Optimizing the Evolving Landscape of Mobile Email Marketing

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?


QR codes

Mobile apps

Mobile search

Mobile email

Mobile advertising


Mobile website


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?


15%

17%

21%

24%

36%

37%

39%

42%

46%

47%

53%

64%

Mobile landing page

Mobile apps

Mobile advertising

Mobile email


Social and local

Mobile website


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


2

3

4




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


2

3

4




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


2

3

4




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


2

3

4




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


2

3

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


of all landing page traffic went to the iPhone page

8%iPhone Traffic


of all landing page traffic went to the iPhone page

8%iPhone Traffic

of all form completions came from the iPhone

15%


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


2

3

4




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

Date post:	13-May-2015
Category:	Business
Upload:	marketingsherpa
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Optimizing the Evolving Landscape of Mobile Email Marketing

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