Best Travel Email Message

At the end of 2012, when the Atlanta.net leisure mailing template was reviewed for a redesign, recipient data and industry trends were predicting a rise in mobile readership. Good email marketing consists of quality content, quality contacts, excellent deliverability and ongoing testing. Atlanta.net was doing very well, but needed improvements for mobile viewing. The design needed to be “finger friendly”, with larger fonts on titles, larger calls to action, and a single column of content assist mobile readers. Creating a responsive email template isn’t straight forward; it complicates the code, increases QA needs and has no industry standards. Goals Optimize and create a consistent experience for desktop and mobile. Identify readers in each phase of their relationship with Atlanta. Devise a strategy for each phase – newbie, raving fan, unengaged – and offer targeted content. Use industry-leading feedback loop integration and sender verification technology to cleanse inactive user accounts in the database. Results Thanks to the new template and ongoing database hygiene, 2013 Atlanta.net leisure mailings increased quality over quantity. More opens and more clicks from a slightly smaller database in 2013 illustrate that recipients are better engaged. OLD 2012 Mailing Averages o 13.5% open rate average o 2.4% click rate average o 14,700 open average o 2,600 click average NEW TEMPLATE 2013 Mailing Averages o 20.0% open rate average o 3.0% click rate average o 18,300 open average o 3,200 click average Mobile readers are increasing – 50% now read via Mobile Webmail readers are decreasing – 20% now read via Webmail

Contributors:

SVP, Atlanta.net, ACVB:	Andrew Wilson
Dir. Digital Marketing, ACVB:	Lily Leiva
Program Manager, USDM:	John Powell
CCO, USDM:	Clifford Ward
Dir. Web Dev, USDM:	Jason Hays
Analytics Manager, USDM:	Carrie Heitzenrater

USDM.NET

Location: USA