Hotel email marketing can be used in a number of ways. It can be used for customer retention, enhancing a customer’s relationship with your hotel; for customer acquisition, inspiring consumers to stay at your hotel or pay attention to your message; and for increasing hotel awareness, introducing yourself to the community or your target market.
According to Madison Logic, 122,500,453,020 emails are sent every hour, so your email needs to stand out within consumers’ cluttered inboxes. There are many ways to achieve this. First, your email cannot resemble spam. Those on your email list need to know that the email wasn’t generated by a computer and they are not one of a million people who received the same message. To avoid this and achieve a personalized affect, the email composition must be thought out in detail.
First consider is the list of email recipients. This list needs to be comprised of people who are within your target market and specifically meet the characteristics of the email campaign target. Once we have profiled your audience, we can then generate a message that speaks directly to them.
Next, the email needs a balance of image and text to account for visual consumers and those who rather have information written out. Additionally, all aspects of the email should reflect your hotel’s image. There should be no disconnect between the email and the hotel website. Images used in the email should be similar to those on the website, and the tone of the message should mirror the tone of the website copy.
Also, hotel social media marketing integration is extremely important as it makes for an easier transition onto a social networking sight, which could lead to further interaction with consumers and possibly to the development of a sense of loyalty to the hotel.
While the world’s consumers are sending and receiving countless emails a day, it is unrealistic to assume all those emails are being sent and read on desktop or laptop computers. We are connected to our smart phones and tablets 24 hours a day, 7 days a week and so your email must also be mobile and tablet-friendly.
After a message has been sent to your list of target consumer, it is important to monitor the success of the campaign, analyzing the data to determine how many people opened and read the email. With this information, future email campaigns and your hotel email campaign strategy can be improved to optimize the efficacy of your marketing strategy.
Blue Interactive Agency is experienced in the generation and execution of marketing email campaigns of various natures, monitoring them in order to optimize their affect for many clients.