Tuesday, 1 March 2011

Example Marketing Message

Below is an example of a marketing message I received in my email inbox. It is from St Christopher Inns who are a company that own hostels in a variety of locations across Europe. I receive the emails because I have stayed in their hostels in Brighton, London and Berlin. I always open these emails because they are bright and colourful and an interesting read. However, as you can see from the image below the emails have a tendency to be very long with a lot of information, which I often don't end up reading due to the excessive length. I think the email should be a shorter length in future to ensure readers do not get bored or bombarded with information.

It is a very colourful, bright and eye catching email marketing message with lots of new information. As the email is received monthly there is also useful information on the monthly events in the cities where the hostels are located.

Although my name is mentioned at the top of the email I think St Christopher Inns is missing a real opportunity to personalise the email more. Firstly my name is in such a small font you can barely see it at the top and also I think they could take advantage of the information they must have about the guests at their hotels. For example I have stayed in the Berlin hostel and took part in a free walking tour they offered and I think it would be useful to know which other hostels offer this facility. Also, when staying in Brighton I was given a 'VIP' card which meant I got good drinks deals in the bar below the hostel. The email could provide information about the hostels which have bars attached as they are a great way to meet other travellers. Or on the other hand, travellers with children or those not wishing to go to a hostel with a loud bar underneath may want to know this information too.

Overall I would say the email is interesting and definitely inspires the reader to want to stay in the hostels but it should have less information, be more personalised and be shorted in length.

(I'm unable to get the picture any bigger so I uploaded it to photobucket here but it's still small but hopefully you can zoom in?!)

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