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(Case study) Hotel Chain's Program is B-to-B and B-to-C
An overview of the different email newsletters sent out by Fairmont Hotels & Resorts, plus the thinking behind them.
Nothing particularly new, but a good reminder of a solid approach to very basic segmentation. And there's also some insight into gauging the success of newsletters.
One small criticism - the last line compares open rates for rich media, html and text emails. But do the relative numbers reflect our (in)ability to record an open with those different formats, rather than any inherent differences in open behavior?
An overview of the different email newsletters sent out by Fairmont Hotels & Resorts, plus the thinking behind them.
Nothing particularly new, but a good reminder of a solid approach to very basic segmentation. And there's also some insight into gauging the success of newsletters.
One small criticism - the last line compares open rates for rich media, html and text emails. But do the relative numbers reflect our (in)ability to record an open with those different formats, rather than any inherent differences in open behavior?
Permalink | September 30, 2005 |
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