Building Email Success in the Travel Sector

Building Email Success in the Travel Sector Guy Hanson Senior Director, Professional Services - Return Path

@ReturnPath @StopEmailFraud

Your Hosts

Guy is a passionate advocate for the intelligent use of customer data to drive responsive email programs. With a knowledge base that now spans over 10 years, Guy has become one of the UK’s leading e-marketing experts and thought leaders. Currently working for Return Path’s Professional Services team, he provides email Response Consulting solutions to a broad range of international clients, delivering measurable uplifts in subscriber engagement and revenue generated by their email programs. Outside of work, Guy is the chairman of the IAB’s email marketing council, and also leads the Deliverability & Mobile working group which focuses on data, deliverability & and email marketing best practices.

Presenter: Guy Hanson

Host: Richard Gibson

Richard Gibson is the Director of Client Services for Northern Europe and he and his team are responsible for ensuring excellent service to all customers. He is a long standing contributor to the Email Marketing Council of the DMA and is the immediate past chair.

Travel-Specific Challenges

Welsh Translation: "I am not in the office at the moment. Send any work to be translated"

• Language • High volumes pose

deliverability issues • Subscribers are

increasingly mobile • Highly competitive

vertical • Email fraud impacts on

both revenue and trust • Length of transactional

cycle

Quick Overview

Rumours of Email’s Decline Have Been Greatly Exaggerated!

However, There Has Been A Sea Change in Thinking . . . Email is Still Growing Strongly

Return Path, August 2013 Experian Marketing Services, September 2013

Sender Reputation

Inbox Placement

Brand Awareness

Competitive Intelligence

Insight

Clicks & Opens

Deliverability Basics

IP Address Permanence

Spam Complaints

Unknown Users

Infrastructure

Spam Traps

Subscriber Engagement

Reputation Metrics

Reputation Score

Reputation Data: Non-Certified Travel Sender

Visit www.senderscore.org to find out your reputation score.

Reputation Data: Certified Travel Sender

Visit www.senderscore.org to find out your reputation score.

The Rise of Mobile

Travel Generates Plenty of Online Activity

comScore MMX, Germany, June 2013

Mobile is Extremely Important for Travel . . .

comScore MMX, Italy, June 2012 – June 2013

. . . So Mobile Email Becomes More Important Too

Latest Mobile Metrics

Experian Marketing Services, September 2013

Optimization is Crucial . . .

. . . Especially for Mobile

Subscriber Engagement

Subscriber Engagement Metrics

Subscriber Engagement Metrics by Vertical

Subscriber Engagement Provides Competitor Insight

Subscriber Engagement Provides Competitor Insight

Subscriber Engagement – Personalization

Subscriber Engagement – Personalization

Subscriber Engagement – Personalization

Subscriber Engagement – Personalization

Subscriber Engagement – Symbols

Subscriber Engagement – Symbols

Subscriber Engagement – Weather

Subscriber Engagement – Weather

Average Minimum Temperatures

• Low = 2°C

• Medium = 6°C • High = 10°C

Average Maximum Temperatures

• Low = 11°C • Medium = 17°C

• High = 21°C

Subscriber Engagement – Weather

Average Minimum Temperatures

• Low = 2°C

• Medium = 6°C • High = 10°C

Average Maximum Temperatures

• Low = 11°C • Medium = 17°C

• High = 21°C

Email Fraud

Email Fraud

Email Fraud – Travel Examples

Email Fraud - Implications

Best Practices

Multi-Element Welcome Program

Subscriber Preferences

Maintain Variety

Welcome Home (KLM)

Let Subscribers Set the Rules

Gmail Tabs

http://blog.returnpath.com/blog/tom-sather/gmail-tabs-analysis-dont-panic-just-yet

Want to Learn More?

Guy Ha

Connect with us: [email protected] www.returnpath.com uk.linkedin.com/in/guyhanson @GuyHanson, @ReturnPath