Email Marketing: Dynamic and Targeted Communication

Libra OnDemand Email Marketing automates the entire email process, allowing you to communicate with your current customers, attract new business, and market your organization more effectively. No more standardized mass emails. No more manual queries, data exports or file uploads. By combining the rich customer profile data with email marketing tools, your entire database can be segmented by multiple criteria, such as stay patterns, guest preferences, survey results, demographics, etc. The result: highly targeted email campaigns that reach your intended recipients and therefore increase positive responses for your hotel.

Libra OnDemand is partnered with Vertical Response, creating a seamless integration between the platforms. This ensures superior deliverability and CAN-SPAM compliance, opt-out functionality, along with open and click tracking.

The ability to create dynamic lists is especially beneficial by compiling email lists based on reservation and guest profile data at that exact time when the campaign is created. This feature allows you to communicate with the specific recipients that fit your outlined criteria for a determined time. These dynamic lists, along with campaign scheduling capabilities, are the basis for pre-arrival and post-departure emails.

Your customers can subscribe to email offers directly through your website or the Libra OnDemand Customer Portal. Then, campaign results, survey responses, delivery notifications, click-through information, bounces, and unsubscribes are all automatically updated on the customer profile. The effectiveness of email campaigns and delivery results are easily tracked and measured using the Analytics feature within Libra OnDemand.

Email Marketing

• Email design and creation tools
• List management tools
• List segmentation
• Open and click delivery tracking
• ROI reporting
• Campaign scheduling
• Dynamic lists
• Campaign approvals
• Campaign results analysis
• Subscription through Customer Portal

Use Case: Do you “get the word out” effectively?

How do you invite your guests to return for another visit? The Spa at your property may be adding new services to their menu in the upcoming month. Thanks to the integration between your CRM and email marketing tools, you can send an email to all your guests in the past year that booked a spa package, offering them an exclusive discount. Or, your hotel may be hosting a wine festival. By compiling a list based on the preference tracking feature in the customer profile on data gathered from the POS, why not invite all your past guests that are wine enthusiasts to attend the event?

Thanks to the ability to create dynamic lists, you can contact specific guests that are scheduled to arrive the next day. You can easily send them an upgrade invitation or a welcome letter that describes local points of interest or what the weather is going to be during their stay. Upon their departure, you may also want to get their immediate comments and feedback by sending out post-stay surveys. The surveys can be custom designed specifically from that guest’s stay. So, for example, it would ask them to comment on their room service experience only when the guest in fact experienced room service during their stay.