My work being featured on Really Good Emails here.
01. Background
In 2019, I joined Booking.com’s Marketing Messaging track, being responsible for building a user journey that aims at leveraging quality conversions through emails, and landing experience.
Together with a diversified team consisting of email designers, developers, product managers, and marketing specialists, we went through a process of data analysis, experimenting, user researching, and brainstorming exercises to define a completely new Email Conversion journey for Booking.com.
Booking.com is a dinosaur in the travel industry and its emails, although having plenty of rooms for improvement, have been optimized throughout thousands of A-B experiments. Therefore, it was not easy to implement a completely new user journey into a complex system that had been up and running for years. We had to install one by one part of the journey, one by one piece of a content element throughout constant A-B testing in order to gradually replace the old emails with new ones.
02. Emails
Along the way, we made constant changes to adapt to the changing situation and unexpected testing results (not all great ideas work, sadly). Below are some contributions from me to the never-ending mission.
1. Thematic Inspirations Patchwork Email Series
A series of thematic emails that present different travel experiences Booking.com has to offer to users in a “mood board” way. This email was built as a dynamic template that has content tailored to different travel regions through different travel moments of the year. It has been a huge success in terms of engagement and is being utilised in several campaigns.
2. Genius Status Update Email
An email updating users about their travel progress, their current Genius level, and their benefits package that will be triggered when users reach a certain amount of bookings or become inactive for certain days.
3. Incentive Reminder Hero Banner on Tuesday Newsletter
A hero banner, shown on our newsletter emails, that reminds users of their available unique incentive coupon code to redeem on top of other deals.
In terms of metrics, the campaign was a success:
- As Booked Room Nights For email marketing increased by 12.68% ±9.66% (Good)
- Incentive Bookings increased by 24.27% ±6.43% (Great)
- Subscriber Re-engage increased by 0.83% ±0.76% (Good)
- Email Open Bottom increased by 0.38% ±0.18% (Great)
- Booking All increased by 4.29% ±3.33% (Good)
03. My Responsibilities
As a designer in an email marketing team, I had the flexibility to work on different stages of the product’s life cycle and get involved with it till the end of its experiment. My range of tasks include:
- Proposing new ideas to improve the current full-on emails and execute them.
- Providing creative strategies to new email products.
- Designing a complete user flow of one email product including 4 stages: Delivery, Receiving, Opening, and Landing.
- Conducting user research, market research, and metrics analysis of the products
- Designing, coding, testing, and launching email experiments.
- Participating in upgrading and developing the track’s email sending system.
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