Hilton

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Challenge

Hilton wanted to surprise, delight and thank their loyal Hilton Honors rewards program members by delivering a hyper-personalized email with real-time content that gave them more insight into their travel experiences. The problem? This was uncharted territory for Hilton, and they needed to figure out how to access their data and turn it into a compelling story.

Solution

Most of Hilton’s messages tend to be quick and straightforward - but not this one. Movable Ink provided Hilton with the advanced capability to pull in selected data fields, creating an easy way to personalize each email for each customer in real-time. Hilton ensured that there was enough room for the data, included data thresholds, and used fallback default messaging so that the story flowed even if the thresholds weren’t met.

Results

  • 70% lift in open rates
  • 37% lift in CTR
  • $84 per-click conversion rate
Seeing this level of engagement further fuels our push for more personalized messaging company-wide. This campaign saw outstanding performance, and it’s one we are all very proud of.

Deborah Megee, Director, CRM Program Design & Audience Management

Hilton

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