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The Right Tool for the Task: How Expedia Group's Advocacy Email Program Excels

Case Study

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THE RIGHT TOOL FOR THE TASK: HOW EXPEDIA GROUP'S ADVOCACY EMAIL PROGRAM EXCELS

Anyone looking for inspiration to improve email advocacy would be well-served to focus on Expedia Group. The global travel brand, which does business in more than 190 countries, operates well-known properties like Expedia.com, Hotels.com and Travelocity.com. It also has a strong presence in short-term rentals such as Vrbo and HomeAway.

Expedia’s email performance is equally impressive. The average advocacy email program has a 16 percent open rate, according to the M&R 2020 Benchmarks report. Expedia’s average is a whopping 52 percent— and it doesn’t end there. While the average click rate is 2.8 percent, Expedia’s average is more than twice that at 6.3 percent. The average conversion rate is 2 percent. Expedia’s conversion rate is 3.5 percent. And their numbers often go far higher.

Our success was possible because Phone2Action’s advocacy tools and emailer exist in the same ecosystem. This allowed us to move very quickly, because we were only focused on one program.”

Noah Stewart, Government & Corporate Affairs Specialist, Expedia

USING SEGMENTED LISTS, EXPEDIA IDENTIFIED “SUPER ADVOCATES” IN ARIZONA

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of their Super Advocates opened their email campaign
Emails sent to their Super Advocates had a click rate of nearly

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Emails sent to their Super Advocates had a conversion rate of nearly

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