The Key to Effective Cross-Channel Marketing: the Email Preference Center

Speakers: Daniel Smith, SVP Marketing, ClickSquared, Michael Thompson, Chief Deliverability Officer, ClickSquared and Jonathan Gray, General Manager, HomeAway

With the emergence of new technologies that allow people to be connected almost anywhere, and the reduced effectiveness of traditional direct marketing channels, marketers are continually looking for more effective ways to directly speak to their customers – whether it’s direct mail, email, social media, SMS or all of them in some combination. Increasingly, travel and hospitality marketers are employing cross-channel orchestration strategies to reach prospective customers with more relevant, personalized messages. But how do you know who to send which message to when and through which channel? Hear Dan Smith, SVP, Marketing, and Michael Thompson, Director Client Services, ClickSquared and learn more about cross-channel strategies and how to create a dialogue with your customer. You'll learn how to:

• Leverage your existing data for a complete view of your guests behavior and preferences
• Create an email preference center that will enhance and supplement existing data
• Increase guest engagement and ultimately, results, with more relevant, timely and personalized marketing programs based on individual guest profiles
• Orchestrate effective cross-channel marketing communications programs

You’ll also hear from Jonathan Gray, General Manager at HomeAway, who will walk you through how they’ve been able to increase customer engagement and results using the principles above.

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