EMAIL MARKETING THINGS TO STOP RIGHT NOW

THINGS TO KEEP DOING

The industry’s most trusted experts in the travel industry

NORTHSTAR Travel Group is the leading information and marketing solutions company serving all segments of the travel industry including leisure/retail, corporate/business travel, meetings and incentives, as well as travel technology.

ABOUT NORTHSTAR TRAVEL GROUP

STOP SENDING ME

EMAILS

Is your audience one dimensional?

How do we keep up with technology?

Are you still

collecting data that

you don’t need?

What does your

future team look like?

You can come out now.

They promised to only send

relevant emails

COMMUNICATIONS BASED ON USER DATA USER

<$250K

$250K-$499K

$500K-$999K

$1M- $2.9M

$3M- $4.9M

$5M- $9.9M

$20M+

ANNUAL BUSINESS BY AUDIENCE IN NORTHSTAR’S DATABASE

OUR DATA-FIRST APPROACH

With Northstar, we leverage data as a starting point for every campaign. We offer:

● Segmentation based on booked business, geography, specific interest areas, type of agent, consortia, and more

● Thoughtful personalization across products ● Lead generation levers and database growth drivers ● Retargeting across Northstar properties and social media

EXPLOIT DATA VISUALIZATION

Utilizing our powerful database

platform, take a deep dive into meeting

planners who show an interest in

Hawaii meeting

35k+ unique audience

members interested in

Hawaii Meetings

WHITE PAPER REQUESTS

PRINT SUBSCRIBERS

ENEWSLETTER SUBSCRIBERS

SOCIAL MEDIA

FACE TO FACE EVENTS

WEBINAR REGISTRANTS

EMAIL OPENS AND CLICKS

EDUCATION SITE VIEWS

CONTENT TAXONOMY

NAME: JANE T. AGENT COMPANY: PARADISE TRAVEL TITLE: SENIOR AGENT EMAIL: J.AGENT@PARADISETRAVEL.COM GUIDEBOOK: VISIT MEXICO, VISIT HAWAII ADDRESS: 124 MAIN STREET SALES VOLUME: $3MM-4.9MM EPRODUCTS: CARIBBEAN ENEWSLETTER TOP CONTENT CLICKS: CANCUN, LOS CABOS, MAYAN RUINS ENGAGEMENT: 8 OPENS, 5 CLICKS, 13 ARTICLE READS TRAINING LEVEL: 2 LEAD SCORE: 98

OUR DATA APPROACH Processing millions of buying signals of potential

customers to predict and influence activity.

NORTHSTAR AUDIENCE INSIGHTS TARGETED AND TACTICAL: A FORMULA FOR LEVERAGING USER DATA FOR CONTINUAL SUCCESS

Building a sound infrastructure. It’s the

combination of technology and

platforms that are critical because

there isn’t 1 tool that solves every need

elegantly.

PLAN HOW TO USE DATA AHEAD OF TIME “Targeted distribution; great engagement; upsell with social media”

Multi-step email program using highly targeted audience ● Email #1 - Custom selected audience

● Email #2 - Engaged audience of opens

not clicked from Email #1

● Email #3 - Engaged audience on #1 &

#2 emails

● Email #4 - Non-openers of Email #1

● Email #5 - All engaged audience from

Email #4

Subject line & body content changed to target users

“Amazing results” 25% lift in open rate

200% lift on click rate

“Use templates to scale

& increase productivity”

INTEGRATED PROGRAM The elements of the program create an ecosystem that builds on its own momentum: Building a groundswell of interest among high-value audiences and changing the way they think about products & brands.

ONLINE EDUCATION PROGRAM

LIVE EVENTS

INTEGRATION WITH INDUSTRY

EVENTS

EMAIL/SOCIAL PROMO +

RETARGETING

ONGOING LEAD

CAPTURE

PRINT ADVERTISING

THOUGHT LEADERSHIP

PIECES

CUSTOM ENEWSLETTER

MULTI-TIERED SOLUTIONS REQUIRE SPECIAL SKILLS

RECAP

#1

#2 #3 #4 #5 Strong technology with a consolidated audience database Expand on useful data fields Expand the toolset ● marketing

automation ● martech stack ● business

intelligence

Plan ahead of time on how the data will be used Build products off of data Build services off of your team's expertise

Communications based on data

Start with simple programs Tweak the program along the way to improve results Then scale by adding more complex, integrated packages Use templates and be the expert

Evaluate the team What new skills are need Who can you repurpose What does the department look like in 2 years

THANK YOU!

ROBERTA MULLER SVP. Product Development Northstar Travel Group RMULLER@NTMLLC.COM