With more than 160 million Marriott Bonvoy members, creating unique, engaging, interactive content is of the utmost importance. Members want messaging that reflects their unique choices, is personalized and offers them an insight into their membership status. To achieve this, Data Axle developed a highly-targeted and interactive email campaign to encourage new and existing Marriott Bonvoy members of all levels to actively book new stays and earn points.
The campaign targeted four distinct groups based on the current level of engagement with the brand. The groups were: 1. Newly joined Marriott Bonvoymembers with a recent stay 2. Inactive members with 0 stays since joining 3. Moderately active members with one stay since joining and 4. Highly engaged members with two or more stays to deepen their loyalty in the program.
Members were further segmented and customized by geographic regions, including: Europe, Middle East and Africa, as well as the Caribbean and Latin America.
Each email contained member-specific data including points balance, number of stays, presence of mobile app, online profile activity, etc. A poll was also included to capture zero-party data, asking members when they plan to take their next trip, to gauge their travel propensity.
The results demonstrated that this campaign successfully activated new members across all targeted segments. In fact, 65% of all resulting bookings and revenue came from the new inactive and inactive segments. Booking conversion rates for several segments were 15% to 86% higher than average.
