Glitzy Emails Befit a High-Gloss Hotel
A five-star hotel generated a surprising result when it added video to its email marketing messages. Heidi gives us the lowdown on the campaign.
A five-star hotel generated a surprising result when it added video to its email marketing messages. Heidi gives us the lowdown on the campaign.
There’s been a lot of talk about how September 11 has negatively affected all types of businesses around the country. There’s also been a lot of speculation that email marketing will pick up the slack as businesses drop direct mail because of the anthrax scare. Today’s case study touches on both of these aspects.
The Venetian is one of only three five-star hotels in Las Vegas. The slow economy had been hurting its bookings even before September 11, and the tragedy that took place that day further worsened business. Upper management needed to fill as many rooms as possible — and do it as quickly as possible.
So the hotel turned to email marketing, which it had used successfully in the past. Previously, the Venetian had sent out basic HTML messages. This time, it created a snazzy email message, complete with photographs, a video, and a customer-service call button. And this time, the response was overwhelming.
H2F Media, a full-service rich media email marketing firm, was charged with the task of putting the campaign together. It put its end-to-end solution, called the Digital Wildfire service, to work. To create the message, it came up with a colorful “outline” that featured a glitzy photograph of the hotel. Then it used Windows Media technology (WMT) to create a rich media email by adding a video produced previously for use in other media (namely, television commercials). The message also included the eStaraVoice technology, which allows recipients to click to call (using their computer’s microphone and speakers) a call center or to enter in their phone number to request a call from the customer service center.
You can see what this message looks like by going here and clicking on the project called (appropriately enough) “Venetian.”
Oh — and the offer? The hotel offered extremely discounted rates on rooms. Although rooms typically go for $249 to $850, these started at $119 for weekdays and $149 for weekends.
The results were fantastic. In the wee hours of September 21, the message was sent out to the Venetian’s opt-in list of more than 50,000 customers. It registered about 51,000 total opens, including 14,733 unique opens. But forget about open rates. What’s key is conversions. The conversion rate was about 23 percent.
So the hotel booked 2,500 rooms, or 8,000 nights, and generated about $500,000 in revenue. Not bad for a $15,000 campaign.
Some other notes on this campaign:
Of course, rich media doesn’t work for everyone. Your audience may prefer text, for instance. But in the case of a glitzy Las Vegas hotel, this case study shows that rich media can make a huge difference.