Internet Marketing Workshop

Jamaica August 2006

Caribbean Regional Sustainable Tourism Development Programme

European Commission

CaribbeanTourism

Organization

Cariforum

WORKSHOP 2

Day 2

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Recap of Workshop 2 Day 1

Building Blocks:

� Driving business to your destination Website

� Fundamentals of Internet Marketing Today

� Developing E-business Plans

� Measurement and Tracking

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DAY 3: ECRM & Website as a Dynamic Business Application

� 7) Getting Consumers to come back to the website

E-CRM; Subscription Models; RSS; Blogging; Newsletters; Podcasts; Email best practices

• 8) E-commerce tools & future technologies

Examples and benefits of e-commerce tools

� 9) Website project management for success

Tools & techniques to assist in managing Website projects

� 10) It’s all about keeping content current?

Content management as a discipline and content management tools

Engaging Website visitors and getting them to return

E-CRM & E-Commerce

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Engaging Website Visitors

New site

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• Website Analysis Exercise

Getting Website visitors to return

E-CRM & E-Commerce

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E-CRM: Email Marketing

• One of the primary objectives of many websites is to develop a database of opted-in consumers

• Participant Survey:

– How many of you are actively building an opted in database?

– How often do you mail to it ?

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E-CRM: Email Marketing

• Example of ECRM/Email & Content Convergence

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E-CRM: Database Development

• In addition to the placement of the “join our e-mail club” push marketing based on your specific objectives others ways to buildthe db:

– Sweepstakes

– Leverage Interactive Media Partner’s Newsletters – try to get their subscribers to opt in to your list – utilize a landing page & potentially an offer

– Purchased lists – utilize with caution

– Co-ops with other member countries

– Co-ops with your member hotels and businesses

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E-CRM: Database Enhancement

• Enhancing the database with Geographics

• Demographics

• Utilize your opt in page to further qualify subscribers by determining more narrow interests

• Every time you email ask one or two more profile questions

• Utilize this to target further campaigns

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E-CRM: Datamining

Even with the current level of SPAM email continues to grow in effectiveness for opted in consumers

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E-CRM: Email Marketing Best Practices

• Three objectives of the e-card:

1. Attention

2. Convey Message

3. Call to Action

The initial impact of the piece needs to retain the attention of the recipient, get them to read the details of the promotion and take an action. Combining the limited e-card real estate and these objectives the e-card can be divided into three zones:

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E-CRM: Email Marketing Best Practices

• Mast head/header area

– relying on rich visuals and or short text taglines to convince the recipient to read the message

• Body area

– relying more on copy to explain the desired message

• Footer

– bottom area to present simple calls to action

Screen shot of a good campaign

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E-CRM: Email Marketing – CAN SPAM

CAN SPAM Requirements

• Specific requirements that marketers must adhere to when sendingemail campaigns are as follows:

– The message must include an opt-out mechanism

– The message must include a valid subject line (not misleading)

– The legitimate physical address of the mailer must exist in the email, whether it is in the e-card or below it

• Ensures CAN SPAM compliance through the automated inclusion of disclaimers under the e-cards in addition to an opt-out link – look for a tool that does this programatically.

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E-CRM: Email Marketing –SPAM

Subject Line

• Subject line can hold up to 60 characters or less (including spacing) and should be in title case.

• Best to use less rather than more, and 45 characters at most, is optimal.

• The subject line also needs to give the recipient a reason to open the email, but be void of spam trigger words such as:

• Words to avoid: Call Now, Special Promotion, Offer Expires, Free Membership, Free Money, Free Offer, Save $, The Best Rates, Vacation Offers, Weekend Getaway, You Have Been Selected, Congratulations, Amazing, For Free, Great Offer.

• The subject also should not include exclamation marks as there is a risk that the message will get trapped in a spam filter.