The document outlines best practices for effective email marketing targeted at travelers, emphasizing the importance of having a clear plan and understanding customer value. It suggests creating relevant and consistent content, optimizing for mobile devices, and focusing on building relationships with top customers who contribute significantly to profitability. Additionally, it highlights the necessity of testing strategies and measuring success to ensure emails are opened and acted upon.

1. EMAIL MARKETING TO TRAVELERS
GROWING YOUR EMAIL DATABASE

2. Page
DON’T BOTHER
2

3. Page
EMAIL MARKETING IS
A WASTE OF TIME
3

4. Page
WHAT?
4

5. Page
SOME QUESTIONS
5

6. Page
SOME QUESTIONS
Do you have a plan?
Do you have resources?
Do you have metrics?
6

7. PageProject Name
If you have a plan, resources and understand
what success looks like then by all means,
pursue email marketing
But if you don’t, then don’t waste your time,
and more important, don’t waste your
customers’ time
7

8. Page
WELL THEN…
8

9. Page
SOME PRINCIPLES
9

10. Page
YOUR UNDERSTANDING OF WHAT’S VALUABLE IS
NOT YOUR CUSTOMER’S UNDERSTANDING
10

11. Page
VALUE IS CONTENT THAT THEY WANT
Media is successful when it has a meaningful
balance between content and ads–usually
80:20 +/-
Email marketing is
the same
11

12. Page
MOST OF YOUR LIST WON’T CARE,
BUT YOUR BEST CUSTOMERS WILL
12

13. Page
BEST CUSTOMERS ARE KEY
80% of your profitability or more is coming
from 20% of your customers–these are the
one that matter
Your best customers
are likely heavy
category users–
understand what
they need and give it
to them
13

14. Page
IF YOUR EMAIL CREATES VALUE,
IT WILL BE OPENED AND READ
14

15. Page
SURPRISE AND DELIGHT THEM
When consumers receive value that goes
beyond the transactional product benefits
relationship equity is created
More relationship
equity means they are
more likely to
anticipate, value and
open your emails
More opens
= more sales
15

16. Page
GUIDELINES
Be consistent—monthly, bi monthly, weekly…
16

17. Page
GUIDELINES
Be relevant—create content around what
your customers, especially your best
customers value
17

18. Page
GUIDELINES
Follow up—send another email ideally with a
targeted promotion to all who open—what
you value
18

19. Page
GUIDELINES
Test everything—then test some more—but
don’t be Samuel Pierpont Langley
19

20. Page
GUIDELINES
Mobile is very important—use an HTML
template that’s been optimized for mobile
• 75% used a smartphone to access email in the last 30 days -
emailmonday
• 75% of Americans delete emails if they aren’t optimized for
mobile - Constant Contact
20

21. PageProject Name
You have three lines to convince
people to open your email
21
From
Subject
First line of text

22. Page
GROWING YOUR LIST
Make it easy to join
Communicate the benefits of joining
Provide an incentive to join
Plug the leaky bucket—deliver value
consistently
22

23. Page
BIGGER SUBJECT THAN TIME ALLOWS
Email marketing that creates value, creates
value for everyone
Have a plan and use the plan
Measure whats working—do more of that
Mobile is very important
23

24. Page
QUESTIONS?
24

25. THANK YOU!
Content
Management
System
Red8 Interactive
San Francisco, CA
St. Louis, MO
James Hipkin
james@red8interactive.com
415.789.3685