how marriott rewards generated 86.1% more email-driven revenue ... - blue sky marketing · 2016. 4....

Session Title

CLARK CUMMINGSSenior Manager of Member Marketing Marriott International

How Marriott Rewards Generated 86.1% More Email-Driven Revenue With Member-Centric Changes to Its Loyalty Program

Clark CummingsSenior Manager of Member Marketing Marriott International

Speaker Headshot

“”—J. Willard Marriott, Founder, Marriott Corporation

Take care of your people and they will take care of your customers.

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The campaign

1234

Using data from loyalty program

Email audit

Discovery

New email approach

STEP

Using data from loyalty program

Step 2Step 3Step 4

Campaign:

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Historical view of December mailings

STEP

Email audit

Step 1Step 3Step 4

Campaign:

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2013 roadmap

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2014 roadmap

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Roadmap that came out of strategic assessment

STEP

Discovery

Step 1Step 2Step 4

Campaign:

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Before After

From: Marriott RewardsSubject: We made this video just for you

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STEP

New email approach

Step 1Step 2Step 3

Campaign:

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Evolved customer-centric messaging

2014 2015

Animated GIF that is personalized to the user’s locationEX: Bethesda, Arlington

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Historical view of December mailings

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Looking forward to 2016

Thank YouClark Cummings