North Lake Tahoe Tourism Summit - Email Marketing to Travelers
Post on 15-Feb-2017
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Transcript
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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
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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
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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
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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
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GUIDELINES
Be relevant—create content around what your customers, especially your best customers value
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GUIDELINES
Follow up—send another email ideally with a targeted promotion to all who open—what you value
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GUIDELINES
Test everything—then test some more—but don’t be Samuel Pierpont Langley
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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
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PageProject Name
You have three lines to convince people to open your email
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From
Subject
First line of text
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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
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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
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THANK YOU!
ContentManagementSystem
Red8 Interactive San Francisco, CA St. Louis, MO
James Hipkin james@red8interactive.com 415.789.3685
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