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The Future of RealTime in Email
The Missing Journey Moment
Celebrity Cruises and AAA Drive Engagement with Real Time Email Campaigns
The Missing Journey
Moment
The Missing Journey
Moment
The Missing Journey
Moment
[CATEGORY	
  
NAME],	
  
[VALUE]	
  
Everyone	
  
else,	
  80%	
  
Breaking the 80/20 Rule
•  Embedded video
as hero
•  Click rate 4.3X for
video vs. static
Celebrity Cruises and AAA Drive Engagement with Real Time Email Campaigns
Celebrity Cruises and AAA Drive Engagement with Real Time Email Campaigns
●  RealTime tweets
●  RealTime
Pinterest boards
●  YouTube channel
●  Facebook page
Celebrity Cruises and AAA Drive Engagement with Real Time Email Campaigns
●  Store Maps
●  Event Locations
●  Account for
travelers or
people who have
moved
AAA Ohio & Real-time Content
Nancy Weaver
Senior Manager, eBusiness
AAA Ohio
nweaver@aaaohio.com | @NancyWeaver | c: 614.270.8537
Destined to work for AAA…
Digital Marketer since 1999.
Big fan of cross-channel integration.
•  Website
•  Email
•  Social
•  Apps
•  SEM
•  Offline channels
Engage!
- Captain Jean-Luc Picard
in nearly every episode of ST:TNG
How we’ve used Liveclicker…
Nearest Location
Welcome & Thank You
Location Near-by
Location Close to Home
In-store Event Invitations
Weather
Travel Emails
Here vs. There
Destination-specific
App Download
Mobile Devices Only
Download Our App
No Really…
Download Our App
Nearest Location
•  Implemented 5/1/15
•  41% increase in CTR
from 2.2% to 3.1%
•  39% increase in CTO
from 5.3% to 7.4%
Weather
•  Compared email
content from 2014 to
2015.
•  21% increase in CTR
from 0.8% to 1.05%
•  25% increase in CTO
from 2.4% to 3.0%
App Download
•  Implemented 2/1/15
•  Measured by login
rather than download
(Engagement!)
•  Increased logins by
4.79%.
Countdown Clock
•  Membership renewal
email
•  238% increase in
CTR from 2.4% to
8.1%.
•  96% increase in CTO
from 13.6% to 26.7%
Next?
•  Implement maps across all emails
•  Video – including those from partners like
Celebrity Cruise Lines
•  Slideshow – destination images & offers
•  Google & Yelp review feed (hint, hint)
Diane	
  Cleveland	
  
Manager,	
  Direct	
  Marke.ng	
  
Celebrity	
  Cruises	
  
dcleveland@rccl.com	
  
	
  
LiveMap
•  Featured	
  in	
  Email	
  invites	
  
for	
  local	
  events	
  
•  New	
  invite	
  template	
  
enhanced	
  with	
  map	
  to	
  
event	
  loca.on:	
  
•  Open	
  Rate:	
  42.2%	
  vs	
  
22.5%	
  
•  CTR:	
  1.79%	
  vs	
  1.17%	
  	
  
•  RSVPs	
  from	
  aPendees	
  
occurred	
  at	
  a	
  faster	
  rate	
  	
  
Countdown Timer
on Offer expiration
•  Call	
  center	
  LOVES	
  the	
  use	
  of	
  the	
  
.mer	
  in	
  emails	
  	
  	
  
•  Phone	
  numbers	
  mobile	
  responsive	
  
•  Timer	
  in	
  hero,	
  phone	
  #	
  in	
  top	
  blue	
  bar	
  
shows	
  best	
  response	
  
•  Timer	
  used	
  more	
  frequently	
  for	
  
promo	
  countdown	
  vs.	
  countdown	
  to	
  
a	
  promo.on	
  launch	
  as	
  response	
  
much	
  higher	
  
•  Total	
  open	
  rate	
  stats	
  also	
  get	
  a	
  liT	
  as	
  
much	
  as	
  50%	
  
•  Future	
  opportunity:	
  Live	
  feeds	
  with	
  
pricing	
  and	
  inventory	
  availability	
  	
  
Video in Email –
New Subscriber
Welcome EM
•  Custom	
  copy	
  and	
  graphics	
  vs.	
  
generic	
  content	
  for	
  top	
  DMAs	
  
had	
  	
  inconsistent	
  results	
  
	
  
•  Custom	
  subject	
  lines	
  
•  28.9%	
  LiT	
  in	
  Open	
  Rate	
  	
  
•  Email content customized
by lead source
underperformed the
Generic Email with our
Brand Video 	
  
•  97.2%	
  liT	
  in	
  CTR	
  
Looking ahead…Social role in conversion
•  Referrals	
  and	
  Viral	
  “word	
  of	
  
mouth”	
  are	
  influencers	
  in	
  a	
  cruise	
  
decision	
  
•  Expands	
  the	
  availability	
  of	
  
content	
  for	
  des.na.ons	
  and	
  what	
  
we	
  offer	
  onboard	
  
Weather – Live vs. Forecast
•  “Escape	
  today!”	
  	
  
•  BePer	
  weather	
  supports	
  sailings	
  
close	
  in	
  
•  Promote	
  Live	
  Alaska	
  weather	
  to	
  
Floridians	
  
•  “Plan	
  Your	
  Escape”	
  
•  Future	
  weather	
  forecast	
  with	
  	
  
graphics	
  vs	
  a	
  paradise	
  supports	
  
early	
  booking	
  behavior	
  
•  Remind	
  Northerners	
  not	
  to	
  get	
  
snow	
  bound	
  this	
  winter	
  
Lisa	
  this	
  is	
  where	
  Florida	
  
fights	
  back	
  and	
  uses	
  	
  
mother	
  nature	
  to	
  support	
  a	
  
last	
  minute	
  escape	
  today	
  or	
  
a	
  planned	
  	
  escape	
  in	
  the	
  
future	
  
Liveclicker elements have been leveraged in
many customer journeys
	
  
•  We	
  feel	
  this	
  supports	
  our	
  goal	
  in	
  improving	
  email	
  
engagement	
  	
  
•  What	
  we	
  implement	
  is	
  dependent	
  on	
  the	
  goal	
  of	
  that	
  
journey:	
  
•  	
  New	
  Leads	
  vs	
  Winback	
  OR	
  Pre-­‐cruise	
  vs.	
  Post	
  cruise	
  	
  
•  Crea.ng	
  collabora.on	
  and	
  synergies	
  with	
  other	
  teams	
  
within	
  and	
  outside	
  of	
  marke.ng	
  
Questions?
Join Us For Dreamforce 2015
September 15-18, 2015 | San Francisco, CA

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Celebrity Cruises and AAA Drive Engagement with Real Time Email Campaigns

  • 1. The Future of RealTime in Email The Missing Journey Moment
  • 6. [CATEGORY   NAME],   [VALUE]   Everyone   else,  80%   Breaking the 80/20 Rule
  • 7. •  Embedded video as hero •  Click rate 4.3X for video vs. static
  • 10. ●  RealTime tweets ●  RealTime Pinterest boards ●  YouTube channel ●  Facebook page
  • 12. ●  Store Maps ●  Event Locations ●  Account for travelers or people who have moved
  • 13. AAA Ohio & Real-time Content Nancy Weaver Senior Manager, eBusiness AAA Ohio nweaver@aaaohio.com | @NancyWeaver | c: 614.270.8537
  • 14. Destined to work for AAA… Digital Marketer since 1999. Big fan of cross-channel integration. •  Website •  Email •  Social •  Apps •  SEM •  Offline channels
  • 15. Engage! - Captain Jean-Luc Picard in nearly every episode of ST:TNG
  • 16. How we’ve used Liveclicker… Nearest Location Welcome & Thank You Location Near-by Location Close to Home In-store Event Invitations Weather Travel Emails Here vs. There Destination-specific App Download Mobile Devices Only Download Our App No Really… Download Our App
  • 17. Nearest Location •  Implemented 5/1/15 •  41% increase in CTR from 2.2% to 3.1% •  39% increase in CTO from 5.3% to 7.4%
  • 18. Weather •  Compared email content from 2014 to 2015. •  21% increase in CTR from 0.8% to 1.05% •  25% increase in CTO from 2.4% to 3.0%
  • 19. App Download •  Implemented 2/1/15 •  Measured by login rather than download (Engagement!) •  Increased logins by 4.79%.
  • 20. Countdown Clock •  Membership renewal email •  238% increase in CTR from 2.4% to 8.1%. •  96% increase in CTO from 13.6% to 26.7%
  • 21. Next? •  Implement maps across all emails •  Video – including those from partners like Celebrity Cruise Lines •  Slideshow – destination images & offers •  Google & Yelp review feed (hint, hint)
  • 22. Diane  Cleveland   Manager,  Direct  Marke.ng   Celebrity  Cruises   dcleveland@rccl.com    
  • 23. LiveMap •  Featured  in  Email  invites   for  local  events   •  New  invite  template   enhanced  with  map  to   event  loca.on:   •  Open  Rate:  42.2%  vs   22.5%   •  CTR:  1.79%  vs  1.17%     •  RSVPs  from  aPendees   occurred  at  a  faster  rate    
  • 24. Countdown Timer on Offer expiration •  Call  center  LOVES  the  use  of  the   .mer  in  emails       •  Phone  numbers  mobile  responsive   •  Timer  in  hero,  phone  #  in  top  blue  bar   shows  best  response   •  Timer  used  more  frequently  for   promo  countdown  vs.  countdown  to   a  promo.on  launch  as  response   much  higher   •  Total  open  rate  stats  also  get  a  liT  as   much  as  50%   •  Future  opportunity:  Live  feeds  with   pricing  and  inventory  availability    
  • 25. Video in Email – New Subscriber Welcome EM •  Custom  copy  and  graphics  vs.   generic  content  for  top  DMAs   had    inconsistent  results     •  Custom  subject  lines   •  28.9%  LiT  in  Open  Rate     •  Email content customized by lead source underperformed the Generic Email with our Brand Video   •  97.2%  liT  in  CTR  
  • 26. Looking ahead…Social role in conversion •  Referrals  and  Viral  “word  of   mouth”  are  influencers  in  a  cruise   decision   •  Expands  the  availability  of   content  for  des.na.ons  and  what   we  offer  onboard  
  • 27. Weather – Live vs. Forecast •  “Escape  today!”     •  BePer  weather  supports  sailings   close  in   •  Promote  Live  Alaska  weather  to   Floridians   •  “Plan  Your  Escape”   •  Future  weather  forecast  with     graphics  vs  a  paradise  supports   early  booking  behavior   •  Remind  Northerners  not  to  get   snow  bound  this  winter   Lisa  this  is  where  Florida   fights  back  and  uses     mother  nature  to  support  a   last  minute  escape  today  or   a  planned    escape  in  the   future  
  • 28. Liveclicker elements have been leveraged in many customer journeys   •  We  feel  this  supports  our  goal  in  improving  email   engagement     •  What  we  implement  is  dependent  on  the  goal  of  that   journey:   •   New  Leads  vs  Winback  OR  Pre-­‐cruise  vs.  Post  cruise     •  Crea.ng  collabora.on  and  synergies  with  other  teams   within  and  outside  of  marke.ng  
  • 30. Join Us For Dreamforce 2015 September 15-18, 2015 | San Francisco, CA