how marriott rewards generated 86.1% more email-driven revenue ... - blue sky marketing · 2016. 4....
TRANSCRIPT
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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
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Clark CummingsSenior Manager of Member Marketing Marriott International
Speaker Headshot
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“”—J. Willard Marriott, Founder, Marriott Corporation
Take care of your people and they will take care of your customers.
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4
The campaign
1234
Using data from loyalty program
Email audit
Discovery
New email approach
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STEP
Using data from loyalty program
Step 2Step 3Step 4
Campaign:
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6
Historical view of December mailings
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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
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STEP
Discovery
Step 1Step 2Step 4
Campaign:
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Before After
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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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25
Historical view of December mailings
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Looking forward to 2016
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Thank YouClark Cummings