Embed Size (px)
Citation preview
eBook | The Reported Death of Email Has Been Greatly Exaggerated 1
The Reported Death of Email Has Been Greatly Exaggerated
Examining email as an identity marker for travel and tourism organizations
After a newspaper erroneously reported his demise, Mark Twain famously exclaimed:
“The report of my death was an exaggeration.”
Paul McCartney mounted a similar defense in the 1970s.
Now, it’s email’s turn.
Some pundits in the travel and tourism industry are prematurely penning the obituary of the use and utility of email in attracting visitors, claiming it’s oversaturated and just outdated when com-pared to social, programmatic, and mobile channels.
In truth, email is more viable and vital than ever — but for an entirely different purpose than communicating with visitors and destination inquirers. Email is perhaps the most valuable digital identity marker — it’s the key piece of information needed to de-anonymize a consumer and tie together disparate pieces of a consumer’s identity.
With it, you can:
• Identify inbound consumers
• Scale outbound digital campaigns
• Improve digital and social engagement
• Drive marketing attribution
eBook | The Reported Death of Email Has Been Greatly Exaggerated 2
THE CRITICAL ENABLER
We live in a digital world. USPS volumes are less than half of what they were a decade ago. Social and digital media advertis-ing have doubled worldwide over the past two years (Interactive Advertising Bureau and PWC, 2018). People across all age groups are researching destinations, comparing travel sites, and looking at reviews before completing their travel booking.
Email addresses are the essential identity enablers across these activities, as the majority of online transactions and apps require email-anchored account setup and management.
Consumer identity management experts can link a single email address to a host of other iden-tity markers, such as other email addresses, names, physical addresses and phones to create complete, robust, linked identity records of prospects and visitors. They can add profiles containing personal preferences and life stage attributes as well as demographics, income, and more, to uncover their propensity to travel.
Following, are a few examples of how destination marketers, travel and tourism marketing agencies, as well as companies such as cruise lines and hotel chains leverage email identity markers to get the greatest returns:
eBook | The Reported Death of Email Has Been Greatly Exaggerated 3
Use Case: DIGITAL AND SOCIAL MARKETING
The average consumer today has at least three email ac-counts — some for banking and personal communications, and others for social media platforms, for example. Marketers need all these addresses for effective social media target-ing and optimal ad match rates.
Similarly, having multiple email addresses per consumer helps target the right ads to the right people at the right time across the web. The more, the better for increasing scale, reaching top prospects and eliminating the waste of targeting the wrong audiences
Even better, you can work with an expert partner to leverage identity data to achieve the optimal mix of audience quality and quantity.
JOSE RODRIGUEZ
DIGITAL REACH 100%
JOSE RODRIGUEZ
------unknown------
------unknown------
------unknown------
DIGITAL REACH 20%
eBook | The Reported Death of Email Has Been Greatly Exaggerated 4
Use Case: INBOUND MARKETING
It’s the new rule of thumb: The less information you ask for while engaging with inbound leads for your travel and tourism organi-zation, the higher your conversion rates.
CONVERSION RATE BY NUMBER OF FORM FIELDS
Hubspot.com landing page study - https://blog.hubspot.com/blog/tabid/6307/bid/6746/which-types-of-form-fields-lower-landing-page-conversions.aspx
Working with the right consumer identity management partner, you can transform a single email address into the maximum amount of information available for a given consumer including name, address, phone and other email addresses.
Even create profiles based on demographic, psycho-graphic and travel history attributes. You can also use email identities to direct your best inbound leads to the top agents and eliminate poor quality or suboptimal leads.
30%
25%
20%
15%
10%
5%
0%10 9 8 7 6 5 4 3
Maria Garcia
312-555-1234
312-555-4321
422 N Main St.
Chicago, IL
eBook | The Reported Death of Email Has Been Greatly Exaggerated 5
Use Case: OUTBOUND MARKETING
Email identity markers are the key to more intelligent omni-chan-nel outbound marketing. Consumer identity management ex-perts can instantly append multiple email addresses to your best consumers — eliminating wasteful spending and driv-ing up ROI across your campaigns.
One email address can unlock an expansive pro-file that tells you how to best interact with your ideal travelers based on profiles containing attributes such as geography, demographics, psychographics, travel preferences, buying behaviors, members in household,
and many more.
You also gain better information for smarter remarketing and segmenting.
HOME VALUE$250,000
AUTOMOBILEFord F150
INCOME$80,000
MOVEDRecently
EDUCATION16 yrs
CHILDREN>2
INTERESTTravel
INTERESTFitness
INTERESTReading
eBook | The Reported Death of Email Has Been Greatly Exaggerated 6
Use Case: BUILDING A FIRST-PARTY IDENTITY GRAPH
WWith multiple email identities, you have the power to create valuable links across your own disparate internal databases. By piecing together fractional information, you gain a single, comprehensive view of consumers for strategic analytics and modeling that improves ROI on future efforts.
Use Case: MARKETING ATTRIBUTION
Attribution is key to a strong marketing strategy. By linking mul-tiple email addresses to consumers’ phone numbers and phys-ical addresses, you can see clearly who responds to particular campaigns and accurately attribute conversions — regardless of whether they came via email, call, click or in-office visit.
You’ll learn answers to crucial questions:
• Which marketing channels and campaigns deliver the most bang for your buck — and which should you abandon?
• How should you adjust messages and mediums moving for-ward?
• How can you improve targeting and retargeting?
312-555-1234
312-555-4321
422 N Main St.
Chicago, IL
eBook | The Reported Death of Email Has Been Greatly Exaggerated 7
eBook | The Reported Death of Email Has Been Greatly Exaggerated 8
WHY RUF?
For decades, Ruf Strategic Solutions, an Infutor company, has been helping results-oriented marketers achieve their goals with market-ing analytics and segmentation solutions that improve consumer en-gagement, drive conversions and maximize marketing ROI.
Ruf and Infutor create a comprehensive solution, integrating founda-tional consumer identity and attribute data with a powerful analytics platform to give brands a complete suite of identities, attributes and consumer intelligence in one place. The firms’ combined expertise and passion for client success continues to empower brands with essential, actionable and measurable marketing intelligence.
(800) 829-8544ruf.com
1533 E Spruce Street, Olathe, KS 66061
![[Scott Munger] Bible, Babel and Babble the Founda(Bokos-Z1)](https://img.dokumen.tips/doc/110x75/577cb1901a28aba7118bc070/scott-munger-bible-babel-and-babble-the-foundabokos-z1.jpg)
![[Henri Lefebvre] Critique of Everyday Life Founda(BookFi.org)](https://img.dokumen.tips/doc/110x75/577c84161a28abe054b76bcb/henri-lefebvre-critique-of-everyday-life-foundabookfiorg.jpg)
