6. 6www.travelzoo.co.uk
RIVER CRUISE SALE ALERT
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
7. 7www.travelzoo.co.uk
NEWSFLASH™ | CASE STUDY | BRITISH AIRWAYS
THE OBJECTIVES:
Promote BA luxury Holidays with
Business class flight.
Reach: 650,000 London & SE (Plus
targeted audience send for luxury)
THE RESULTS:
Total Direct clicks generated:
43,882
3,820 came from 527K generic
members, 0.7% CTR
39,872 came from 131k targeted
members, 30.4%
12. 12www.travelzoo.co.uk
THE TRAVEL CONTINUUM
+ Top 20
+ Website
+ Destination features
Inspiration
+ Book directly with
Travelzoo
+ What to do in- destination
Destination
+ Restaurants
+ Entertainment
+ Mobile Focus
+ Spa
+ Activities
Transaction
13. 13www.travelzoo.co.uk
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%
BEHAVIORAL ATTRIBUTES & MODELLING
13
Channel
Behavior
Engagement
Behavior
Purchase
Behavior
Browse
Behavior
Time Variant
Behaviors
Behavioral Attributes
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
Behavioral Model and Content Preferences
We have a created a behavioral model for US members for use in targeting and
personalization…
Activity Activity Enter Enter Getaway Getaway
Vac Vac Hotel Hotel Airfare Spa
Hotel Hotel Enter Enter Airfare Cruise
Spa Rest Activity Rest Getaway Hotel
Maximising sales – not the be all and end all. But striving to deliver the best customer experience will, in the long deliver better on that revenue goal.
Example – Yahoo – search and a portal with all this content being monetised on the homepage of the search – then google comes along and strips that all away and simplifies the UX
Trip advisor – popping windows
2000 – 15 years ago
Loads of content maybe if you were travelling you’d want to search, but we also wanted it to be local as well as global
Clubbing in London
No one used it – 1million page views per month and maybe 30 people saved a preference
So for 30 people we saved them a few second each and it cost us a few days of dev time.
My CTO many thinks are possible, but are they worth doing?
Why bother?
Doubles conversion rate
3-4 times the conversion rate
8 times the conversion rate
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 bright 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.
Skills, products how we create content,
Email on mobile
Booking on mobile svaing CC details.
IN destination promote local deals
Skills, products how we create content,
Skills, products how we create content,
Even after 15 years I still feel like I’m at base camp, we have a mountain to climb to get this right, but there is gold in them there hills.