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Ensemble Travel Group
Newsletter Success Story
Challenge
Ensemble Travel Group is a consortium of travel agencies and individual travel
agents who join in order to receive specific benefits only available to
consortium members. These benefits are geared toward the luxury sector of the
travel industry. Ensemble Travel provides its members with a full range of
marketing materials, supplier special offers only available to members,
online and onsite training, an annual conference, and 3 weekly
newsletters.
Each of the 3 weekly newsletters provided not only up to date information
from headquarters marketing, but also a wealth of supplier offerings,
and discounts that agents could use as sales tools and incentives. These
newsletters were e-mail text, containing no graphics and no formatting. It
was also not possible to track opens, bounce backs, or click throughs. Many
of the members were making comments that the format was hard to read, not
easy to quickly locate specific information, and in one word “boring”. How
could some life be injected into this tired communication vehicle?
Solution
Ensemble Travel Group Canada had been experimenting with using Constant
Contact, an internet based supplier of e-mail services, for their e-mail
efforts. They reported that it not only allowed for the use of exciting
graphic templates, but tracking was available. Our marketing department was
tasked with investigating this as an option to our current newsletter system.
At that time I was the editor of these newsletters and also had experience in
using Constant Contact for e-mail campaigns. I worked with the group to
determine the pros and cons of this provider. Constant Contact allows a
period of free testing so it was decided to try a mailing. None of the
templates were satisfactory as to corporate standards. The web design group
worked to create html templates as a custom solution. Since the web designer
had just been hired, my input on the design was vital as I was the only
individual who knew the contents and variations of the newsletters from week
to week.
After our successful trial and no hassles with importing the mailing list of
over 2500 addresses we proceeded to plan the switchover to a fully graphic
capable newsletter. Over the weeks of the phase in, I conferred with various
department individuals as to an upgrading of content style. We went with
“zingy” advertisement like headings, and benefit driven introduction copy to
all links. We also divided each newsletter into sections, aka online
newspapers, so that information would be logically available. Each issue
received a subject line guaranteed to stimulate curiosity so the open rate
would increase over the old format.
Impact
We could see from our first analysis of the open and click through statistics
that recipients were excited about this new format. Many commented that now
they had all this wonderful information in an easy to locate manner. This new
format enhanced one of the most important benefits of membership and was
instrumental in reaffiming to members the value of being part of this
consortium.
“They really look terrific and are jam packed with good info! The information
that is provided by Ensemble to the membership, in this new format is simply
outstanding!” Jill Romano, Manager, Dimensions in Travel Inc, CA
“Leona Seufert works very hard to get the newsletters the best they can be
and I know that at times we present her with great challenges that she meets
so well” Suzanne Hall, Senior Director, Marketing & Development Land
Products, Ensemble Travel Group.
View page 1 of the hotel newsletter
View page 2 of the hotel
newsletter
View page 1 of the land newsletter
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