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Breaking the 80/20 Rule](https://image.slidesharecdn.com/liveclicker-finaldeck-150623173544-lva1-app6891/75/Celebrity-Cruises-and-AAA-Drive-Engagement-with-Real-Time-Email-Campaigns-6-2048.jpg)
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Celebrity Cruises and AAA Drive Engagement with Real Time Email Campaigns
The document discusses the integration of real-time content in email marketing strategies, highlighting its influence on engagement metrics, such as click-through rates and conversion rates. Examples include personalized emails featuring maps, event invitations, and countdown timers, which led to significant increases in engagement. The text also emphasizes the importance of cross-channel integration and future opportunities for enhancing email effectiveness through social media and live feeds.
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Celebrity Cruises and AAA Drive Engagement with Real Time Email Campaigns
- 1. The Future ofRealTime in Email The Missing Journey Moment
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- 6. [CATEGORY NAME], [VALUE] Everyone else, 80% Breaking the 80/20 Rule
- 7. • Embedded video ashero • 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 [email protected] | @NancyWeaver | c: 614.270.8537
- 14. Destined to workfor AAA… Digital Marketer since 1999. Big fan of cross-channel integration. • Website • Email • Social • Apps • SEM • Offline channels
- 15. Engage! - Captain Jean-LucPicard in nearly every episode of ST:TNG
- 16. How we’ve usedLiveclicker… 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 • Implemented5/1/15 • 41% increase in CTR from 2.2% to 3.1% • 39% increase in CTO from 5.3% to 7.4%
- 18. Weather • Compared email contentfrom 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 • Implemented2/1/15 • Measured by login rather than download (Engagement!) • Increased logins by 4.79%.
- 20. Countdown Clock • Membershiprenewal email • 238% increase in CTR from 2.4% to 8.1%. • 96% increase in CTO from 13.6% to 26.7%
- 21. Next? • Implement mapsacross 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 [email protected]
- 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 Offerexpiration • 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 rolein 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 – Livevs. 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 havebeen 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
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- 30. Join Us ForDreamforce 2015 September 15-18, 2015 | San Francisco, CA