West Virginia resort The Greenbrier doesn’t like to let a few clicks go to waste. Instead, it uses a simple e-mail follow-up message to help jostle those who clicked through on a prior e-mail offer to take further action, says Reggie Brady, president of Reggie Brady Marketing Solutions.
Brady shared this tip with attendees of last week’s List Vision conference in New York City, during her session “Realities of E-marketing.” In particular, she explained, The Greenbrier dropped an initial e-mail offer of a $100 discount, and received a clickthrough rate of 14.6 percent. Three weeks later, the resort went back to those recipients who had clicked through but had not booked a room. Fewer than 1,000 prospects were targeted in this second drop, but the results were still strong: Bookings for 125 room nights within 48 hours of the blast, or $75,000 in sales.
Brady notes that a key tactic in the follow-up e-mail is to strengthen the call to action and offer, rather than focus on the product or service. For example, copy for this follow-up e-mail led with the discount.