Mobile Optimization: How the Ritz-Carlton Destination Club increased its mobile email traffic 243%

With MarketingSherpa Email Summit 2013 just around the corner, I wanted to touch on a strategy that, for the most part, is uncharted by marketers – mobile email marketing. According to the MarketingSherpa 2013 Mobile Marketing Benchmark Report, only 11% of marketers are using mobile email marketing as a tactic.

Q: Which mobile marketing tactics does your organization currently use?

 

What can we learn?

So what can be learned from the pioneers currently active in the mobile space?

For starters, developing a mobile marketing program from scratch is going to produce some tough challenges marketers like Alex Corzo, Manager of Digital Communications and CRM, Marriot Vacations Worldwide – parent company of The Ritz-Carlton Destination Club – can attest to.

At last year’s Email Summit, Alex presented the four-step process his team used to develop and optimize a mobile pilot program on a shoestring budget.

According to Alex, the team encountered two key challenges:

  • Landing pages not optimized for mobile browsing
  • Limited resources

So, in today’s MarketingExperiments blog post, you can watch Alex’s session from Email Summit 2012. Our goal is to share a proven blueprint you can used to aid your own mobile email marketing efforts.

 


Related Resources:

Mobile Marketing: 59% did not perform any mobile testing or optimization

Mobile Marketing 101: 5 ideas to help you begin a conversation with your team

Mobile Marketing 101: Should you make the leap to a custom mobile site?

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