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.
Professional Email Tools
What is Expedia doing differently? There are several answers to that question. For starters, they are using Phone2Action’s Advocacy Email Tool, which is built purposefully for public affairs professionals.
“Our success was possible because Capitol Canary’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,” said Noah Stewart, government and corporate affairs specialist at Expedia. “Since we can move so quickly, we are able to be a lot more impactful in delivering timely information to our partners, which empowers them to take action.”
Stewart added that, “Capitol Canary delivers a lot of metrics that allow us to tailor our messaging over time and segment. We can target our advocates in different ways in order to be more effective.”
Targeted and Timely
Much of Expedia’s advocacy surrounds its short-term rental business, which is regulated by state and local government. That means bills move fast, and Expedia does too. “We are sending very timely, targeted local content to our advocates,” Stewart said.
The company also segments its list in different ways. For example, Expedia identifies Super Advocates, people who have taken action on all its requests, and then targets them with more advanced campaigns. In Arizona, where the company was facing bills that would regulate rentals, the results were dramatic.
In an email to all their state advocates, Expedia saw an open rate of 62 percent, a click rate of 10.5 percent and a conversion rate of almost 5 percent. An email to Super Advocates had an open rate of 76 percent, a click rate of nearly 48 percent and a conversion rate of almost 32 percent.
Super Advocates were willing to take all kinds of more advanced actions. For example, more than 100 showed up to rally at Arizona’s state capitol building.
“It was impactful for us to have these super advocates that we could reach out to and ask to show up to hearings at the capitol, meet with their elected officials and [conduct] thought leadership exercises, like writing an op-ed,” Stewart said. “These bills were both amended heavily, so we had success in this campaign.”
To learn more about Capitol Canary’s Advocacy Email Tool, contact one of our email specialists.
of their Super Advocates opened their email campaign
Click reate for emails sent to their Super Advocates
Conversion rate for emails sent to their Super Advocates
Our success was possible because Capitol Canary’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