  16. 16. 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
  17. 17. 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
  18. 18. YOUR audience is unique 2.8% mobile Email Channel Traffic 18 1
  19. 19. YOUR audience is unique 2.8% mobile 90% iPhone Email Channel Traffic 19 1
  20. 20. Message and data rates may apply Interactive poll Do you optimize email landing pages for specific devices? YES, iOS YES, ANDROID Text 2012 A to 64686 Text 2012 B to 64686 YES, MULTIPLE NO Text 2012 C to 64686 Text 2012 D to 64686 20
  21. 21. 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
  22. 22. Mobile pilot approach 90% iPhone 2 • Concentrate constrained resources on biggest opportunity • Focus on getting a lift, gaining a learning • Determine if custom pages can improve results 22
  23. 23. Mobile pilot approach 23 2
  24. 24. 2 Pilot: Email From Display: The Ritz-Carlton Destination Club Subject Line: Enjoy Special Closing Benefits 24
  25. 25. Pilot: Standard landing page 25 2
  26. 26. Pilot: Standard landing page 26 2
  27. 27. 2 Pilot: iPhone landing page • Company logo • One sentence of copy • Online form fields, arranged vertically • Button to send 27
  28. 28. 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
  29. 29. Analyze 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 29 3
  30. 30. 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
  31. 31. Enhanced mobile campaign 31 4
  32. 32. Enhanced mobile campaign 32 4
  33. 33. Enhanced mobile campaign 33 4
  34. 34. 4 Enhanced Campaign: Email From Display: The Ritz-Carlton Destination Club Subject Line: Enjoy Complimentary Nights at a New Club Location 34
  35. 35. Enhanced Campaign: Standard landing page 35 4
  36. 36. Enhanced Campaign: Standard landing page 36 4
  37. 37. 4 Enhanced Campaign: iPhone landing page 37
  38. 38. 4 Enhanced Campaign: iPhone form 38
  39. 39. Enhanced Campaign: iPhone “View Images” gallery 39 4
  40. 40. ! The Results
  41. 41. Mobile traffic driven by email marketing 9.6% 5.5% 2.8% Q1 Q2 Q3 41 Q4
  42. 42. Mobile traffic driven by email marketing 9.6% 5.5% 243% Increase 2.8% Q1 Q2 Q3 42 Q4
  43. 43. Mobile Traffic: Email traffic device share 10% other 4% Android 15% other 10% other 25% 30% iPad 90% 60% iPad 56% iPhone iPhone iPhone Q1 Q2-3 Q4 43
  44. 44. Results: Aggregate of five pilot campaigns iPhone Traffic 44
  45. 45. Results: Aggregate of five pilot campaigns 8% of all landing page traffic went to the iPhone page iPhone Traffic 45
  46. 46. Results: Aggregate of five pilot campaigns 8% of all landing page traffic went to the iPhone page iPhone Traffic 15% of all form completions came from the iPhone page 46
  47. 47. 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 iPhone Campaign 5.0% 7.0% Relative Difference 40.0% Baseline Campaign 47
  48. 48. 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
  49. 49. Further Opportunity: Phase 3 • Early March 2012 Launch • Showcase multiple destination and package offerings • Optimize the media gallery with captions and toggle function • Create tablet specific version of desktop landing page version 49
  50. 50. Phase 3: Initial landing page • Intro copy • Options to: • Explore destinations • View photo gallery • Request information 50
  51. 51. Phase 3: Destinations list landing page • List of destinations available to visitor based on program marketed to them 51
  52. 52. Phase 3: Photo gallery landing page • Enhanced gallery • Ability to toggle between images instead of all images on one page • Include image captions 52
  53. 53. Phase 3: Optimized for iPad • Detect Apple devices • Replace Flash with static imagery • Enhance the form to leverage mobile functions 53
  54. 54. 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
  55. 55. 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
  56. 56. ! Resources
  57. 57. developer.apple.com/safari
  58. 58. developers.android.com
  59. 59. bdsc.webapps.blackberry.com/html5
  60. 60. mobilewebbestpractices.com
  61. 61. wtfmobileweb.com
  62. 62. Optimizing the Evolving Landscape of Mobile Email Marketing How The Ritz-Carlton Destination Club enhanced the effectiveness of mobile email marketing campaigns Alex Corzo Manager of Digital Communications & CRM Marriott Vacations Worldwide Pamela Markey Director of Marketing & Brand Strategy MECLABS

×