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EchoMail® Direct MarketingTM, Days Inn communicated with its
customers quickly, announcing a valuable money-saving offer both for the customers and the company.
Client Since: June 2001
Products Used:
EchoMail® Direct MarketingTM
Number of E-Mails processed:
95,000 E-Mails sent
Service Solutions:
Business Intelligence Support
Creative Design Consultation
Workflow Analysis
Direct Mail and Strategic Planning
Data Mining
Training and Consulting
Network Architecture
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Success Story: Days Inn
Company Overview
Days Inn, one of the hotel franchise chains of Cendant, has nearly 2,000 locations worldwide with over 6 million
rooms booked annually. Days Inn services more than 66 million business and leisure travelers each year. Days Inn
targets primarily to the economy and business class markets with hotels across North and South America, Europe,
Asia and Africa. Days Inn has the highest market share of any hotel chain.
Before EchoMail
Days Inn wanted to advertise their new rate discount program - Daylight Savings. The Daylight Savings campaign
offered a discount of 25 percent and more off regular room rates from July 11 through Dec. 31.
They chose to conduct their direct marketing campaign via EchoMail in order to determine the speed and efficacy
of E-Mail in marketing and advertising.
The EchoMail Deployment
The EchoMail creative team, using a Days Inn proprietary graphic image, created multiple HTML-encoded E-Mails
from which to choose. Days Inn provided an in-house list of nearly 169,000 E-Mail addresses. EchoMail performed
list hygiene, removing over 70,000 duplicate and invalid addresses. The campaign was sent to over 98,000
addresses. The campaign was sent in text, HTML, and AOL formats, with over 75 percent receiving HTML E-Mail.
After EchoMail
The Daylight Savings direct E-Mail campaign resulted in high consumer response levels, with high click-through,
low bounce back, and low opt-out rates. Over 93,000 people received the E-Mail campaign. Less than two percent
of the recipients opted out. Days Inn received nearly a 10 percent click-through activity rate for the two
links available in the campaign, or 9,122 clicks. Nearly 64 percent of the click-throughs occurred in the
first 72 hours of the campaign.
Click-through analysis indicated that over 93 percent chose the "Daylight Savings" link, taking the user to
the Daylight Savings web site where they could explore the Days Inn offer and make reservations. The remaining
seven percent clicked on the logo, which took them to the main Days Inn web site.
Types of Inquiries Handled
Bounce-back management and E-Mail list hygiene
Click through analysis
Creative design consultation
Survey distribution
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