3. Agenda
• Email Organization
• Response Time
• Response Content
• Incentives / Team
Motivation
• Quality Assurance
Monitoring &
Management
• Ensuring an ROI
4. Email Opportunity…
VRMA Member, 500 Properties, March ’11 - February ‘12
o $1.4 Million in Email Revenue
o Inquiry Method Conversions:
•Email = 4.6%
•Web Chat = 13.3%
•Inbound Call = 27.8%
5. Where are your Emails Going?
• Centralized In-Box
• Lead System
• CRM System
• Automated
Response System
• Not Sure?
6. Keys to Success
• Be Organized
• To auto-respond or not
auto-respond…
• Prioritize
• Assign Emails
– No Cherry Picking
• No Lead Left Behind
• Follow-Up Twice
– Once right away
– Once 24-36 hours later
• Call Guest Back if Possible
8. Response Content
• Include Relevant Details
– Company Info
– Pictures
– Link to Book Online
– Cost
• Include Local Info
– Activities
– Weather
– Events
• Be Professional
– Grammar, spelling
• Personalized Templates
– Consistency
– Efficiency
15. Incentives/Motivation
• Beware of Conflicts of Interest
• Set Monthly Goals
• Commission / Per booking
Incentive
• Know your team
• Contests - Make it fun!!!
16. Quality Assurance
• Monitor Responses
• Measure & Monitor
Response Time
• Use Guest Surveys to solicit
feedback
17. Managing your Staff
• Micro Managing
• Address Email
Performance in
Coaching Sessions
• Set and track
goals
• Practice or
Role Play
