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  • Marriott - Yes Lifecycle Marketing Case Study

Marriott Rewards

Industry:
Key Solution Areas:
email marketing strategy

BACKGROUND:

Marriott International, Inc. has been a leader in the hospitality space for more than 80 years by listening to what customers want and staying attuned to their behavior. This has led to innovative developments, including some full-blown transformations, at Marriott’s more than 4,100 properties spanning nearly 79 countries and territories across the globe.

REFLECTION: An Important Component of Marketing Planning

Yes Lifecycle Marketing has partnered with Marriott Rewards®, Marriott’s loyalty program, to ensure that innovation continues in their email marketing initiatives. In early summer 2014, as part of the Yesmail Strategy team’s Q4 planning, they conducted a historical analysis of Marriott Rewards’ email program performance from Q4 in both 2013 and 2012 and identified content and communication opportunities in the marketing plan for that upcoming quarter.

SOLUTIONS & RESULTS:

In December 2014, Marriott Rewards:

  • Generated 86.1% more revenue than December 2012 and 2013
  • Increased click-to-open rate 20% year-over-year
  • Improved conversion rate by 9.7% year-over-year
  • Final email in Year in Review program tripled the December average of revenue per message delivered

Year In Review campaign, which ran in December, was a contributing factor to the success in Q4 2014 which:

  • Was the most successful fourth quarter in the past 3 years
  • Achieved the third-highestemail-influenced revenue of any quarter
  • Reached a 30.9% boost inbookings and 38.8% jump in revenue

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