Even more so than social media or your website, email marketing is a direct way to speak to your audience, especially since it’s more than likely that they’ve already purchased from or visited you. Receiving an email address means that your consumer wants to hear from you more frequently, whether it’s an update, promotion, product launch, or all of the above! The best part about email marketing is that you can track exactly what people want to hear based on their open rate and clicking activity. This enables you to build better, stronger relationships that will make them keep coming back for more.

I restarted email marketing at the Landmark Resort with a prior, inactive subscriber base that was unfamiliar with the new changes and updates occurring at the resort. Once I implemented automations for lead generation campaigns targeting our leisure, weddings, and group business segments, I purged subscribers that had been inactive for longer than six months that did not interact with my re-engagement campaign. This increased our CTOR (click-to-open rate) from a monthly average of 4-5% to over 90%!