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Q: Social + RFM: Are your most valuable guests active on social media?

Our recent social media research brought up some interesting points. It put the social marketing movement into perspective but also set a baseline for the resort industry so we can track these trends going forward.

Sitting on this data, we couldn’t help but ask deeper questions. Seeking a relationship between social activity and RFM is one of them.

The RFM Breakdown
RFM stands for recency, …

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Q: What effect do specific words have on ski resort email open rates?

Now almost two months in, the Stash is really starting to take us in some interesting directions. We’re going to step away from the email stats starting next week, but before we do, there’s an extremely insightful one to share.

Originally, the idea was to analyze email length to find a correlation between copy length and click rates. While we may revisit that topic in …

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Q: What influences opt-outs and how do those trends compare?

Piece-by-piece, the Stash is starting to paint a more complete picture of marketing. We’re finding that each question we come up with builds on the questions before. Last week we analyzed click and open trends, day-by-day, for the entire year.

This week we’re putting opt-outs under the magnifying glass to see when they spike, when they drop, and if anything correlates to these events.…

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Q: How does ski resort email performance fluctuate throughout the year?

After our recent “day of the month” question, Eric Hoffman, from Park City Mountain Resort said, “would be much more interested to see a month to month comparison, leading into and over the course of the winter, perhaps even week by week.” Your wish is our command, Eric. In fact, we went one better and ran these stats by day.

There are two things to …

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Q: If someone uses their season pass X times, what’s the likelihood they’ll renew their pass?

This is a tough question to answer. Right now, you may have a Gold, Silver, and Bronze pass with youth, senior, family, employee, and student pricing that all changes three times at price increase deadlines. Next year, any of those elements could be tweaked, creating dozens, if not hundreds, of varieties.

Not one to shy away from a challenge, we dug deep and found some …

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Q: Does day of the week impact ski resort email open & click rates?

Ski industry day of the week…
There’s a lot of data out there that tries to answer this question. Unforuntately, none of the samples are industry specific. For this week’s “Stash” we’re going to dig deep into our database to answer this question specifically for resorts.

The Theory
Now, this may depend on your personal history, but many email marketers have been trained that Thuesday-Thursday …

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Q: Does day of the month impact ski resort email open & click rates?

Avoiding Bill Paying Times…
The idea behind this question is simple and, intuitively, makes sense to ask: wouldn’t the large amount of bills, mortgage payments, and spending that come at the beginning and end of each month mean marketing is LESS effective and make sending emails mid-month MORE effective?

The Theory
So, if this is true, for the clicks per send rate we would expect …

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