Need PR and Marketing Help? Ask Away! Q& A with Jennifer Rodrigues of TravelInk’d

Dec 9, 2009

By Jennifer Rodrigues

Reprinted from
Q: I want to start an email marketing campaign for my property.  What program should I use to send out my emails?
A: There are many programs that you can use to send out email messages, such as Constant Contact, I-contact or Publicaster.  Using one of these programs gives you the ability to create emails from templates, using text, links, graphics, etc. and gives you the ability to track how many people receive, open, read and clickthrough your emails.  The tracking features can be very useful in determining how effective your campaigns are.  Look to see if certain messaging receives more opens and clickthroughs than others.  When a campaign isn’t working, change your methods and try again or try different messaging to several control groups to determine which is most effective.
Another advantage of these programs is that more people will receive your message than if sent through a regular email program such as Outlook.  Email marketing companies have developed relationships with the Internet Service Providers (ISPs) to ensure their emails are delivered and not caught in spam filters as they adhere to very strict CAN SPAM regulations. And because each email campaign and list is reviewed by the company’s compliance team, it ensures that you aren’t sending out unwanted messages or spam to unverified email lists.
An important note – if you are thinking about purchasing an email marketing list, I strongly recommend that you don’t. If the first email campaign you send is marked as spam by too many people (for example, Constant Contact requires that no more than 1 person in 1000 emails report spam), they will not let you use the list (as is) again on their system and you could event end up being blacklisted by ISPs
Q: What’s the best way to build my email database?
A: Building an email database isn’t something you can do overnight, but it is absolutely worth the time and effort to build a proper list. Consider list building as creating an asset: this becomes a list of existing and potential customers who are interested in receiving information from your company.  Because they are engaged and recognize your brand, you’ll get a much better ROI from your email marketing campaigns and a growing customer database (read: asset) as well.
The first step in creating an email database is to ensure that everyone your company and staff interact with knows that you are collecting their information.  So whether it’s on your telephone reservation lines, website, or on your social media sites (ie. Facebook, Twitter, LinkedIn, etc.), ask everyone to provide their email address and provide a clear privacy protection policy at the same time. It’s very important to tell your potential customers how you’ll be using their email address; due to the volume of spam and junk email, many people are often hesitant to give out their email address without proper justification or a clear value proposition.  Make it very clear that you value their privacy and will never sell their information, that you’ll be using it strictly for own marketing purposes and that you’ll be sending information about your property including coupons, discounts and special offers.
One tactic that can help you collect a large number of email addresses is to offer a one-time discount if the person provides you with their address.  Even a discount of 10% or complimentary WiFi or breakfast can drive purchase decision and will encourage potential customers not only to give you their email address, but also to book their stay with you.  It’s also important to keep track of when and from where the person chose to sign up for your email marketing list.  If you do decide to use Constant Contact or a similar service and there is ever too many spam complaints on your list, they’ll let you continue to use the list on their system if you can show proof of when the person on the list signed up.
So your list is growing and you’re sending out messages to your list on a regular basis.  How many emails is too many?  When it comes to email messages, less is definitely more.  If you send emails to your list too often, people will actually stop paying attention to them or ask to be removed from your list.  I would recommend that you send out messages no more than once a week, ideally, once every two weeks.  And even then, only if your message is of interest and relevance to those receiving it.
You should always include the ability to unsubscribe from your list, on every email at the very bottom, incompliance with the CAN SPAM act.  If you use Constant Contact or a similar provider, they’ll give you a link that, when clicked, will automatically remove the person from your list.  If you are sending out your email messages through a regular email program, ask the person to reply to your message with UNSUBSCRIBE in the subject line to be removed from the list.  It is so important that when someone asks to be removed, you do remove them.  I can’t emphasize this strongly enough!
I would also recommend that every six months, you send an email to your list that asks them to reopt-in to your list.  Basically, this means that you’re asking people on your list to confirm that they want to continue receiving emails from you.  This will ensure you are respecting your potential customers’ privacy and only sending your messages only to people who really want to receive them (in other words, better ROI!).  Remember, it’s not the size of the list that matters; it’s the number of opens and reads. Quality versus quantity.

Q: I want to send out a holiday message to my entire list but I have no idea what to send.  Any ideas?

A: Great idea!  Although you will be using your email marketing mostly to sell your property, it’s important to use it to develop brand loyalty as well.  Sending out a holiday message to all of your previous and potential customers is a great way to do just that.  By showing them that it’s not all about selling your property and that you appreciate their support and business, you’ll be demonstrating that your company cares.  Customers are much more likely to choose a company who cares and provides a “human touch” over one that just cares about their pocketbook!
When planning your holiday campaign, it’s important to remember that your customers may celebrate different holidays such as Kwanzaa or Hanukkah.  If you are going to specifically mention one holiday, then you’ll need to mention all so that you’re not excluding anyone from your well wishes or offending anyone.  On that basis, I recommend sticking with “Happy Holidays” and keeping it simple.
Design a graphic that represents your company brand and values.  The e-card’s text should be short and to the point.  Tell your customers how much you appreciate their business and that you look forward seeing them again in the new year.  An even better idea – offer them a discount (using a coupon code) for a stay when they book in the first few months of 2010.  And if at all possible, personalize your message because that will go a very long way in making your customer feel special and unique.
Keep in mind that there is no wrong way to wish your customers a happy holidays: just the act of sending out a note, no matter how simple, will show that you are thinking about your customers during the holiday season.  And that simple message and act can pay great rewards during the rest of the year!


Did this information help you?  If you have other questions, I’d love to hear from you – please don’t be shy!  Send an email to

And don’t forget to check back twice a month for more PR and Marketing Q&As.

About Jennifer Rodrigues

jennifer_rodriguesJennifer Rodrigues, Visibility Specialist with ThinkInk and TravelInk’d, is a seasoned public relations professional with a passion for the hospitality industry, which is expressed in her role at ThinkInk’s travel division, TravelInk’d.  At TravelInk’d, she is responsible for developing cost-effective and creative public relations and marketing strategies for clients in the travel and tourism, airline, lodging, cruise and meeting/event sectors.  For more information on TravelInk’d, please visit or contact Jennifer at

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