E-marketing Best Practices to Fuel Sales and Optimize Revenue · 2016-07-14 · 1. E-marketing Best...

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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)=$

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Don Haydhay@Data2Gold.com817.204.0840www.Data2Gold.com