Five Tips for Better Email Marketing in Hospitality

Posted by Jaimie Onasch on September 14, 2017 in Marketing


Ctrl email - keyboard keyEffective email marketing campaigns can help your hotel build long-term relationships with guests by making personal connections, understanding their interests and establishing trust. They are also good for your bottom line.

According to a 2016 survey conducted by the Data & Marketing Association (DMA) and Direct Metric, email marketing had a median ROI of 122 percent, which was more than four times higher than social media, direct mail or paid search efforts. As with any strategy, the best email marketing for hotels starts with a well-designed plan.

Following are five tips for successful email marketing in the hotel industry:

1. Segment your audience. MailChimp research shows that segmented email campaigns have an open rate that is 14.31 percent higher that non-segmented campaigns. Guests have different reasons for subscribing to your emails. Some may be looking for deals and special offers, while others may be interested in local seasonal activities, hotel services or news.

Categorizing subscribers upfront and dividing them into small, specific groups based on their commonalities is the first step to effective email marketing. For example, you may have business travelers that only stay once per quarter. Once you create your segmented lists, maintain them by removing old, invalid or duplicate emails on a regular basis.

2. Deliver a relevant and compelling message. Instead of sending mass emails to your entire audience, you should tailor messaging to the individual groups identified through segmentation. This starts with short, attention-grabbing subject lines designed to appeal to the recipients’ interests and to encourage opens.

Your content also should match the guests’ expectations and align with their reasons for subscribing. Quality resources, such as relevant landing pages and clear calls to action, can help add value to your email by giving your message a specific purpose.

3. Test emails on multiple devices. A 2016 Litmus study revealed that more than half of all emails are opened on a mobile device. More and more people view email on the go, which means an adaptable, mobile-friendly template is a must. For example, make sure links are easy to click with a finger tip, and the content isn’t so long that a reader has to keep scrolling and scrolling to get through it all. Send test emails to examine content for missing data, broken links and other design flaws on various devices before launching.

4. Set up automated emails. Email automation can help your team manage marketing efforts by delivering messaging more efficiently. Event triggers may be set up to launch autoresponders at optimal times. For instance, your team can automate welcome emails for new members of your rewards program or set up confirmation and room upgrade emails for those who just booked their stay.

5. Monitor key metrics. As with any type of marketing effort, your email marketing should include measurement of efficacy. Metrics such as open rates, clicks, conversions and unsubscribe rates can help improve your hotel’s email marketing strategy by providing insight into what is working and what’s not.

For example, a low open rate may tell you that your subject line needs some sprucing up, while a high unsubscribe rate could mean you’ve missed the mark with your messaging. A/B testing takes this one step further by allowing your team to experiment with subject lines and content to pinpoint what your guests respond to.


Revelation PR, Advertising & Social Media offers hotels, B&Bs and resorts services related to media relations, community relations, branding, group sales, SEO/SEM and social media management. Please contact Brian Lee, brian [at] experiencerevelation.com or 608-622-7767.



The generational bridge

Posted by Brian Lee on September 1, 2017 in Personal Note

bridgeThere doesn’t seem to be universal consensus on what exact years define each generation, as explained in this Wikipedia article, so for sake of argument, I’ll use 1980 as the cut off for Generation X and Millennials. Since I was born in 1980, that means I’m the youngest of one generation and the oldest of the next.

That describes me in a way, as I have friends that span about a 12-year age radius, and I do identify with both generations, each to a certain extent. From Generation X, I was a latchkey kid but didn’t believe authority figures shouldn’t be trusted. From Millennials, I am optimistic about the future, but I don’t believe everyone should get a trophy.

In both my personal and professional lives, I’m doing my best to fit into each group as well as bridge the gap between the two. Whereas someone who is 25 and someone who is 50 may not “get” each other, I feel I have enough common ground with both.

Let’s look at phone usage. I know many Gen Xers that would prefer a phone call instead of a text message, and I’m happy to oblige. At the same time, to reach a Millennial, I usually will only send texts. How often do the two generations have trouble communicating with each other because both sides are unwilling to change?

From a marketing perspective, seeing through the eyes of your target audience, and not what you think they see, is important. This is the essence of Schramm’s Communications Model, which explains that senders and receivers of messages each operate in their own respective frames of reference.

And of course, this applies to Baby Boomers and Gen Zers, too.

Now that I’ve gotten this off my chest, I think I’ll go watch reruns of “Seinfeld” on my tablet.


‘Robin,’ ‘The Joker’ Co-Creator Jerry Robinson Selected for Wizard World Hall of Legends

Posted by Taylor Kennedy on August 30, 2017 in Client news

LOS ANGELES, August 30, 2017 – Jerry Robinson, best known as the co-creator of all-time great characters “Robin” and “The Joker” for DC Comics’ “Batman” line, will be honored as the sixth honoree in the Wizard World Hall of Legends, an initiative to celebrate the artists, writers and insiders who built the industry and continued the traditions. Robinson’s son, Jens, will accept the award on behalf of his late father at a ceremony at Wizard World Comic Con Madison on Friday, September 22, at 7 p.m. on the main entertainment stage at the Alliant Energy Center.

A 2004 Comic Book Hall of Fame enshrinee, Robinson (1922-2011) began work on “Batman” as an inker and letterer in 1939, when the comic was in its infancy, and is widely credited with co-creating the two iconic characters, along with “Alfred” the butler and the villain “Two-Face.” He later formed a studio with Mort Meskin to work on the “Black Terror” and other characters, before exploring other cartooning genres. Robinson’s other comics creations include Atoman, London and Jet Scott (with writer Sheldon Stark). In his multi-dimensional career, Robinson drew theatre illustrations for Playbill magazine on Broadway and created award-winning socio-political panels (“Still Life” and “Life With Robinson”) and comic strips (“Flubs & Fluffs,” for two decades in the New York News).

Robinson was a staunch advocate for artists, most notably on behalf of Jerry Siegel and Joe Shuster in their rights struggle with DC over “Superman.” On Capitol Hill he supported legislation benefitting the creative community, and worked with human rights organizations to focus attention on oppressed political cartoonists abroad. He founded the agency Cartoonists & Writers Syndicate, now affiliated with the New York Times Syndicate and known as CartoonArts International. On his many travels to the former Soviet Union he brought royalty payments to artists whose work he helped to get published.

Robinson’s memoir, “Jerry and the Joker: Adventures and Comic Art,” was published posthumously in August 2017 by Dark Horse.

Jerry was President of the National Cartoonists Society and the American Association of Editorial Cartoonists, the only person to have served in both positions. He was a Trustee of the International Museum of Cartoon Art in New York and Florida. Robinson’s is widely recognized for his groundbreaking work on behalf of the art form as a collector of original art, historian (including The Comics) and curator (the first major comics exhibit at the Kennedy Center in Washington and at a Madison Avenue fine arts gallery).

“Jerry Robinson is a pioneer in the comics world, in every sense of the word,” said John D. Maatta, Wizard World President and CEO. “The characters he created were integral in one of the most significant comics of all time, ‘Batman,’ which has stood the test of time. We are pleased that Jens will be able to accept the Wizard World Hall of Legends in his honor in Madison.”

“I am touched and deeply honored to come to Madison to accept this tremendous honor on my father’s behalf,” said Jens Robinson.

Robinson joins Rob Liefeld, creator of the popular Cable, Deadpool, X-Force and Youngblood franchises, Trina Robbins, the first woman to draw “Wonder Woman,” Jeff Smith, creator of the famed comic book series Bone, Mike Grell, “Green Lantern” artist and Guy Gilchrist, “Nancy” artist, as previous Wizard World Hall of Legends honorees.

The Wizard World Hall of Legends initiative, which will honor one or more figures from the comics world at each convention, is one in a series of enhancements that Wizard World is making in the comics area. Artist Alley in Madison features a standout lineup of creators, including Gilchrist, Jeremy Clark (“Grimm Fairy Tales Genesis: Heroes Reborn,” “Day of the Dead”), Dirk Manning (“Tales of Mr. Rhee,” “Nightmare World”), Phil Ortiz (“The Simpsons,” “Muppet Babies”), Bob Camp (“Ren & Stimp”), Tom Cook (“Smurfs,” “He-Man and the Masters of the Universe”), Mike Toth (“Tarzan,” “Aladdin”), Rob Schamberger (WWE artist), Danny Fingeroth (“Spider-Man,” “Iron Man”), Victor Dandridge (“The Samaritan,” “Origins Unknown”) and many others.

Comics creators at Wizard World Comic Cons are engaging with fans more than ever. The Creative Stage, active throughout every show, provides attendees additional opportunities to interact with artists and writers, with demonstrations, interactive Q&As, informative discussions, art raffles and auctions, learn-to-draw instruction and more.

Wizard World Comic Con events bring together thousands of fans of all ages to celebrate the best in pop culture: movies, television, gaming, live entertainment, comics, sci-fi, graphic novels, toys, original art, collectibles, contests and more. The 12th event scheduled on the 2017 Wizard World calendar, Madison show hours are Friday, September 22, 4-9 p.m.; Saturday, September 23, 10 a.m.-7 p.m.; Sunday, September 24, 10 a.m.-4 p.m. Kids 10 and under are admitted free with paid adult.

Wizard World Comic Con Madison is also the place for cosplay, with fans young and old showing off their best costumes throughout the event. Fans dressed as every imaginable character – and some never before dreamed – will roam the convention floor and participate in the famed Wizard World Costume Contest on Saturday evening.

For more on the 2017 Wizard World Madison, visit http://wizd.me/MadisonPR.

About Wizard World (OTCBB: WIZD)
Wizard World, Inc. (www.wizardworld.com) produces comic, gaming and pop culture conventions across North America that celebrate the best in pop culture: movies, television, gaming, live entertainment, tech, comics, sci-fi, graphic novels, toys, original art, collectibles, contests and more. A first-class lineup of topical programming and entertainment takes place at each event, with celebrity Q&A’s, comics-themed sessions, costume contests, movie screenings, evening parties and more. Wizard World has also launched the digital Wizard magazine and introduced WizPop, a daily news service reporting on the biggest pop culture stories of the day, and featuring a weekly recap covering the news of the week. Fans can interact with Wizard World at www.wizardworld.com and on Facebook, Twitter, Pinterest, Instagram and other social media services. Additional initiatives may include an augmented touring schedule of Wizard World shows, fixed-site installations, curated e-commerce, and the production and distribution of content both in the U.S. and internationally.

The 2017 Wizard World convention schedule is available at: http://www.wizardworld.com/comiccon.

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Media Contact:
Jerry Milani, Wizard World, 646-883-5022 (o/txt), pr@wizardworld.com

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