| Our firm recently implemented this Ad Mail campaign for a historic resort hotel in a popular tourism destination. As the resort only operates from May to October each year, an e-mail broadcast was set up in December (a traditionally slow month) to help increase advance sales for the next season. We prepared a "Book Now, Save Big!" getaway package and reserved it exclusively for the hotel's 6,000 e-mail members, which we collected on-line over the previous few months. A reservation number was assigned to the advertisement for tracking sales. Two separate mailings were scheduled 5 weeks apart, for a total campaign distribution of 12,000 e-mails. No other advertisements or announcements of this sale occurred. |
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Step 1. Place sign-up form on web page
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| To build a database of e-mail addresses, we placed a simple sign-up form on the client's home page. The form contains a client ID that transfers the address to a database when the "Submit" button is clicked. |
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Step 2. Prepare advertisements
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| While the client's e-mail membership grew, we assembled our advertisements in letter form using html code (hypertext markup language), as shown at right. |
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Step 3. Upload files, access ASP, test ads
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| Once the ads were completed, we uploaded them to our ASP's mailing software. From there, we tested the ad through the system, and e-mailed a copy to the client for final approval. |
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Step 4. Distribute final ads via e-mail
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| Upon approval, the first ad was released to the client's database of 6,000 e-mail members. 5 weeks later, a reminder letter was distributed to the same database. 12,000 e-mails were sent in all. |
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Step 5. Post campaign analysis
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| 85 rooms were sold at $90.00 minimum per package. Total Revenue: $8,775.00 Total Cost of Promotion: $650.00 Response Rate: .08 (8/10th of 1%) ROI: 1,350% |
| Read Text Version of Sample Ad and Customer Replies |
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