Email marketing cannot be an afterthought. There is a tendency for marketing departments to devote a ton of time to their paid marketing efforts, to the exclusion of almost everything else. Since money is being spent on buying traffic, everyone is focused on getting the best return on their investment. The fact is that your permission-based database of emails is as important and relevant as any other marketing channel. Just as you plan your paid marketing spend, you should also plan your earned (permission-based email) marketing efforts. Most hotel and travel email marketing campaigns still exist as low-level items on someone’s checklist of things to do. Invariably, the marketers who put the least amount of effort into email marketing will end up using one of my least favorite sentences in hotel marketing: “It does not work for us.” Get the full story at Vikram Singh's blog