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Construc Digital Hotel Email Marketing


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This presentation shows why it is vital all hotels have an email marketing strategy so that they can get the most from their already existing customers.

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Construc Digital Hotel Email Marketing

  1. 1. Successful Brand Building through Email Marketing <ul><li>A Hospitality Industry Case Study by Construct Digital </li></ul>
  2. 2. Background <ul><li>Global Hotel Chain with a large subscriber database of stale email addresses </li></ul><ul><li>Very high bounce rates (above 5%) and low (under 15%) open rates </li></ul><ul><li>Very limited targeting of email messages to large subscriber list (lack of segmentation) </li></ul><ul><li>Over 20 email newsletters sent a month with some subscribers receiving multiple emails weekly. (recommended a max of 2 eDMs a week) </li></ul><ul><li>Management doubts over viability of email marketing campaign </li></ul>
  3. 3. Background <ul><li>Emails were created in an image format directly from in-house designed promotional/print posters </li></ul><ul><li>Emails could not be read on mobile devices and certain email programs </li></ul><ul><li>No personalisation of messages and subject lines, with generic messages to the entire list </li></ul><ul><li>Lack of a consistent subscriber data model - which limited their ability to deliver targeted content through market segmentation </li></ul>
  4. 4. <ul><ul><li>Deliver an effective, integrated and consistent message to all customers in a targeted manner </li></ul></ul><ul><ul><li>Develop better means to track and measure the success of email campaigns and increase engagement rates </li></ul></ul><ul><ul><li>Streamline the process of email address collection, data cleansing, segmentation and subscriber lifecycle management </li></ul></ul><ul><ul><li>Train and empower Marketing Staff across hotel properties with email marketing best practices </li></ul></ul>The Mandate
  5. 5. Getting The Message Right Info overload – Text Heavy Lack of Info – Image Heavy Design that does not communicate intended message
  6. 6. <ul><li>Introduce standard-compliant HTML email templates for superior deliverability and mobile support </li></ul>What We Did
  7. 7. <ul><li>Worked with internal design team to improve current email layout for better engagement and readability </li></ul><ul><li>Introduced clear Call-to-Action buttons </li></ul>Getting The Message Right BEFORE AFTER Call-To-Action that is nearly hidden (Email links are almost always ignored) Redesigned Call-To-Action that is prominent, visible & effective Enticing Call-To-Action resulting in increased click-through rates
  8. 8. Preview Pane Optimisation BEFORE AFTER Unoptimised layout which results in disinterest in the email based on ineffective utilisation of prime screen estate Redesigned layout immediately lets the customer know what this email is all about, enticing the customer to find out more
  9. 9. Preview Text Optimisation BEFORE AFTER Usual preview of content Optimised preview content to grab customer’s attention
  10. 10. <ul><li>Data Cleansing of over 1 million email addresses to revitalize list and reduce email bounce rates by 10-fold </li></ul><ul><li>Removed bounced email addresses to prevent ISP blacklisting </li></ul><ul><li>Launched a re-activation campaign to refresh the subscriber list and comply to IDA ’s Spam regulations. </li></ul>Data Cleansing
  11. 11. <ul><li>Segmentation - Built a Custom Subscriber CRM to capture information like: </li></ul><ul><ul><li>Hotel patronized </li></ul></ul><ul><ul><li>Event attended </li></ul></ul><ul><ul><li>F&B outlet visited </li></ul></ul><ul><ul><li>Home Country </li></ul></ul><ul><li>Developed an email targeting strategy based on segmented Subscriber List. </li></ul><ul><li>Reduced “Email Noise” with targeted messages and reduced email frequency. </li></ul>Target Your Customers
  12. 12. <ul><li>Personalization - With the improved Subscriber Data Model, we introduced personalized Subject Line titles and email content </li></ul>Target Your Customers Result: Immediate and Direct Impact with an increase of 54% on Email Open Rates and Phone Enquiries
  13. 13. <ul><li>Tracking - Introduced best practice tracking and easy to read reporting </li></ul><ul><li>Reporting - Monthly Client Report with detailed recommendations for each email sent </li></ul>Track & Measure
  14. 14. Track & Measure <ul><li>Recommended unique Promotional Codes in email newsletters to measure conversion rates and build a email marketing ROI model </li></ul>
  15. 15. <ul><li>Centrally manage the entry of business cards from across hotel properties </li></ul><ul><li>Automate process of subscriber and bounce-list management </li></ul><ul><li>Monthly reporting on growth of email list </li></ul>Subscriber Lifecycle Management
  16. 16. Subscriber Lifecycle Management <ul><li>Cleanse and Upload new subscribers from multiple offline channels every month </li></ul><ul><li>Developed a standardized offline subscriber enrollment spreadsheet for hotel properties to collect emails </li></ul><ul><li>Assigned offline enrollments to appropriate segments. </li></ul>
  17. 17. <ul><li>Initiated workshops with Core Marketing team to understand the issues and lay out a roadmap for their email marketing strategy </li></ul><ul><li>Design-centric workshops with Internal Print Designers to introduce design email best practices. </li></ul>Empower The Team
  18. 18. <ul><li>Training for all Hotels ’ Marketing teams on standardized process for collecting email addresses </li></ul><ul><li>Training on Subscriber CRM segments and how to target their individual messages based on these segments. </li></ul>Empower The Team
  19. 19. Results <ul><li>Clean Subscriber list with rich segments </li></ul><ul><li>100% increase in Open and 60% increase in Click Rate </li></ul><ul><li>Sophisticated targeting pushing up engagement rates with increase in calls & enquiries </li></ul><ul><li>Clear & Consistent brand messages across all hotel properties </li></ul><ul><li>Email Marketing campaign growing to include more hotel properties </li></ul><ul><li>Management is willing to invest based on a proven system </li></ul><ul><li>Direct increase in returning customers </li></ul>
  20. 20. <ul><li>Immediate and Direct Impact on Email Open Rates and phone enquiries </li></ul>Results Standard Open Rate Standard Unique Open Rate Construct Unique Open Rate Construct Open Rate
  21. 21. What We Can Do For You <ul><li>Evaluate your current email marketing strategy </li></ul><ul><li>Identify gaps and address them </li></ul><ul><li>Clean, optimise, segment, manage your database </li></ul><ul><li>Ensure industry best practices are in place </li></ul><ul><li>Increase the overall effectiveness of your email marketing </li></ul><ul><li>Share latest industry trends as part of our service offering: </li></ul><ul><ul><li>Digital interactive catalogues (for e.g. Christmas catalogue) </li></ul></ul><ul><ul><li>Digital greeting cards </li></ul></ul><ul><ul><li>iPhone/iPad Apps </li></ul></ul><ul><ul><li>Website Revamps, Maintenance </li></ul></ul>