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Data is not just for geeks

                     February 2013

                      Mark Hodson
2010:    98% of 101 Holidays traffic
        was from desktop computers
2013:   Desktop now accounts for
               only 58% of traffic
A year ago: 48% iPad; 34% iPhone;
                 and other devices
Today: 54% iPad; 29% iPhone;
             and other devices
How does your site look on the iPad?
… and on a phone
Mark Hodson 101 Holidays Members Forum 2013
Content marketing

 is the new SEO?
Client:

“What is the minimum number of words
      I need on a page for SEO?”

                   Me:

“Whatever it takes to provide a definitive
    resource for your customers.”
Our most viewed page last year
This page is 2,989 words
364 Facebook Likes
Average time on page: 2 mins 50 secs
25 other sites link to this page
… including Guardian.co.uk
Invest in quality editorial


Good ideas, well executed
Mark Hodson 101 Holidays Members Forum 2013
Search traffic for holiday deals over past 3 years
Search traffic for camping over past 3 years
Search traffic for Africa safaris over past 3 years
Email marketing
This generates a LOT of useful data
Some findings

• Travel industry average opening rate is 16.9%.
  Ours is 35%

• Optimal time to send email is Thursday afternoon
How often should you email?

More frequent emails > More unsubscribes

> More qualified audience
Newsletter subject lines

Most opened:
Check out these holiday deals!
Newsletter subject lines

Most opened:
Check out these holiday deals!

Least opened:
Great holiday deals for you
Obama 2012 election campaign

Most of the $690 million raised was from email marketing


Most profitable subject line was…
Hey
Most-clicked newsletter deals
Most-clicked newsletter deals

• Winter sun or Mediterranean
Most-clicked newsletter deals

• Winter sun or Mediterranean

• 4-star or better
Most-clicked newsletter deals

• Winter sun or Mediterranean

• 4-star or better

• Flight-inclusive
Most-clicked newsletter deals

• Winter sun or Mediterranean

• 4-star or better

• Flight-inclusive

• High % price reduction
Most-clicked newsletter deals

• Winter sun or Mediterranean

• 4-star or better

• Flight-inclusive

• High % price reduction

• Also … early booking deals for summer
Data is not just for geeks…
Thank you for listening


 mark@101holidays.co.uk
  Twitter: @101holidays

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Mark Hodson 101 Holidays Members Forum 2013