New email marketing program
I modernised the email marketing strategy at Tourism NT to incorporate NBA principles and more automation.
Using smart data, smarter.
Tourism NT had a stagnant, automated, email strategy implemented that did not work hard enough to move consumers from awareness to consideration and ultimately conversion.
The design of the email was also flat and dated.
As part of the First Party Data Strategy, I pioneered a piece of work to refresh the email marketing program to:
Increase the number of qualified leads from email to booking partners, Y.O.Y by 20%,
Increase Customer Lifetime Value of travelers to the NT, Y.O.Y by 10%
Using Next Best Action (NBA) principles, I wanted to leverage first-party data (1PD) integrated with web behavior to create personalized customer journeys. Segmentation is based on engagement levels, travel intent, and booking history, allowing for targeted messaging that moves consumers from awareness to consideration and ultimately conversion.
The strategy is being executed through MailChimp, integrated with Optimizely CDP and OXP to unify 1PD with real-time web behavior. NBA-driven emails would be triggered based on user interactions, such as browsing specific destinations, engaging with content, or completing the AI Trip Planner. These automated emails deliver relevant travel guides, exclusive offers, and personalized itineraries to nudge users toward booking while maintaining post-trip engagement to increase retention and CLV.
The biggest challenge? Tourism NT does not own the booking experience, and booking data is infrequent and inconsistent. To overcome this, a proxy metric would be established after a six-month testing period from the go-live date to quantify the impact of NBA tactics and email as a channel. Propensity modeling is also being introduced to predict customer behavior and optimize email targeting, ensuring messages reach users with the highest likelihood of engagement and conversion. Key performance indicators include improving email marketing ROI, increasing qualified leads to partners, boosting brand engagement, and enhancing product knowledge depth.
As the strategy is in the process of implementation, results are still to be confirmed. The future goal to integrate more AI-driven segmentation and automation is expected to drive more meaningful interactions, higher conversion rates, and increased operational efficiencies over time.