May 2009 Winner

Clayton Hotel Galway

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Key Elements

• Banner Image
  The banner image is a great picture of the yachts in full sail, instantly giving the recipient a visual idea of the action scale of the event.
  
  
• Intro
  Vicky has gone for an approach that captures and expands upon customer interest. In this case the event is the Volvo Ocean Yacht race and the introduction provides the reader with information alerting the recipient to the dates the event is on and the programme of events on offer.
  
  
• Body
  This newsletter is very focused on the recipient, alerting them to the whole host of free entertainment on offer throughout Galway over the festival.
  If publishers want to retain loyal subscribers - including a percentage that eagerly look forward to receiving future issues - they should seriously consider what a good ezine is from the READERS' standpoint.
  
  For the most part, readers look for solid VALUE in an ezine; value in the form of helpful information, tips, news and other resources related to their specific interests and the ezine's theme. If an ezine doesn't deliver enough value, many readers will eventually cancel their subscriptions.
  
  
• Offers
  The Clayton also include a number of excellent offers for the reader including a Day tour package to The Cliffs of Moher and Connemara
  
  

Runner Up - Clarion Hotel Group

Congratulations to The Clarion's ezine which came runner up.

What we loved about this campaign was the creativity show by the Clarion group in promoting their ‘Paddy Hanlon’ special.
Including a special offer for one of your products or services is a great way to add value to your newsletter and increase your open rate. It could be a giveaway, a buy-one-get-one offer, or a discount. These will encourage your readers to buy, and drum up some business after you send the email.

Landing Page
The advertisement also links directly through to a relevant landing page that allows you to book the offer. It is important to link directly to landing pages when offering the reader something, instead of linking to just your website homepage and making the reader find the offer themselves.