How To Put Your Hotels Email Marketing on Fire
Hotel Email Marketing is still one of the most effective tools for communicating with guests and customers. Social Media has not taken away the value of using this tool, rather it has added a new dimension to it.
Over the years, I received several email campaigns from marketers that promoted that the ‘Money is in the list’. This is an oversimplification of reality. With proper monetization strategies, it is more than possible to have revenue flow from your email list.
The techniques and strategies that will put your Hotels Email Marketing on Fire focus on the processes that build proper foundations allowing you to communicate with your guests and customers.
A New Foundation
One of the key elements of a successful email marketing campaign is to build the right foundation.
The key elements to include are:
- Process
- Tactics
- Curiosity
- Add value
- Optimize
- Test
Email is not dead.
- 72% of US consumers prefer to communicate with brands via email
- 91% say they like to receive promotional email from the brand
- 73% of brands indicate email is a core marketing strategy
- 25% reports email as their top ROI performer
One primary challenge today is that over 200 million emails are sent out every minute. Consumers are experiencing email overload, and a large part of the time they spend in their inbox is to remove unwanted emails.
And many consumers like myself uses several different email services for various purposes.
Process
Hotel Email marketing is a process that reflects your Hotels core values. When you define your Hotels email marketing strategies it is important to learn what influence your market segments.
To help identify that your process is working it is important to use tools that allow you to measure your email. When you know an opening, click-through and conversion rates then you have valuable data telling you if your calls to action are in line with the story.
One important step in the process is to have set a goal for an email marketing campaign. If your goal is to increase direct bookings from your email campaign it will require a different strategy versus if your goals are to increase your Hotels Facebook Fan page likes.
Here it is important to note that today Social Media and Email Marketing complement each other. Together they create a synergy that amplifies the process.
Tactics
Email, in general, has over the years decreased in response rate. Social Media has allowed us to implement new tactics that brought new life to email marketing.
Facebook apps and Twitter Cards are two very effective tactical tools for reaching new market segments.
Today it has become very important to tell a story through your emails. When done right your email campaigns can turn out very effective.
The key to successful email tactics is the ability to think outside the traditional box. An email has become an important part of the cross-marketing platform.
Curiosity
Storytelling is one thing, but you have to create curiosity. When there is a gap between what we know and what we want to know, we take action. Psychology is an important element of a successful email campaign.
Derek Halpern at social triggers™ tells us that curiosity helps you attract subscribers and sales.
Curiosity can be something interesting where the reader drops everything to learn more about your message. And curiosity also introduces the element of surprise.
When we are curious, we see things differently; we use our powers of observation more fully. We sense what is happening in the present moment, taking note of what is, regardless of what it looked like before or what we might have expected it to be.
We feel alive and engaged, more capable of embracing opportunities, making connections, and experiencing moments of insight and meaning — all of which provide the foundation for a rich, aware and satisfying life experience.
Customer relationship and happiness are supported by curiosity.
Add value
The Tipping point for Hotels lays in Value Innovation. Value Innovation is created where a Hotels action favorably affect both its cost structure and its value proposition to buyers. Cost savings are made by eliminating and reducing factors that the Hotel Industry compete on.
As the Image shows the principle is to drive cost down while simultaneous drive value up for the customer.
For the customer, it is all about developing a memorable experience. And a memorable experience further supports relationship and happiness.
Added value is what brings the customer back, and more importantly it put in place mechanisms that will make the customer share their experience with their networks.
Optimize
Just because an email campaign is performing poorly don’t do the mistake starting all over again. You might end up just starting a new poor performing campaign.
This is where both the process, tactics, and curiosity comes into play. You have to be able to identify key components of your campaigns that you can tweak and improve.
Process and tactics help you with the data and tools that will identify key performance indicators. Curiosity focuses on your Hotels community. When you optimize include all these elements.
Test
One thing Hotels still has to do with their email campaigns is A/B testing.
Email campaigns and newsletter is a great marketing tool for repeat customers. They are already pre-qualified. But don’t make the mistake and take them for granted.
A/B testing is vital for testing your process and techniques.
When you do A/B testing decide what you want to test here. And again measure it against opening rate, click-through rate, and conversion rate once they’re on your Hotels website.
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Try something new it will magnetize your Hotel!
Be flexible and identify new ways to make guests happy.
As guest behavior and pattern continues to evolve, expectations will continue to rise. Navigating these changes can be challenging. Learn more about how we can help your Hotel.
About the author
Are Morch is the founder and owner of Are Morch – Hotel Marketing Coach. Get more from Are on Facebook | Twitter | LinkedIn | Pinterest | Instagram| Podcast
