Marriott Bonvoy’s annual Year in Review campaign aimed to form a connection with its members as people looked back on the year that was ending and looked forward to the year to come. Members who traveled within the past year and accrued points for future stays received this one-time email. The goal was to generate engagement across the board while conveying the message of the power of travel. To do this, Data Axle created geo-targeted hero images and secondary polaroid-style imagery with a rollover effect that brought the content to life in a clever and eye-catching way to draw members in and create a lasting impression.
This campaign leveraged personalize data including the following 10 dynamic elements:
1. Member level
2. Partner credit card type
3. Status achievement recognition
4. Points balance
5. Points earned this year
6. Total nights stayed this year
7. Total hotel brands tried this year
8. Total places visited this year
9. More ways to earn points segmented by luxury and non-luxury audiences
10. App download vs. benefits segmented by whether someone has the app
The campaign was a huge success with above average engagement and lower unsubscribe rates resulting in a clickthrough rate of 77%. The campaign was not meant to drive bookings, but the strong level of audience engagement resulted in 16% higher booking rate compared to the overall email average for the month creating additional revenue that was above expectations. This effort successfully capped off the year and instilled an even deeper desire to travel in 2023.
