Direct Marketing Is Not Dead in the Face of Social

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Direct Marketing Is Not Dead in the Face of Social

  1. 1. Email is Not Dead in The Face of Social
  2. 2. Facebook Statistics• More than 750 million active users• 50% of active users log on to Facebook in any given day• Average user has 130 friends• Active users increased 200% in two years from 250mm in July 2009 to 750mm in July 2011.Source : Facebook.com, August 16, 2011
  3. 3. Social Networks becoming more popular across age groups 75% of teens use Facebook. By age 17, 86% do. (Ipsos Public Affairs) 85% of online users age 45-54 use some form of social media, plus 79% of 55+ group. (Harris Interactive)
  4. 4. Spend on social media isedging up on email spend Copyright ©2011 eMarketer Inc. All Rights Reserved.
  5. 5. BUT,Email is not dead!
  6. 6. Email continues to be a key communication channel• More than 93% of online consumers are SUBSCRIBERS, and have provided their email address to at least one company or brand.• 88% of U.S. online consumers check email daily, and 94% use email at least once a week.• And more than 50% of consumers make purchases as a direct result of email—it drives more conversions than any other channel(Exact Target’s Email X-Factor study, 2010)
  7. 7. 65% of businesses planned to increase marketing budget for email in 2011Source: 2011 Marketing Trends Survey, StrongMailCopyright ©2011 StrongMail. All Rights Reserved.
  8. 8. Email spend is expected to continue to increase• Email marketing spend will maintain a 10% CAGR over the next five years. Copyright ©2010 Forrester.. All Rights Reserved.
  9. 9. Wyndham Rewards• Umbrella loyalty program for Wyndham Hotel group• Earn rewards for staying with over 6500 locations globally across 11 hotel brands
  10. 10. 2 Case Studies• There’s more we can do with email• Facebook and Email are friends
  11. 11. Case Study #1Email Approach - Summer 2011 Campaign Objectives: Drive stays during the summer months Test offers to continue to gain learnings Strategies: Data model on member base and assigned specific offers Target offers to members via email and direct mail
  12. 12. How do we get the word out abouttargeted offers? Messaging is a challenge Email is a great solution for for our targeted promos this challenge • DM is expensive • Targeting media to individual • Email is affordable level difficult • Extremely targetable down • Website is dependent on to promo status members visiting and logging • Control of number emails in member receives
  13. 13. Started with the basics… Registration Confirmation Email Message in existing emails Registration Landing Page
  14. 14. Plus seasonal standalone emailsSent to all non-registered members Halfway through promotion Initial Launch Second Drop
  15. 15. How are we making emailwork harder?• Continued with dedicated standalone campaigns• Built series of emails for entire promotional lifecycle• Created data rules dependent on members promo status to trigger relevant weekly emails Copyright © 2011 Choose Your Own Adventure
  16. 16. Member sees Registers for Books a stay Completes Book & Staypromotion promotion stay again
  17. 17. 18Our promotional messaging calendar GREW… … Even more importantly business GREW!!
  18. 18. Case Study #2Wyndham Rewards Summer Contest
  19. 19. 20 Contest Overview• Concept: – Wyndham Rewards’ Why I deserve a Summer Vacation! Contest• Grand Prize: – 7 night getaway – $7,000 Gift Card – Car Rental certificate
  20. 20. Our Objectives– Primary: • Increase awareness & create excitement about the Wyndham Rewards program • Strengthen presence on FB– Secondary: • Drive revenue • Drive reward program enrollments
  21. 21. 22 Contest PhasesCollection Phase Judging Phase Voting Phase •Submit •Guest •Users Pick Judges Grand Prize •Rate •Narrow to Winner •Comment Finalists •Share Entry Methods: Web/PC Upload, Facebook Upload, Mobile/Email
  22. 22. 23 Convince Us!RateShareComment
  23. 23. 24And the Winner is… 7 Finalists Popular Vote
  24. 24. 25 Multi-Channel Exposure Facebook Email• Websites• Email• On-Property Online Display• Social networks• Online & Print Media On-Property• PR Print• Partner channels
  25. 25. How’d we do?
  26. 26. Result Highlights 7.5 million total contest engagements! Highest # of engagements compared to 500+ social media campaigns in categories from travel, entertainment, fashion, & beauty. Submissions Votes Comments RatingsSource: Agency, Gloto. Compared to similar campaigns of the same duration
  27. 27. 28 Result Highlights 7,000 EntriesEmail Drives Results > 39% of total entries Email Email
  28. 28. Email CommunicationsCollection Phase Vote Phase Winner Announcement
  29. 29. Result Highlights7x Increase in Facebook Likes 80% of total likes 12% of total entries
  30. 30. Result Highlights130+% ROI in Room Revenue! (not a primary objective)
  31. 31. • There’s still more we can do with email – Triggered-based email can help to increase efficiency and targeting• Facebook and Email are friends – Facebook and emails can work together to drive engagement
  32. 32. Q&ATHANK YOU!

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