Accelerating Turkish Airline’ Email Marketing

Programmes

20th September, 2009

© Experian CheetahMail 2007. All rights reserved. Experian and the marks used herein are service marks or registered trademarks of Experian CheetahMail.
Other product and company names mentioned herein may be the trademarks of their respective owners. No part of this copyrighted work may be reproduced, modified,
or distributed in any form or manner without the prior written permission of Experian CheetahMail.
Confidential and proprietary.
Agenda

 Sharing our success with Turkish Airline

 CheetahMail overview
 Choosing your partnership model
 Developing a results driven strategy
 Implementation and integration
 Questions and answers

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Some of our success
Re – mailing: How does it work

The opportunity

• 17% opened
• 83% have not!
• 4% clicked but
not booked yet!

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Tackling the 83%

 Change the subject line from

“Break Away with KLM !”
To
“There is still time to Break Away with KLM!”

Re-mail 1

• resend to the 83%

• Open rate 7%-9%
• Click rate 2%-3%

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Tackling the 4%

Re-mail 2
• Resend to the 4%
• Open rate 50+%
• Click rate 20+%

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Agenda

 Sharing our success with Turkish Airline

 CheetahMail overview
 Choosing your partnership model
 Developing a results driven strategy
 Implementation and integration
 Questions and answers

© Experian CheetahMail 2007. All rights reserved.

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CheetahMail Overview

The broadest and deepest experience in the industry

Founded: 1998

Offices: New York, San Francisco,

London, Paris, The Hague, Barcelona,
Melbourne*

Email Delivery: 80 countries, 22

languages

Size: 580 Employees Worldwide Partner with our clients to

help them build loyal
Annual Email Volume: 60 Billion customer relationships,
Parent Company: Experian, a £2 billion leveraging our innovative
information solutions provider listed on technology, strategic insight,
the London Stock Exchange and exceptional people.

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4 key components that will make Turkish Airline
successful
Deliverability
98% deliverability – 40 strong Privacy &
Compliance team Strategise

Platform & Application

The industry’s most robust application for
creating, managing and analysing email
marketing campaigns – 99% up time Measure Analyse

Data Management
Over 11years data management
experience, integrating with CRM and
Web analytics applications

Services Execute Plan

The industry’s largest and most
experienced team providing a full suite of
services

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CheetahMail Overview

The top choice for large brands

Travel

Catalog

eCommerce & Retail

Financial

Media & Entertainment

Technology & Telecom

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CheetahMail Overview

Consistently selected for our global capability

76 countries
14 languages
200 campaigns/month

17 countries
12 languages
40 campaigns/month
50+ countries
20+ languages
12 countries
100+ campaigns/month
9 languages
70 campaigns/month
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Agenda

 Sharing our success with Turkish Airline

 CheetahMail overview
 Choosing your partnership model
 Developing a results driven strategy
 Implementation and integration
 Questions and answers

© Experian CheetahMail 2007. All rights reserved.

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Account management capabilities

"Client service team of

over 50, based in UK plus
80 across EMEA"

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You choose the service model
Full-Service
CheetahMail is your outsourced email marketing
team.
•Email marketing strategy
•Digital analytics consulting
•Campaign segmentation
•Campaign business rules
All CheetahMail Clients receive the
following, regardless of service
model:
•Creative
•Campaign execution
•Campaign quality control • 24/7 technical support
•Campaign measurement
• Business Reviews
• Email Deliverability Management
• ISP Management & Support
• Application Training
• Benchmark Reports
• Webinars
• Best Practices White Papers
• Monthly Newsletters
• Annual Client Summit
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Our partnership with Turkish Airline

Turkish Airline’ client team

Turkish Airline Client Services Team

Executive Sponsor
Client Partner
Client Relationship Manager
Account Executive

CheetahMail Resources (as required)

Marketing Digital Analytics Campaign Creative Design Implementation
Strategy Consulting Management Consulting Services
Marketing Analytics Campaign Creative Integration
Consultants Consultants Managers Directors Specialists
Campaign Creative Technical
Executives Designers Consultants

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Agenda

 Sharing our success with Turkish Airline

 CheetahMail overview
 Choosing your partnership model
 Developing a results driven strategy
 Implementation and integration
 Questions and answers

© Experian CheetahMail 2007. All rights reserved.

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Developing your strategy

Accelerating email marketing

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Developing your strategy

Developing your communications framework

Subscription
Subscription

Welcome programme

Relevant Marketing communications

Data capture Lapsed

campaign subscriber
programme
Loyalty

Abandoned booking Booking Booking Pre travel Post travel

re-engagement emails confirmation / e-ticket services survey

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Developing your strategy

Subscription: growing your data sets

Process Objectives:
• Optimise data collection process to increase
subscriber base across each region

Suggestions:
• User involvement should be less
than one minute
• Identify key placement points within
the website
• Subscribe CTA should be above the
fold

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Developing your strategy

Welcome programme = increased conversions

Campaign Objectives:
 Increase conversions, customer lifetime
value and the user experience

Campaign Benefits:
 Increases conversion rates by more
than 10%
 Brand affinity and customer loyalty
 Increased lifetime value of subscribers
 Shortened cycle to first booking
 Increased conversion rate
 Suggestions:
 Educate and set expectations
 Demonstrate your appreciation

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Developing your strategy

Driving relevance in your marketing communications

Campaign Objective:
Deliver relevant content based on customer
lifecycle, click stream or interest category.

Campaign Benefits:
 Click stream targeting = more than 3.5 times
the conversion rate
 Lifecycle targeting = more than 2 times the
conversion rate
 Category targeting = more than 1.5 times the
conversion rate

Suggestions:

 Leverage dynamic content to drive language,

departure airport, preferred destinations
 Use email click data and web analytics click
stream behavior to segment
 Identify key lifecycle stages and messaging
required

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Developing your strategy

Data strategy: knowing you subscribers’ needs

Campaign Objective:
Gather additional data from your subscribers
to drive more relevant communications

Campaign Benefits:
 Allow subscribers to update and change
their profile
 Add to data collected at point of
subscription
 Better data drives more relevance

Suggestion:
 Include an option to update profile in all
communications
 Run specific data capture campaigns
 Explore and test best mechanisms e.g.
data capture within email

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Developing your strategy

Lapsed programme: keeping your subscribers engaged

Campaign Objective:

Re-engage non performers

Campaign Benefits:

 17% lift in total open rate

 4% lift in total click rate

 1% lift in transaction rate

 Gather data to drive the relevant content to

inactive groups

Suggestions:
 Classify the level of inactivity and develop a
tiered reactivation programme

 Make this an ongoing programme to

optimise you subscriber performance

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Developing your strategy

Maximise your opportunities

Subscription

Welcome programme

Relevant Marketing communications

Data capture Lapsed

campaign subscriber
programme
Loyalty

Abandoned booking Booking Booking Pre travel Post travel

re-engagement emails confirmation / e-ticket services survey

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Why should we consider this

10,000 abandoned bookings x €300 AOV x 1.2% conversion rate

= €36,000

Abandoned
The Booking

Clicked But Did Not Book

Opened But Did Not Click

Did Not Open

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What did Remarketing mean to Barclays

7% conversion rate.

 No quote - reminder email sent to a

prospect when they fail to complete the
quote process.

 Quote no sale - email deployed 24 hours

following the prospect having had a quote
from the website.

 Quote no sale later - email deployed 48

hours following the prospect having had a
quote from the website.

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 Why do people abandon the booking process

Other reasons

Checkout process was too

12% complicated
15% Purchased offline instead

18% Didn’t want to wait for the

product
19%
1 Used the shopping cart for
41% research
Total cost of purchase was
48% more than expected
57% Didn’t want to pay shipping
costs

0% 10% 20% 30% 40% 50% 60%

Source: Forrester Research 2005

Base: North American Web buyers who have abandoned a shopping cart (multiple reasons accepted)

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Developing your strategy

Maximising the booking

Campaign Objective:

Maximise revenue opportunities, cross sell

and add service value for customers

Campaign Benefits:
 Messages 17% more likely to be opened
 Subscribers are 20% more likely to click
through

 Messages become a resource, are saved

and read multiple times

Campaign Suggestions:

 Destination guides
 Cross sell complimentary services
 Survey and obtain valuable information

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Developing your strategy

How does Turkish Airline’ programme compare?

Subscription

Welcome programme

Relevant Marketing communications

Data capture Lapsed

campaign subscriber
programme
Loyalty

Abandoned booking Booking Booking Pre travel Post travel

re-engagement emails confirmation / e-ticket services survey

© Experian CheetahMail 2007. All rights reserved.

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Developing your strategy

Benchmarking and review

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Developing your strategy

Internal promotion of email marketing

The Challenge:
KLM need to be able to promote and communicate email
best practice, learnings and results to geographically
dispersed users.

The Solution:
A monthly internal email marketing newsletter to the user
base containing, user tips, top performing regions and
advice on testing, creative, segmentation etc.

The Results:
Created competition between regions which lead to
improved results. Shared learning allowed the
acceleration of regional user knowledge base and raised
the profile of email marketing within KLM.

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Agenda

 Sharing our success with Turkish Airline

 CheetahMail overview
 Choosing your partnership model
 Developing a results driven strategy
 Implementation and integration
 Questions and answers

© Experian CheetahMail 2007. All rights reserved.

Confidential and proprietary. 31
Implementation and integration

Integrating with Web Analytics

Revenue Per Email: 24x Higher

6x Higher 6x Higher 3x Higher
Transaction Rate Unique Click Rate Open Rate
The Challenge:
Sears wanted to send ReMarketing emails to their opt-in
subscribers using data captured by Omniture, their web
analytics partner.

The Solution:
CheetahMail integrated with Omniture to receive daily
feeds of web behaviour data, then applied business rules
to determine who receives which mailings and how
frequently to send them.

The Results:
ReMarketing messages significantly outperformed
standard promotional messages, including a 24x
increase in Revenue Per Email.

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Implementation and integration

Accelerating email marketing

1-to-1
Relationship

Lifecycle Messaging

Customer Relationship
Group
Relationship

Welcome Programmes

Marketing
Mass
communications Relationship

Campaign Sophistication
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Agenda

 Sharing our success with Turkish Airline

 CheetahMail overview
 Choosing your partnership model
 Developing a results driven strategy
 Implementation and integration
 Demonstration
 Summary & Questions

© Experian CheetahMail 2007. All rights reserved.

Confidential and proprietary. 34
Agenda

 Sharing our success with Turkish Airline

 CheetahMail overview
 Choosing your partnership model
 Developing a results driven strategy
 Implementation and integration
 Summary & Questions

© Experian CheetahMail 2007. All rights reserved.

Confidential and proprietary. 35
Conclusions

CheetahMail has a strong match to Turkish Airline’

needs
 Global capability - delivering emails in 60+ countries and 22+ languages
each month
 A market leading platform, delivering 5bn+ emails per month
 Proven in the world’s leading travel brands
 Industry’s largest services team with significant relevant experience
 Comprehensive services capability covering
◆ Account management; Strategy; Analytics
◆ Campaign management; Creative; Implementation; Technical

 A strong desire and commitment to expand on our work in the

Middle East and build on our successful relationships within the
Travel sector

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Confidential and proprietary. 36