In this article, we will go through the process of creating and setting up an email marketing campaign at the group level. Access training videos on creating a campaign HERE.
Areas we will cover:
- Selecting Campaign Types
- Descriptions of Campaign Types
- Setting up the Campaign
- Campaign Templates
- Merge Tags
- Email Design
- Previewing and Testing
- Segment & Schedule
- Review and Send
In order to create a group campaign, select "Marketing" and "Campaigns" from the menu options at the top of the page:
From here you will see any Campaigns you have previously created or drafted. These campaigns will be sorted into One-Time Campaign and Automated Campaigns.
To get started click on the 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 the different campaign types and what they mean. Choosing the right one can mean better reporting later on.
Selecting Campaign Types
At the group level, after selecting to CREATE A CAMPAIGN you will choose if you'd like to send the campaign as if it is coming from the group or as if it's coming from an individual property.
Descriptions of Campaign types:
1. Automated
- 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.
- Double Opt-in - campaign send a subscription link to guests as they are added to a double opt in contact list. This helps stay GDPR compliant.
*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- 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.
- 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.
- Birthday - campaign to celebrate a guest on their birthday
- Other- Other campaign types not listed above.
Setting Up the Campaign
After selecting the type of campaign you will be taken to a new screen where you will name the campaign for internal reporting. Guests will not be able to see this.
For A/B Testing information see our Help Desk article HERE.
Once you have named your campaign and selected the language you can click NEXT and move on to the designing your campaign. At the top of the screen in the Campaign Builder page, you will be able to see your progress in creating your campaign.
Templates
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 a BASIC template where you can upload your own HTML code.
Once you have selected your template you are ready to start creating.
Merge Tags
Starting with the body and text of your email you can use merge tags in subject lines or the body text of your emails. Before you start, make sure the information the merge tag will replace is in already in your PMS and in 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 are placeholders that will be replaced by each guest's specific information. 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 up your email.
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:
1. When creating a campaign, on the step 'Design', 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. When creating your Campaigns you will want to ensure that you are covering these basic points.
- Have a compelling image and display your logo
- Have a good heading
- Content informing guest 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
Edit the body style of the email using the module editor. Add blocks to your campaign by selecting “Blocks” from the sidebar. Click and drag a block over to add it to your email.
-
Adding CTA buttons to your campaign
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, Check out our please see our dynamic content article.
The body section on the email design menu allows you to customize the 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.
Previewing Email Design
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.
Segments
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.
If you check the “Only include guests who have” and select “not received”, you can only select campaigns of certain campaign types in the “Choose specific campaigns” drop-down. Campaigns types you can select include:
- All one-time campaigns
- Prearrival campaigns
- Welcome campaigns
- We miss you campaigns
- OTA winbacks
You will not be able to select campaigns that are any of the other campaign types.
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.
Most importantly you must select the Schedule Now button on the bottom right of the page to turn on and finalize scheduling of your campaign. Otherwise, the campaign will not go out. 
For information on Campaign Settings, allowing users to easily specify a delivery and email settings see article HERE.