The Email Wars

I have been looking for more email lately in light of the ever escalating prices of CRUDE (like the impact of our company name EROI, not becoming the term for Economic Return on Oil Investment in the Blogosphere) and how companies might use it as a marketing message. 

One of my favorite boutique hotel companies (Kimpton Group) used the change in airline baggage handling costs to position it as a marketing win for hotel stay booking through email. By turning the news and physcological impact of charging for checked bags into an opportunity to get that money back when you book a stay. Now not only is it a good example of using news and a situation to your benefit, but it was timely to the point of dropping in my inbox right as all the online and offline buzz was going down. 

So it struck a chord with me and I assume many other travelers. 

Now this is not simply to the point on OIL, but the fact that you can turn a newsworthy situation that is front and center with your audience into a relevant email marketing campaign or touch point. So kudos to Kimpton Group for striking fast and on point. I know they will be my next stay in SF when the trip is booked.