Session Title
CLARK CUMMINGSSenior Manager of Member Marketing Marriott International
How Marriott Rewards Generated 86.1% More Email-Driven Revenue With Member-Centric Changes to Its Loyalty Program
Clark CummingsSenior Manager of Member Marketing Marriott International
Speaker Headshot
“”—J. Willard Marriott, Founder, Marriott Corporation
Take care of your people and they will take care of your customers.
4
The campaign
1234
Using data from loyalty program
Email audit
Discovery
New email approach
STEP
Using data from loyalty program
Step 2Step 3Step 4
Campaign:
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Historical view of December mailings
STEP
Email audit
Step 1Step 3Step 4
Campaign:
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2013 roadmap
9
2014 roadmap
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Roadmap that came out of strategic assessment
STEP
Discovery
Step 1Step 2Step 4
Campaign:
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Before After
From: Marriott RewardsSubject: We made this video just for you
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STEP
New email approach
Step 1Step 2Step 3
Campaign:
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Evolved customer-centric messaging
2014 2015
Animated GIF that is personalized to the user’s locationEX: Bethesda, Arlington
25
Historical view of December mailings
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Looking forward to 2016
Thank YouClark Cummings