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 nweaver@aaaohio.com | @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  dcleveland@rccl.com    

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?

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