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Case Study Email Marketing

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									Case Study:
Email Marketing
HeBS Email Services:
     Best Practices                             Capture Strategy                                            Design                  Analytics & Reporting


Background:                                                Case Study:                                               Action Plan:
HeBS builds and manages robust email                       Parrot Key Resort in the Florida Keys                     The resort created a special rate $199
marketing strategies by auditing and                       was experiencing low occupancy in the                     which HeBS would quickly communicate
enhancing the email capture strategy                       months of April and May of 2010 (as they                  to the opt-in email list through a
online and offline, advising on frequency,                 did in 2009 at this time) and needed a                    newsletter. Additionally, Singh Resorts
designing     HTML      email     creatives,               quick way to generate bookings.                           wanted to promote another property
creating promotional copy, setting up                                                                                in their portfolio, Tranquility Bay. The
and managing email campaigns to the                                                                                  newsletter was sent 3/23/2010 and the
hotel’s feeder markets and key customer                                                                              package was offered through May 30,
segments, providing ongoing reporting                                                                                2010.
and more.




                                                                                                                       Results:
                                                                                                                       Sent: 56,567 email addresses
                                                                                                                       Opened: 10,743
                                                                                                                       Clicks: 4,541
                                                                                                                       Click through Rate: 42.26%
                                                                                                                       Revenue: $8947
                                                                                                                       Cost: $700
                                                                                                                       ROAS: 1178%

                                                                                                                       Industry Averages:
                                      Bookable special rate (April                                                     Open Rates:
                                      or May only) with link to the                                                    Q4 2009: 22.7%
                                      reservations engine.                                                             Q4 2008: 20.1%
                                                                                                                       Click-Through Rates (CTR):
                                                                                                                       Q4 2009: 4.9%
                                                                                                                       Q4 2008: 4.2%
                                                                                                                       (Epsilon Email Trends, 2010)
                                                                                                                       Delivery Rates:
                                                                                                                       Q4 2009: 84.0%
                                                                                                                       (Return Path Study, 2010)

       Emailer included links
       to follow the hotel on
       Facebook + Twitter
                                              The newsletter cross promoted
                                              two properties in the resort
                                              company’s portfolio.




Phone: 212.752.8186.   E-mail: sales@hebsdigital.com   Address: 6W 48th St. 8th Floor, New York, NY 10036
Case Study:
Email Marketing
HeBS Email Services:
     Best Practices                             Capture Strategy                                            Design                 Analytics & Reporting


Background:                                                Case Study:                                               Action Plan:
HeBS builds and manages robust email                       A boutique hotel in Palo Alto, in the center              HeBS     recommended       a    package
marketing strategies by auditing and                       of Silicon Valley, California, had a low                  highlighting the various property
enhancing the email capture strategy                       occupancy rate and asked HeBS to advise                   amenities (full breakfast, nightly wine
online and offline, advising on frequency,                 on immediate steps they could take.                       reception, comfortable suites, etc). The
designing     HTML      email     creatives,               The challenge was to launch an Internet                   newsletter was sent 3/16/2010 and the
creating promotional copy, setting up                      marketing campaign utilizing available                    package was offered through April 15,
and managing email campaigns to the                        funds in the approved budget.                             2010.
hotel’s feeder markets and key customer
segments, providing ongoing reporting
and more.




                                                                                                                       Results:
                                                                                                                       Sent: 8,545 email addresses
                                                                                                                       Opened: 2,083
                                                                                                                       Clicks: 39
                                                                                                                       Click through Rate: 24.65%
                                                                                                                       Revenue: $3,595
                                                                                                                       Cost: $155
                                                                                                                       ROAS: 2219%

                                                                                                                       Industry Averages:
                                                                                                                       Open Rates:
                                                                                                                       Q4 2009: 22.7%
                                                                                                                       Q4 2008: 20.1%
                                                                                                                       Click-Through Rates (CTR):
                                                                                                                       Q4 2009: 4.9%
                                                                                                                       Q4 2008: 4.2%
                                                                                                                       (Epsilon Email Trends, 2010)
                       Bookable package
                                                                                                                       Delivery Rates:
                       with link to the
                                                                                                                       Q4 2009: 84.0%
                       reservations engine.
                                                                                                                       (Return Path Study, 2010)
                                                   Emailer included links
                                                   to follow the hotel on
                                                   Facebook + Twitter




Phone: 212.752.8186.   E-mail: sales@hebsdigital.com   Address: 6W 48th St. 8th Floor, New York, NY 10036
Case Study:
Website Design
HeBS Website Design:
     User Friendly                 Search Engine Friendly                      Booker Friendly              Web 2.0 Friendly            Mobile-Ready


Background:                                                Case Study:                                           Action Plan:
The property website has become the                        The Allison Inn & Spa, a new luxury                   HeBS designed and launched a state of-
backbone of the hotel marketing mix                        boutique hotel in the heart of Oregon’s               the-art, fully optimized website that is user
and is the main digital asset of any                       Wine Country was preparing to open its                friendly, search engine-friendly, booker-
hotel. Hoteliers must realize that the                     doors, and asked HeBS to design a website             friendly, web 2.0-friendly and mobile-
hotel website has become not only the                      that would immediately start generating               ready. The website quickly became the
main revenue driver for their property,                    bookings and robust ROIs.                             hotel’s most cost-effective revenue
but also the main influencer for making                                                                          generator. The website has won multiple
travel purchase decisions. Our experience                  The Allison’s new site features interactive           design and Internet marketing awards
shows that any website optimizations,                      elements, Flash animation, a photo                    including the Best in Class Interactive
enhancements or re-designs pay for                         gallery, and dedicated navigation for its             Media Award and a w3 Award.
themselves within 3-4 months.                              spa, fitness center, and dining.




                                                                                                                   Results*:
                                                                                                                   Website Revenue: $517,386
                                                                                                                   Website Design Cost: $17,500
                                                                                                                   Marketing Spend: $16,176
                                                                                                                   Campaign Management, Hosting,
                                                                                                                   Analytics Fees: $9,305
                                                                                                                   ROI: 1104%
                                                                                                                   ROAS: 3098%
                                                                                                                   * Results based on 9 month period after
                                                                                                                   website launch in Sept 09.




Phone: 212.752.8186.   E-mail: sales@hebsdigital.com   Address: 6W 48th St. 8th Floor, New York, NY 10036

								
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