Join us on March 20, 2013, at 2:00 p.m. (ET), for a quick, 30-minute webinar – sponsored by BlueHornet. In this session, you will learn: -How the Ritz-Carlton Destination Club developed targeted mobile landing pages -How those landing pages then increased lead generation and enhanced the online experience -How they then developed a strategic mobile campaign based off Web analytics and KPIs to increase average form conversion rates You'll leave this session knowing the strategy that lead to a 243% in mobile email traffic.

1. Optimizing the Evolving Landscape
of Mobile Email Marketing
How The Ritz-Carlton Destination Club enhanced the
effectiveness of mobile email marketing campaigns

2. Pamela Markey
Senior Director of Marketing
MECLABS
@PamelaMarkey
Daniel Burstein
Director of Editorial Content
MECLABS
@DanielBurstein

3. Mobile effective when integrated with other channels
Q: Please assess your organizations mobile program's EFFECTIVENESS when integrated with the following marketing channels.
Very effective Somewhat effective Not effective
Mobile payment 33% 56% 11%
Mobile email 31% 67% 2%
Mobile website 26% 63% 11%
Mobile apps 26% 67% 7%
Mobile search 19% 65% 16%
Social and local 19% 63% 19%
Mobile landing page 17% 76% 7%
M-commerce 17% 50% 33%
Mobile push notifications 15% 80% 5%
Mobile campaign testing 14% 82% 5%
QR codes 10% 56% 35%
Mobile advertising 6% 81% 13%
©2012 MarketingSherpa Mobile Marketing Benchmark Survey Methodology: Fielded August 2012, N=152

4. Mobile marketing tactics currently in use
Q: Which mobile marketing tactics does your organization currently use?
Mobile website 18%
QR codes 13%
Mobile landing page 12%
Mobile email 11%
Mobile apps 10%
Mobile search 8%
Mobile advertising 7%
Social and local 7%
Mobile campaign testing 6%
Mobile push notifications 4%
Mobile payment 2%
M-commerce 2%
©2012 MarketingSherpa Mobile Marketing Benchmark Survey Methodology: Fielded August 2012, N=164

5. Mobile marketing tactics implemented in next six months
Q: Which mobile marketing tactics does your organization plan to use in the next 1-6 months?
Mobile website 64%
Mobile landing page 53%
QR codes 47%
Mobile email 46%
Mobile apps 42%
Mobile advertising 39%
Mobile campaign testing 37%
Mobile search 36%
Social and local 24%
Mobile push notifications 21%
Mobile payment 17%
M-commerce 15%
©2012 MarketingSherpa Mobile Marketing Benchmark Survey Methodology: Fielded August 2012, N=142

6. Self-assessment…
Do your mobile efforts need some work?

7. Not this…

8. Not this…

9. Not this…

10. Not this…

11. But this…
Using mobile as a highly
effective tactic that drives ROI

12. 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

13. The challenges…
• 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

14. 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

15. 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

16. 1
YOUR audience is unique
2.8%
mobile
Email Channel
Traffic

17. 1
YOUR audience is unique
2.8%
mobile
90%
iPhone
Email Channel
Traffic

18. 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

19. 2
Mobile pilot approach
• Concentrate constrained
resources on biggest
90% opportunity
• Focus on getting a
iPhone lift, gaining a learning
• Determine if custom
pages can improve results

20. 2
Mobile pilot approach

21. 2
Pilot: Email
From Display:
The Ritz-Carlton
Destination Club
Subject Line:
Enjoy Special
Closing Benefits

22. 2
Pilot: Standard landing page

23. 2
Pilot: Standard landing page

24. 2
Pilot:
iPhone landing page
• Company logo
• One sentence of copy
• Online form
fields, arranged
vertically
• Button to send

25. 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

26. Placeholder for Sponsor Slide
JT

27. 2012 Mobile Marketing Benchmark Report
What you’ll get in the report:
• 230 charts and tables
• 1,300 companies surveyed
• 286 ready-to-use slides for powering your
next presentation, proposal or business case
• Action steps to identify opportunities for
growth and build an engaging mobile
program
Save an additional
$100
Visit MECLABS.com/mobile and
use the promo code 437-BM-4010

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. 3
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

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. 4
Enhanced mobile campaign

32. 4
Enhanced mobile campaign

33. 4
Enhanced mobile campaign

34. 4
Enhanced
Campaign:
Email
From Display:
The Ritz-Carlton
Destination Club
Subject Line:
Enjoy Complimentary
Nights at a New Club
Location

35. 4
Enhanced Campaign: Standard landing
page

36. 4
Enhanced Campaign: Standard landing
page

37. 4
Enhanced Campaign:
iPhone landing page

38. 4
Enhanced Campaign:
iPhone form

39. 4
Enhanced Campaign:
iPhone “View Images” gallery

40. ! The Results

41. Mobile traffic driven by email marketing
9.6%
5.5%
2.8%
Q1 Q2 Q3 Q4

42. Mobile traffic driven by email marketing
9.6%
5.5%
243% Increase
2.8%
Q1 Q2 Q3 Q4

43. Mobile Traffic: Email traffic device share
10% other 4% Android
15% other 10% other
25% 30%
iPad iPad
90% 60% 56%
iPhone iPhone iPhone
Q1 Q2-3 Q4

44. Results: Aggregate of five pilot campaigns
iPhone
Traffic

45. Results: Aggregate of five pilot campaigns
8%
of all landing page traffic
iPhone went to the iPhone page
Traffic

46. Results: Aggregate of five pilot campaigns
8%
of all landing page traffic
iPhone went to the iPhone page
Traffic
15%
of all form completions
came from the iPhone

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
Baseline Campaign 5.0%
iPhone Campaign 7.0%
Relative Difference 40.0%

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. Further Opportunity: Phase 3
• Showcase multiple destination and package
offerings
• Optimize the media gallery with captions
and toggle function
• Create tablet specific version of desktop
landing page version

50. Phase 3:
Initial landing page
• Intro copy
• Options to:
• Explore destinations
• View photo gallery
• Request information

51. Phase 3:
Destinations list
landing page
• List of destinations
available to visitor
based on program
marketed to them

52. Phase 3:
Photo gallery
landing page
• Enhanced gallery
• Ability to toggle
between images
instead of all images
on one page
• Include image captions

53. Phase 3: Optimized for iPad
• Detect Apple devices
• Replace Flash with static imagery
• Enhance the form to leverage
mobile functions

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. ! Resources

56. developer.apple.com/safari

57. developers.android.com

58. bdsc.webapps.blackberry.com/html5

59. mobilewebbestpractices.com

60. 2012 Mobile Marketing Benchmark Report
What you’ll get in the report:
• 230 charts and tables
• 1,300 companies surveyed
• 286 ready-to-use slides for powering your
next presentation, proposal or business case
• Action steps to identify opportunities for
growth and build an engaging mobile
program
Save an additional
$100
Visit MECLABS.com/mobile and
use the promo code 437-BM-4010

61. Optimizing the Evolving Landscape
of Mobile Email Marketing
How The Ritz-Carlton Destination Club enhanced the
effectiveness of mobile email marketing campaigns