The Web Marketing Association is proud to present this 2024 Internet Advertising Competition Award for
Outstanding Achievement in Internet Advertising.
DATA AXLE AND MARRIOTT INTERNATIONAL
MARRIOTT BONVOY DELIVERS INNOVATIVE, HYPER-PERSONALIZED EMAILS TO MEMBERS WORLDWIDE
Best Travel Email Message Campaign
Marriott Bonvoy’s monthly account update is a highly personalized email campaign delivered in seven languages to members worldwide. The goal of the campaign is to provide members with the latest offers, member benefits, and personal account information in an enticing and visually appealing package that is meant to inspire future bookings. Incorporating thoughtful and innovative design choices along with content delivered like one telling a story, this campaign showcased beautiful Marriott properties from around the globe with image carousels throughout that of top hotel destinations. We also included a hero test to determine which always-on offer was more appealing to members, as well as a personalized member account box, targeted packages, travel inspiration, and an interactive quiz. The interactive quiz allowed us to acquire first-party data that could then be used for future campaign efforts that would further personalize content for each unique member, catering to their interests, desired experience, and propensity for travel.
This email campaign was the second top performer for the year across financial metrics. The campaign generated 16% more revenue per delivered message than the core monthly account update 2023 email average. Engagement metrics were also strong when looking at the clickthrough rate and unsubscribe rate. The clickthrough rate increased by 35% in comparison to Q1, and the unsubscribe rate decreased by 18%, which was the lowest unsubscribe rate year to date.
Contributors:
| Director, Loyalty Program Marketing, Marriott International: | Leigh Strickland |
| Manager, Loyalty Program Marketing, Marriott International: | Yanique Mundy |
| Senior Account Manager, Data Axle: | Jessica Thai |
| VP of Strategy, Data Axle: | Erica Huntley |
| Director of Strategy, Data Axle: | Erin Gade |
| Manager of Strategy, Data Axle: | Evan Wiebe |
| VP of Content Marketing, Data Axle: | Jen Tabbal |
| Content Director, Data Axle: | Lauren Tivnan |
| Kelly McMahon, Associate Creative Director, Data Axle: | Christina Chang, Art Director, Data Axle |
| VP of Client Solutions, Data Axle: | Diana Strandberg |
DATA AXLE
Location: United States