building email success in the travel sector
TRANSCRIPT
Building Email Success in the Travel Sector Guy Hanson Senior Director, Professional Services - Return Path
@ReturnPath @StopEmailFraud
Your Hosts
Guy is a passionate advocate for the intelligent use of customer data to drive responsive email programs. With a knowledge base that now spans over 10 years, Guy has become one of the UK’s leading e-marketing experts and thought leaders. Currently working for Return Path’s Professional Services team, he provides email Response Consulting solutions to a broad range of international clients, delivering measurable uplifts in subscriber engagement and revenue generated by their email programs. Outside of work, Guy is the chairman of the IAB’s email marketing council, and also leads the Deliverability & Mobile working group which focuses on data, deliverability & and email marketing best practices.
Presenter: Guy Hanson
Host: Richard Gibson
Richard Gibson is the Director of Client Services for Northern Europe and he and his team are responsible for ensuring excellent service to all customers. He is a long standing contributor to the Email Marketing Council of the DMA and is the immediate past chair.
Travel-Specific Challenges
Welsh Translation: "I am not in the office at the moment. Send any work to be translated"
• Language • High volumes pose
deliverability issues • Subscribers are
increasingly mobile • Highly competitive
vertical • Email fraud impacts on
both revenue and trust • Length of transactional
cycle
Quick Overview
Rumours of Email’s Decline Have Been Greatly Exaggerated!
However, There Has Been A Sea Change in Thinking . . . Email is Still Growing Strongly
Return Path, August 2013 Experian Marketing Services, September 2013
Sender Reputation
Inbox Placement
Brand Awareness
Competitive Intelligence
Insight
Clicks & Opens
Deliverability Basics
IP Address Permanence
Spam Complaints
Unknown Users
Infrastructure
Spam Traps
Subscriber Engagement
Reputation Metrics
Reputation Score
Reputation Data: Non-Certified Travel Sender
Visit www.senderscore.org to find out your reputation score.
Reputation Data: Certified Travel Sender
Visit www.senderscore.org to find out your reputation score.
The Rise of Mobile
Travel Generates Plenty of Online Activity
comScore MMX, Germany, June 2013
Mobile is Extremely Important for Travel . . .
comScore MMX, Italy, June 2012 – June 2013
. . . So Mobile Email Becomes More Important Too
Latest Mobile Metrics
Experian Marketing Services, September 2013
Optimization is Crucial . . .
. . . Especially for Mobile
Subscriber Engagement
Subscriber Engagement Metrics
Subscriber Engagement Metrics by Vertical
Subscriber Engagement Provides Competitor Insight
Subscriber Engagement Provides Competitor Insight
Subscriber Engagement – Personalization
Subscriber Engagement – Personalization
Subscriber Engagement – Personalization
Subscriber Engagement – Personalization
Subscriber Engagement – Symbols
Subscriber Engagement – Symbols
Subscriber Engagement – Weather
Subscriber Engagement – Weather
Average Minimum Temperatures
• Low = 2°C
• Medium = 6°C • High = 10°C
Average Maximum Temperatures
• Low = 11°C • Medium = 17°C
• High = 21°C
Subscriber Engagement – Weather
Average Minimum Temperatures
• Low = 2°C
• Medium = 6°C • High = 10°C
Average Maximum Temperatures
• Low = 11°C • Medium = 17°C
• High = 21°C
Email Fraud
Email Fraud
Email Fraud – Travel Examples
Email Fraud - Implications
Best Practices
Multi-Element Welcome Program
Subscriber Preferences
Maintain Variety
Welcome Home (KLM)
Let Subscribers Set the Rules
Gmail Tabs
http://blog.returnpath.com/blog/tom-sather/gmail-tabs-analysis-dont-panic-just-yet
Want to Learn More?
Guy Ha
Connect with us: [email protected] www.returnpath.com uk.linkedin.com/in/guyhanson @GuyHanson, @ReturnPath