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The Future of RealTime in Email
The Missing Journey Moment
The Missing Journey Moment
The Missing Journey Moment
The Missing Journey Moment
[CATEGORY NAME], [VALUE]
Everyone else, 80%
Breaking the 80/20 Rule
• Embedded video as hero
• Click rate 4.3X for video vs. static
● RealTime tweets ● RealTime
Pinterest boards ● YouTube channel ● Facebook page
● Store Maps ● Event Locations ● Account for
travelers or people who have moved
AAA Ohio & Real-time Content Nancy Weaver Senior Manager, eBusiness AAA Ohio [email protected] | @NancyWeaver | c: 614.270.8537
Destined to work for AAA…
Digital Marketer since 1999. Big fan of cross-channel integration. • Website • Email • Social • Apps • SEM • Offline channels
Engage!
- Captain Jean-Luc Picard in nearly every episode of ST:TNG
How we’ve used Liveclicker…
Nearest Location
Welcome & Thank You Location Near-by
Location Close to Home In-store Event Invitations
Weather
Travel Emails Here vs. There
Destination-specific
App Download
Mobile Devices Only Download Our App
No Really… Download Our App
Nearest Location • Implemented 5/1/15 • 41% increase in CTR
from 2.2% to 3.1% • 39% increase in CTO
from 5.3% to 7.4%
Weather • Compared email
content from 2014 to 2015.
• 21% increase in CTR from 0.8% to 1.05%
• 25% increase in CTO from 2.4% to 3.0%
App Download • Implemented 2/1/15 • Measured by login
rather than download (Engagement!)
• Increased logins by 4.79%.
Countdown Clock • Membership renewal
email • 238% increase in
CTR from 2.4% to 8.1%.
• 96% increase in CTO from 13.6% to 26.7%
Next? • Implement maps across all emails • Video – including those from partners like
Celebrity Cruise Lines • Slideshow – destination images & offers • Google & Yelp review feed (hint, hint)
Diane Cleveland Manager, Direct Marke.ng Celebrity Cruises [email protected]
LiveMap
• Featured in Email invites for local events
• New invite template enhanced with map to event loca.on:
• Open Rate: 42.2% vs 22.5%
• CTR: 1.79% vs 1.17%
• RSVPs from aPendees occurred at a faster rate
Countdown Timer on Offer expiration
• Call center LOVES the use of the .mer in emails • Phone numbers mobile responsive • Timer in hero, phone # in top blue bar
shows best response • Timer used more frequently for promo countdown vs. countdown to a promo.on launch as response much higher
• Total open rate stats also get a liT as much as 50%
• Future opportunity: Live feeds with pricing and inventory availability
Video in Email – New Subscriber Welcome EM
• Custom copy and graphics vs. generic content for top DMAs had inconsistent results
• Custom subject lines
• 28.9% LiT in Open Rate
• Email content customized by lead source underperformed the Generic Email with our Brand Video
• 97.2% liT in CTR
Looking ahead…Social role in conversion
• Referrals and Viral “word of mouth” are influencers in a cruise decision
• Expands the availability of content for des.na.ons and what we offer onboard
Weather – Live vs. Forecast
• “Escape today!” • BePer weather supports sailings
close in • Promote Live Alaska weather to
Floridians
• “Plan Your Escape” • Future weather forecast with
graphics vs a paradise supports early booking behavior
• Remind Northerners not to get snow bound this winter
Lisa this is where Florida fights back and uses mother nature to support a last minute escape today or a planned escape in the future
Liveclicker elements have been leveraged in many customer journeys • We feel this supports our goal in improving email
engagement
• What we implement is dependent on the goal of that journey:
• New Leads vs Winback OR Pre-‐cruise vs. Post cruise
• Crea.ng collabora.on and synergies with other teams within and outside of marke.ng
Questions?
Join Us For Dreamforce 2015 September 15-18, 2015 | San Francisco, CA
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