Hays Travel Email Marketing Journey

Hays Travel Email Marketing Journey

Hays TravelHays Travel Email Marketing Journey#TheClicks

Who are Hays Travel? The UK’s largest independent travel agent Have access to a wide choice of tour operators and airlines John Hays opened the first shop in Seaham in 1980Hays Travel Email Marketing Journey#TheClicks

Main productsPackage holidays (Europe & Faraway)City BreaksCruisesLong HaulHays Travel Email Marketing Journey#TheClicks

“A third of travel agentscould go out of businessby 2021”The GuardianHays Travel Email Marketing Journey#TheClicks

Obstacles in the travel industryCompetitor landscapeConsumer confidenceMailing list growthHays Travel Email Marketing Journey#TheClicks

Competitive landscapeHays Travel Email Marketing Journey#TheClicks

Consumer confidenceHays Travel Email Marketing Journey#TheClicks

Consumer confidenceHays Travel Email Marketing Journey#TheClicks

The impact to travel enrateUniqueopen rateUniqueclick rateUnique click tounique open rate98.3%23.4%2.3%8.6%16.4%1.3%7.4%Pink text indicates a percentage decrease – by 5% or more over prior year.Hays Travel Email Marketing Journey#TheClicks

The impact to travel industryHays Travel Email Marketing Journey#TheClicks

List growthHays Travel Email Marketing Journey#TheClicks

The last 5 years Hays Travel Email Marketing Journey#TheClicks

Objectives & strategyHays Travel Email Marketing Journey#TheClicks

SOPHISTICATION SCALEHIT & ED KINGSHays Travel Email Marketing Journey#TheClicks

Stage 2: DispatchersWhat they do: Sophistication ScaleUses a more complex re-usable data structureUse Mailing List Analytics integrationUses Content Checks to test MessagesSends Multi-Variant Dispatches regularly for subject line testingUtilises Dispatch Automation for more than welcomeTracks Conversions within CommunicatorUses a Global Reply Forwarding addressSends from a Branded Sending DomainPersonalisation includes more than first nameRegularly uses segmentation (usually gender orientated or similar)KPI for click rates introduced@CommCorp

Stage 3: CampaignersWhat they do: Sophistication ScaleHas Integration set upEven more complex data structure using Lookup TablesUses Behavioural Filtering to target recipients based on engagementUse Send To A Friend forms to increase mailing listUses an RSS feed in Messages to automated content creationUses Dynamic Content in Messages to tailor content based on preferencesDefined data collect processes (usually multi-stage)Uses Multi-variant dispatches to test Message contentStart looking at delivery rates and email clients@CommCorp

Objectives for 2019 Email design analysis and tweaks Subject line testing to improve open rate User driven contentHays Travel Email Marketing Journey#TheClicks

Email DesignHays Travel Email Marketing Journey#TheClicks

Campaign one:After realising we were quite low on the sophistication scale we wantedto make two main objectives which would enable us to improve. I’mgoing to speak about our first objective and then Jodie will speak aboutour second.Hays Travel Email Marketing Journey#TheClicks

Campaign one:Objective Create a new design of templates Focus on mobile optimisation within our templatesHays Travel Email Marketing Journey#TheClicks

Campaign one:Challenge & Strategy Understanding the capabilities of the platform Meetings to discuss parts of the email we wanted to changeHays Travel Email Marketing Journey#TheClicks

Campaign one:Testing Sending template designs internally Testing what worked well across different devicesHays Travel Email Marketing Journey#TheClicks

Campaign one:Results 4% increase in read duration 2% increase in click through to our offers 29% increase in click through to our social media channelsHays Travel Email Marketing Journey#TheClicks

BeforeHays Travel Email Marketing JourneyAfter#TheClicks

Subject line &content testingHays Travel Email Marketing Journey#TheClicks

Campaign two:Objective Focus on more content driven emails to improve engagement Keep up with trendsHays Travel Email Marketing Journey#TheClicks

Campaign two:Strategy Integrating our ideas to work alongside our social mediachannels Putting together a content calendarHays Travel Email Marketing Journey#TheClicks

Campaign two:Testing Creating a different design for our content emails Testing across different devices internallyHays Travel Email Marketing Journey#TheClicks

Campaign two:Results Sending a monthly content based email Focusing on topical subjectHays Travel Email Marketing Journey#TheClicks

Campaign two:Hays Travel Email Marketing Journey#TheClicks

Subject line testing: 10 weeks of subject line testing Test theme against price point 6 out of 10 weeks our North customers opened the theme subjectline 7 out of 10 weeks our South customers opened the theme subjectlineSunshine and Beaches The Caribbean is calling Amazing American Adventures Natural beauty of the Indian Ocean Experience it all Multi-centre Faraway holidays!Hays Travel Email Marketing Journey#TheClicks

Subject line testing:Hays Travel Email Marketing Journey#TheClicks

ResultsHays Travel Email Marketing Journey#TheClicks

Open RateHays Travel Email Marketing Journey#TheClicks

Click RateHays Travel Email Marketing Journey#TheClicks

Content Bounce RateHays Travel Email Marketing Journey#TheClicks

Objectives for 2020 Cruise In house tour operator – HTOL Introducing Hays Travel brand to our new client baseEmail marketing will play an integral part in achieving these objectives and will be a key way to engage andcommunicate with existing and new client basis in a personalised manner.Hays Travel Email Marketing Journey#TheClicks

Stage 4: AutomatersWhat they do: Sophistication ScaleIncludes SMS in marketing planCaptures data using SMSDynamic content is driven from CRM systemClear customer segments (re-usable filters)High use of behavioural filtering – clear engagement group plansAutomation included lifecycle campaigns (usually mapped out)Testing plans for automated campaignsFocuses on growing data for defined segmentsKPIs introduced for inbox placement, mailing list engagementAiming to achieve above benchmark@CommCorp

Any questions?Thank you

Stuart’s Slides here Phil Hesketh#TheClicks

Inbox Placement#TheClicks

Hays Travel Email Marketing Journey #TheClicks The impact to travel industry Non-bounce rate Open rate Click rate Click-to-open rate 98.3% 23.4% 2.3% 8.6% Pink text indicates a percentage decrease - by 5% or more over prior year. Unique open rate Unique click rate Unique click to unique open rate 16.4% 1.3% 7.4%