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RMS to Debut an Electronic Direct Marketing Tool for Hoteliers

Next month, RMS Hospitality Solutions said it will unveil an Electronic Direct Marketing (EDM) tool that enables hoteliers to create, send and track custom marketing campaigns. The Email Marketing Manager will be a module that resides within RMS – The Hospitality Cloud. With this feature, hoteliers can view past campaigns and create new blasts as needed.
RMS – The Hospitality Cloud is a one-stop-shop in the cloud for all property systems. The platform is comprised of a group of web-based modules (PMS, POS, channel management, booking engine, guest marketing, business intelligence and more) that can be used independently or in concert to help make any hospitality business more profitable. More than 4,000 properties in 25 countries already use this cloud-based platform.
RMS customers will no longer have to pay for a separate email service provider to create marketing campaigns. With the RMS Email Marketing Manager, hoteliers can develop strategies and customize templates based on targeted demographics. The PMS module is equipped with a campaign builder so that hotel marketers can employ true guest personalization. Through custom communications, hoteliers can create more intimate guest stays on an individual level, thereby taking the customer relationship to the next level and reinforcing customer loyalty.
According to Hospitality Technology's 2016 Lodging Technology Study, of the hotels that are embracing some sort of cloud-based solution, Email is the most widely adopted (54%) with another 11% of hotels planning to migrate their Email to the cloud in the near future. Furthermore, Hospitality Technology's 2016 Customer Engagement Technology Study shows that by 2017, 90% of hotels will have adopted some type of technology that creates and/or communicates personalized offers. The study further showed that 58% of consumers will select a hotel that provides personalized communication based on their purchase history versus one that does not.
And the RMS Email Marketing Manager will allow hoteliers to easily track the success of each campaign.   
The Email Marketing Manager offers hoteliers the ability to generate custom reports to provide marketers with a synopsis of each executed campaign, including:  Campaign Name, Date Sent, User, Number of Messages Sent, Percentage of Recipients that Opened the Campaign, Percentage of Recipients that Click-Through and the Percentage of Recipients that unsubscribed to the email. When hoteliers understand the success rate of each campaign can they better target their preferred audience with each blast.
Further information on the RMS PMS / Email Marketing Manager will be made available after the product launch in November. 
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