NESTDirect, the direct-mail program for home-based retailers who are members of the Network of Entrepreneurs Selling Travel, has gone virtual.
A new CRM tool enables agents to control and manage their turnkey marketing campaigns online 24/7, according to Nicole Mazza, chief marketing officer at NEST.
Among the three main components to the direct-mail program are lifestyle marketing campaigns that are distributed six times a year in the niche markets of romance travel, family travel, soft adventure, luxury travel, fall savings and golf and spa.
Also, single-vendor promotions are available throughout the year highlighting specific destinations and promotions for designated preferred suppliers, and on a quarterly basis, the consumer travel magazine "Journeys" provides articles and tips about vacation destinations and interesting types of travel options, as well as an exclusive offers section featuring preferred-supplier deals.
The new CRM tool enables NEST agents to log onto the Agent Extranet to view available promotion details, import and edit customer databases and sign up for the mailings.
"Even though the program is virtual, the service is still personally handled by our expert staff here at NEST," added Mazza. "So, if our home-based agents have a question, all they need to do is call or email, and their query will be handled with the utmost care and professionalism by their dedicated business development manager."
Another key enhancement in the program, she said, is that all databases are "scrubbed," meaning that participating agents are assured their databases are clean and correct. Marketing segments can be added to the databases that help agents target which customers are the best candidates for specific promotions.
"Data scrubbing is an essential component to implementing a successful direct mail program that is targeted and efficient," said Mazza. "Our system accomplishes this very effectively. It also assists agents who have not yet segmented their databases. Agents can quickly and easily segment their databases, allowing them to send the right promotions to the right people.
"The user-friendly system will make agents more efficient, and it’s free to all NEST members," she said.