2. Email is Not Dead in The Face
of Social

3. Facebook Statistics
• More than 750 million active users
• 50% of active users log on to Facebook in any
given day
• Average user has 130 friends
• Active users increased 200% in two years from
250mm in July 2009 to 750mm in July 2011.
Source : Facebook.com, August 16, 2011

4. Social Networks becoming more
popular across age groups
75% of teens use Facebook.
By age 17, 86% do. (Ipsos Public Affairs)
85% of online users age 45-54
use some form of social media,
plus 79% of 55+ group. (Harris Interactive)

5. Spend on social media is
edging up on email spend
Copyright ©2011 eMarketer Inc. All Rights Reserved.

6. BUT,
Email is not dead!

7. Email continues to be a key
communication channel
• More than 93% of online consumers are
SUBSCRIBERS, and have provided their email address
to at least one company or brand.
• 88% of U.S. online consumers check email daily, and
94% use email at least once a week.
• And more than 50% of consumers make purchases as a
direct result of email—it drives more conversions than
any other channel
(Exact Target’s Email X-Factor study, 2010)

8. 65% of businesses planned to
increase marketing budget for
email in 2011
Source: 2011 Marketing Trends Survey, StrongMail
Copyright ©2011 StrongMail. All Rights Reserved.

9. Email spend is expected to
continue to increase
• Email marketing spend will maintain a 10% CAGR over
the next five years.
Copyright ©2010 Forrester.. All Rights Reserved.

10. Wyndham Rewards
• Umbrella loyalty program for Wyndham Hotel
group
• Earn rewards for staying with over 6500
locations globally across 11 hotel brands

11. 2 Case Studies
• There’s more we can do with email
• Facebook and Email are friends

12. Case Study #1
Email Approach - Summer 2011 Campaign
Objectives:
Drive stays during the summer months
Test offers to continue to gain learnings
Strategies:
Data model on member base and
assigned specific offers
Target offers to members via email and
direct mail

13. How do we get the word out about
targeted offers?
Messaging is a challenge Email is a great solution for
for our targeted promos this challenge
• DM is expensive
• Targeting media to individual • Email is affordable
level difficult • Extremely targetable down
• Website is dependent on to promo status
members visiting and logging • Control of number emails
in member receives

14. Started with the basics…
Registration
Confirmation Email
Message in existing
emails
Registration Landing
Page

15. Plus seasonal standalone emails
Sent to all non-registered members
Halfway through
promotion
Initial Launch
Second Drop

16. How are we making email
work harder?
• Continued with dedicated
standalone campaigns
• Built series of emails for entire
promotional lifecycle
• Created data rules dependent
on members promo status to
trigger relevant weekly emails
Copyright © 2011 Choose Your
Own Adventure

17. Member sees Registers for Books a stay Completes Book & Stay
promotion promotion stay again

18. 18
Our promotional messaging calendar GREW…
… Even more importantly business GREW!!

19. Case Study #2
Wyndham Rewards
Summer Contest

20. 20
Contest Overview
• Concept:
– Wyndham Rewards’ Why I deserve a Summer Vacation!
Contest
• Grand Prize:
– 7 night getaway
– $7,000 Gift Card
– Car Rental certificate

21. Our Objectives
– Primary:
• Increase awareness & create excitement about the
Wyndham Rewards program
• Strengthen presence on FB
– Secondary:
• Drive revenue
• Drive reward program enrollments

22. 22
Contest Phases
Collection Phase Judging Phase Voting Phase
•Submit •Guest •Users Pick
Judges Grand Prize
•Rate
•Narrow to Winner
•Comment
Finalists
•Share
Entry Methods:
Web/PC Upload, Facebook Upload, Mobile/Email

23. 23
Convince Us!
Rate
Share
Comment

24. 24
And the Winner is…
7 Finalists
Popular Vote

25. 25
Multi-Channel Exposure Facebook
Email
• Websites
• Email
• On-Property Online
Display
• Social networks
• Online & Print Media
On-Property
• PR
Print
• Partner channels

26. How’d we do?

27. Result Highlights
7.5 million total contest engagements!
Highest # of engagements compared to 500+ social media
campaigns in categories from travel, entertainment, fashion, &
beauty.
Submissions
Votes
Comments
Ratings
Source: Agency, Gloto. Compared to similar campaigns of the same duration

28. 28
Result Highlights
7,000 Entries
Email Drives Results > 39% of total entries
Email
Email

29. Email Communications
Collection Phase Vote Phase Winner
Announcement

30. Result Highlights
7x Increase in Facebook Likes
80% of total likes
12% of total entries

31. Result Highlights
130+% ROI in Room Revenue!
(not a primary objective)

32. • There’s still more we can do with email
– Triggered-based email can help to increase
efficiency and targeting
• Facebook and Email are friends
– Facebook and emails can work together to
drive engagement

33. Q&A
THANK YOU!