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If you need technical assistance with the webcast, contact us at
[email protected] we will assist you immediately.
The The ““Developing Effective eDeveloping Effective e--Mail Mail Marketing CampaignsMarketing Campaigns””
webinar will begin shortly.webinar will begin shortly.
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““Developing Effective Developing Effective ee--Mail Marketing CampaignsMail Marketing Campaigns””
Thursday, February 28th , 2008
by
Hospitality Sales and MarketingAssociation International (HSMAI)
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Overview of Format and TopicOverview of Format and Topic
� ModeratorBarb Taylor Carpender, CMM, CHSC Managing Director, HSMAI University
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HSMAI University Alliance PartnerHSMAI University Alliance Partner
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POLL QUESTION #1POLL QUESTION #1How many people are participating in
this webinar at your location today?
� 1
� 2
� 3
� 4
� 5
� 6
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� 8 or more
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TodayToday’’s Speakers Speaker
� Gordon Liametz
Revenue Performance
www.RevenuePerformance.com
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Drive Action By Building RelationshipsDrive Action By Building Relationships
� The purpose of an outstanding e-mail campaigns is not to sell your hotel or destination
� The purpose is to establish a strong relationship
� The stronger the relationship the stronger their inclination to take action
� More Inclination = More Action
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ee--Mail StatsMail Stats
� 58% of online buyers discovered new products and promotions via email
� Nearly 40% of online buyers report that e-mail was important to their most recent online purchase
� 21% of online buyers receiving an e-mail offer for a product they intended to buy offline, decided to buy online
� 22% receiving an e-mail offer for a product they didn’t know about, decided to buy online
Source: eMarketer
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Before You Send an eBefore You Send an e--Mail, Ask Yourself:Mail, Ask Yourself:
� Do you have permission to e-mail this person?
� How did you learn of this person?
� Is your copy compelling?
� What action do you want this person to take?
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ee--Mail vs. Print Direct Mail Mail vs. Print Direct Mail
e-mailDirect mail
FasterResponse Time
CheaperCost Per Mailing
e-mailDirect mail
IncreasedResponse Rates
e-mailDirect mail
Sources: Forrester, DMA, Gartner Group
$1.25
.00 -.25 1 – 3 %
5 – 15 %
0 - 3 Days
3 – 6
Weeks
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Creating a Complex Sales StrategyCreating a Complex Sales StrategyPhases Definition of the Phase Email Strategy For the Phase
Suspects The entire universe of potential buyersfor your destination or hotel.
Get their attention so you can qualify potential customers.
Prospects Those suspects who have expressed an active interest in your destination or hotel.
Gain their interest so you can further qualify and identify the decision makers and influencers, ascertain their needs, and start to analyze your strengths, weaknesses, opportunities, and threats.
Leads Those prospects in which a decision maker is actively engaged in the buying decision for your destination or hotel.
Stimulate their desire so you can strengthen your past analysis and start understanding their negotiating style, needs, and key issues.
Buyers Those leads who are in negotiation with you and have made a commitment to buy in principle but have not yet made a decision on your destination or hotel.
Get them to take action so you can verify your past analysis, correct any missteps, and handle any surprises in the way of closing the sale.
Customers Those who have paid for your destination or hotel.
Ensure satisfaction so they truly become customers that you can upsell, cross-sell, and resell.
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Deliver ValueDeliver Value
� e-Mail should be relevant, timely, and beneficial
�“Value" can take the form of:�Newsletters, discounts, contests, last minute
availability, event reminders, invitations, prizes, memberships, bonuses, coupons/discounts, exclusive sales, etc
� Surveys - give free report or enter them in a drawing
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List ManagementList Management
� Where does your list live?
� How often are your sending e-mails?
� Double Opt-in Campaigns
� List Hygiene Service
� Where are your removals coming from?
� On average 20% - 25% of all e-mails will be removed each year
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What Are You Doing to Build Your What Are You Doing to Build Your Current eCurrent e--Mail Database?Mail Database?
� Capture e-mail Addresses on Website
� Capture e-Mail Addresses Upon Check-in
� Capture e-Mail Addresses for Reservations
� Rent Permission Based e-Mail Lists� Disney Online
� Consumer
� Travel Agent
� Travel Editors
�Meeting Planner
� Incentive Market
�Military and Government
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Welcome MessageWelcome Message
� Highest Open Rate
� Option to Opt Out
� Informational Tool for Recipients
� Preferences for your List
� Experiment with the creative
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Frequency of Your eFrequency of Your e--Mail CampaignMail Campaign
� Depends on expectations of target audience
� e-Mail newsletters tend to be monthly, bi-monthly or quarterly
� Monitor number/variety of to avoid burnout
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Timing of Your eTiming of Your e--Mail CampaignMail Campaign
� Tuesday through Thursday
� 10am to 2pm
� Varies depending on your audience
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Length of Your eLength of Your e--Mail CampaignMail Campaign
� In general, keep it short and sweet. Use links.
� Newsletter should be no more than two or three sections, with short paragraphs
� Promotional messages should be significantly shorter than a newsletter
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Offer Placement Depends on AudienceOffer Placement Depends on Audience
� It’s critically important for BtoB marketers to put the call-to-action above the fold
� Consumers, however, are more willing to scroll for an offer
6.0%
2.5%
5.6% 5.5%
0%
1%
2%
3%
4%
5%
6%
Clic
k ra
te
B2B B2C
Above FoldBelow Fold
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Using Creative to Deliver the Using Creative to Deliver the Highest ROIHighest ROI
� Subject Lines Best Way to Improve Response
� Personalization
� Relevant Content
� Segmentation
� e-Mail Change of Address
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Subject Line:Subject Line: $159 Spring into Summer Rate $159 Spring into Summer Rate available through Septemberavailable through September
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Subject Line:Subject Line: Presidents' Day Special from Presidents' Day Special from CoCoCoCo KeyKey
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Subject Line:Subject Line: 55thth Night FreeNight Free
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Subject Line:Subject Line: Edgewater Resort & Edgewater Resort & WaterparkWaterparkSaleSale
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POLL QUESTION #2POLL QUESTION #2Do you currently have a landing page for your e-mail campaigns?
� Yes
� No
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Marketers Who Marketers Who Consistently Consistently
Test and Tweak Test and Tweak their Landing their Landing Pages See an Pages See an
Average Lift of Average Lift of 40%40%
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What You Should Consider as a Result What You Should Consider as a Result of the Eye Tracking Studyof the Eye Tracking Study
�When people click on your e-mail, they don't always carefully figure out where the clickable link is. They just bang away at their mouse.
Some of the most popular “nonclickable” clicks are on images, including product hero shots, logos, and photos of people.
�If you have photos or images such as guest rooms or local attractions on the e-mail, those clicks should go to relevant pages on your website
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What You Should Consider as a Result What You Should Consider as a Result of the Eye Tracking Studyof the Eye Tracking Study
�Many of the click patterns are right-side and top-of-creative clicks. Consider adding extra hotlinks at the very top (aside from or perhaps in place of your “please whitelist us” copy) and at the right side of your copy.
�Hotlinks buried within text, especially in the middle of a paragraph, may not work as well. Move those to the edges of your copy--and consider making your headline clickable as well as your "read more" link.
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Types of CampaignsTypes of Campaigns
� Coupons
� Invitations
� Newsletters
� Promotions
� Renovations
� Holiday greetings
� Seasonal or holiday promotions
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Test, Test, TestTest, Test, Test
�Offer
�Subject Line
�From Line
�Message Copy
�Layout
�Message Length
�Frequency
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Critical Email Campaign ElementsCritical Email Campaign Elements
� From Line
� Subject Line
� Content
� Images
� Call-to-Action
� Reporting
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� List your hotel name after the @ symbol or the domain name
� Keep it short
� Be consistent
� Have an offer in the subject line
The The ““From:From:”” LineLine
60% of consumers say the "from" line most often determines whether they open an email or delete it.
Source: DoubleClick
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The Subject LineThe Subject Line
� Keep it short and simple
�You have 3 - 10 seconds or less
�30-40 characters including spaces (5-8 words)
� Incorporate a specific benefit
� Include your hotel brand and offer
� Capitalize and punctuate carefully
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ee--Mail CreativeMail Creative
� Silverpop’s “Email Creative That Works” Study� First survey of its kind quantifies email creative techniques
� Evaluated 612 messages from 430 companies; 147 BtoB and 465 BtoC
� Connect with recipients by including your brand or product name in the subject line
20%
32%
22%
29%
0%5%
10%15%20%
25%30%35%
Op
en r
ate
B2B B2C
No BrandingBranding
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ContentContent
� Know your target audience
� Be clear and concise – less is more
� Use appropriate graphics
� Use white space effectively
� Proofread, Proofread, Proofread
� Capitalize and punctuate carefully
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Call to ActionCall to Action
�Use more than one
�Link appropriately
�Make them Clear and Easy
�Offer an incentive or reward for action
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Be Careful Not to Use Be Careful Not to Use ……
� ALL CAPITAL LETTERS
� Excessive punctuation !!!, ???
� Excessive use of “click here”
� $$, and other symbols
� Misleading subject lines
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Return on InvestmentReturn on Investment
�Sent
�Bounced
�Opened
�Click-through (CTR)
�New subscribers
�Opt-outs
�Google Analytics
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Interpreting Your ResultsInterpreting Your Results
Low open rate =� Subject line
� Delivery day
� Delivery time
� List overuse, age or quality
Low click-through rate =� Call-to-action � Copy � Offer
High un-subscribe/opt-out rate =� Over-communication� Poor targeting
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Survey Your DatabaseSurvey Your Database
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SummarySummary
� Track response rates of each test by making call-to-action URLs & e-mail addresses unique for each test group
� Special attention should be given to the frequency� Don't allow recipient burnout, particularly with a regular
mailing such as an e-mail newsletter
� Utilize the strategies we discussed today based on your budget and e-mail goals
� Test and refine, test and refine
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Questions?Questions?
� Gordon Liametz
Revenue Performance
www.RevenuePerformance.com
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Upcoming HSMAI University ProgramsUpcoming HSMAI University Programs
Internet Marketing SeriesInternet Marketing SeriesGordon Liametz Gordon Liametz President,President, Revenue PerformanceRevenue Performance
Tuesday, March 11Tuesday, March 11thth
Marketing to Groups OnlineMarketing to Groups Online2:00 2:00 –– 3:00 p.m. EST3:00 p.m. EST
Being Green in HospitalityBeing Green in Hospitality--33--Part SeriesPart Series
Barry Giles Barry Giles -- ModeratorModeratorCEO, CEO, BuildingWiseBuildingWise LLCLLCUSGBC Senior Existing Buildings USGBC Senior Existing Buildings Faculty MemberFaculty Member
Vice Chairman, LEEDVice Chairman, LEED--Existing Existing Buildings Core CommitteeBuildings Core CommitteeTuesday, March 4Tuesday, March 4thth, Thursday, March 20, Thursday, March 20thth, ,
Thursday, April 3Thursday, April 3rdrd
2:00 2:00 –– 3:00 p.m. EST3:00 p.m. EST
Affordable Meetings: Affordable Meetings: MidMid--America America -- ChicagoChicagoApril 8April 8thth –– 1010thth, 2008, 2008
West Coast West Coast –– Long BeachLong BeachJune 11June 11thth –– 1212thth, 2008, 2008
National National -- DCDCSeptember 10September 10thth –– 1111thth, 2008, 2008
Peter Starks Simulation SeminarPeter Starks Simulation SeminarManaging Business ResultsManaging Business Results
March 3March 3rdrd –– 55thth & September 22& September 22ndnd –– 2424thth , 2008, 2008
Managing RevenueManaging Revenue
March 6March 6thth –– 77th th & September 25& September 25thth –– 2626thth, 2008, 2008
Lynn University Lynn University –– Boca Raton, FLBoca Raton, FL
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