ESP: YES MARKETING
MARKETING AGENCY: YES MARKETING
SUBMITTED BY YES MARKETING
GOALS: Improve Relevance, Personalization
CHALLENGES: In an ongoing effort to improve
campaign optimization, Marriott and Yes Marketing incorporated the “Book. Explore. Earn” module into their emails. The module utilized AI technology to produce real-time optimized content to
show destinations that generate the highest response rates from subscribers using real-time machine learning to select the best four destinations
from a list of 22 potential locations to highlight in
emails to each subscriber.
RESULTS: The content module bases the decision
on AI-driven learning that factors in the subscrib-
er’s previous responses and considers not only click
activity but other factors such as geo-location. The
“Book. Explore. Earn” module can be incorporated
across multiple campaign types and the AI-driven
optimization has repeatedly generated a 25% lift
in click-to-open rates.
WHAT WE LIKED: The use of smart AI in populat-
ing the emails with real-time content and in doing
so, increasing engagement.
Best Use of AI