Until now, email messages were frozen in time the moment the "send" button was pressed. Now, a new wave of technology enables marketers to adjust messages post-send to best match the personal context of each and every opener - all in real-time.
In this session, LiveClicker Co-Founder and VP, Market Development of RealTime Email will discuss how Celebrity Cruises and AAA has leveraged moment-of-open data to amp relevance and connect with customers in new and powerful ways.
14. Destined to work for AAA…
Digital Marketer since 1999.
Big fan of cross-channel integration.
• Website
• Email
• Social
• Apps
• SEM
• Offline channels
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
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)
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