MAKE IT PERSONAL Luke Daigle Underline Communications underline Brian Lenhart American Express Travel AMERICAN EXPRESS TRAVEL ENGAGING TRAVELERS WITH PERSONALIZED MESSAGING
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MAKE IT PERSONAL
Luke Daigle Underline Communications
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Brian Lenhart American Express Travel
AMERICAN EXPRESS TRAVEL
E N G AG I N G T R AV E L E R S W I T H
P E R S O N A L I Z E D M E S S AG I N G
© THE FUTURES COMPANY 2015 1
FUTURE TRAVEL TRENDS
July 9, 2015
C O N S U M E R S W I L L T R AV E L M O R E
O F A M E R I C A N T R A V E L E R S
S A Y T H E Y W I L L T R A V E L F O R
L E I S U R E T H E S A M E A M O U N T
O R M O R E I N 2 0 2 0 85 %
Source: American Express Travel, “Future Travel Trends” (2015)
S T R O N G L Y A G R E E /A G R E E :
L E I S U R E T R A V E L I S A B I G
P R I O R I T Y I N M Y L I F E 64 %
P E O P L E P R I O R I T I Z E T R AV E L
Source: American Express Travel, “Future Travel Trends” (2015)
82% 67% 58% 55%
UNITED STATES UNITED KINGDOM MEXICO CHINA
W I L L I N G TO S A C R I F I C E I N OT H E R A R E A S O F T H E I R L I V E S I N O R D E R TO T R AV E L M O R E
Source: American Express Travel, “Future Travel Trends” (2015)
76% Book flights and hotels
73% Research destinations
60% Streamline check-ins
T R AV E L E R S U S E T E C H N O L O G Y
Source: American Express Travel, “Future Travel Trends” (2015)
63%
84%
83 %
O F U . S . M I L L E N N I A L S A R E
W I L L I N G T O L E T B R A N D S
T R A C K T H E I R H A B I T S F O R
B E S P O K E S E R V I C E
W I L L S H A R E D ATA F O R P E R S O N A L I Z AT I O N
Source: American Express Travel, “Future Travel Trends” (2015)
Press Release: amex.co/1MNDdSI
Full Report: amex.co/1KH3L2c
© THE FUTURES COMPANY 2015 1
FUTURE TRAVEL TRENDS
July 9, 2015
How We Increased Email Clicks by 22% Using Personalization
C A S E S T U D Y:
The Situation
AmexTravel.com
CONFIDENTIAL - Page 3
April 18, 2013E-mail Creative
Current Email Campaign
A U D I E N C E
Amex Cardmembers
F R E Q U E N C Y
Monthly
G O A L S
Build awareness Drive online bookings
Offer promotion
Benefit reinforcement
Travel inspiration
CONFIDENTIAL - Page 3
April 18, 2013E-mail Creative
Current Email Campaign
! Boost engagement
! Increase bookings
! Improve relevance
K E Y I S S U E
Single, generic
creative sent to
all customers
One size fits all?
The Insight
Cardmember travel attitudes and needs are highly fragmented.
Some Cardmembers take lots of short weekend trips, while others take only a few long, expensive trips.
Some are ‘do-it-yourselfers’, while others prefer to let full service agencies take care of the entire process.
Some will pay a premium for a special experience, while others are extremely price sensitive.
— AMERICAN EXPRESS TRAVEL RESEARCH
“ ”
G Location
k Interests
g Family Card
Customer attributes correlate to travel preferences
T Spend Age
Z
Segmentation?
Segment audience using personas?
Young Professional
International Jetsetter
Family Traveler
Luxury Seeker
Empty Nester
Tap into individual customer attributes
k Interests Card
T Spend
g Family
G Location Age
U
PERSONALIZATION VS SEGMENTATION
Specific
Adapts to individual
High variability
Tailored to the person
General
Based on assumptions
Limited variability
Tailored to a persona
Z U
Personalized marketing is now a “must-have”
10-20%
Source: Skift + Boxever, “The Future of Personalized Marketing In Travel” (2014). Stats based on Boxever results with airlines and OTAs.
increase in revenue per week
improvement in conversion rates
more revenue per visit from repeat visitors
5%+ 3-7x
Brands realize the importance…
of marketing professionals across multiple industries said personalization is “important” to “extremely important”. 94 %
Source: Conversant, “The Personalization Imperative” (2014)
…but there are challenges
! Securing internal resources to coordinate
! Building a single customer view across channels
! Finding agencies and vendors to execute
70 % of brands fail to personalize their messages.
Source: Experian Marketing Services Email Marketing Study (2013)
The Solution
A new, dynamic email template that is personalized to the individual message by message.
[ Beauty shot of email on an iPad in outdoor setting ]
y
y
y
y
y
Examples for illustration only.
Examples for illustration only.
Examples for illustration only.
Examples for illustration only.
Examples for illustration only.
Examples for illustration only.
125 potential content
combinations
5 message
slots
3
content variations
=
The Results
29% increase in open rate
22%
increase in click rate
Thank You
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