The Secret to Email Optimization in MBNA's Etihad Guest Credit Card Program
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Patricia Brassil Poole, Head of Partner Management, MBNA, will discuss how the MBNA Etihad Guest Credit Card Program is optimizing email as part of its fully integrated marketing campaign in order to get results.
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The Secret to Email Optimization in MBNA's Etihad Guest Credit Card Program
- 1. MBNA Etihad Guest Credit Card Programme How optimisation of email as part of a fully integrated marketing campaign gets results.
- 3. Etihad Guest Credit card brings together 2 powerful global brands MBNA Limited and Etihad Guest
- 4. • One of the UK’s leading credit card providers. • Voted Credit Card Provider of the Year for the third year running in the Consumer Moneyfacts Awards 2016. • Partners with some of the world’s most recognised Brands in the Airline, Football and Charity Sectors. • Sponsor of Thames Clippers and TFL. Who are mbna?
- 6. • Etihad Airways is one of the fast growing airlines in the history of commercial aviation • National Airline of the United Arab Emirates (UAE) • 120 aircraft, 116 destinations , 49 partnerships with other international airlines • Etihad Guest is the one of the world’s most rewarding Loyalty Programmes • Brand associated with Prestige, Comfort, Convenience Who are Etihad?
- 9. …to sport
- 10. To global advertising you may recognise Global advertising you may recognise
- 11. +
- 12. The Etihad Guest Credit Card • Earns Etihad Guest miles every time customer spends with their card. • Two cards on one account, working seamlessly to help customers earn Etihad Guest Miles faster. Etihad Guest American Express® Credit Card 1.5 miles for every £1 you spend on card purchases using this card. Etihad Guest Visa Credit Card 1.5 miles for every £2 you spend on card purchases using this card.
- 13. Enjoy flights and upgrades to thousands of destinations on Etihad Airways and more than 25 airline partners. Spend your miles on over 3,500 products at the Etihad Guest Reward Shop. Convert miles to cash to spend at 30 million outlets worldwide with PointsPay. Rewarding Customers
- 14. • 5,000 Welcome Miles • Competitive interest rates • Double Etihad Guest Miles when booking Etihad Business flights • Triple Etihad Guest when booking Etihad First Class Flights • Fast track to Silver Tier upon completion of a return flight within 12 months of account opening • No annual fee Account Benefits
- 16. Online and Offline Channels
- 17. Optimise email performance in our integrated campaigns Objectives • Better understand the Etihad membership base’s view on the email channel • Maximise total volume of new accounts from the tactical offer marketing • Reduce reliance on the more expensive and slower to execute direct mail channel Challenge
- 18. 1. Database analysis 2. Creative refresh 3. Tailored Messaging 4. Modify campaign construct Our Approach
- 19. Analysed full Etihad Guest marketable database to understand • Database quality • Credit worthiness • Affluence levels • Channel Propensity • Frequency of flights with Etihad per annum/Membership tier Etihad Client File Duplicates Removed (258k) Data Warehouse Suppressions (186k) Fail Credit Policy Rules (7k) Duplicates Removed Pass Suppressions Match To Prospect Database No Match to Prospect Database Pass Credit Rules Best Population Fail Credit Rules Fail Suppressions Duplicate Files Good Population 1. Database analysis
- 20. 20 Data insight was used to provide accurate credit worthiness checks and enhance product and channel strategy. 1. Data Usage
- 21. 21 0 5 10 15 20 25 30 35 Experienced Netizens Cyber Tourists Digital Culture Modern Media Margins Traditional Approach New Tech Novices Unclassified Volume(%) Truetouch Full UK Population Etihad • Overall Internet is a primary source of information, but a smaller % of the population are still influenced by traditional media channels and can benefit from DM campaigns. True Touch = an external model used to understand prospect preferences for Channel Marketing; this insight can be used to create bespoke marketing strategies for increased response rates amongst potential customers. 1. TrueTouch to understand channel preference
- 22. 1. True Touch Classifications
- 23. Demographical Profile • Age, employment status, affluence levels, family stage etc. Preferred Channel • Online is the preferred communication channel. • A % of members are also heavily inclined toward traditional media as a supporting channel. Data cleanse • Analysis identified a population of customers whose addresses were out of date. Frequency of flight /Tier • A population of the Etihad base did not hold any Etihad Guest loyalty tier. 1. What we learnt
- 24. • A refresh was undertaken to create consistency with the Etihad re-designed website and brand advertising • There had been a change in brand look and feel and colour palette • We wanted to convey that aspirational, sophisticated cosmopolitan feel of international travel to the marketing 2. Creative Refresh
- 25. • “See the World” = Creative Theme • To reflect: the range of destinations, thinking differently, looking at things from a different perspective • The headline translated well across all online and offline channels 2. The result
- 26. 2. Email Creative From this To this
- 27. Social Direct Mail Etihad Website 2. Other Campaign Channels Email Paid Search
- 28. Analysis helped us identify an existing product feature not being heavily promoted which was likely to appeal to a large % of the target audience: Fast track to Silver Tier upon completion of one return flight with Etihad Airways within 12 months of account opening. 3. Email Messaging
- 29. • 25% extra miles on every flight • Lounge access • Guaranteed Economy seat if booked 48 hours in advance • Extra luggage allowance • Chauffeur Service 3. Silver Tier benefits
- 30. Split data into those who held a loyalty tier and those who didn’t. Tested 2 different creatives & Tested different subject headers: a) Test -Leading on Etihad Guest Silver tier benefit with 25,000 miles as secondary message. b) Control –Leading on BAU 25,000 tactical miles. 30 3. Approach
- 31. • Silver Tier Offer drove 20% more clickthroughs. • Tracking established there were a lot of clicks on the Silver Tier and Flight upgrade . 3. What we learnt
- 32. • Moved the campaign duration from 2 month duration to 3 months • Changed channel sequencing to start with an email early in the campaign to a large volume, send a highly target DM campaign after 4 week and then have a final follow up email, which was the last reminder. 4. Integrated Campaign Structure
- 33. 33 Direct Mail 16th Oct OCTOBER SEPTEMBER Group site, MBNA.co.uk, IBTM, Aggregator & PPC 10th Sept Display 20th Oct Email #1 3rd Oct Follow up Email # 12th Nov NOVEMBER We changed channel sequencing: 1. start with an email early in the campaign 2. send a highly targeted DM campaign after 4 weeks to those most receptive to DM (New Tech Novices/Traditionalists) 3. issue a final follow up email, which was the last reminder of the special offer Previously DM was the main focus of the campaign with email the secondary support channel. 4. Channels and timings
- 34. • We were able to keep response momentum going throughout the 3 month period • It allowed us to fine tune campaign content as it progressed and add additional promotional opportunities 4. What we learnt e d ee f Q3-4 Enhanced Campaign – 9th September until 30th November 10-Sep 17-Sep 24-Sep 01-Oct 08-Oct 15-Oct 22-Oct 29-Oct 05-Nov 12-Nov 19-Nov 26-Nov e eMail d Direct Mail f Facebook e d Q2-3 Enhanced Campaign – 5th May until 10th July 07-Apr 14-Apr 21-Apr 28-Apr 05-May 12-May 19-May 26-May 02-Jun 09-Jun 16-Jun 23-Jun 30-Jun 07-Jul e eMail d Direct Mail
- 35. To help optimise email as part of a fully integrated marketing campaign. we focussed on 4 key areas: 1. Database analysis 2. Creative refresh 3. Tailored Messaging 4. Modify campaign construct Recap
- 36. Did it work?
- 37. Thank You
Editor's Notes
- MBNA – just voted Consumer Moneyfacts Awards 2016 for the 3rd year running. All awards are fantastic but we are particularly proud of this as it is voted for by our customers! Partnerships across a wide variety of sectors with some very well known brands e.g. WWF, British Heart Foundation, Manchester United, Liverpool, VAA, Emirates, Etihad Other sponsorships – at a UK level and locally e.g. Chester Racecourse
- Payment Ninjas Apply Pay technology Consumer Moneyfacts Awards 2014-2016
- Quote from Etihad, which nicely sums up their brand focus
- Etihad support the promotion of local culture in the UAE and worldwide, and sponsor cultural and sporting events that are consistent with their values of hospitality, team spirit and helping to bring the world together. Examples: The Title Sponsor of the Formula 1 Abu Dhabi Grand Prix
- official airline partner of the England Cricket Teams. Mumbai Indians Cricket Club New York City Football Club Not forgetting, Manchester City Football Club
- Etihad launched a global advertising campaign in 2015 featuring Nicole Kidman It was shot on board the new flagship Airbus A380 and in three locations around the world: Abu Dhabi, Marseilles and Prague.
- The MBNA and Etihad Guest Credit card partnership commenced in May 2013 Etihad companion card – 2 plastics – American Express Customer earns Etihad Guest air miles every time they spend with their card.
- The Etihad Guest Credit card offers customers access to Flights and upgrades to thousands of Etihad destinations worldwide Spending their miles on over 3,500 products at the Etihad Guest Reward Shop Convert their miles to cash
- List of other card benefits Slides 15-16 Our joint marketing of the Etihad Guest credit card cuts across a wide spectrum of online and offline channels: Etihad Guest and Airways websites, MBNA website, Email to Etihad Guest members, Moneysupermarket, Display advertising, Search, Direct mail, Social Media, Inserts We conduct 2 tactical integrated marketing campaigns p.a.
- I’m here today to discuss how MBNA with its partner Etihad optimised its email activity as part of these fully integrated marketing campaign to get results. 3 main objectives: Better understand the Etihad Guest membership base through analysis and insight Maximise new account volumes Reduce releance on more expensive and unwieldy Direct Mail channel
- Used a 4 pronged approach: Database analysis Creative refresh Tailored Messaging Modify campaign construct
- We analysed the Etihad Guest marketable database to understand: Database quality Credit worthiness Affluence levels Preferred Marketing Channel How Frequency of flights with Etihad/Membership tier affects behaviour We took the full marketable database and: removed duplicates Matched to our prospect database Applied suppressions Overlaid segmentation models
- We matched the Etihad Guest membership file to the Bureau and then used this to assess customer credit worthiness and demographic information. Matching the population to the Bureau provides the confidence that checks on credit worthiness are accurate. This information can then be used to assess where Prospects fall within current product, line and risk strategies. Conducting demographic analysis allows for a clear assessment of the prospect pool, which can be used to develop targeted channel strategies and offer what’s best for the customer. We matched the Etihad Guest membership file to the Bureau and then used this to assess customer credit worthiness and demographic information. Matching the population to the Bureau provides the confidence that checks on credit worthiness are accurate. This information can then be used to assess where Prospects fall within current product, line and risk strategies. Conducting demographic analysis allows for a clear assessment of the prospect pool, which can be used to develop targeted channel strategies and offer what’s best for the customer.
- True Touch = an external model used to understand prospect preferences for Channel Marketing; this insight can be used to create bespoke marketing strategies for increased response rates amongst potential customers. Etihad data shows a highly favourable approach to the Internet compared to the general UK population, While a large proportion of Etihad members use the Internet as a primary source of information, a smaller % of the population are still influenced by traditional media channels and can benefit from DM campaigns. 2 Key Populations: ‘Experienced Netizens’, who are highly comfortable with online channel and ‘New Tech Novices’ segment, which is reflective of an older demographic and suggests a combination of online and direct mail channels would be more successful
- True Touch = an external model used to understand prospect preferences for Channel Marketing; this insight can be used to create bespoke marketing strategies for increased response rates amongst potential customers. Etihad data shows a highly favourable approach to the Internet compared to the general UK population, While a large proportion of Etihad members use the Internet as a primary source of information, a smaller % of the population are still influenced by traditional media channels and can benefit from DM campaigns. 2 Key Populations: ‘Experienced Netizens’, who are highly comfortable with online channel and ‘New Tech Novices’ segment, which is reflective of an older demographic and suggests a combination of online and direct mail channels would be more successful.
- Demographical Profile financially sound males in full-time employment. in the older family life stage of their lives living in sizeable homes in suburban areas. Preferred Channel Online is the preferred communication channel. A combination of online and direct mail channels would be successful for one segment of the population as these customers are also heavily inclined toward more traditional media channels. Data cleanse Analysis identified a population of customers whose addresses were out of date. We added an additional 20k records to the DM population by emailing these customers for an update. Frequency of flight /Tier We established that a population of the Etihad base did not hold any Etihad Guest loyalty tier , which presented an opportunity to promote an existing feature more heavily
- 2nd area we looked at – Creative A refresh was undertaken to create consistency with the Etihad re-designed website and brand advertising There had been a change in brand look and feel and colour palette We wanted to convey that aspirational, sophisticated cosmopolitan feel of international travel to the marketing
- Creative Theme chosen = See the World
- New Email creative looks fresh, clean, uncluttered, less copy heavy
- The creative theme also translated well across the other channels e.g. Direct Mail, Social media, Etihad website
- Analysis helped us identify an existing product feature not being heavily promoted which was likely to appeal to distinct population of the target audience: Silver tier feature = Fast track to Silver Tier upon completion of one return flight with Etihad Airways within 12 months of account opening.
- Silver Tier membership has a wealth of benefits, which appeal to flyers: 25% extra miles on every flight, Lounge access, Guaranteed Economy seat if booked 48 hours in advance, Extra luggage allowance, Use of a Chauffeur Service
- Split data into those who held an Etihad loyalty tier (Silver, Goldand those who didn’t Tested 2 different creatives Tested different subject headers: a) Test -Leading on Etihad Guest Silver tier benefit with 25,000 miles as secondary message v. b) Control –Leading on BAU 25,000 tactical miles
- Amongst the test population, the Silver Tier creative achieved 20% more clickthroughs. This was great news, as it is an existing feature
- 4th changes we made we to the campaign structure. Moved the intregrated campaign duration from 2 month duration to 3 months Changed channel sequencing to start with an email early in the campaign to a large volume, send a highly targeted DM campaign after 4s week and then have a final follow up email, which was the last reminder of the offer.
- 2 changes allowed us to introduce tweaks to marketing and messaging as we went along. The charts show the levels of responsiveness to the 2 tactical camapigns. While we in 2014 we saw a drop in interest/response across the 2nd half of the campaign, there is momentum throughout. The spikes in the charts show where we introduced the Emails, the Direct Mail, Social Media
- Slide 35: Recap of 4 areas we worked on: Database analysis Creative refresh Tailored Messaging Modify campaign construct
- Did our work pay off? The Payment Ninjas say Yes! For the 3 objectives there are tangible results. Better understand Etihad Guest membership base How? Internet, including EM is preferred communication channel Silver Tier is an under-promoted USP Maximise new account volumes How? 27% more responses and 40% more new accounts through Email channel in 2015 than in 2014 Created a Halo Effect of 70% more accounts in 2015 than in 2014; Biggest channel improvement was Etihad website with a massive 125% increase followed by MBNA.co.uk Reduce reliance on expensive slower to execute DM How? 2014: DM generated 29% of accounts and the online channels 53%. 2015, this changed to 14% DM and the online channels a whopping 79%
- Thanks, any questions?