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Branding and the Known Audience Finding Success in Email… Without Ever Sending One.
2. Amy Bartle Director, Media & Digital Marketing, La Quinta Inns & Suites Who am I? 3. Email. 4. What Im Here to Talk About Who is La Quinta? Why Email? The Surprising Results What Made Email so Successful? Future Strategy 5. Who is La Quinta? 6. Who is La Quinta? 7. Who is La Quinta? 8. Who is La Quinta? 9. Who Do We Want to Reach? Travel Frequently Repeat Visits Price Agnostic 10. Who Do We Want to Reach? 11. Who Do We Want to Reach? 12. Who Do We Want to Reach? Age: 25-64 13. Who Do We Want to Reach? Age: 25-64HHI: 75K+ 14. How Are We Going to Reach Them? 15. How Are We Going to Reach Them? 16. How Are We Going to Reach Them? Of course I reach Male Business Travelers ages 25-64 with an average HHI of 75K+! Everyones Mother 17. How Are We Going to Reach Them? Were a Challenger Brand 18. How Are We Going to Reach Them? A B C D 19. Why Email? 20. Why Email? Ummmm. Isnt Email a DR Channel? 21. Why Email? 22. Why Email? 23. Why Email? 24. The Surprising Results 97.2%95.6%95.6% 92.0%91.9%91.9%91.9%91.9%91.6%89.7%89.6%89.5%89.4%88.2%86.6%86.5%85.5%84.7%83.3% 0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% 70.00% 80.00% 90.00% 100.00% Audience Delivery - Unique Reach Email had the greatest proprietary audience of any other publisher, yielding the most unique reach 25. The Surprising Results 3.84 3.30 2.90 2.82 2.59 2.46 2.11 2.11 2.11 2.11 2.04 2.03 1.95 1.78 1.75 1.48 1.37 1.37 1.37 0.00 0.50 1.00 1.50 2.00 2.50 3.00 3.50 4.00 4.50 Audience Delivery - Average Frequency Email was able to deliver the greatest frequency of any other publisher 26. The Surprising Results 80% 80% 75% 64% 62% 60% 59% 57% 53% 51% 51% 51% 50% 50% 49% 49% 46% 42% 41% 0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% 70.00% 80.00% 90.00% Audience Delivery - OCR On Target M25-64 The Email audience was 3rd most on target, just behind the publishers tied for 1st 27. The Surprising Results 7.53% 7.21% 4.68% 3.12% 2.60% 1.04% 0.08% -0.51% -1.00% 0.00% 1.00% 2.00% 3.00% 4.00% 5.00% 6.00% 7.00% 8.00% Network Network liveintent.com Network Network Conquesting TV Data / Pre- Roll Sports BRAND LIFT Email was able to increase brand awareness by 4.68% 28. The Surprising Results So Email was #1 in unique audience #1 in highest average frequency #3 in % On Target #3 in Lift of Brand Awareness 29. What Made Email so Successful? Ummmm. Isnt Email a DR Channel? 30. What Made Email so Successful? 31. What Made Email so Successful? Email is a Known Audience 32. What Made Email so Successful? Email is a Known Audience [email protected] 33. What Made Email so Successful? Email is a Known Audience 34. What Made Email so Successful? 90% of Desired Audience 35. What Made Email so Successful? Email is Uncluttered 36. What Made Email so Successful? Email is Efficient 37. What Made Email so Successful? Email is Efficient 38. What Made Email so Successful? (Known Audience X Intent) Wasted Spend = DR Success (Known Audience X Intent) Wasted Spend = Branding Success 39. What Made Email so Successful? 40. The Future CRM Retargeting 41. The Future CRM Retargeting 42. The Future CRM Retargeting 43. The Future CRM Retargeting 44. The Future CRM Retargeting 45. The Future How Your Use It Reach Acquire DevelopRetain Inspire
