LCMC: Innovations in real-time triggered messaging

INNOVATIONS INREAL-TIME TRIGGEREDMESSAGING- Manny Ju, BlueHornet- Kristi Gole, Global Hotel Alliance- Rebecca Gentry, Global Hotel Alliance

Real-time triggered messaging

• What are some examples?• What are recent innovations

in this area? • How does Global Hotel Alliance use it?• How do you set it up?

Event-Triggered Messaging

Other

Abandoned Cart

Win-back

Website Behavior

Event Countdown

Date Triggered

Post Purchase

Upsell/Cross-sell

Activation

Transactional

Thanks

Welcome

7%

9%

15%

18%

18%

24%

25%

25%

26%

40%

48%

50%

“What type of automated, event-triggered, lifecycle email messages does your organization deploy?”

2013 Email Marketing Benchmark Report, MarketingSherpa

Welcome

Thanks

Transactional

Activation

Upsell/Cross-sell

Post-Purchase

Date Triggered

Event Countdown

Website Behavior

Win-back

Abandoned Cart

Other

Real-Time Triggered Messaging“What type of automated, real-time triggered email messages does your organization deploy?”

Open Rates

Activation/Promotional

Transactional

Welcome

0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%

2013 Email Marketing Benchmark Report, MarketingSherpa

“Thank You” Confirmation

Welcome

Thanks

Transactional

Activation

Upsell/Cross-sell

Post-Purchase

Date Triggered

Event Countdown

Website Behavior

Win-back

Abandoned Cart

Other

Real-Time Triggered Messaging“What type of automated, real-time triggered email messages does your organization deploy?”

Why abandoned cart remarketing?

Source: “The Science of Shopping Cart Abandonment”, SeeWhy, 2011

Why abandoned cart remarketing?

Why real-time?

Source: “The Science of Shopping Cart Abandonment”, SeeWhy, 2011

18.2% Higher Recovery10X Revenue

Real-time vs. Batch

Welcome

Thanks

Transactional

Activation

Upsell/Cross-sell

Post-Purchase

Date Triggered

Event Countdown

Website Behavior

Win-back

Abandoned Cart

Other

Real-Time Triggered Messaging“What type of automated, real-time triggered email messages does your organization deploy?

Website Gamification

Source: E*Trade website

To: Rionegro1158@hotmail.comFrom: Warren@investments.com-----------------------------------------------Congratulations Rionegro,

You finished today’s trading session at the top of the leaderboard with a performance return of 577.27%.

Click here to view the full leaderboard.

App Engagement Programs

To: mju@bluehornet.comFrom: workout@skechers.com-----------------------------------------------------------Congratulations, Manny, on your recent Shape Up ‘N’ Go workout achievement!

Learn more about proper dietary planning to match your current calorie burn rate.

Check out the new Skechers XF – Extended Fitness workout shoes.

Live the Game Beyond The Game

To: mju@bluehornet.comFrom: GameMaster@assassinsworld.com------------------------------------------------------------Manny,Congratulations on defeating the Triad of Doom!

But get ready! You’ll need to gear up for when you enter The Valley of Rondelaid.

Here’s 200 credits to help you get started. Enter code ZQH134 at your next purchase.>>Gear Me Up now!

How does GHA use it?

Loyalty Program Triggers (opt-in database marketing)

– Lifecycle Messaging (our 1st step – live: 9 key triggers)

• Welcome Series• Stay activity • Rewards

GHA real-time triggers

GHA real-time triggers

–Preference Triggers (our 2nd step – in progress)

• Email Preference Form: series of triggers based on–Geographic interests –Categories

GHA real-time triggers

– Incorporating promotional content into the triggers

(our 3rd step – 2014 Q1)

• Discount for booking direct• Time-sensitive offers

GHA real-time triggers

– Targeted and Promotional (our 4th step – 2014 Q1)

• Generate 2nd stay• ‘Enrolled at x hotel’ series• x months after leisure

booking

GHA real-time triggers

–Behavioral Triggers(our 5th step – 2014 Q2)

• Searched for routes on website without booking• Clicked on x content

category in email

GHA real-time data in other emails

–Ongoing• Integrating real-time data into the monthly

newsletter and CRM emails

GHA email stats comparison

EMAIL CATEGORY DELIVERY % to sent

UNIQUE OPEN % to delivered

UNIQUE CLICK % to

opened

OPT-OUT % to

opened

Monthly Account Summary 95.3% 16.9% 9.4% 1.2%

Flash Sale Promotion 93.9% 17.3% 16.4% 1.7% CRM / Targeted Campaigns 95.3% 17.1% 10.9% 1.0% REAL-TIME: Welcome Series 92.6% 37.7% 26.6% 0.4%

REAL-TIME: Stay Activity 94.9% 48.2% 25.9% 0.0% REAL-TIME: Rewards Triggers 97.7% 56.4% 11.3% 0.0%

Approach: in principal it is simple

Once you can dig into the complexity, it is “fairly” simple.

1 2 3

Approach: in principal it is simple

REAL TIME: Welcome

to GHA Discovery

Approach: in principal it is simple

{$external_id}{$email}{$xfirst_name} {$xname} {$membership_card_no} {$mem_enroll_group} {$membership_level} {$language_preference}

smarty tags PHP

Approach: in principal it is simple

{if $language_preference == 'DE'}Willkommen zu GHA Discovery!

{elseif $language == 'ES'}¡Bienvenido a GHA Discovery!

{elseif $language == 'JA'}GHA Discovery へようこそ !

{elseif $language == 'PT'}Bem-vindo ao GHA Discovery!

{elseif $language == 'ZH'}欢迎来到「 GHA探索之旅」﹗{else}Welcome to GHA Discovery!{/if}

anatomy of the subject line

Approach: in principal it is simple

{if $language_preference == 'DE'}Willkommen zu GHA Discovery!

{elseif $language == 'ES'}¡Bienvenido a GHA Discovery!

{elseif $language == 'JA'}GHA Discovery へようこそ !

{elseif $language == 'PT'}Bem-vindo ao GHA Discovery!

{elseif $language == 'ZH'}欢迎来到「 GHA探索之旅」﹗{else}Welcome to GHA Discovery!{/if}

anatomy of the subject line

Approach: in principal it is simple

{if $language_preference == 'DE'}Willkommen zu GHA Discovery!

{elseif $language == 'ES'}¡Bienvenido a GHA Discovery!

{elseif $language == 'JA'}GHA Discovery へようこそ !

{elseif $language == 'PT'}Bem-vindo ao GHA Discovery!

{elseif $language == 'ZH'}欢迎来到「 GHA探索之旅」﹗{else}Welcome to GHA Discovery!{/if}

anatomy of the subject line

Approach: how GHA applies it1. Member enrolls on our

website or brand system and is received in our CRM

2. Check for login details -Create if missing.

3. If all pre-checks are good, grab the member name (clean bad characters), member number & level, preferred language and enrolling brand

4. Fire off to the BH api

Approach: how GHA applies it

Approach: how GHA applies it

api call

<email>rebecca.gentry@gha.com</email><template_id>4448033</template_id><external_id>1790832</external_id><membership_card_no>8504379019</membership_card_no><membership_level>GOLD</membership_level><language_preference>E</language_preference><mem_enroll_group>GHA</mem_enroll_group><xfirst_name>TEST ME</first_name><xname>WELCOME</last_name>

Approach: how GHA applies it

Approach: how GHA applies it

1. Message received by the members

2. Customized based on language, brand enrolled

3. Opens and clicks (and revenue) recorded and accessible via the tool or via an API

4. GHA writes back to the datamart for further analysis

Approach: in principal it is simple

Real-time triggers usually change the dynamic of working with the eCommerce, Data and IT teams in your organization

api developer

email developer

marketing strategist

Codes the email with variable tags that the API

developer will send

Sends the tags via the API that the template is

expecting. Waits for success response.

Records the response.

Determines what to send based on the

marketing goal and the

customer + real-time data

Approach: how GHA applies it

Approach: in principal it is simple

Structure of yourcustomer data

real-time data

product data

Approach: how GHA applies it

membership datamart

gha.com enrollments +

enrollments in brand systems

• Data-driven email strategy requires structure

• GHA’s data flow 300 hotels + gha.com

GHA’s Central System

• Consider real-time triggers into to your datamart for future messaging

• Combining social / mobile data sources & appends

Approach: it’s already being done

Developers already fire many real-time events on the website…the BH api just adds another event

Approach: developers are eager

Every developer wants to make cool stuff

Approach: developers are eager

Bring three things:1. The BH API guide

Good news…you don’t need to know what’s in it

+

Approach: developers are eager

Bring three things:2. a BRD

P.S.…it’s basically a marketing brief w/ bonus points for a flow chart

+ +

Approach: developers are eager

Bring three things:3. Candy bars

My little secret: Developers work for candy bars

+ +

Q + A

THANK YOU!