Best Hotel And Lodging Email Message Campaign

In November 2013 the Lenox Hotel launched an email marketing campaign that informed their database of a unique Cyber Monday offer made available only to database members. The campaign was sent in advance of Cyber Monday to ensure that the offer did not get lost in the plethora of marketing emails that go out in advance of the sale day. Within the email guests were presented with a dynamic countdown widget that provided the time that remained until the sale date based on when the email was opened. In addition they were directed to a unique landing page that provided more information about the offers and gave the recipients the opportunity to set a calendar reminder to ensure that they did not miss out on the sale that would take place 5 days later. The email received a 12.97% open rate and a 12% click through rate, with 350 email recipients setting calendar reminders for the sale. On Cyber Monday the landing page was replaced with content that outlined the offers available through the Cyber Monday Sale. Email recipients were offered 3 separate package offers with descriptions; discounted Fireplace Rooms, half off Stash redemption, and an exclusive Cyber Monday discount. The campaign resulted in 141 room nights and $25,160.50 in revenue in a single day. In total the Lenox Hotel received $50,469 in revenue from guests who received the email blast in the 2 week period following the send date of the campaign.

Contributors:

V.P. and Managing Director:	Dan Donahue
Director of Sales & Marketing:	Scott Grigelevich
Director, Revenue Management:	Colin O'Donnell
Director of Marketing Communications:	Lisa Burns
Sales and Revenue Analyst:	Chris Smith
Director of Sales & Marketing, Saunders Hotel Group:	Lesley Silberstein
Senior Account Manager, GCommerce:	Bill Morlock
Vice President of Marketing, GCommerce:	Denise Cooper
Senior Marketing Strategist, GCommerce:	Meghan Reed

GCOMMERCE

Location: USA