In this step-by-step article, we will go through the process of creating a campaign and setting up an email marketing campaign.
Access training videos on creating a campaign and upsell management HERE.
Log into the Revinate platform and select the "All Campaigns" option from the Campaigns tab.
From here, you will see any Campaigns you have previously created or drafted, sorted into One-Time Campaigns and Automated Campaigns.
To get started, click on the blue "CREATE CAMPAIGN" button.
Revinate Marketing allows you to create different campaign types, some of which may be new to you. We'll give you a brief explanation of each campaign type and what they mean. Choosing the right one can mean better reporting later on.
Descriptions of Campaign types:
1. Automated
Transactional (emailed 'triggered' by an event)
- Confirmation- campaign is automatically sent after a reservation has been made.
- Modification- campaign is automatically sent after a reservation has been changed.
- Cancellation- campaign is automatically sent after a reservation has been canceled.
Pre-arrival / On-Property (emails 'triggered' based on a scheduled event)
- Pre-arrival- campaign is automatically sent X number of days before the guest checks in to build a relationship and drive incremental revenue.
- Welcome- campaign is automatically sent after the guest checks into the hotel.
Post-Stay (emails triggered based on a past stay or checkout date)
-
OTA Winback- campaign automatically sent to guests with a reservation through an OTA. Must be sent within 30 days post-check-out.
-
We Miss You- campaign automatically sent to guests X number of days or within one year of the last stay to inspire a repeat visit.
*Note, not all OTAs forward your emails to the guest. Update guests' email upon arrival to target directly in the future.
2. One-time
Promotional / Informational (emails sent one time on the date and time selected)
- Rooms Offer- a one-time campaign to drive room revenue through packages, sales, or other offers.
- Events & Announcements- a one-time campaign to notify recipients of special event or announcement taking place on the property or in the area. Non-room revenue generating.
- Newsletter- One-time campaign to update recipients on hotel news, events, and special offers, sent at a regular cadence.
Other
- IP Warm-Up- Only to be used during the onboarding phase by your implementation manager.
- Test- Only to be used during the onboarding phase by you and your implementation manager.
- Other- Other campaign types not listed above.
After selecting the type of campaign you will be taken to a new screen where you will be able to begin the building process.
For A/B Testing information see our Help Desk article HERE.
For Upsells set up and management see our Help Desk video HERE.
Once you have named your campaign and selected the language, you can click “NEXT” and begin designing your campaign. At the top of the screen in the Campaign Builder page, you will see your progress in creating your campaign.
You can choose from a previously created campaign template that the users of your account may have already created, or choose a fully designed template. For advanced users, there is an HTML option where you can import your own code.
Once you have selected your template, you are ready to start creating.
ANATOMY OF AN EMAIL
When creating your campaigns, you will want to ensure that you cover these basic points.
- Have a compelling image and display your logo.
- Have a good heading.
- Content informing guests of the reason for your email.
- Include a Call-To-Action button.
- Provide contact details.
- You are required to include privacy compliance.
- Add social media links.
Email Alias' / Customer Send Names
Account users with administrative level permissions can add different 'from names', 'from email addresses', and 'reply-to addresses' for their campaigns. Admins may also change which email aliases are default selections for Marketing campaigns and Transactional campaigns.
All users on the account may choose from the admin selected ‘from names', 'email addresses' and 'reply-to addresses' when creating their campaigns.
Learn more about Email Alias' and Custom Sender Names in our help desk article HERE
Merge Tags
Starting with the body and text of your email, you can use merge tags in the subject lines or the body text of your emails. Before you start, ensure the information the merge tag will replace is already in your PMS and Revinate Marketing.
You can check this by looking at a guest's profile in the Guests Segments > Guest Database section to see if we import this information.
Merge Tags
Merge tags are placeholders that each guest's specific information will replace. For example: When writing an email, you can add the merge tag [GUEST LAST NAME], and this placeholder will be replaced by the last name of each guest who receives your email. Personalization can improve the chances of a guest receiving and opening your email. The Merge Tag drop-down has reset merge tags you can choose from that connect with your Guest Database
For more information on Merge Tags please refer to our Help Desk Article HERE.
To add merge tags to an email, take the following steps:
Email Subject Line
1. When creating a campaign, on the Design step, locate the tag icon on the right-side of the Email Subject field.
2. Hover over the merge tag icon to see a list of merge tags available to you.
3. Select the Merge tag you wish to use and it will appear in the ‘Email Subject’ field.
Text body
4. Choose a text module and click on the place where you would like to insert a merge tag.
5. A menu will appear, where you can find the merge tags icon.
6. Scroll down and click on the merge you would like to add.
7. You will see the name of the merge tag between square brackets. The merge tags will be replaced with the specific information pertaining to each guest.
Once you send out an email with merge tags, the email should appear with the merge tag fields filled out. It should include the information you chose such as the [CHECK-IN DATE] of the guest.
Marketing Email Design
You can create the body of the email using the module editor. Add modules to your templates by selecting from "Add a Module". There are several options to choose from and each is customizable using the "Module Editor" which will activate anytime you click on the module you wish to edit.
Content types can be added into empty blocks or pulled above or below existing blocks.
There are several options to choose from, and each is customizable using the content editor, which will activate anytime you click on the content you wish to edit.
In the Module Editor, options will change according to the selected module.
For Call-to-Action Button Modules: Be sure to include the URL that you would like the guest directed to. The CTA buttons may also be linked to your UPSELLS page.
For Social Icon Modules: Be sure to include your own social media links, as the pre-populated links lead to the social site’s main page.
To remove content or blocks, select the object you would like to delete, and then click on the trash can button in the bottom right corner of the object.
For Dynamic Content please see our supporting article HERE.
The body section on the Email design menu allows you to customize the email itself and different areas of the email itself. Such as the background color, email border, heading colors, and fonts.
You should include a “View in Browser” link so that your guests have that option available to them. You can also customize this link’s label.
Make sure you include unsubscribe links for privacy compliance and a physical address is included in your contact information. Both are requirements by law.
The unsubscribe link and URL are both options available in your MERGE TAGS.
After you have designed your campaign you can preview it as it will appear in Emails and on mobile devices.
We recommend you also send yourself a test email and save it as a template so you can revert back to your design later.
Segment
After reviewing and testing your email campaign, you will select the guest segment you wish to use for the campaign.
To learn how to create segments refer to our HelpDesk Article HERE
Edit and review your guest segment and set any additional parameters.
Depending on the Campaign type chosen your options for additional options to set for your guest segment will change.
Schedule
Schedule the campaign for the date and time you would like it to run. Based on campaign type scheduling options will change.
We recommend you try different scheduling options and see what works best for your property.
Although ‘Immediately’ is an available option, best practice dictates that you give enough time to make any last-minute changes and edits to the campaign before sending it to your guest list.
Within two hours of a campaign running, it may not be possible to stop the campaign from running, so please keep this in mind.
You will have one more opportunity to review all of your work and make any further adjustments and changes in the REVIEW portion of the campaign builder.
In these last steps, you can turn off revenue tracking if this is an informational campaign or one that you do not consider should have revenue tracked or attributed to the Marketing platform.
Setting send limits, see our support article HERE.
Campaign Revenue Attribution, see our support article HERE.
Important! you must select the “Schedule Now” button on the bottom right of the page to turn on and finalize the scheduling of your campaign. Otherwise, the campaign will not go out.
For information on Campaign Settings, allowing users to easily specify delivery and email settings see article HERE.