MADRID copy2.pdf

EMAIL, LEAD GENERATION & DATABASE MANAGEMENTMMGY handles all strategy, creative, testing, transmission, measurement andreporting in-house. Our email, lead generation and database managementpractices are built upon a structured methodology that will guide Madrid’sstrategy, programming and execution. These programs can be integratedwith select-guest programs. For Madrid, we will use Exact Target as our directemail platform. Depending on media paln, either one or two mass emailswill be sent to people with profiles that fit our target audience. We will targetpeople interested in Spanish travel or European travel. Our email databasewould be made up of two lists, the first consisting of direct leads from onlineand offline sources. The second list will consist of people we want to targetfor the “renounce your routine” campaign. It will target people in big citieswith long commutes and enough money to travel internationally. Using ExactTarget, we’re able to track and measure the success of emails in real time bylooking at click-through rates and click activity.