Wyndham Vacation Rentals comprises of many brands within the holiday rentals market and our challenge is to create interesting and engaging targeted email marketing solutions for each brand using specific guidelines. Its integral that we choose the right images, create the right copy and target the right audience to make sure that the campaign gives our client the highest click-through rate possible.
Audiences vary within the brands. From young couples and groups of friends to families with children and retired couples. With this in mind, we need to be aware that the general tone changes from brand to brand.
We produce several emails per week, each with their own specific brief. Account management work closely with designers to create the right look and feel for each brand and each email.
Once the design is signed off by the client, we move on to the HTML stage. Building the email, adding links and hosting on our server.
Heat maps and analytics for each email campaign are studied closely by the Brand Manager with learning implemented in to the following brief.