Luxury Coach & Transportation

May 2019

Magazine for the professional limousine, charter and tour industry.

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34 WWW.LCTMAG.COM Great Ideas provides a broad range of information focused on new ideas and approaches in management, human resources, customer service, marketing, networking and technology. Have something to share or would like covered? Contact LCT contributing editor and California operator JIM LUFF at JIM LUFF | MAY 2019 SPOT TIP #1 – Load your contact data: This can be done one at a time or loading an entire spreadsheet at once. #2 – Create your campaign message, verbiage, artwork, links and landing pages: You can create a link such as "Click here for more information," which takes your recipient to a page to complete a lead card for follow-up. #3 – Load your campaign contents into the email marketing platform: Upload photos, enter your text, links, and logos. #4 – Choose your lists of who will receive the email campaign: Choose one list or all lists to control who will have this campaign delivered. #5 – Schedule deployment dates: You can send an email one time or multiple times. You control the date and even the time it will be deployed. You can create multiple emails conveying the same message set to be deployed on different dates automatically. #6 – Analyze your data: Reports tell you who opened your emails and who didn't, as well as who unsubscribed from future emails and who reported you for spam. This allows you to tweak your future mailings based on who is most interested. Steps to Managing a Campaign Communications: Keeping Up With Clients, Affiliates, and Prospects What Is An Email Marketing Platform? You have likely heard of and received emails from marketing platforms such as MailChimp, Constant Contact, or Active Campaign. Overall, these systems allow you to create lists of different contacts such as affiliates, existing clients, prospective clients, or campaign specific targets such as fellow operators you met at the recent International LCT Show in Las Vegas. You likely returned home from the Show with a stack of business cards. Now, it's time to develop those contacts into meaningful relationships. Setting Up An Email Marketing Platform Armed with business cards of newfound friends, the first step in setting up a "reach-out" campaign is to load the data. is one-time process includes manually keying in the data from each card: Company name, individual, email ad- dress, street address, and phone numbers. You can also create "tags" that in- dicate a particular market area an operator serves so you can quickly search your database for an operator in that area. You can also cre- ate tags such as "wine tours," "concerts," or other interests of retail clients who can help you target specific campaigns to those most likely to appreciate it. Most platforms are flexible in how much searchable data you can categorize to allow specific matches to your marketing needs. Using Targeted Lists You can create multiple contact lists so each campaign reaches specific people on spe- cific lists. For example, you might create a list called "ILCT 2019" and enter the cards of all the people you met at the Show. ese same people could also be added to another list called "affiliates." Once a contact is entered to your master database, you may add them to as many lists as you like. Other lists might include existing clients, prospective clients, corporate clients, and charity event clients. By creating these specific lists, you can cre- ate campaigns that address the specific communication needs of a particular group. You may also send emails to every contact in your database. If a person appears on multiple lists, they will receive only one email. What Is A Campaign? A campaign is your specific message in one or more emails. For instance, you can create campaigns specific to those you met at the ILCT Show. e first email would be a per- sonalized message thanking the person for their time and providing your contact information. You can schedule a follow-up email to go out 90-days later to remind them of your meeting and ask them questions such as, "Have you put any of the information you learned at ILCT to use?" You can send messages only to clients who have previously booked wine tours with you or announced a special for an upcoming concert to those who have booked vehicles for a concert in the past. Many apps on the market can help you send personalized mass emails and target specific groups. Learn how to use email marketing platforms. By Jim A. Luff, LCT contributing editor Product Price Comparisons The old adage, "You get what you pay for" doesn't apply in the arena of free email platforms. While several are free, the quality of the product isn't diminished. They are liberal in sharing their branding logos on your emails and may also include advertising for other companies when using free versions. Constant Contact $45/month Up to 2500 Contacts Mail Chimp $0/month Up to 2000 Contacts Benchmark $0/month Up to 2000 Contacts Active Campaign $49/month Up to 2500 Contacts For additional product feature highlights, look for this article on LUXURY COACH & TRANSPORTATION MAY 2019

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