Partnerships and Email

Another awesome presentation at the Email Summit this morning was, Jason Steele from Liberty Travel. His presentation was titled: Email and Complex Partnership Marketing Campaigns. What Liberty Travel did was they brought on partners to run a co-reg program and ran triggered emails to deliver highly relevant emails to their combined target audience.

What Jason and his company decided to focus on was a popular vacation event and something that required a travel agent. They teamed up with two wedding themed companies, David's Bridal and TheKnot.com. The benefits they received from this partnership were, targeting a younger demographic with an opportunity to develop life-long customers. They drove qualified, online leads to honeymoon specialists to close sales offline and grew their house email list.

The basis of the campaign was to campaign around the wedding date collected by the partner contacts and based an automated email campaign that ran monthly for 1 year.

The campaign made sure to match the partner site that it came from and included a welcome message, a budget planning message, destinations for weddings, top 10 destinations (best performing), book early, importance of an agent etc.

The fully automated process required no additional head-count which also produced two times the average profit per sale vs other programs and channels.

We learned a lot from Jason and are so glad he presented this at the MarketingSherpa Summit!!