optimizing the evolving landscape of mobile email marketing
DESCRIPTION
Join us on March 20, 2013, at 2:00 p.m. (ET), for a quick, 30-minute webinar – sponsored by BlueHornet. In this session, you will learn: -How the Ritz-Carlton Destination Club developed targeted mobile landing pages -How those landing pages then increased lead generation and enhanced the online experience -How they then developed a strategic mobile campaign based off Web analytics and KPIs to increase average form conversion rates You'll leave this session knowing the strategy that lead to a 243% in mobile email traffic.TRANSCRIPT
How The Ritz-Carlton Destination Club enhanced the effectiveness of mobile email marketing campaigns
Optimizing the Evolving Landscape of Mobile Email Marketing
Pamela Markey Senior Director of MarketingMECLABS@PamelaMarkey
Daniel BursteinDirector of Editorial ContentMECLABS@DanielBurstein
Mobile effective when integrated with other channelsQ: Please assess your organizations mobile program's EFFECTIVENESS when integrated with the following marketing channels.
Very effective Somewhat effective Not effective
Mobile apps
Mobile email
Mobile campaign testing
Mobile push notifications
Mobile payment
M-commerce
Mobile landing page
Social and local
Mobile website
Mobile advertising
Mobile search
QR codes
6%
10%
14%
15%
17%
17%
19%
19%
26%
26%
31%
33%
81%
56%
82%
80%
50%
76%
63%
65%
67%
63%
67%
56%
13%
35%
5%
5%
33%
7%
19%
16%
7%
11%
11%
2%
©2012 MarketingSherpa Mobile Marketing Benchmark Survey Methodology: Fielded August 2012, N=152
2%
2%
4%
6%
7%
7%
8%
10%
11%
12%
13%
18%
Mobile marketing tactics currently in useQ: Which mobile marketing tactics does your organization currently use?
©2012 MarketingSherpa Mobile Marketing Benchmark Survey Methodology: Fielded August 2012, N=164
QR codes
Mobile apps
Mobile search
Mobile email
Mobile advertising
Mobile campaign testing
Mobile website
Mobile push notifications
Mobile payment
M-commerce
Mobile landing page
Social and local
Mobile marketing tactics implemented in next six monthsQ: Which mobile marketing tactics does your organization plan to use in the next 1-6 months?
©2012 MarketingSherpa Mobile Marketing Benchmark Survey Methodology: Fielded August 2012, N=142
15%
17%
21%
24%
36%
37%
39%
42%
46%
47%
53%
64%
Mobile landing page
Mobile apps
Mobile advertising
Mobile email
Mobile campaign testing
Social and local
Mobile website
Mobile push notifications
Mobile payment
M-commerce
QR codes
Mobile search
Self-assessment…
Do your mobile efforts need some work?
Not this…
Not this…
Not this…
Not this…
But this…
Using mobile as a highly effective tactic that drives ROI
The Ritz-Carlton Destination Club
• Members-only luxury vacation club product of Marriott Vacations Worldwide
• Offers memberships through points- and weeks-based programs
• Explore the world with more than 70 locations through 3 distinct collections
• Currently has over 4k family memberships
The challenges…
• Email landing pages were not optimized for mobile browsing
• Difficult to navigate • Likely costing conversions
• Resources were not available to initiate a major mobile optimization project
• The team planned to launch a basic pilot to test and make a case for mobile optimization
Four Key Steps
1 Understand your mobile audience
2
3
4
Start with a basic mobile pilot
Analyze and report results quickly
Build and enhance the experience
Four Key Steps
1 Understand your mobile audience
2
3
4
Start with a basic mobile pilot
Analyze and report results quickly
Build and enhance the experience
YOUR audience is unique
2.8%mobile
1
Email Channel Traffic
90%iPhone
YOUR audience is unique
2.8%mobile
Email Channel Traffic
1
Four Key Steps
1 Understand your mobile audience
2
3
4
Start with a basic mobile pilot
Analyze and report results quickly
Build and enhance the experience
Mobile pilot approach
90%iPhone
• Concentrate constrained resources on biggest opportunity• Focus on getting a lift,
gaining a learning • Determine if custom
pages can improve results
2
Mobile pilot approach 2
Pilot: Email
Subject Line:Enjoy Special Closing Benefits
From Display:The Ritz-Carlton Destination Club
2
Pilot: Standard landing page 2
Pilot: Standard landing page 2
Pilot: iPhone landing page
• Company logo• One sentence of copy• Online form fields,
arranged vertically• Button to send
2
Four Key Steps
1 Understand your mobile audience
2
3
4
Start with a basic mobile pilot
Analyze and report results quickly
Build and enhance the experience
Placeholder for Sponsor Slide
JT
2012 Mobile Marketing Benchmark Report
Visit MECLABS.com/mobile and
use the promo code 437-BM-4010
Save an additional
$100
• 230 charts and tables• 1,300 companies surveyed• 286 ready-to-use slides for powering your
next presentation, proposal or business case• Action steps to identify opportunities for
growth and build an engaging mobile program
What you’ll get in the report:
Four Key Steps
1 Understand your mobile audience
2
3
4
Start with a basic mobile pilot
Analyze and report results quickly
Build and enhance the experience
Analyze and report results
• Traffic and conversion metrics were promising• The Ritz-Carlton Destination Club email
audience was experiencing, engaging and converting through their iPhones
• Gained company leadership confidence and support to secure additional budget and resources to continue mobile exploration: Phase 2
3
Four Key Steps
1 Understand your mobile audience
2
3
4
Start with a basic mobile pilot
Analyze and report results quickly
Build and enhance the experience
Enhanced mobile campaign 4
Enhanced mobile campaign 4
Enhanced mobile campaign 4
Subject Line:Enjoy Complimentary Nights at a New Club Location
Enhanced Campaign:Email
From Display:The Ritz-Carlton Destination Club
4
Enhanced Campaign: Standard landing page
4
Enhanced Campaign: Standard landing page
4
Enhanced Campaign: iPhone landing page
4
Enhanced Campaign: iPhone form
4
Enhanced Campaign:iPhone “View Images” gallery
4
! The Results
Mobile traffic driven by email marketing
Q1 Q2 Q3 Q4
2.8%
5.5%
9.6%
Mobile traffic driven by email marketing
Q1 Q2 Q3 Q4
2.8%
5.5%
9.6%
243% Increase
Mobile Traffic: Email traffic device share
Q1 Q2-3 Q4
90%iPhone
60%iPhone
56%iPhone
25%iPad
30%iPad
15% other10% other10% other4% Android
Results: Aggregate of five pilot campaigns
iPhone Traffic
Results: Aggregate of five pilot campaigns
of all landing page traffic went to the iPhone page
8%iPhone Traffic
Results: Aggregate of five pilot campaigns
of all landing page traffic went to the iPhone page
8%iPhone Traffic
of all form completions came from the iPhone
15%
Results: Aggregate of five pilot campaigns
Conversion Rate
Baseline Campaign 5.0% iPhone Campaign 7.0% Relative Difference 40.0%
increase in conversion The iPhone traffic converted at 40% higher rate than the baseline browser traffic
40%
Four Key Steps
1 Understand your mobile audience
2
3
4
Start with a basic mobile pilot
Analyze and report results quickly
Build and enhance the experience
Further Opportunity: Phase 3
• Showcase multiple destination and package offerings
• Optimize the media gallery with captions and toggle function
• Create tablet specific version of desktop landing page version
Phase 3: Initial landing page
• Intro copy • Options to:• Explore destinations• View photo gallery• Request information
Phase 3: Destinations list landing page
• List of destinations available to visitor based on program marketed to them
Phase 3: Photo gallery landing page
• Enhanced gallery• Ability to toggle
between images instead of all images on one page
• Include image captions
Phase 3: Optimized for iPad
• Detect Apple devices• Replace Flash with static imagery• Enhance the form to leverage
mobile functions
Mobile Opportunity: High-profile priority
• Success and increased traffic and mobile usage, higher conversion rates
• Company leadership attention and support• Plans to enhance mobile traffic users through
other channels: • PPC • Social
5454
! Resources
developer.apple.com/safari
developers.android.com
bdsc.webapps.blackberry.com/html5
mobilewebbestpractices.com
2012 Mobile Marketing Benchmark Report
Visit MECLABS.com/mobile and
use the promo code 437-BM-4010
Save an additional
$100
• 230 charts and tables• 1,300 companies surveyed• 286 ready-to-use slides for powering your
next presentation, proposal or business case• Action steps to identify opportunities for
growth and build an engaging mobile program
What you’ll get in the report:
How The Ritz-Carlton Destination Club enhanced the effectiveness of mobile email marketing campaigns
Optimizing the Evolving Landscape of Mobile Email Marketing