Case Study -- Email Ads Served in Real Time Will Cut Through the Clutter
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La Quinta Inns & Suites successfully utilized email marketing to achieve significant audience reach and brand awareness without traditional email campaigns. The findings highlight email's unique audience delivery, highest average frequency, and its effectiveness in targeting desired demographics, particularly business travelers aged 25-64. Future strategies will focus on CRM retargeting to further enhance marketing outcomes.
Case Study -- Email Ads Served in Real Time Will Cut Through the Clutter
- 1. Branding and the Known Audience Finding Success in Email… Without Ever Sending One.
- 2. Amy Bartle Director, Media & Digital Marketing, La Quinta Inns & Suites Who am I?
- 3. Email.
- 4. What I’m Here to Talk About • Who is La Quinta? • Why Email? • The Surprising Results • What Made Email so Successful? • Future Strategy
- 6. Who is La Quinta?
- 7. Who is La Quinta?
- 8. Who is La Quinta?
- 9. Who Do We Want to Reach? • Travel Frequently • Repeat Visits • Price Agnostic
- 10. Who Do We Want to Reach?
- 11. Who Do We Want to Reach?
- 12. Who Do We Want to Reach? Age: 25-64
- 13. Who Do We Want to Reach? Age: 25-64HHI: 75K+
- 14. How Are We Going to Reach Them?
- 15. How Are We Going to Reach Them?
- 16. How Are We Going to Reach Them? Of course I reach Male Business Travelers ages 25-64 with an average HHI of 75K+! Everyone’s Mother
- 17. How Are We Going to Reach Them? We’re a Challenger Brand
- 18. How Are We Going to Reach Them? A B C D
- 19. Why Email?
- 20. Why Email? Ummmm…. Isn’t Email a DR Channel?
- 21. Why Email?
- 22. Why Email?
- 23. Why Email?
- 24. The Surprising Results 97.2%95.6%95.6% 92.0%91.9%91.9%91.9%91.9%91.6%89.7%89.6%89.5%89.4%88.2%86.6%86.5%85.5%84.7%83.3% 0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% 70.00% 80.00% 90.00% 100.00% Audience Delivery - Unique Reach Email had the greatest proprietary audience of any other publisher, yielding the most unique reach
- 25. The Surprising Results 3.84 3.30 2.90 2.82 2.59 2.46 2.11 2.11 2.11 2.11 2.04 2.03 1.95 1.78 1.75 1.48 1.37 1.37 1.37 0.00 0.50 1.00 1.50 2.00 2.50 3.00 3.50 4.00 4.50 Audience Delivery - Average Frequency Email was able to deliver the greatest frequency of any other publisher
- 26. The Surprising Results 80% 80% 75% 64% 62% 60% 59% 57% 53% 51% 51% 51% 50% 50% 49% 49% 46% 42% 41% 0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% 70.00% 80.00% 90.00% Audience Delivery - OCR On Target M25-64 The Email audience was 3rd most on target, just behind the publishers tied for 1st
- 27. The Surprising Results 7.53% 7.21% 4.68% 3.12% 2.60% 1.04% 0.08% -0.51% -1.00% 0.00% 1.00% 2.00% 3.00% 4.00% 5.00% 6.00% 7.00% 8.00% Network Network liveintent.com Network Network Conquesting TV Data / Pre- Roll Sports BRAND LIFT Email was able to increase brand awareness by 4.68%
- 28. The Surprising Results So Email was… #1 in unique audience #1 in highest average frequency #3 in % On Target #3 in Lift of Brand Awareness
- 29. What Made Email so Successful? Ummmm…. Isn’t Email a DR Channel?
- 30. What Made Email so Successful?
- 31. What Made Email so Successful? Email is a “Known Audience”
- 32. What Made Email so Successful? Email is a “Known Audience” BusinessTraveler@businesstraveler.com
- 33. What Made Email so Successful? Email is a “Known Audience”
- 34. What Made Email so Successful? 90% of Desired Audience
- 35. What Made Email so Successful? Email is Uncluttered
- 36. What Made Email so Successful? Email is Efficient
- 37. What Made Email so Successful? Email is Efficient
- 38. What Made Email so Successful? (Known Audience X Intent) – Wasted Spend = DR Success (Known Audience X Intent) – Wasted Spend = Branding Success
- 39. What Made Email so Successful?
- 45. The Future How Your Use It Reach Acquire DevelopRetain Inspire