Healthways + Paramore | Email Marketing

1. Scalable Online Media Strategy

2. Multiple Times + Multiple Ways

4. Email Marketing

5. 92% of adults

6. 92% of adults
64% of females said they send and receive email on a typical day
compared with 59% of males.
Caucasians use email most, 63%; followed by Hispanic, 53%; and
African-Americans, 48%.
Age only makes a difference for the older generation. Only 46% of
those 65 years and older use email on a typical day compared with
64% of those ages 18 to 29; 63% of those ages 30 to 49; and 61%
of those ages 50 to 64.
U.S. adults with household incomes of $75,000 or more are more
likely to use email on any given day, at 78%, followed by those with
household incomes of $50,000 to $74,999 at 67%; $30,000 to
$49,999 at 59%; and less than $30,000 at 47%.

7. Email Marketing
RETENTION | CONVERSION

8. Email Marketing
RETENTION | CONVERSION
FACT: Email Marketing is expected to an ROI of $42 for every dollar spent in
2010, outperforming many other channel like direct mail print catalogs (Direct
Marketing Association)
TACTIC: Create a consistent, personalized email marketing strategy that acts
as a retention tool for driving repeat business and operates as a virtual sales
person.

9. Layered Email Marketing
CLIENT: The Greenbrier
PROBLEM: An initial email promotion promoting the “December to Remember”
vacation package spurred room bookings but sales where flat lined by mid-
November.
SOLUTION: Since The Greenbrier is an ultra-luxury resort, the assumption was
that the $100 gift card that was included in the package would not motivate
the audience.
To test that assumption and drive bookings we recommended a second,
trigger-response email to people who had clicked on 'Book Now' button from
the first email, but who did not book a room.
We changed the headline in the second email to highlight the $100 gift card.
Kaleidoscope Media + Paramore|Redd

10. The First Email
Delivered to 40,475 people
Bookings: 549 room nights

12. Second Email
Delivered to 502 people
Bookings: 167 guest nights
48 hours
Over $100,000 in revenue

15. Reactivation Campaign
TENNESSEE TOURISM
A database of 500,000 subscribers
Removed 240,000 inactive opt-in subscribers
4,000 inactive subscribers became active
1,500 opted into the secondary call to action - last minute deals
$1,800 in transmission fees saved per month
$22,000 a year

17. Reactivation Campaign
TENNESSEE TOURISM
A database of 500,000 subscribers
Removed 240,000 inactive opt-in subscribers
4,000 inactive subscribers became active
1,500 opted into the secondary call to action - last minute deals
$1,800 in transmission fees saved per month
$22,000 a year

18. Advanced Email Tactics
Dynamic emails
Designing for the preview pane & mobile devices
Content strategy (Email Editorial Calendar)
Social and Mobile Integration

27. Editorial Calendar Sample
Copywriting Coding of the Deliverability
Internal
completed email for the testing, copy
Email design Review/ Reporting
Email Name Email Type Audience Goal Hero content content well 1 content well 2 content well 3 and project emails service proofing and
Completed Revisions completed
brief provider is delivery
Completed
completed completed completed
subscribers
Drive tourism in
who have
4 content weel and to the area New Year’s Eve
December opted into the Arts and Crafts Outdoor
email by promoting Holiday events Ball Drop & by 11/5 by 11/12 by 11/17 by 11/19 by 11/23 by 11/30
eNews monthly email Show Adventures
newsletter holiday Fireworks
newsletter
activities
audience group
1. subscribers
Build goodwill
who have
with the special
opted into the
single message events and
Happy New special events Happy New
promotional partner n/a n/a n/a by 12/8 by 12/13 by 12/16 by 12/20 by 12/31 by 1/7
Year email audience Years!
email audiences by
group and 2.
wishing them a
industry
happy holiday
partners
subscribers
Drive tourism in
who have
4 content weel and to the area
January opted into the Romantic Girlfriend
email by promoting Extreme Sports Accommodations by 12/3 by 12/10 by 12/15 by 12/17 by 12/22 by 12/29
eNews monthly email getaways getaways
newsletter January
newsletter
activities
audience group
subscribers
Drive tourism in
who have
4 content weel and to the area Spring Break
February opted into the Romantic National Park
email by promoting (Packages, Spring festival by 1/7 by 1/14 by 1/19 by 1/21 by 1/26 by 2/2
eNews monthly email getaways promotion
newsletter February Deals)
newsletter
activities
audience group

29. the bar is high

30. consumer decides competition

31. open rates are down

32. delivery rates are up

33. more clutter

34. questions?