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Email Marketing
What should you do when you’re not selling passes/tickets? Get emails.

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Yesterday we talked about doing math around your conversion rate.

Math that could give you a reason to capture emails instead of selling certain products during various times of the year.

But everyone’s situation is different, and you may find out that my hypothetical situation is not even close to what you see for a long list of reasons.

What should you do then?

Not on Sale

Here’s the thing, looking at conversion rate is funny because most resorts, at one time or another, will stop selling certain products.

  • Maybe that’s lift tickets between closing day and October.
  • Maybe that’s season passes after December until March.
  • Maybe that’s lessons along similar timeframes.

In that situation, your conversion rate isn’t irrelevant.

It’s ZERO.

And in those situations, the math I mentioned yesterday will always make it more valuable to capture emails because there’s nothing else to capture from the traffic that continues to stream by.

Capture. Emails.

My request for you today is simply this: take a few minutes and think about the products you stop selling at various times of the years.

And then add one thing to your seasonal checklist:

Put up the email sign up form on the ____ page when we stop selling _____ with the CTA, ‘Get the best deals by receiving an alert the moment ______ go on sale next season.'”

That’s it.

It doesn’t have to be a cute, perfectly-integrated form with award-winning design. It just has to be there, in a visible spot, with a good CTA.

Always Traffic

There is almost surely some level of traffic you’ll see for every product you sell during every day of the year. If that traffic is unlikely to convert, or if they simply can’t convert:

  • Capture their email
  • Keep in touch
  • And use their email to bring them back when they can or will

Food for thought.

About Gregg & SlopeFillers
I've had more first-time visitors lately, so adding a quick "about" section. I started SlopeFillers in 2010 with the simple goal of sharing great resort marketing strategies. Today I run marketing for resort ecommerce and CRM provider Inntopia, my home mountain is the lovely Nordic Valley, and my favorite marketing campaign remains the Ski Utah TV show that sold me on skiing as a kid in the 90s.

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