Best Email Marketing Practices for your Hotel

Are you a hotel professional willing to make your property distinguish in this highly competitive industry while driving better business performance? Then, consider running email marketing campaigns as it can allow you to enhance the promotion of your hotel, attract prospect guests and improve your customer lifetime value. Besides, it is a cost-effective strategy as the ROI is estimated to be $44 per every dollar invested according to the marketing organization Campaign Monitor. (Links to an external site.) Through learning the best email marketing techniques, you can significantly increase your revenue and ensure long-term profitability. While working on your email marketing, consider following this guide to make your promotional efforts powerful through this digital channel.

4 Tips for a Successful Email Strategy

Building a Strong Contact List

The basis for a successful email marketing campaign is to collect emails from people who are part of your target audience. If you still have not done it yet, consider creating a sign-up form for your website that asks as little information as the name and email to maximize the chance of having your visitors filling it out.  According to the E-marketing organization Website Optimizer (Links to an external site.), a subscription rate can be boosted by 317% through placing pop-up sign-up forms. If you are looking to create a pop-up sign up form for your site, the marketing organization HubSpot (Links to an external site.) offers the option to create a customized one. You can also place your sign up form on your footer or contact page. As a reward for sharing their email address, you can offer your subscribers incentives such as special discounts, early check-in, room upgrades, special deals and promotions, etc. Below is a sign-up form from a hotel offering special vouchers to entice people in entering their email addresses:

Image taken from: https://www.hotelopro.com/blog/en/how-to-kickstart-your-hotels-email-newsletter-your-first-3-steps/ (Links to an external site.)

Besides, your property might already have a property management system that includes a customer database that can be imported to your list. Before doing so, make sure you have their consent for emailing them. If you want to learn more about the legal aspects of email marketing, the marketing company Mailerlite (Links to an external site.) offers a guide about the General Data Protection Regulation (GDPR) as far as concern emailing permission.

Segmenting your Subscribers

There are huge opportunities for segmenting your contact list as you can send personalized emails through doing so and obtain the best results from your marketing campaign. Based on common characteristics shared, you can divide your subscribers into different groups. The company Constant Contact specialized in email marketing (Links to an external site.) suggests tips for email list segmentation. For example, it is highly suggested to segment your list based on the room preferences and type of travelers (either business or leisure). Through an efficient segmentation, you can create more valuable messages specifically tailored to a particular audience. Then, people receiving your email will more likely take action.

Sending Pre-Arrival emails

Hotels are sending pre-arrival emails to personalize their guest’s experience. This can show genuine care for your customers who will already feel the warmth of your hotel operators before stepping out at your property. It can also allow them to be more knowledgeable about the services available on-site. Those pre-arrival emails should be sent as soon as a booking was completed by a future guests as well as a few days prior to their arrivals. You should make sure to mention a warm welcome in your subject line to start building affinity with your guests. An effective pre-arrival email contains the booking confirmation, contact and location details, hotel services and amenities information, social media links, weather forecasts as well as tourist attractions guide. Here is an example of an informative and welcoming pre-arrival email from a hotel: 

Image taken from: https://id.pinterest.com/pin/564427765770993444/

Improving your Customer Loyalty

Email marketing can help you attract customers into staying at your property again. Thus, it is crucial to send follow-up emails after your guests checked-out at your hotel. It is important in those post check-out emails to express nice farewell and gratitude for choosing your hotel. Your message should contain wording enticing people to visit again. It should also include links to register to your loyalty programs as well as special offers for their next stays. To remain top-of-mind to those guests, you should send them emails on a regular basis with special promotions. You can schedule an email automation so emails are sent in specific time periods. The email marketing agency Uplers (Links to an external site.) offers a full guide on email automation. Here is an example of a warm hotel follow-up email:

Image taken from: https://www.resortdata.com/guest-survey-and-communication/ (Links to an external site.)

You can also show care for your guests in your follow-up emails through asking them to share their reviews of their stay in your website as well-as third party website. This can allow you to increase your brand visibility and improve your hotel operations. You can use Net Promoter Score survey type to obtain stay’s ratings as it can gives an accurate understanding of your guest’s satisfaction. Here is an example of a hotel NPS survey:

Image taken from: https://www.resortdata.com/guest-survey-and-communication/ (Links to an external site.)

Know that you learned about efficient email marketing techniques, consider implementing this marketing strategy as email is one of the most powerful digital channels for promotion nowadays. You will be surprised how successful you will be at increasing your hotel occupancy through running email marketing campaigns using the best practices. Thanks to email marketing efforts, you will certainly attract new customers, increase your guest’s retention as well as increasing their spending. When working on your emails, always make sure to always have appealing and engaging content in your emails to drive conversions. Expect major results from this digital marketing strategy!

Here is a link to the previous article if you would like to learn more about marketing especially in the digital world:

What you Need to Know about Influencer Marketing Strategy for your Hotel

 

Guide for a Successful Email Marketing Campaign

If you are a marketer looking for opportunities to increase your brand awareness and reach new customers, start using email marketing to boost your sales. Indeed, emails have proven to be one of the most powerful and effective channels for digital marketing communication. According to a list of statistics revealed by the marketing company Hubspot, 3.9 billion people use emails on a daily basis. Companies that use targeted campaigns through emails have seen an increase in revenue of 760%. In addition, 73% of the millennials which is an important target audience nowadays have a preference for email communications from businesses. In sum, using email marketing is highly profitable as an email report published by the Marketing Consulting Company Email Monday found that for every dollar spent, $38 is generated from your email efforts. These statistics show how important it is to consider building a successful marketing campaign through emailing.

What is Email Marketing ?

Email Marketing is the process of sending messages to prospects as well as customers with the goal of promoting and selling your products or services through emails. The most effective emails are the ones succeeding in achieving conversion and attracting customers into becoming loyal to your company. In fact, using email marketing effectively also allows you to build long-lasting relationships with your customers.

Tips for Email Marketing that will Boost your Results

Here are some important tips you should follow to make a fruitful email marketing campaign :

Building your List 

Building your list consists of getting the right people to which you want to send emails to. It is the basis when starting the email marketing process. In order to obtain emails from your potential customers, you can simply add a form in your website in which people can subscribe. Here, it is important to inform customers of the benefits of entering their email addresses to stimulate people into receiving them. Indeed, in order to motivate people in subscribing, you can offer a special incentive as a reward of sharing their email addresses. For example, companies offer special discounts or something for free as a condition of submitting the form. Otherwise, you can simply offer your customers to receive updates as far as concern your products or services and newsletters.

Here is an example of a sign up form of the fashion company Kate Spade where users are enticed to share their email addresses as they will receive a special discount :

Make sure to follow the Email Marketing regulations and Getting Users Permission 

In order to build trust with your potential customers, it is important to adhere to CAN-SPAM laws which authorize your subscribers to have the right to choose of not receiving your emails anymore. Make sure to follow the CAN-SPAM regulations to avoid being in violations with the act subject to paying a penalty of up to $43,792. There are several requirements according to the Federal Trade Commission to ensure being in compliance with the Act. It is also crucial to get the permission from your customers to get into their inboxes. Below is an illustration showing permission from the customers to receive emails retrieved from an article of the Marketing Company Iubenda.

Providing Attractive Content and Setting the Right Expectations

In order to create efficient emails, it is important to make sure to include in it appealing content to your target audience. It is also crucial to ensure the receivers understand the purpose of collecting their emails and make sure to follow your customer’s expectations based on what you are offering. For example, if you promise to send weekly product updates, and you do not do it, your campaign will not be successful.

Here is an example of a follow up and welcome email sent by Dominos Pizza with a Thank You note for subscribing to the rewards programs listing all the expectations:

Segmenting your Email List

This process consists of dividing your list into separate groups for the purpose of having more targeted customers for the different types of emails you would like to send. The Marketing Consultant Neil Patel suggests examples of how to segment your list into the following groups which are customer lists, subscribers to newsletters, demographics (age, job title, gender, etc) or interests. Segmenting your email list will be highly effective as it will allow you to transmit more targeted marketing communications.

Make the Most Use of Email Analytics

Thanks to email analytics, you will be able to assess the effectiveness of your campaigns. Here are the three most important metrics you must know in order to understand how your emails are performing:

  • Open-rate : Open-rate can be defined by the number of subscribers who opened your emails. If a specific email campaign has a high open-rate, it means that your email was appealing to your audience at first sight. Indeed, your emails were highly effective as people were enticed to open your emails quickly as it provided value to them. Here are some strategies to increase the open-rate of your emails according to the company Constant Contact.
  • Click-through rate : Also known as CTR, it indicates the number of people who clicked on a particular link located in your email. If you find out that you have a low CTR, it means that your email was not attractive enough and that you may not have succeeded in transmitting your expectations from your customers through the message. In this case, you must work on improving your email copy. The marketing expert Neil Patel mentions 14 tips about how to improve email CTR.
  • Unsubscribe rate : This metric simply shows the number of people who have unsubscribed to your email by clicking on the button ‘‘unsubscribe’’ in your email. If you have a high unsubscribe rate, you must rethink the strategy you are employing. Here it is important to identify when people are leaving in the marketing funnel in order to determine ways to offer more values to your customers in your emails.

In today’s digital world, email marketing should definitely be one of your top priorities. If used effectively, you will be surprised how it will be the most profitable communication channel for your business. Do not leave money on the table and become an expert in email marketing to generate more revenues for your company. If you are a beginner, consider taking the courses with Hubpost and get certified in email marketing to have a better idea about how to build successful marketing campaigns !

Here is a link to the previous article if you would like to learn more about marketing especially in the digital world :

https://mery-market.com/implementing-ppc-through-search-ads-to-profit-your-business/