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Email is Not Dead in The Face of Social
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
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)
Spend on social media is edging up on email spend
Copyright ©2011 eMarketer Inc. All Rights Reserved.
BUT,
Email is not dead!
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)
65% of businesses planned to increase marketing budget for
email in 2011
Source: 2011 Marketing Trends Survey, StrongMail
Copyright ©2011 StrongMail. All Rights Reserved.
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.
Wyndham Rewards
• Umbrella loyalty program for Wyndham Hotel group
• Earn rewards for staying with over 6500 locations globally across 11 hotel brands
2 Case Studies
• There’s more we can do with email
• Facebook and Email are friends
�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
Case Study #1 Email Approach - Summer 2011 Campaign
How do we get the word out about targeted offers?
Messaging is a challenge for our targeted promos
• DM is expensive• Targeting media to individual
level difficult• Website is dependent on
members visiting and logging in
Email is a great solution for this challenge
• Email is affordable• Extremely targetable down
to promo status• Control of number emails
member receives
Started with the basics…
Message in existing emails
Registration Landing Page
Registration Confirmation Email
Plus seasonal standalone emailsSent to all non-registered members
Halfway through promotion
Second Drop
Initial Launch
How are we making email work 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
Member sees promotion
Registers for promotion
Books a stay Completes stay
Book & Stay again
… Even more importantly business GREW!!
18
Our promotional messaging calendar GREW…
Case Study #2
Wyndham Rewards
Summer Contest
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
Our Objectives
– Primary: • Increase awareness & create excitement about the Wyndham Rewards program
• Strengthen presence on FB
– Secondary:
• Drive revenue
• Drive reward program enrollments
22
Contest Phases
Collection Phase Judging Phase Voting Phase
•Submit
•Rate
•Comment
•Share
•Guest Judges
•Narrow to Finalists
•Users Pick Grand Prize Winner
�Entry Methods:
�Web/PC Upload, Facebook Upload, Mobile/Email
Convince Us!23
� Rate� Share� Comment
And the Winner is…24
� 7 Finalists� Popular Vote
25
Multi-Channel Exposure
• Websites
• On-Property
• Social networks
• Online & Print Media
• PR
• Partner channels
On-Property
Online
Display
How’d we do?
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�Ratings
Source: Agency, Gloto. Compared to similar campaigns of the same duration
Result Highlights28
� 7,000 Entries
� Email Drives Results > 39% of total entries
EmailEmail
Email CommunicationsCollection Phase Vote Phase Winner
Announcement
Result Highlights
7x Increase in Facebook Likes�80% of total likes
� 12% of total entries
Result Highlights
130+% ROI in Room Revenue!(not a primary objective)
• 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
Q&A
THANK YOU!
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