The day drive email was implemented in August 2006. The average open rate for this highly personalized email with dynamic content is over 52%. Through January 2007, the number of customers who showed up for their tour was 52% higher for those who received and opened the email versus those who did not receive an email. Net sales were 53% higher, net volume was an astounding 71% higher, and the average return for each tour was 33% higher.

As a result of this email’s success, we are adding a confirmation email for all overnight mini-vacation packages, which may one day completely replace the hardcopy mailed version that we use today.