INNOVATIONS INREAL-TIME TRIGGEREDMESSAGING- Manny Ju, BlueHornet- Kristi Gole, Global Hotel Alliance- Rebecca Gentry, Global Hotel Alliance
Real-time triggered messaging
• What are some examples?• What are recent innovations
in this area? • How does Global Hotel Alliance use it?• How do you set it up?
Event-Triggered Messaging
Other
Abandoned Cart
Win-back
Website Behavior
Event Countdown
Date Triggered
Post Purchase
Upsell/Cross-sell
Activation
Transactional
Thanks
Welcome
7%
9%
15%
18%
18%
24%
25%
25%
26%
40%
48%
50%
“What type of automated, event-triggered, lifecycle email messages does your organization deploy?”
2013 Email Marketing Benchmark Report, MarketingSherpa
Welcome
Thanks
Transactional
Activation
Upsell/Cross-sell
Post-Purchase
Date Triggered
Event Countdown
Website Behavior
Win-back
Abandoned Cart
Other
Real-Time Triggered Messaging“What type of automated, real-time triggered email messages does your organization deploy?”
Open Rates
Activation/Promotional
Transactional
Welcome
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
2013 Email Marketing Benchmark Report, MarketingSherpa
“Thank You” Confirmation
Welcome
Thanks
Transactional
Activation
Upsell/Cross-sell
Post-Purchase
Date Triggered
Event Countdown
Website Behavior
Win-back
Abandoned Cart
Other
Real-Time Triggered Messaging“What type of automated, real-time triggered email messages does your organization deploy?”
Why abandoned cart remarketing?
Source: “The Science of Shopping Cart Abandonment”, SeeWhy, 2011
Why abandoned cart remarketing?
Why real-time?
Source: “The Science of Shopping Cart Abandonment”, SeeWhy, 2011
18.2% Higher Recovery10X Revenue
Real-time vs. Batch
Welcome
Thanks
Transactional
Activation
Upsell/Cross-sell
Post-Purchase
Date Triggered
Event Countdown
Website Behavior
Win-back
Abandoned Cart
Other
Real-Time Triggered Messaging“What type of automated, real-time triggered email messages does your organization deploy?
Website Gamification
Source: E*Trade website
To: [email protected]: Warren@investments.com-----------------------------------------------Congratulations Rionegro,
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App Engagement Programs
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Learn more about proper dietary planning to match your current calorie burn rate.
Check out the new Skechers XF – Extended Fitness workout shoes.
Live the Game Beyond The Game
To: [email protected]: GameMaster@assassinsworld.com------------------------------------------------------------Manny,Congratulations on defeating the Triad of Doom!
But get ready! You’ll need to gear up for when you enter The Valley of Rondelaid.
Here’s 200 credits to help you get started. Enter code ZQH134 at your next purchase.>>Gear Me Up now!
How does GHA use it?
Loyalty Program Triggers (opt-in database marketing)
– Lifecycle Messaging (our 1st step – live: 9 key triggers)
• Welcome Series• Stay activity • Rewards
GHA real-time triggers
GHA real-time triggers
–Preference Triggers (our 2nd step – in progress)
• Email Preference Form: series of triggers based on–Geographic interests –Categories
GHA real-time triggers
– Incorporating promotional content into the triggers
(our 3rd step – 2014 Q1)
• Discount for booking direct• Time-sensitive offers
GHA real-time triggers
– Targeted and Promotional (our 4th step – 2014 Q1)
• Generate 2nd stay• ‘Enrolled at x hotel’ series• x months after leisure
booking
GHA real-time triggers
–Behavioral Triggers(our 5th step – 2014 Q2)
• Searched for routes on website without booking• Clicked on x content
category in email
GHA real-time data in other emails
–Ongoing• Integrating real-time data into the monthly
newsletter and CRM emails
GHA email stats comparison
EMAIL CATEGORY DELIVERY % to sent
UNIQUE OPEN % to delivered
UNIQUE CLICK % to
opened
OPT-OUT % to
opened
Monthly Account Summary 95.3% 16.9% 9.4% 1.2%
Flash Sale Promotion 93.9% 17.3% 16.4% 1.7% CRM / Targeted Campaigns 95.3% 17.1% 10.9% 1.0% REAL-TIME: Welcome Series 92.6% 37.7% 26.6% 0.4%
REAL-TIME: Stay Activity 94.9% 48.2% 25.9% 0.0% REAL-TIME: Rewards Triggers 97.7% 56.4% 11.3% 0.0%
Approach: in principal it is simple
Once you can dig into the complexity, it is “fairly” simple.
1 2 3
Approach: in principal it is simple
REAL TIME: Welcome
to GHA Discovery
Approach: in principal it is simple
{$external_id}{$email}{$xfirst_name} {$xname} {$membership_card_no} {$mem_enroll_group} {$membership_level} {$language_preference}
smarty tags PHP
Approach: in principal it is simple
{if $language_preference == 'DE'}Willkommen zu GHA Discovery!
{elseif $language == 'ES'}¡Bienvenido a GHA Discovery!
{elseif $language == 'JA'}GHA Discovery へようこそ !
{elseif $language == 'PT'}Bem-vindo ao GHA Discovery!
{elseif $language == 'ZH'}欢迎来到「 GHA探索之旅」﹗{else}Welcome to GHA Discovery!{/if}
anatomy of the subject line
Approach: in principal it is simple
{if $language_preference == 'DE'}Willkommen zu GHA Discovery!
{elseif $language == 'ES'}¡Bienvenido a GHA Discovery!
{elseif $language == 'JA'}GHA Discovery へようこそ !
{elseif $language == 'PT'}Bem-vindo ao GHA Discovery!
{elseif $language == 'ZH'}欢迎来到「 GHA探索之旅」﹗{else}Welcome to GHA Discovery!{/if}
anatomy of the subject line
Approach: in principal it is simple
{if $language_preference == 'DE'}Willkommen zu GHA Discovery!
{elseif $language == 'ES'}¡Bienvenido a GHA Discovery!
{elseif $language == 'JA'}GHA Discovery へようこそ !
{elseif $language == 'PT'}Bem-vindo ao GHA Discovery!
{elseif $language == 'ZH'}欢迎来到「 GHA探索之旅」﹗{else}Welcome to GHA Discovery!{/if}
anatomy of the subject line
Approach: how GHA applies it1. Member enrolls on our
website or brand system and is received in our CRM
2. Check for login details -Create if missing.
3. If all pre-checks are good, grab the member name (clean bad characters), member number & level, preferred language and enrolling brand
4. Fire off to the BH api
Approach: how GHA applies it
Approach: how GHA applies it
api call
<email>[email protected]</email><template_id>4448033</template_id><external_id>1790832</external_id><membership_card_no>8504379019</membership_card_no><membership_level>GOLD</membership_level><language_preference>E</language_preference><mem_enroll_group>GHA</mem_enroll_group><xfirst_name>TEST ME</first_name><xname>WELCOME</last_name>
Approach: how GHA applies it
Approach: how GHA applies it
1. Message received by the members
2. Customized based on language, brand enrolled
3. Opens and clicks (and revenue) recorded and accessible via the tool or via an API
4. GHA writes back to the datamart for further analysis
Approach: in principal it is simple
Real-time triggers usually change the dynamic of working with the eCommerce, Data and IT teams in your organization
api developer
email developer
marketing strategist
Codes the email with variable tags that the API
developer will send
Sends the tags via the API that the template is
expecting. Waits for success response.
Records the response.
Determines what to send based on the
marketing goal and the
customer + real-time data
Approach: how GHA applies it
Approach: in principal it is simple
Structure of yourcustomer data
real-time data
product data
Approach: how GHA applies it
membership datamart
gha.com enrollments +
enrollments in brand systems
• Data-driven email strategy requires structure
• GHA’s data flow 300 hotels + gha.com
GHA’s Central System
• Consider real-time triggers into to your datamart for future messaging
• Combining social / mobile data sources & appends
Approach: it’s already being done
Developers already fire many real-time events on the website…the BH api just adds another event
Approach: developers are eager
Every developer wants to make cool stuff
Approach: developers are eager
Bring three things:1. The BH API guide
Good news…you don’t need to know what’s in it
+
Approach: developers are eager
Bring three things:2. a BRD
P.S.…it’s basically a marketing brief w/ bonus points for a flow chart
+ +
Approach: developers are eager
Bring three things:3. Candy bars
My little secret: Developers work for candy bars
+ +
Q + A
THANK YOU!