e-marketing best practices to fuel sales and optimize revenue · 2016-07-14 · 1. e-marketing best...
TRANSCRIPT
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E-marketing Best Practices to Fuel Sales and Optimize Revenue
Don Hay, Digital Alchemy
@ x x =
Preparing for eMarketing Campaigns
• IT’S NOT “ROCKET SURGERY”• But there is a process
• It is profitable..
• Very profitable…
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HOW PROFITABLE?A targeted email to 6,000 past guests should yield $10,000 in room revenue.
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A non-targeted email to 6,000 past guests should yield $6,000 in room revenue.
At Least!
Typical Metrics
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Item TypicalEmail Database Size 96,000Targeted Blast Email Count 3,000Revenue Per Blast $3,000 - $15,000Open Rate 20%
Key Metrics
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Item TypicalEmail Collection Rate 70%Revenue Per Email Opened $6 - $15Click Rate (clicks per open) 11%Opt-Out Rate .8%
These metrics combined tell you if thesubject line + timing + offer is relevant to your guests.
Best Practice:
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Best Practice:Review and Analyze Results
Staymoore Resort
The Equation Is Very Simple
#Email Addresses
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Get email addresses from your
guests
Tune subject line and
send time to maximize open rate
Make a relevant and
UNIQUEoffer
xx =
xx =Open Rate
Offer Appeal
The Equation Is Very Simple
#Email Addresses
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Get email addresses from your
guests
Tune subject line and
send time to maximize open rate
Make a relevant and
UNIQUEoffer
xx =
xx =Open Rate
Offer Appeal
Maximize the # of Email Addresses
• Collection Points– PMS – When reservation is made is best
– Spa, Golf, Rental– Front Desk, arrival & departure
– POS – Fishbowl, give-away– eClub
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Maximize Email Address Accuracy
• Reporting– Obtain report of collection rates by agent name– Train the weak– Reward the strong– Validate addresses– Fix error sources
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Maximize Open Rate Percentage
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• Subject line is key• Target your audience• Avoid SPAM filters• Send at appropriate time and date
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^Offer• Tailored to guest• Better than OTA• Different than OTA
– Add spa, golf– Add Upgrade– Add bottle of wine– Be unique (boat, bike, $1/hour rental)
Find Unique Opportunities for offers
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Communicate WheneverYou Can
Check In Email
Noon of first Day
Thank you for your comments
Pre-Checkout
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Get them to your mobile site• Mobile users should automatically see your mobile site when
clicking through from email.
• Push offers through mobile
• Make sure your mobile site contains onlyMobile-relevant information
– Phone Numbers– Map– Email Link– Hours– Menu– Services
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eBlast Campaigns
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Mobile Concierge
• On-property $$– Upgrades
– Discounts
– Reservations
– Room service
– Spa service
– Cross-pollination
– Look smart
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eClub Bounce-BackDifferent offers
for different guests. Close by gets short
fuse offer.
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CONCLUSION
ƒ(#Email Addresses + %Open Rate + ^Offer)=$
+ +
INCREASED REVENUE
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@ + + =
ƒ(#Email Addresses + %Open Rate + ^Offer)=$
