Permission-based email is perhaps the most powerful, yet underutilized, customer communications and marketing tool available to companies specializing in the hospitality, travel and leisure business.  Companies such as airlines, hotels, travel agencies, and restaurants are beginning to realize the benefits of targeting and timeliness of getting the marketing message to consumers.  It is a communications medium that enables you to efficiently segment your list based on knowing demographics and interests so that you can send targeted messages. Email also allows for an immediate response, and is relatively inexpensive to implement. When done correctly, email is an optimal tool for customer retention and relationship building. More importantly, it's quickly becoming a competitive necessity.

     The following are some of the key benefits that make permission-based email an ideal marketing tool for the Hospitality Industry:

• Ubiquity - People use email both in the home and at the workplace. It is the most popular online activity among Internet users with over 100 million users in the US alone
  
• Highly customizable - With the right technology, it is extremely easy to send high-volumes of personalized email. You can send personalized messages, as simple as including each recipient’s name in the message, to as complex as including each individual recipient’s reservation information in the body of the message. Additionally, with the ability of obtaining more customer information through a sophisticated lead qualification and survey solution, like Patron Profiler you are enabled to send extremely targeted and personalized communications, therefore resulting in the most successful campaigns possible.

• Timeliness - More than any other technology, email has the power to give customers what they want, when they want it. This is extremely valuable in the travel and leisure industry. This is extremely valuable in the travel and leisure industry where needs such as filling last minute vacancies exist. Quick campaigns can drive quick results when and where they are needed.

• Saves money - Postal direct mail has been an extremely effective marketing medium for the travel and leisure industry. Email is a fraction of the cost of direct mail and also allows for more timely incentives. With the proper email infrastructure, you can send thousands or even millions of personalized emails for a fraction of what it costs for you to send the same information via postal mail.
  
• Immediacy - Whether communicating gate changes, weekend specials, weather alerts, or other time sensitive information, email allows you to communicate with a large number of customers faster than any other means currently available.
  
• Scalable - With the right technology, you can easily communicate with tens of millions of customers quickly and inexpensively.

• Measurable - Email allows you to measure and track the responses you receive from each mailing. You can track everything from who and how many people opened your message to how many people took action (made a reservation, printed directions, etc.) because of your email.
  
• Enhances brand equity - Email communication allows an organization to continuously be in front of their customers keeping them visible and improving brand awareness. As the ultimate “push” technology, e-mail is virtually impossible to ignore. Branding can be achieved merely by having clearly labeled e-mail delivered to a subscriber's inbox on a regular basis.
  
• High-response rates - According to Jupiter Communications, permission-based email receives average response rates between 5% and 15%, compared with average response rates of 1%-2% for direct mail.
  Improves customer relationships - Providing relevant information in a timely and personalized manner will significantly improve your relationships with your customers. Email is perhaps the most efficient and cost effective way to communicate with your customers quickly and personally.

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