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Email Marketing Case StudyReval Hotels: Friends & Lovers

Robin Gurney

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Estonian email

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Foreign Language Emails

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English Landing Page

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‘Thank You’ Page

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‘Closed’ Page

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Email Marketing Tips

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» Leave lots and lots of time for testing» Always include a text version (an

alternative to HTML)» Test with different web browsers (IE 6, IE

7, Opera, Firefox 2, Safari)» Use an informative From name and

Subject line» Limit subject lines to 50-60 characters» Make sure your links work

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» Make sure your links don’t expire

» Put links to subscribe, unsubscribe, or change settings in the fine print at the very top or bottom of the email

» Keep your email width under 600 pixels

» Track your emails

» Identify qualitative goals

» Define the target audiences

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» Choose the type of email:• Short-Form Editorial (ad free) e.g. Äripäev

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• Long-Form Editorial (like a newsletter) e.g. altex Newsletter

• Short-Form Promotional (e.g. e-postcard or e-flyer) like Friends & Lovers or Eturundus! Emails

• Long-Form Promotional e.g. sells multiple products

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» Contract owners of targeted opt in lists

» Segment your house lists» Define content strategy, frequency

and send schedules» Don’t forget that content is king» Test, test, test» Think about segmentation

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» Send out in batches

» Observe technical requirements of third parties

» Avoid weekends

» Protect against spam bots

» AIDA

» Pre-fill forms if you can

» Keep it simple

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» Don’t SPAM