leveraging the power of the inbox – email marketing 101

Grenada Hotel & Tourism Association

Grenada Hotel & Tourism Association

Leveraging the Power of the inbox – Email Marketing 101

Clevon J. Noel IT Officer

Grenada Hotel & Tourism Association

April 9, 2013

Grenada Hotel & Tourism Association

To be discussed:• What is Email Marketing• Email Marketing entails• Emails & Spam• Disadvantages & Advantages

Grenada Hotel & Tourism Association

What is Email Marketing

Grenada Hotel & Tourism Association

MarketingThe Backbone of Marketing is market

analysis and understand

Grenada Hotel & Tourism Association

Electronic MarketingPrinciple of Marketing are the same but

in a DIGITAL context

Grenada Hotel & Tourism Association

Email Marketing• Technology is secondary• Permission-based• Value Exchange• It’s a person experience• Another e-marketing channel

Grenada Hotel & Tourism Association

Email MarketingIt is Measureable. We can track…– Open Rates– Click-through rates– Viral Activities• Social Tracking• Forwards etc.

– In real time!

Grenada Hotel & Tourism Association

Email Marketing• Ensure date integrity

– Automatically manage bad email addresses– Display content accurately despite the email client used– Empower user to update their own records

• Build profile over time– Segment messages– Feed you CRM– Include behavioral demographics

• Measure impact– Personalization works– Segment based on profile– A Call-to-action works

Grenada Hotel & Tourism Association

Spam• 4 in 10 Users have a SPAM filter• 90% of spam is in English. • 2/3 of all spam is related to

pharmaceutical products.• 1 in 284 emails contain malware. • 1 in 445 emails are phishing emails. • As many as 95 billion phishing emails

were in circulation in 2010.(Pingdom, 2012)

Grenada Hotel & Tourism Association

Grenada Hotel & Tourism Association

Email• 3.146 billion – Number of email accounts worldwide.• 27.6% – Microsoft Outlook was the most popular email client.• 19% – Percentage of spam emails delivered to corporate email

inboxes despite spam filters.• 112 – Number of emails sent and received per day by the average

corporate user.• 71% – Percentage of worldwide email traffic that was spam

(November 2011).• 360 million – Total number of Hotmail users (largest email service

in the world).• $44.25 – The estimated return on $1 invested in email marketing in

2011.• 40 – Years since the first email was sent, in 1971.• – Percentage of email that was malicious (November 2011).

(Pingdom, 2012)

Grenada Hotel & Tourism Association

What Does it Mean• In spite the negative perception of email

as a marketing channel, the TRUTH is people prefer email.

• Email Subscribers want relevant content

• Spam is an issue, so deliver email in a way that ensures in it not mistaken for SPAM

Grenada Hotel & Tourism Association

Disadvantages of Email Marketing

• Technology Fails– Broken Images– Server Traffic

• Create Suspicion– From address– People forget that they have subscribed

• Content– Not Valued or relevant– Wrong offer, wrong target, wrong time– Grammar

• Design– Affects people– If it looks clickable…

Your Company = incompetent

Grenada Hotel & Tourism Association

Advantages of Email Marketing

• Relevant - Segment User and Customer Database Information• Consistent, Look and Feel, frequency• Download Friendly• Exponentially Better Ability to Track Sales and User Engagement• Test• Build Relationships• Save the Planet with Email Marketing!

Email must be differentiated in a way that it is:• Relevant• Meaningful• Believable• Defensible

Your company = Loyalty

Grenada Hotel & Tourism Association

Expectation• Reply– Auto-response?

• When are you open for business– 24hrs, 8 – 4, 9-5

• Start Simple• Over achieve• Request Feedback

Grenada Hotel & Tourism Association

Some Thoughts• Email Marketing creates loyal

relationship• Email Marketing technology provide

measureable results• Be responsible for your action• Learn the medium

Grenada Hotel & Tourism Association

Thank You

Clevon J. NoelIT Officer

Grenada Hotel & Tourism Associationwww.ghta.org

cnoel@ghta.org