Discover the secrets of a successful email marketing program! Join our webinar on Making Your Email Marketing Efforts Generate Revenue for Your Property and unlock the true revenue-generating potential of your email campaigns.

1. MAKING YOUR EMAIL MARKETING
EFFORTS GENERATE REVENUE FOR YOUR PROPERTY
Presented by: Cierra Pulse

2. WHAT’S ON TAP FOR TODAY
• About the Speaker
• About rezStream
• Making Your Email Marketing Efforts Generate
Revenue for Your Property
• About Email Marketing
• Your Email List
• Creating Email Campaigns
• Email Deliverability
• Analyzing Email Campaign Performance
• How We do It/Case Studies
• Recap
• Special Offers!
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rezStream Better Lodging Simplified

3. A B O U T T H E
S P E A K E R :
C I E R R A P U L S E
• Search engine marketer at rezStream
• Just got married
• I like to golf, hike, camp, snowboard, and
adventure in the Rocky Mountains
• I love my dog, Charlie
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rezStream Better Lodging Simplified

4. ABOUT
4
rezStream Better Lodging Simplified
rezStream simplifies day-to-day operations and helps business
attract travelers with digital marketing, reservation software,
online booking engine, and web site design services
Since 2005 we’ve partnered with small to medium
sized independent lodging properties in the US.
Our goal is to work WITH our customers to create
easier ways for them to manage their business
and improve their ability to increase revenue.
Small company of 24 caring and passionate
individuals and hospitality professionals.
View ourselves as an extension of your team.
100 years of combined industry experience.
Suite of solutions focused on helping
independently-owned properties.
TEAM | CARE | KNOWLEDGE | PASSION | TRUST

5. EMAIL MARKETING

6. WHAT EXACTLY IS EMAIL MARKETING??
• Digital marketing strategy.
• Involves sending commercial messages to your targeted audience who use
email.
• One of the oldest and most effective forms of online marketing.
• Widely used by properties of all sizes.
• Can serve various purposes, including promoting units, sharing property
updates, building brand awareness, and nurturing customer relationships.
rezStream Better Lodging Simplified

7. IMPORTANCE OF EMAIL MARKETING IN
TODAY'S WORLD
• Allows properties to reach their target audience directly
in their personal inbox.
• With billions of active email accounts worldwide, it
enables properties to connect with a large audience.
• Offers a high return on investment and is more cost-
effective compared to traditional marketing channels.
• Provides valuable insights through analytics, allowing
properties to measure the success of their campaigns.
• Drives reservations, fosters guest loyalty, and reinforces
brand awareness.
rezStream Better Lodging Simplified

8. BUILDING YOUR EMAIL LIST

9. UNDERSTANDING THE QUALITY OF
YOUR EMAIL LIST
rezStream Better Lodging Simplified
• Verify that the email addresses were collected through opt-
in processes and not purchased or scraped lists.
• Analyze open rates, click-through rates, and conversion
rates to gauge subscriber interest and interaction.
• Avoid adding contacts without consent.
• Regularly clean and update the list to remove outdated or
inactive email addresses that could impact deliverability.
• Adhere to relevant email marketing regulations, such as
CAN-SPAM Act, to avoid legal issues and maintain a
positive sender reputation.

10. METHODS FOR GROWING YOUR EMAIL
SUBSCRIBERS
rezStream Better Lodging Simplified
• During the online booking process, provide an option for guests to
subscribe to your email list.
• Place signup forms on your website for easy email subscription.
• At check-in, collect email addresses from guests who booked with an OTA.
• Utilize blogging and lead magnets, such as guides, travel tips, and local
information, to entice guests to subscribe to your email list.
• Encourage guests to join your loyalty program, offering email updates on
loyalty-exclusive deals and benefits.
• Promote your email list through your social media channels.
• Run online contests or giveaways on your website or social media
platforms, requiring participants to subscribe to your email list to enter.

11. E X A M P L E
M E T H O D S

12. CRAFTING EFFECTIVE EMAIL CAMPAIGNS

13. WHICH EMAIL MARKETING PLATFORM
SHOULD YOU USE??
rezStream Better Lodging Simplified

14. DESIGNING A SUCCESSFUL EMAIL
rezStream Better Lodging Simplified
Subject Lines
• Keep subject lines short, around 30 characters.
• Create urgency with phrases like "Limited Time Offer" or "Ending Soon."
• Implement personalization by including the recipient's name.
• Clearly convey the email's purpose to avoid misleading subject lines.
• Avoid spam trigger words like "claim" or "win," or excessive exclamation marks to prevent spam filters.
• Use emojis sparingly and relevantly for added visual appeal.
• Optimize for mobile devices.
• Pose thought-provoking questions.
• Use power words like "Discover," "Exclusive," or "New."

15. S U B J E C T L I N E E X A M P L E S
rezStream Better Lodging Simplified

16. DESIGNING A SUCCESSFUL EMAIL
rezStream Better Lodging Simplified
Compelling Content
• Highlight special offers or packages.
• Showcase attractions, events, travel tips, or activities.
• Feature positive reviews from satisfied guests.
• Promote property events, holidays, or seasonal festivities.
• Provide info about your rooms and amenities.
• Share user-generated content featuring guests enjoying their stay.
• Invite subscribers to special events hosted by your property.
• Keep subscribers informed about property updates.

17. C O N T E N T
E X A M P L E
S

18. DESIGNING A SUCCESSFUL EMAIL
rezStream Better Lodging Simplified
Effective Call-to-Action (CTA)
• Keep the CTA clear and specific, using straightforward language like
"Book Now" or "Reserve Your Room."
• Use action-oriented words, employing strong verbs like "Discover" or
"Use Code..."
• Use eye-catching buttons, making the CTA stand out with contrasting
colors and bold fonts.
• Position strategically, placing the CTA near the top and considering
repetition at the email's end.
• Provide both text and button CTAs to accommodate different
preferences.

19. DESIGNING A SUCCESSFUL EMAIL
rezStream Better Lodging Simplified
Mobile Responsiveness
• Use a mobile-responsive email template that adjusts its layout based on the device's screen size.
• Keep it simple with a clean and straightforward layout, avoiding content overload.
• Use mobile-friendly font sizes suitable for smaller screens.
• Optimize image size by compressing images for faster loading.
• Ensure properly sized images to fit the screen width, avoiding the need for zooming.
• Create touch-friendly CTA buttons that are large and well-spaced for easy tapping on touch
screens.
• Include alt text for images to provide descriptive information for users who can't view images.
• Test on desktop and mobile to check email rendering on different devices before sending the
email.

20. DESIGNING A SUCCESSFUL EMAIL
rezStream Better Lodging Simplified
Branding & Visuals
• Use a clean and attractive design with a clear hierarchy of information.
• Use consistent colors, fonts, and imagery that reflect your brand's personality.
• Include your logo prominently in the email header to reinforce brand recognition.
• Utilize white space to enhance readability and visual appeal.
• Showcase your property's unique features and amenities that reinforce your brand's identity.
• Include high-quality images of your rooms, facilities, and surroundings.
• Incorporate brand language with a consistent tone and style of writing that reflects your brand's
identity.
• Consider Animated GIFs for dynamic elements and focus.
• Add social media links to encourage recipients to connect with your brand on various platforms.

21. B R A N D I N G E X A M P L E S
rezStream Better Lodging Simplified

22. EMAIL DELIVERABILITY

23. UNDERSTANDING DELIVERABILITY
Email deliverability refers to the successful delivery of your emails to your recipients' inboxes, without being marked
as spam or blocked by email service providers. It is a crucial aspect of email marketing as high deliverability rates
ensure that your messages reach the intended audience and have a better chance of being opened and engaged
with.
rezStream Better Lodging Simplified
Delivery Rate: The percentage of emails that successfully land in the recipients' inbox without being diverted to
spam folders or blocked.
Bounce Rate: The rate at which emails are returned as undeliverable due to invalid or non-existent email
addresses.
'Marked as Spam' Rate: The percentage of emails that recipients flag as spam or junk, indicating they find the
email unsolicited or unwanted.

24. D E L I V E R A B I L I T Y B E N C H M A R K S
A delivery rate of
95% or higher
is satisfactory.
It's recommended
to maintain a
bounce rate
below 3%.
The 'marked as
spam' rate should
remain below
0.08%.

25. IMPROVING DELIVERABILITY
• Implement email authentication to improve sender reputation and domain trust.
• Consider using a double opt-in process, where subscribers confirm their email
addresses by clicking on a verification link sent to their inbox.
• Avoid assuming consent or using purchased email lists.
• Establish a consistent email sending schedule and avoid sudden spikes in volume.
• Maintain a clean and engaged email list by regularly removing inactive and invalid
addresses.
• Monitor email engagement metrics and remove non-engaging subscribers to improve
deliverability.
• Respect unsubscribes.
• Comply with anti-spam laws like CAN-SPAM, including a visible unsubscribe link.
rezStream Better Lodging Simplified

26. ANALYZING EMAIL CAMPAIGN PERFORMANCE

27. KEY METRICS TO TRACK
rezStream Better Lodging Simplified
Open Rates
The percentage of recipients who open your email, indicating the initial engagement and interest in
your content. The open rate benchmark for the travel industry in 2023 is 39%.
39%

28. KEY METRICS TO TRACK
rezStream Better Lodging Simplified
Click Rates
The percentage of unique email recipients who clicked on at least one link in the email. The click rate
benchmark for the travel industry in 2023 is 2.6%.
2.6%

29. KEY METRICS TO TRACK
rezStream Better Lodging Simplified
Unsubscribe Rates
The percentage of recipients who opt-out from your email list, indicating the level of disinterest or
dissatisfaction with your content. The unsubscribe rate benchmark for the travel industry in 2023 is
0.26%
.26%

30. KEY METRICS TO TRACK
rezStream Better Lodging Simplified
Conversion Rates
The percentage of recipients who take the desired action, such as making an
online reservation or calling the property, measuring the effectiveness of your
email in driving conversions.
.26%
Return on Investment (ROI)
Used to evaluate the profitability of your investment on the email campaign by
comparing the gains generated from the email campaign to the cost of that
investment.
ROI will vary but the average ROI through email marketing is 36:1.

31. H O W W E D O I T:
E M A I L M A R K E T I N G
A S H E V I L L E C A B I N S O F
W I L L O W W I N D S

32. A B O U T T H E P R O P E R T Y
• Cabin resort
• 25 luxury cabins available to reserve​
• Nestled in the Blue Ridge Mountains
• Monthly rezCampaigns email marketing frequency

33. THE PROBLEM
rezStream Better Lodging Simplified
• Demand for travel in the area declined
post-pandemic.
• The property needed to increase the
number of direct bookings.
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THE SOLUTION
Send monthly email campaigns to:
• Re-engage with repeat guests and
potential guests to keep the property
top-of-mind.
• Promote exclusive offers.
• Drive additional direct bookings.

34. rezStream Better Lodging Simplified 34

35. RESULTS
rezStream Better Lodging Simplified
• 12 email campaigns
• 70,458 emails sent
• 99.7% delivery rate
• 52.4% open rate
• 3.2% click rate
• 3,221 additional website visits
• 42 additional online bookings (excludes phone call bookings)
• $39,584 additional online booking revenue (excludes phone call booking revenue)
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Cost Online
Bookings
Online
Revenue
ROI
$765 42 $39,584 5,074%

36. H O W W E D O I T:
E M A I L R E M A R K E T I N G
A L O U E T T E B E A C H R E S O R T

37. A B O U T T H E P R O P E R T Y
• Resort hotel
• 130 units available to reserve​
• Located along the seacoast of southern Maine
• Active rezRecover email remarketing subscription

38. THE PROBLEM
rezStream Better Lodging Simplified
• The property was experiencing many
abandoned online bookings/exits.
• The property needed to increase the
number of direct bookings.
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THE SOLUTION
Send rezRecover email campaigns to:
• Bring potential guests back into the
sales funnel.
• Drive additional direct bookings.

39. rezStream Better Lodging Simplified 39
TRIGGER: USER ABANDONS ONLINE BOOKING
20 min later: 1 day later: 3 days later:
rezStream Better Lodging Simplified

40. RESULTS
rezStream Better Lodging Simplified
• 1 year subscription
• 1,072 booking abandons
• 2,302 emails sent
• 56% open rate
• 8.7% click through rate
• 9% conversion (recovery) rate
• 96 recovered online bookings (excludes phone call bookings)
• $54,373 recovered online booking revenue (excludes phone call booking revenue)
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Cost Recovered
Online
Bookings
Recovered
Online
Revenue
ROI
$1,188 96 $54,373 4,476%

41. • Email marketing is a powerful for all
lodging properties.
• Building a quality email list is essential.
• Crafting effective email campaigns
involves attention to subject lines,
content, CTAs, mobile responsiveness,
and branding and visuals.
• Email deliverability is crucial for
successful email campaigns.
• Key metrics to track include open rates,
click rates, unsubscribe rates, and
conversions.
• rezStream case studies demonstrate the
impact of email marketing and
remarketing on direct bookings and
revenue.
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rezStream Better Lodging Simplified

42. 42
rezStream Better Lodging Simplified
$150/mo. rezCampaigns
(SAVE 50%)
Includes:
• Account set up in rezCampaigns email
marketing platform
• Email authentication to improve
deliverability
• List import (list cleanup/email address
validation available for additional cost)
• Topic recommendations
• Template creation for first email
campaign
• Scheduling of first email campaign
• Report of first email campaign
TWO EXCLUSIVE OFFERS FOR WEBINAR
ATTENDEES!!
OFFER ENDS AUGUST 31, 2023
$89/mo. rezRecover*
(SAVE $10/MO & $99 SET UP FEE WAIVED!)
Includes:
• Account set up in rezRecover email
remarketing platform
• 3 template creations
• Set up email reminder schedule
• Provide access to report dashboard
*Subscription fees in first year.

43. THANK YOU
Please forward all questions
regarding this webinars to:
• Sales@rezStream.com
• (303) 872-0220
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rezStream Better Lodging Simplified
Schedule a Demo

44. CHECK OUT OUR
EDUCATION
CENTER
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rezStream Better Lodging Simplified
For upcoming and past webinars, industry
blogs, and downloadable resource guides.
www.rezStream.com/Education