Direct Marketing Association - Customer Engagement Manchester 30.1.18 - joel brandon-bravo travelzoo
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This document provides an overview of Travelzoo's customer engagement strategies. It discusses how Travelzoo attracts new members through referrals and targeted campaigns. It also explores how Travelzoo engages members through personalized content and localized deals. Finally, it examines Travelzoo's focus on conversion, retention, and providing excellent customer service to build long-term trust and loyalty. Behavioral data is used to segment members and tailor communications. The goal is to guide members through the travel planning process from inspiration to booking destinations.
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Direct Marketing Association - Customer Engagement Manchester 30.1.18 - joel brandon-bravo travelzoo
- 1. Customer Engagement - Manchester Monday 29th January 2018
- 2. Agenda 1 Travelwho? Email dependency / Rise of messaging Localisation Personalisation CRO Service as retention
- 3. Who and more importantly, why? 2 Travelzoo exists because we believe it is an amazing world out there, with incredible experiences to enjoy and we want to help our members do this at the very best price. Engagement = Value x Trust Value = Satisfaction - Price
- 4. Who: Millions around the world Trust Travelzoo 3 16.9M North American members 8.0M European members 3.6M Asia Pacific members More than 28 MILLION members worldwide
- 5. 4Millions around the world trust Travelzoo Source: Google analytics, average taken over July 2016 to June 2017, desktop and mobile UK 5.5 MILLION app downloads worldwide 3.7 MILLION social media users worldwide 4.5 MILLION UK monthly website sessions 10.5 MILLION UK monthly page views 2+ MILLION Facebook fans worldwide EXPERIENCE Travelzoo was founded in 1998 by Ralph Bartel. PASSION His passion for trusted journalism and high- quality experiences led him to research, test, and publish deals. LEADERSHIP Today, millions of members trust Travelzoo for the best travel, entertainment and local deals.
- 6. Customer Engagement Cycle 5 Attract EngageConvert Retain
- 7. How do we attract prospective members? 6
- 8. Referral: Paid and Non-Paid 7
- 9. Referral: Paid and Non-Paid 8
- 10. Customer Engagement Cycle 9 Attract EngageConvert Retain
- 11. 10 RESEARCH Travelzoo Deal Experts thoroughly research the competitiveness and quality of each offer EVALUATE Editorial team evaluates the strength of an offer before endorsing it as outstanding TEST The Test Booking Centre checks each offer on desktop, via mobile and over the phone to ensure a good booking experience as a first step to a successful campaign The Travelzoo Difference Producers spend more than 1,000 hours researching, checking & validating deals each week!
- 12. Why: Travelzoo UK 2016 Revenue By Source 11 28% 72% Website & Search Newsletter
- 13. 12Trends – online in 1 minute
- 14. 13We can also look at Markets
- 15. How: Typical Campaign Structure 14 Compelling headlines maximise users engagement Travelzoo editorial provides 3rd party endorsement for each qualified offer Members are directed to the offer on advertiser’s website/call centre to book
- 16. Where: Regionalised Top 20 15
- 17. Who: River Cruise Sale Alert 16 Generic: • 96,091 emails • 7 calls • 21.05% open rate • 1.2% CTR • 1,129 clicks • 0.080% unsubscribe River cruise clickers: • 39,633 emails • 24 calls • 56.80% open rate • 11.3% CTR • 4,484 clicks • 0.016% unsubscribe Summary of results: • 8 x Calls PT • 10 x CTR • 80% lower unsubscribe
- 18. Who: Newsflash Case Study Business Class 17 £529 & up -- Luxury Holiday Sale inc Business-Class Flts THE CAMPAIGN Luxury World Sale from XXX, save up to 40% on usual prices. Holidays include business-class flights from London . Short-haul deals include flights with up to 34 inches of leg room, long-haul deals include flights with seats that convert into fully flat 6-foot beds & several food and drink options (plus lounge access and up to two 32kg checked bags for both options). Reach: 650,000 London & SE (Plus targeted audience send for luxury). OBJECTIVES Promote luxury holidays with Business Class flight. RESULTS 3,820 clicks came from 527K generic members, 0.7% CTR 39,872 clicks came from 131K targeted members, 30.4% TOTAL CLICKS 43,882 90 / 20
- 19. Behavioral Attributes & Modelling 18 We have a created a behavioural model for US members for use in targeting and personalization… Behavioural Attributes Behavioural Model and Content Preferences Channel Behavior Engagement Behavior Purchase Behavior Browse Behavior Time Variant Behaviors Content Category Member ID Behavioral Segment Getaway Cruise Ent 10001 0 1.5 1.1 1.2 10002 1 0.6 0.4 1.6 10003 2 1.2 0 1.5 10004 3 0.4 1.3 0.6 Send 1: Emails = 26,125, Open % = 28.8%, CTR% = 19.4% Send 2: Emails = 8,258, Open % = 23.8%, CTR% = 19.3% Send 4: Emails = 16,745, Open % = 12.9%, CTR% = 13.4% Send 5: INACTIVES. Emails = 82,468, Open % = 6.47%, CTR% = 5.9% Activity Activity Enter Enter Getaway Getaway Vac Vac Hotel Hotel Airfare Spa Hotel Hotel Enter Enter Airfare Cruise Spa Rest Activity Rest Getaway Hotel
- 20. Can We Learn From Social & Fashion? 19 Jeremy, 66
- 21. 20 When Targeting Goes Wrong
- 22. 21 When Targeting Goes Wrong
- 23. 22 Average open rate 3 x standard email if you get it right When Targeting Goes Wrong
- 24. 23 When Targeting Goes Wrong
- 25. 24 Errrrr…seriously? When Targeting Goes Wrong
- 26. Customer Engagement Cycle 25 Attract EngageConvert Retain
- 27. 26Convert
- 28. 27Convert Test 7: Deal Page CTA Copy_BOOK NOW
- 29. How: Desktop to Mobile Changed Everything 28
- 30. Where: The Travel Continuum 29 INSPIRATION • Top 20 • Website • Destination Features TRANSACTION • Book directly with Travelzoo • What to do in destination DESTINATION • Restaurants • Entertainment • Mobile Focus • Spa • Activities
- 31. Customer Engagement Cycle 30 Attract EngageConvert Retain
- 32. The evolution of Trust 31 100% Satisfied 100% Satisfied
- 33. Focus on People 32 Advanced EMEA geography training No hold policy Reduce “ping- ponging” Create client contacts directory Train on suppliers’ purchase path Deal previews on national pricing & booking conditions Soft skills classroom training MEMBERS SAY KNOWLEDGE & PROFESSIONALISM NEED IMPROVEMENT
- 34. Service as a Retention strategy 33 Refund Requests Availability Modify Dates Illness Cannot Travel
- 35. 34 Get the Travelzoo App Joel Brandon-Bravo Managing Director, UK @J_Brandon_Bravo jbrandon@travelzoo.com 0207-420-0402
Editor's Notes
- Intro on me: Online travel for 19 years. Specifically focussed on how content can be use to attract, engage, convert and retain customers. Prior to Travelzoo I was part of a travel digital publishing start up which went on to provide consultancy content and technical services to some of the worlds leading travel companies, from BA to Virgin, Hilton to IHG, Travelocity to Lastminute.co For the last 6 years I've been the UK MD for travelzoo the worlds leading provider of travel deals. We work with hotels, airlines and travel agents to promote their best offers to our 28 million members worldwide.
- Newspapers as a source of deals. ASA Trust
- I look after the UK market just shy of 5M in the UK. We evaluate and test the offers to ensure they offer real value for our members and come from quality suppliers. 6 years running as Best travel deals provider voted by the British Public.
- GROWTH OF EMAIL VS OTHER WHY is it important – How important is email – ¾ of our revenue! 72% if we are being pedantic With the other quarter made up of website revenue and our search products SupeSearch and Fly.com
- Could do a whole pres just on attracting new members Travel is a joy to sell I feel for people pushing FMCG Rich imagery Video on facebook works well. Quality of the sign up as important and the cost.
- 50% of our members come through referral. Both incentivised and none
- 50% of our members come through referral. Both incentivised and none
- GROWTH OF EMAIL VS OTHER WHY is it important – How important is email – ¾ of our revenue! 72% if we are being pedantic With the other quarter made up of website revenue and our search products SupeSearch and Fly.com
- 30 sites, 30 hours of research Make sure our deal is the best Sacrifice choice and quantity of offers for quality Expense of not having exactly what someone with a specific resort wants
- GROWTH OF EMAIL VS OTHER WHY is it important – How important is email – ¾ of our revenue! 72% if we are being pedantic With the other quarter made up of website revenue and our search products SupeSearch and Fly.com
- Email last year 4% WhatsApp 30% Insta 32% Facebook 34%
- From a simple Top 20 App, we are now rolling out new versions each quarter with more functionality. In destination and deals near me is the key driver but you can still book a cruise in three easy steps.
- HOW T20, one of the UK’s top travel emails in terms of driving traffic and still pretty much unrivalled in it’s ability to drive bookings onto a specific deal. We negotiate the deals write them up and then drive our members to book with us, the hotel airline or travel agent. SIMPLES
- WHERE – Each deal in the Top 20 is actually up to 10 deals We work with providers to give us outbound from as many regions of the UK and then tailor the headlines. Makes the email relevant and 3-4 times the conversion rate
- What and the where – more importantly we want to focus on the who Luxury river cruise, Niche within a niche, Not wanting to interrupt everyones day Targeted 8 times the conversion rate
- 4,300
- Travel was first out the traps but fair to say we are now falling behind.
- Take a fictional Target shopper named Jenny Ward, who is 23, lives in Atlanta and in March bought cocoa-butter lotion, a purse large enough to double as a diaper bag, zinc and magnesium supplements and a blue rug. There’s, say, an 87 percent chance that she’s pregnant and that her delivery date is sometime in late August. So Target started sending coupons for baby items to customers according to their pregnancy scores. An angry man went into a Target outside of Minneapolis, demanding to talk to a manager: Target knows before it shows. “My daughter got this in the mail!” he said. “She’s still in high school, and you’re sending her coupons for baby clothes and cribs? Are you trying to encourage her to get pregnant?” The manager didn’t have any idea what the man was talking about. He looked at the mailer. Sure enough, it was addressed to the man’s daughter and contained advertisements for maternity clothing, nursery furniture and pictures of smiling infants. The manager apologized and then called a few days later to apologize again. (Nice customer service, Target.) On the phone, though, the father was somewhat abashed. “I had a talk with my daughter,” he said. “It turns out there’s been some activities in my house I haven’t been completely aware of. She’s due in August. I owe you an apology We’d put an ad for a lawn mower next to diapers. We’d put a coupon for wineglasses next to infant clothes. That way, it looked like all the products were chosen by chance. So the Target philosophy towards expecting parents is similar to the first date philosophy? Even if you’ve fully stalked the person on Facebook and Google beforehand, pretend like you know less than you do so as not to creep the person out.
- This email is either completely wasted on me and risks losing me as a customer Or…I have a very awkward conversation coming up with my teenage daughters, or worse still, my wife!
- GROWTH OF EMAIL VS OTHER WHY is it important – How important is email – ¾ of our revenue! 72% if we are being pedantic With the other quarter made up of website revenue and our search products SupeSearch and Fly.com
- GROWTH OF EMAIL VS OTHER WHY is it important – How important is email – ¾ of our revenue! 72% if we are being pedantic With the other quarter made up of website revenue and our search products SupeSearch and Fly.com
- Soft Skills - confident and uplifting greeting, empathy, tone, Lack of confidence in being put on hold. Impression of confidence Making sure we send them to the right pace if we can’t resolve the issues Familiarity with how they book and the impacts of variations