1. Grenada Hotel & Tourism Association

2. Leveraging the Power of the inbox – Email Marketing 101 Clevon J. Noel IT Officer Grenada Hotel & Tourism Association April 9, 2013

3. Grenada Hotel & Tourism Association To be discussed: What is Email Marketing Email Marketing entails Emails & Spam Disadvantages & Advantages

4. Grenada Hotel & Tourism Association What is Email Marketing

5. Grenada Hotel & Tourism Association Marketing The Backbone of Marketing is market analysis and understand

6. Grenada Hotel & Tourism Association Electronic Marketing Principle of Marketing are the same but in a DIGITAL context

7. Grenada Hotel & Tourism Association Email Marketing Technology is secondary Permission-based Value Exchange It’s a person experience Another e-marketing channel

8. Grenada Hotel & Tourism Association Email Marketing It is Measureable. We can track… –Open Rates –Click-through rates – Viral Activities Social Tracking Forwards etc. –In real time!

9. Grenada Hotel & Tourism Association Email Marketing Ensure date integrity –Automatically manage bad email addresses –Display content accurately despite the email client used –Empower user to update their own records Build profile over time –Segment messages –Feed you CRM –Include behavioral demographics Measure impact –Personalization works –Segment based on profile –A Call-to-action works

10. Grenada Hotel & Tourism Association Spam 4 in 10 Users have a SPAM filter 90% of spam is in English. 2/3 of all spam is related to pharmaceutical products. 1 in 284 emails contain malware. 1 in 445 emails are phishing emails. As many as 95 billion phishing emails were in circulation in 2010. (Pingdom, 2012)

11. Grenada Hotel & Tourism Association

12. Email 3.146 billion – Number of email accounts worldwide. 27.6% – Microsoft Outlook was the most popular email client. 19% – Percentage of spam emails delivered to corporate email inboxes despite spam filters. 112 – Number of emails sent and received per day by the average corporate user. 71% – Percentage of worldwide email traffic that was spam (November 2011). 360 million – Total number of Hotmail users (largest email service in the world). $44.25 – The estimated return on $1 invested in email marketing in 2011. 40 – Years since the first email was sent, in 1971. – Percentage of email that was malicious (November 2011). (Pingdom, 2012)

13. Grenada Hotel & Tourism Association What Does it Mean In spite the negative perception of email as a marketing channel, the TRUTH is people prefer email. Email Subscribers want relevant content Spam is an issue, so deliver email in a way that ensures in it not mistaken for SPAM

14. Grenada Hotel & Tourism Association Disadvantages of Email Marketing Technology Fails –Broken Images –Server Traffic Create Suspicion –From address –People forget that they have subscribed Content –Not Valued or relevant –Wrong offer, wrong target, wrong time –Grammar Design –Affects people –If it looks clickable… Your Company = incompetent

15. Grenada Hotel & Tourism Association Advantages of Email Marketing Relevant - Segment User and Customer Database Information Consistent, Look and Feel, frequency Download Friendly Exponentially Better Ability to Track Sales and User Engagement Test Build Relationships Save the Planet with Email Marketing! Email must be differentiated in a way that it is: Relevant Meaningful Believable Defensible Your company = Loyalty

16. Grenada Hotel & Tourism Association Expectation Reply –Auto-response? When are you open for business –24hrs, 8 – 4, 9-5 Start Simple Over achieve Request Feedback

17. Grenada Hotel & Tourism Association Some Thoughts Email Marketing creates loyal relationship Email Marketing technology provide measureable results Be responsible for your action Learn the medium

18. Grenada Hotel & Tourism Association Thank You Clevon J. Noel IT Officer Grenada Hotel & Tourism Association www.ghta.org cnoel@ghta.org