Celebrity Cruises and AAA Drive Engagement with Real Time Email Campaigns
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The Future of RealTime in Email The Missing Journey Moment
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Transcript of Celebrity Cruises and AAA Drive Engagement with Real Time Email Campaigns
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
salesforce.com/dreamforce
