Email Trends,
Best Practices
in the Travel
Industry
Rob Stanley
Regional Director, South Asia
DoubleClick International Asia B.V.
Solving the biggest problem today –
accountability
“Marketing is the last area of discretionary spending
in corporations today
and that cannot continue.”
Pete Sealey, PhD
Professor
Berkeley’s Haas School of Business
Email marketing’s evolution to date
Factor
‘96-’98
‘99-’01
’02-’04
’05 +
Adoption
Dabbling
Broad Adoption
Established
Critical
Channel
Organization Part of the “web
team”
Where does this
belong?
Part of marketing
Part of
marketing,
more
prominent role
Focus
Basics - “What’s
a bounce?”
List growth
Revenue targets
More revenue
+ branding, List
Growth again
Neat Tricks
Real-time
tracking
HTML, simple
personalization
Dynamic
personalization
Real-time
triggered
messaging
Permission
Opt-in/out,
SPAM
Opt-in/out
SPAM
Opt-in/out,
SPAM,
Regulation +
technology
Opt-in/out,
SPAM,
Regulation +
technology
North America - Quarterly Trend
89.5%
89.3%
90.6%
91.7%
92.1%
36.0%
32.6%
30.2%
27.5%
7.7%
8.2%
8.0%
7.9%
7.2%
34.3%
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
100.0%
Q2 04
Q3 04
Q4 04
Q1 05
Q2 05
Delivery %
Open %
Click %
+2.9%
Q205/Q204
% Change
-23.6%
-6.5%
APAC – Quarterly Trend
85.6%
89.8%
89.2%
88.7%
89.5%
45.4%
41.8%
36.9%
34.6%
12.7%
12.8%
12.9%
12.1%
12.4%
43.3%
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
100.0%
Q2 04
Q 3 04
Q4 04
Q1 05
Q2 05
Delivery %
Open %
Click %
+4.6%
Q205/Q204
% Change
-23.8%
-2.4%
Want to be Successful?
Ask Permission and Make email
Relevant
Marketing’s goal
Maximize customer value
through an ongoing dialog
based on an understanding of customer needs
Right Message
to the
Right Customer
at the
Right Time
Optimizing email means…
Using advanced segmentation to define
cohorts within your customer database
Continually testing content, offer,
frequency, and timing of email
Using email to drive offline sales
Taking advantage of the transactional
email channel
Investment
$ Return
Specified pref