In today's environment, marketing departments are continuously asked to enhance the customer experience while improving ROI. Learn how Luxury Retreats—a leading international brand specializing in personalized villa vacations—accomplished just that in their first year with ExactTarget Marketing Cloud. Starting with the Professional platform and a rigorous overhaul of their Email program, find out how the Luxury Retreats team created a comprehensive customer journey with over 55 daily automated touch points—generating sales cycle efficiencies of a staggering 10,000 man-hours—all while staying lean. In this session, join Luxury Retreats’ email marketing innovators as they share lessons learned and answer the question, "What do we know now that we wished we had known when we started?"

1. Track: Customer Journey Showcase
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Getting More Juice from the Squeeze:
How Luxury Retreats is Rocking
Engagement and Efficiency
Caren Carrasco, CRM Manager
Benjamin Tuff, Senior Director, Digital Experience & CRM

2. Track: Customer Journey Showcase
• 2,300+ Villas in 70+ Destinations #CNX14
• Personally Inspected
• Full Concierge Service
• No Membership Fees

3. Track: Customer Journey Showcase
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What we know now that we
wish we’d known when we
started…

4. Track: Customer Journey Showcase
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And this is what we learned in creating a lean and comprehensive customer
journey…
1 2 3
Get more juice from
the squeeze
Never just rely on
your gut
Leverage your
organization’s talent

5. Track: Customer Journey Showcase
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Getting More Juice from the
Squeeze: Leverage Automation
Studio

6. Track: Customer Journey Showcase
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Leverage Automation Studio
• Map out your customer lifecycle
• What does it look like today
• What do you want it to look like
• Start building events by creating targeted audiences
• Find key milestones in your process to act as a starting point
• Ensure all key data is in ET
• Problem solving with filters & measures
• Connect the dots in Automation Studio
• Use Exact Target Support
• They’re great and their love can be bought!

7. Track: Customer Journey Showcase
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Leverage Automation Studio: Create your wall!

8. Track: Customer Journey Showcase
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Leverage Automation Studio: Gaps & Opportunities
With an automated campaign 7 days
after the request rate, those who
opened the email converted higher
than those who didn’t receive or open
the email.
Candid feedback from the campaign
allowed us to understand the gaps &
opportunities in our offline sales
process

9. Track: Customer Journey Showcase
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Never Just Rely on Your Gut:
Trust Your Audience

10. Track: Customer Journey Showcase
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Trust Your Audience
• A/B Test every campaign
• Make it fun and competitive
• User-friendly platform
• Not all emails need to be pretty
• Old school text e-mails vs. images
• Know how they’re interacting
• Mobile friendly is not mobile responsive
• Design for mobile then desktop

11. Track: Customer Journey Showcase
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Trust Your Audience: human personalization vs. machine
personalization
48% 55%

12. Track: Customer Journey Showcase
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Leverage Your Organization’s
Talent

13. Track: Customer Journey Showcase
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Leverage Your Organization’s Talent
• Start with yourself
• Be curious and be hungry
• Key contributors: Copywriter, UX Designer, Integrator
• Start with shared resources
• Involve the team early in the process
• Leverage templates
• Build your production process
• Agile methodology – Kanban board
• Checklists and cross-department sign-off

14. Track: Customer Journey Showcase
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Leverage Your Organization’s Talent: and your production
process!
Agent pic

15. Track: Customer Journey Showcase
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Getting More Juice
from the Squeeze:
Leverage Automation
Studio
Never Just Rely on
Your Gut: Trust Your
Audience
Leverage Your
Organization’s Talent
Refresh Your Memory
1 2 3

16. Track: Customer Journey Showcase
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Take the after-session survey!
Take the survey in
the Connections
2014 Mobile App
Join the
conversation!
Prizes!
$50
Starbuck
s
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Gift Card Session speaker info
@carencarrasco
@bentuff79

17. Track: Customer Journey Showcase
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Questions?

18. Track: Customer Journey Showcase
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CUSTOMER JOURNEY
SHOWCASE
MARKETING
THOUGHT LEADERS
EMAIL MARKETING PRODUCT STRATEGY
& ROADMAP
PERSONAL
TRANSFORMATION
& GROWTH
SOCIAL MARKETING MOBILE & WEB
MARKETING
DEVELOPERS HANDS-ON
TRAINING
INDUSTRY
TRENDSETTERS
CREATIVITY &
INNOVATION
SALESFORCE FOR
MARKETERS
ROUNDTABLES