1

hsmai.org 1

If you need technical assistance with the webcast, contact us at

hsmai@commpartners.comand 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.

hsmai.org 2

““Developing Effective Developing Effective ee--Mail Marketing CampaignsMail Marketing Campaigns””

Thursday, February 28th , 2008

by

Hospitality Sales and MarketingAssociation International (HSMAI)

2

hsmai.org 3

Overview of Format and TopicOverview of Format and Topic

� ModeratorBarb Taylor Carpender, CMM, CHSC Managing Director, HSMAI University

hsmai.org 4

HSMAI University Alliance PartnerHSMAI University Alliance Partner

3

hsmai.org 5

POLL QUESTION #1POLL QUESTION #1How many people are participating in

this webinar at your location today?

� 1

� 2

� 3

� 4

� 5

� 6

� 7

� 8 or more

hsmai.org 6

TodayToday’’s Speakers Speaker

� Gordon Liametz

Revenue Performance

www.RevenuePerformance.com

4

hsmai.org 7

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

hsmai.org 8

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

5

hsmai.org 9

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?

hsmai.org 10

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

6

hsmai.org 11

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.

hsmai.org 12

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

7

hsmai.org 13

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

hsmai.org 14

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

8

hsmai.org 15

Welcome MessageWelcome Message

� Highest Open Rate

� Option to Opt Out

� Informational Tool for Recipients

� Preferences for your List

� Experiment with the creative

hsmai.org 16

9

hsmai.org 17

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

hsmai.org 18

Timing of Your eTiming of Your e--Mail CampaignMail Campaign

� Tuesday through Thursday

� 10am to 2pm

� Varies depending on your audience

10

hsmai.org 19

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

hsmai.org 20

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

11

hsmai.org 21

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

hsmai.org 22

Subject Line:Subject Line: $159 Spring into Summer Rate $159 Spring into Summer Rate available through Septemberavailable through September

12

hsmai.org 23

Subject Line:Subject Line: Presidents' Day Special from Presidents' Day Special from CoCoCoCo KeyKey

hsmai.org 24

Subject Line:Subject Line: 55thth Night FreeNight Free

13

hsmai.org 25

Subject Line:Subject Line: Edgewater Resort & Edgewater Resort & WaterparkWaterparkSaleSale

hsmai.org 26

POLL QUESTION #2POLL QUESTION #2Do you currently have a landing page for your e-mail campaigns?

� Yes

� No

14

hsmai.org 27

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%

hsmai.org 28

15

hsmai.org 29

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

hsmai.org 30

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.

16

hsmai.org 31

Types of CampaignsTypes of Campaigns

� Coupons

� Invitations

� Newsletters

� Promotions

� Renovations

� Holiday greetings

� Seasonal or holiday promotions

hsmai.org 32

Test, Test, TestTest, Test, Test

�Offer

�Subject Line

�From Line

�Message Copy

�Layout

�Message Length

�Frequency

17

hsmai.org 33

Critical Email Campaign ElementsCritical Email Campaign Elements

� From Line

� Subject Line

� Content

� Images

� Call-to-Action

� Reporting

hsmai.org 34

� 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

18

hsmai.org 35

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

hsmai.org 36

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

19

hsmai.org 37

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

hsmai.org 38

Call to ActionCall to Action

�Use more than one

�Link appropriately

�Make them Clear and Easy

�Offer an incentive or reward for action

20

hsmai.org 39

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

hsmai.org 40

Return on InvestmentReturn on Investment

�Sent

�Bounced

�Opened

�Click-through (CTR)

�New subscribers

�Opt-outs

�Google Analytics

21

hsmai.org 41

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

hsmai.org 42

Survey Your DatabaseSurvey Your Database

22

hsmai.org 43

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

hsmai.org 44

Questions?Questions?

� Gordon Liametz

Revenue Performance

www.RevenuePerformance.com

23

hsmai.org 45

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