Join us on March 20, 2013, at 2:00 p.m. (ET), for a quick, 30-minute webinar – sponsored by BlueHornet. In this session, you will learn:
-How the Ritz-Carlton Destination Club developed targeted mobile landing pages
-How those landing pages then increased lead generation and enhanced the online experience
-How they then developed a strategic mobile campaign based off Web analytics and KPIs to increase average form conversion rates
You'll leave this session knowing the strategy that lead to a 243% in mobile email traffic.
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Optimizing the Evolving Landscape of Mobile Email Marketing
1. Optimizing the Evolving Landscape
of Mobile Email Marketing
How The Ritz-Carlton Destination Club enhanced the
effectiveness of mobile email marketing campaigns
2. Pamela Markey
Senior Director of Marketing
MECLABS
@PamelaMarkey
Daniel Burstein
Director of Editorial Content
MECLABS
@DanielBurstein
11. But this…
Using mobile as a highly
effective tactic that drives ROI
12. The Ritz-Carlton Destination Club
• Members-only luxury vacation club product
of Marriott Vacations Worldwide
• Offers memberships through points- and
weeks-based programs
• Explore the world with more than 70 locations
through 3 distinct collections
• Currently has over 4k family memberships
13. The challenges…
• Email landing pages were not optimized for
mobile browsing
• Difficult to navigate
• Likely costing conversions
• Resources were not available to initiate a
major mobile optimization project
• The team planned to launch a basic pilot to
test and make a case for mobile optimization
14. Four Key Steps
1 Understand your mobile audience
2 Start with a basic mobile pilot
3 Analyze and report results quickly
4 Build and enhance the experience
15. Four Key Steps
1 Understand your mobile audience
2 Start with a basic mobile pilot
3 Analyze and report results quickly
4 Build and enhance the experience
18. Four Key Steps
1 Understand your mobile audience
2 Start with a basic mobile pilot
3 Analyze and report results quickly
4 Build and enhance the experience
19. 2
Mobile pilot approach
• Concentrate constrained
resources on biggest
90% opportunity
• Focus on getting a
iPhone lift, gaining a learning
• Determine if custom
pages can improve results
24. 2
Pilot:
iPhone landing page
• Company logo
• One sentence of copy
• Online form
fields, arranged
vertically
• Button to send
25. Four Key Steps
1 Understand your mobile audience
2 Start with a basic mobile pilot
3 Analyze and report results quickly
4 Build and enhance the experience
27. 2012 Mobile Marketing Benchmark Report
What you’ll get in the report:
• 230 charts and tables
• 1,300 companies surveyed
• 286 ready-to-use slides for powering your
next presentation, proposal or business case
• Action steps to identify opportunities for
growth and build an engaging mobile
program
Save an additional
$100
Visit MECLABS.com/mobile and
use the promo code 437-BM-4010
28. Four Key Steps
1 Understand your mobile audience
2 Start with a basic mobile pilot
3 Analyze and report results quickly
4 Build and enhance the experience
29. 3
Analyze and report results
• Traffic and conversion metrics were promising
• The Ritz-Carlton Destination Club email
audience was experiencing, engaging and
converting through their iPhones
• Gained company leadership confidence and
support to secure additional budget and
resources to continue mobile exploration:
Phase 2
30. Four Key Steps
1 Understand your mobile audience
2 Start with a basic mobile pilot
3 Analyze and report results quickly
4 Build and enhance the experience
45. Results: Aggregate of five pilot campaigns
8%
of all landing page traffic
iPhone went to the iPhone page
Traffic
46. Results: Aggregate of five pilot campaigns
8%
of all landing page traffic
iPhone went to the iPhone page
Traffic
15%
of all form completions
came from the iPhone
47. Results: Aggregate of five pilot campaigns
40% increase in conversion
The iPhone traffic converted at 40% higher
rate than the baseline browser traffic
Conversion Rate
Baseline Campaign 5.0%
iPhone Campaign 7.0%
Relative Difference 40.0%
48. Four Key Steps
1 Understand your mobile audience
2 Start with a basic mobile pilot
3 Analyze and report results quickly
4 Build and enhance the experience
49. Further Opportunity: Phase 3
• Showcase multiple destination and package
offerings
• Optimize the media gallery with captions
and toggle function
• Create tablet specific version of desktop
landing page version
52. Phase 3:
Photo gallery
landing page
• Enhanced gallery
• Ability to toggle
between images
instead of all images
on one page
• Include image captions
53. Phase 3: Optimized for iPad
• Detect Apple devices
• Replace Flash with static imagery
• Enhance the form to leverage
mobile functions
54. Mobile Opportunity: High-profile priority
• Success and increased traffic and mobile
usage, higher conversion rates
• Company leadership attention and support
• Plans to enhance mobile traffic users through
other channels:
• PPC
• Social
54
60. 2012 Mobile Marketing Benchmark Report
What you’ll get in the report:
• 230 charts and tables
• 1,300 companies surveyed
• 286 ready-to-use slides for powering your
next presentation, proposal or business case
• Action steps to identify opportunities for
growth and build an engaging mobile
program
Save an additional
$100
Visit MECLABS.com/mobile and
use the promo code 437-BM-4010
61. Optimizing the Evolving Landscape
of Mobile Email Marketing
How The Ritz-Carlton Destination Club enhanced the
effectiveness of mobile email marketing campaigns
Notas del editor
Chart 3.33 from Mobile BMRMobile programs have been found to be effective when integrated with other marketing channels
Yet the adoption rates of mobile tactics remains low. Mobile programs have been found to be effective when integrated with other marketing channels
And to be expected, the adoption rate of mobile will not remain low as indicated here by the forecast of organizations that plan to increase their mobile efforts significantly within the next year. Mobile programs have been found to be effective when integrated with other marketing channels
Do our mobile efforts need some work? What kind of mobile experience are we currently offering our customers?
Pamela
Pamela
Pamela
Pamela
Pamela: So Alex you took your poor experience and saw opportunity. Why don’t you tell us a little bit about your brand, and your approach.
Alex – go through entire slide
Alex – go through entire slidePamela – sounds like a great approach – tell us about how specifically you approached it
Alex walk through 4 key steps – briefly
Alex walk through 4 key steps – briefly
Alex All traffic to The Ritz-Carlton Destination Club in Q1 2010 from email marketing
Alex – go for the opportunity
Alex walk through 4 key steps – briefly
Alex
AlexTargeted landing page was tied to an email campaign that promoted The Ritz-Carlton Destination Club membershipsUpon the click, device was detected and iPhone users were redirected to the custom page
Alex
Alex
Alex
Alex
Alex walk through 4 key steps – briefly
We'd like to thank BlueHornet for sponsoring today's webinar. BlueHornet is an email service provider that specializes in helping companies include mobile optimized emails as part of an end-to-end mobile marketing strategy.Today they're offering all of our webinar attendees free access to an incredible resource: BlueHornet's responsive design whitepaper.The whitepaper gives you detailed instructions on how to optimize your emails for mobile device users. It even includes examples of working HTML code you can steal!Visit bluehornet.com/msrd for the whitepaper as well as a resource center filled with mobile email marketing info. Again, thanks to all the smart folks at BlueHornet for making this webinar possible. That URL is bluehornet.com/msrd.
Alex walk through 4 key steps – briefly
AlexPamela transition – note the hint at results – phase 2 – which you mentioned is your 4th step – to enhance and build
Alex"We went with the assumption that a user who has more content and is able to flip through media would convert at a higher rate," Corzo says.
Alex"We went with the assumption that a user who has more content and is able to flip through media would convert at a higher rate," Corzo says.
Alex"We went with the assumption that a user who has more content and is able to flip through media would convert at a higher rate," Corzo says.
Alex
Alex
Alex
Alex
Alex
AlexPamela – transition to results
Pamela set up
Alex
Alex
AlexPamela – convo
AlexPamela - comment
AlexThe team recognized positive increases in Q2 2010 and started serving customized landing pages to iPhone users in every email campaign.