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Karen Bates Global Digital & Relationship marketing Director at LATAM Airlines Group Email is Dying Evolving
Karen Bates
Global Digital & Relationship marketing
Director at LATAM Airlines Group
Email is Dying Evolving
2
LATAM airlines Group….holding group for LAN – TAM following the
merger in 2012
The Company Perspective on email…….
3
• Email marketing continues to deliver
strong performance, regaining top spot
from SEO.
• With 68% of companies rating email as
‘excellent’ or ‘good’ for ROI
Econsultancy (email marketing industry Census 2014)
https://econsultancy.com/reports/email-census
LAN: Email is main
Channel for remembering
promotions:
Exact Target State of Marketing 2014 report
http://image.exct.net/lib/fe5f1570736d057e711c/m
/2/2014StateofMarketing.pdf
Survey
sent out to
48,000 US
Marketers.
1804
responses
The Consumer Perspective on email…still preferred channel for both
personal + Permission-based promotions.
4
And Social Media
Users tend to look
at email more
times per day
Email is the preferred contact channel –
for an age
The Consumer Perspective on email….however expectations have
changed….be relevant or you will loose your subscriber base.
5
Tempered frequency and increased relevancy and Personalization are KEY
6
A word on Mobile: it will be the key to future growth, and yet……
65%
read 30% or more emails on
a Mobile Device
35%
read less
than
30%
Exact Target State of Marketing 2014 report http://image.exct.net/lib/fe5f1570736d057e711c/m/2/2014StateofMarketing.pdf
22%
of companies ALWAYS
optimise for mobile
22%
always
optimise
for
mobile
22%
NEVER
15%
Rarely
22%
Sometimes
19%
Often
41%
read 30
– 50%
19%
read 50
– 70%
7
Email is one of the most frequent activities on mobile in Brazil……
8
So this was the situation at LAN/TAM:
Fly to South
America
Fly to Miami!
Weekend Sale!
Change your miles
for an Ipad
Update your
LANPASS information
Update your data for
flight notifications
Redeem miles for your
trip to Buenos Aires
Quick, special offer
to Madrid!
Your flight has
been delayed. Remember to check-in
for your flight
Satisfaction Survey
Pay for your
reservation before it
expires
Accumulate double
miles with your bank
Your complaint has been
processed
We miss you
Purchase
confirmation
Relacional Promotional Transactional
Happy Birthday
Welcome to
LANPASS
Requalify for Elite membership
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So we switched to a LATAM life-cycle model
Relationship
Confirmación
Compra
Triggers
Cross/Up Sell
Check-in
invitaion
Notify
Prepare your
trip
Welcome
back!
Enews
Birthdays
segmented
Transactional
Promotional
Engagement
Welcome
Campaign
CUS/Post sales
Events
Ciclo
Acumulate miles.
Destination
awareness
Conversion
cycle
Reactivación
Winback
Cycle
Repermission
campaign
Capture Contact
Suscription- Optin
Triggers
Cart abandonment
By Customer Segment
Incorporate all company
Strategies
Multi-channell
About IFE
Conversión
Conversion
Destination
Awareness
Conversion
mails
Triggers
Carro de compra
Develop FFP
categories
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Our guide: a Value Proposition for Customers who decided to Register with
us….
We will send you Relevant, Useful and interesting
information in an oportune way to accompany you during
your Travelers Journey.
We will personalise this information according to your
profile, preferences, location and habits respecting your
preferred channel and contact frequency.
We will respect your privacy and security regarding data
handling and fulfil Best Practises and local laws.
RESULTS 2012 - 2013:
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33% increase in emails
Sent
4%
increase in OR
138%
increase in
Conversion Rate
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Most Used life-cycle marketing campaigns
Only 19% use
Birthday mail, but
43% report
“excellent” results
Only 17% use, but
37% report
“excellent” results
Exact Target State of Marketing 2014
report
http://image.exct.net/lib/fe5f1570736d05
7e711c/m/2/2014StateofMarketing.pdf
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Inspiring Examples from Exact Target: Best of the Best 2014 Swipe file
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Inspiring Examples from Exact Target: Best of the Best 2014 Swipe file
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Inspiring Examples from Exact Target: Best of the Best 2014 Swipe file
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The transition from Company focus to Customer-
focus
Company focus CUSTOMER FOCUS
• The larger the blast, the
better
• Multiple areas competing for
audience
• Rigid Contact policy to
protect customer
• Only basic segmentation
capabilities…declining OR &
CTR
• Focus on $$$ only
• Only email
• Only contact with relevant
messages
• Right message at Right Time
• Contact policy based on
Customer´s request or behaviour
• Advances segmentation + trigger
emails Improved OR, CTR &
Conversion
• Focus on Customer Engagement
& long-term value
• The channel the Customer wants
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On the road to a multi-channel
strategy…..
• How can we develop a 360° view of all communications to the customer
(operational, promotional + relational)?
• How do we exclude all “contingency cases” from short-term promotional
activities?
• How can we identify who our SM fans are when they have a problem and
ensure Social Media Service cases are linked to database for future
identification?
• Use email database to fuel Custom Audience iniciatives in facebook
• Use email database to positively or negatively target display/video marketing
• Increasing preference Center info. To collect Mobile + social sign-ins
• Use SEARCH to obtain new emails
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Wrap-up
1) Smart Rendering: optimise for platform &
opening time
2) Personalization….which goes beyond first name
merge.
3) Triggered Sophistication: - most relevant &
effective mails
4) Unique Voice: Abandon the
promotional/corporate voice for something more
helpful, conversational and YOU
