Email marketing is one of the most powerful tools in your marketing arsenal. It’s cost-effective, easy to set up, and can reach a massive audience with just a few clicks.
It’s also one of the overlooked parts of a hotel’s marketing strategy. This is surprising, given that email is the most direct way to reach your audience and convert them into customers. Yet, many hoteliers still don’t understand the power of email marketing and how it can be used to drive bookings.
In this article, we’ll share tips on developing or enhancing your email marketing campaign.
Types of Emails for Your Marketing Campaign
What emails can your hotel use to drive sales and build relationships with your audience? Here are some popular ones;
Confirmation emails are emails sent to your customers after booking with your hotel. They’re often sent out within minutes of booking and usually contain information about their stays, like check-in times and directions to the property.
Upsell and Pre-Arrival Emails
Pre-arrival emails allow you to communicate special offers and deals to your guest without being pushy. A pre-arrival stage is one of the best moments to let your guests customize their stay. In addition, by presenting your special offers pre-stay, you can improve your guest experience and establish another revenue stream, enabling you to generate ancillary revenue from your hotel’s attributes.
A hotel upselling software like Oaky can help you do it streamlined and hassle-free, which also means you can easily get your whole team on board with upselling, as the tool will automate a big chunk of the upselling process.
Thank you Emails
From the term itself, thank you emails are messages of appreciation to customers for using your service. In addition, it helps to boost customer loyalty to your hotel business.
Review Request Emails
Review request emails are sent to customers staying or staying at your hotel. They are an excellent way to improve customer service, strengthen brand reputation, and drive more happy guests.
7 Proven Ways To Nail Your Hotel Email Marketing
Hotel email marketing can potentially boost your business, but it’s not an easy task. It would help if you had a clear strategy, reliable tools, and a proven process to get results.
This list below will show you how to nail your hotel email marketing and ensure that every message you send drives bookings.
Mobile-first Design is a Must
Your hotel email marketing can’t just be designed for desktop—it needs to be mobile-friendly too. As more people access email through their phones, your emails must look good on all devices. This includes ensuring your images aren’t too big, and that text isn’t hard to read.
Create an Epic Subject Line
The subject line of your email is the most crucial aspect of your email. It is the first thing your reader will see, so it needs to be clear and compelling.
It needs to summarise what’s in the email and entice people to open it. Your subject lines should be short, catchy, and aligned with your brand voice, so they don’t appear spammy.
Utilizing powerful words(either positive or negative) will help increase your email interactions and open rate. Power words have a strong emotional impact on your reader and can influence their decision to click an email.
For example, if you said “Congratulations! You’re invited…” in your subject line, it will be more likely to catch someone’s eye than a simple “Invitation for….”
Personalize your Message
Personalize your message as much as possible. This can be done by using the recipient’s first name or even their company name if you have it on file.
You should also include a greeting, a closing, and your signature on the body of your email. Doing so gives the impression of professionalism and respect to your recipient.
If you are emailing a client from another country, you should consider using their native language. If this is not an option, you can personalize your greetings ( research their popular native greetings).
Leverage email management software to send your emails at the right time. Automation can save your time and increase engagement with your readers.
Set up an automation campaign where you send a series of emails over time, each one tailored to different needs that your readers may have.
Email management software also helps you track, monitor, and analyze your emails’ open, click, and bounce rates. This gives you insight into how your readers engage with your emails and what things you can improve.
Be Consistent with your Email Design
Be consistent with your email font type, text size, and message tone. For example, if you use a professional email address, you should also use a professional font and text size.
Consistency will help maintain your brand image and ensure your message is not lost in translation. It will also help you avoid sending mixed messages and prevent you from being considered a spammer.
Consider using graphics in your email if it is appropriate for your industry. If you’re not sure what kind of graphics to use, a simple logo in the top left corner is often sufficient.
Include a Call to Action (CTA)
A CTA is a phrase that encourages the reader to take action, such as visiting your website or signing up for a newsletter. You should include a CTA before your signature at the end of your email.
Consider the action you want your readers to do and how that relates to their interests, then write a CTA that will entice them into responding.
Make it easy to unsubscribe
If you have an email list, it’s essential to make it easy for people to unsubscribe. You can include a link in your email footer or signature that takes readers directly to the unsubscribe page.
It entails that you respect your customer’s decision. It will save you from getting spam complaints or angry calls from your client.
You can use hotel email marketing to build relationships with your customers, increase engagement and loyalty, and drive sales and bookings.
But first, ensure you know your target audience, their preferences, and how you can provide value to them. Then, you can get started with your email marketing campaign by implementing the seven strategies above.