Marketing Emails
In my Account Executive role, I wrote copy, edited HTML and sent segmented email campaigns that were distributed to an audience of up to 20,000 people. Using a variety of CRM systems including NAVIS, ZDirect and Constant Contact, I created and distributed e-newsletters, promotional and relationship-building emails and digital postcards.
e-newsletters
At MP&A I write bi-monthly newsletters for four resort clients that include an introduction from the general manager, 3-5 feature articles and promotions. Hyperlinks throughout the e-newsletter click to relevant blog posts to provide additional information.
View Example: March Newsletter (The Somerset on Grace Bay, Turks & Caicos)promotional emails
Most promotional emails share ongoing packages, holiday offerings or seasonal packages. In addition, many email campaigns incorporate relevant events, such as avoiding the Polar Vortex or escaping political hustle and bustle by enjoying a relaxing Caribbean getaway.
Creating segmented distribution lists is especially important in promotional emails as they should not be typically sent to guests with an upcoming reservation, and the message can be crafted to target prospects with specific demographics, interests or locations.
View Example: Weather the Polar Vortex in Paradise (Nisbet Plantation, Nevis)relationship-building emails
These emails simply inform past guests and prospects of what's going on at your destination or wish them well, without a sales message. We track revenue for each campaign, and often, these relationship-building emails create more sales than those that include a special offer.
I have experience creating segmented distribution lists to target certain regions, demographics or interests.
View Examples: Holiday Greeting (Rosalie Bay Resort, Dominica) and Voting Request (Nisbet Plantation, Nevis)staycycle and lifecycle emails
After setting up the appropriate system logic, individual guests are contacted at various touchpoints that are triggered by unique events. Guests will receive emails before and after their stay (e.g., pre-stay emails, post-stay survey, booking anniversary) and throughout the year (e.g., welcome email, birthday greeting).
View Example: Happy Birthday Email (Jamaica Inn)