Email Marketing Driving Direct Traffic Cheap Pam Streeter ))) Interstate Hotels & Resorts
How Do People Find You on the Internet Search Engines Links from Other Sites Email 87% 85% 45% & Growing! When asked 196 top online marketers where would they spend $100K that would guarantee maximum results... Email in-house list 45% Paid search ads 41% Behavioral targeting 41% Affiliates 35% Rich Media ads 34% SEO (organic) 29% Text-link ads 24% Pops 24% Email newsletter ads 13% Standard Web banners 12% Email rented list 12% *Spend over 40% of their marketing budget online ADTECH survey December 2004
Who Do You Email & What Do You Send Relationships past guests/partners who you have done business with in the past but are not currently doing business with now. Holiday Greetings Newsletters Invites to Special Events Transactional guests/partners who are currently scheduled to transact business or just completed business. Reservation Confirmation Pre-stay marketing message to upsell or engage in out of room spend opportunities such as spa, dining, golf, etc. Information relating to needs such as menus, av, group activities Post-stay thank-yous Guest satisfaction surveys
Who Do You Email & What Do You Send Commercial/Prospecting for Business (CAN-SPAM LAW) Anyone who has requested information but is not in a current transactional relationship with you Anyone in which you would like to have a new relationship Transient Oriented New Packages Need Date Special Rates Seasonal Offerings New Amenities must be attention getting Group Oriented Need Dates CMP Packages Social/Bridal Offerings Other Tour Packages Travel Agency Specials Tradeshow Booth Announcements
Ingredients for a Successful Campaign The Message - Who, What, Where, When, and How 1. Visually Pleasing 2. Short, Sweet & to the Point 3. Create Sense of Urgency Buy Now or Expiration Dates Reserve Your Preferred Dates Early Limited Time Only / Availability 4. Include a Call to Action Reserve Online Call or Email Complete an RFP 5. How to Purchase or Get More Information Phone Number Link to Reserve Online Link to Website Email Address 6. Fine Print
Ingredients for a Successful Campaign The FROM and SUBJECT Lines 7. Use a subject line that is honest and informative 8. Include hotel s name and valid email address in the FROM line From: Safety Harbor Resort & Spa <spa@safetyharborspa.com> Subject Full Day Spa Package Holiday Sale OR Line: Give the Gift of Relaxation this Holiday
Other Ingredients for Success The Look Should Match the Offer
Holiday & Seasonal Templates
F&B Promotional Templates
Not A Lawyer Key Thing about CAN-SPAM GET PERMISSION OR PUT ADV in Subject CAN-Spam Legislation requires all businesses to obtain permission prior to sending any type of solicitation email. Business Card / Enter Drawing Box Front Desk, Restaurant, and other Outlets Tradeshows, Client Events, etc. Clearly state Dropping your business card will enable you to receive Special Offers via email. on the box or form. 2. Get permission in writing from clients and prospects to send Special Offers and Promotions. Add verbiage to contracts, registration cards, and other forms 3. Send a permission verification message to confirm you have authorization to send marketing messages ** GROWING PERMISSION BASED LISTS MAY TAKE TIME **
Best Practices for Email Marketing 1. Continually grow in-house permission based lists 2. NEVER take email addresses from websites or directories such as Chamber, Association, or send special offers to people who have not given you the OK 3. DO NOT take or exchanging an email list with other businesses or hotels 4. Plan and schedule campaigns that are COMPELLING based on your need dates, events and promotions. Assign who is responsible for creation and approval of each campaign. Create well in advance 5. Only send to target groups that will find the offer useful NOT everyone in your database 6. Use SPAM Checker and make sure your message is clean Avoid overly promotional words and phrases, multiple exclamation points, all-capital letters, and other text often used by spammers. * 7. Always include Hotel Name and Phone Number in the Message * Five Steps to Successful Email Marketing by Chip House, 10/2004 DestinationCRM
Best Practices for Success cont d 6. Always send Test Messages internally to ensure the message is professional, clear, and will create the desired action 7. NEVER send a message via email that does not look good enough for a print ad or direct mail 8. Send message to all your staff to keep everyone informed 9. Subject lines should reflect what the message is about not just Doubletree Hotel or Take advantage now 10.Use Proper From Line and send message from Hotel Name < Your.Name@ihrco.com > not Your.Name@ihrco.com 11.Respond back immediately to people who call or email you upon receiving your message 12.Increase Tracking by including online link for Reservations (with promo code in link), info and RFP form. 13.Resend bounces & correct or purge bad email addresses
Two-Part Messages
Sample Request for Permission Verbiage On Forms and Contracts Email Address: As our valued customer, we will send you to periodic emails about rate discounts, special offers and news updates at <<HOTEL NAME>>. We respect your privacy and will not sell or loan your contact information to other parties. You may unsubscribe at the bottom of any email message. If you wish not to opt-in for email specials, please write do not market on the email address line or cross out this section. * 96% Say Email Privacy is important to them per study done by ReleMail Nov 2004 (emarketer.com Dec 17, 2004 http://www.emarketer.com/article.aspx?1003183) Collection Box clearly visible statement Dropping your business card will entitle you to receive Special Offers & Updates via email from <<HOTEL NAME>>. Entering this drawing will automatically opt you in to receive <<HOTEL NAME>> Special Offers & Updates via email. * Then send a Permission Verification Email *
Permission Verification Email
Success Stories Hilton Clearwater Beach Target: Meeting Planners Objective: Generate short-term bookings for Sept/Oct & lead generation (pre-qualify leads) List Size: 2,574-2 pushes in August (a) Room Nights Booked in Sept/Oct: 120 (Revenue: $11,880) (b) Prospects: 555 room nights for next year (c) In various stages: 1,525 room nights (d) Total Room Revenue blocked: $230,901 + F&B blocked: $47,067
Success Stories...1 I have actually had a great deal of success with Magnet Mail. I handle a very small market with the majority consisting of youth sports and have seen that after sending out the brochures I usually capture 3-5 new teams within a 2 week period. This is such a FANTASTIC tool!! Stacy Swalley, Senior Sales Manager Sent Rate Specials to SMERFE St. Louis Marriott West & St. Louis Maryville Courtyard...Two days later, we received a request for a proposal from Areva, they had clicked on our link to the tune up your meetings website and saw the full promotion as well as the menus...so happy with our service and promptness to reply, that she recommended us to Monica at her office and Linda, also one of the event planners at her office. They have booked events for October 20th, 21st, 22nd, November 8th, 10th and 11th...Total revenue generated (so far!) $13,200.
MagnetMail Success Stories...2 began experiencing an erosion in their PTC segment... A questionnaire was compiled asking existing clients specific questions to find out the issues that drive their buying decisions. Susan McGough routed to her PTC database on Magnet Mail to 150 PTC customers and received a response from 46 customers. From their answers we discovered that free internet was key; rewards benefits; value; location; etc... Michael D. Wright, DOSM at Radisson Plaza Hotel Lexington Susan sent a PTC Newsletter each Month My Chef just called and said that 30 minutes after I sent the MagnetMail, a lady came in with it!!! They were just talking in the office about where to go for lunch and it popped up on her screen! Too funny I have a ton of success stories I would be glad to share with the company. Thanks again. Andrea L. Larson, DOSM at Sheraton Bellevue Hotel Sent a Buy One, Get One Free Lunch or Dinner Special