Email marketing has evolved from simple confirmation messages to being an important component of your online marketing strategy. If your property doesn’t have a plan or the right messaging, you could be missing the boat on additional bookings and repeat guests.
According to a survey conducted by HSMAI and VIZERGY, email marketing and search engine optimization (SEO) are the two most effective online marketing channels. Approximately 74% of hotels use some form of email marketing.
Below are some tips on how you can get started with email marketing and what you should do when sending out your email messages:
Your database
It starts with your property’s database. Compile past, current and future guests, along with other contacts you’ve gained, to form your email database. You can build this database via your website by including a contact form and newsletter sign up form. You can also use the contact forms to gain specific stats from your visitors - ask them their location, travel intentions, etc. This will allow you to target and cater messaging to specific groups.
Sell the benefits of your property
Emphasize the amenities, local attractions and convenience of your property via emails. Professional photos and copy, information on local demand generators, guest testimonials, and special promotions will help. Partnering with local attractions or businesses such as restaurants, spa/massage or events can help you add discounted packages to your emails… and upsell to guests.
Should you do it in house or outsource?
Once you’ve reviewed your database, consider whether to tackle email marketing in house or outsource to professionals. Having a comprehensive program can be fairly time consuming, but the bigger issue is expertise. Can you afford to have an employee trained on the nuances of email marketing - from design, to copy, to tracking, to SPAM laws? It may even be less expensive to outsource to an experienced hotel Internet marketing company. If you elect to send out e-newsletters and edms in house, be sure that your staff is properly trained. If you do decide to outsource, make sure the company you hire has the experience, expertise and have a plan in place for your business.
Subject lines are important
An over the top or a subject line that is too long is equally ineffective as an uninspiring one. Keep it short and sweet (preferably 8 words or less), and it's easy to read.
State the benefit or offer first, and entice them to read more. The “from” address should identify your property (eg. “A Hotel [specials@ahotel.com.au]”), so it’s not necessary to repeat your name in the subject line.
Below are some examples for subject lines:
- Too over the top, too long and no true benefits - “Stay at our breathtaking hotel in June and be enchanted with our lovely room views”
- Uninspiring - “Stay with us this summer”
- Just right - “20% off your long awaited romantic getaway…”
Email content should be brief, easy to read, state the offer or news early, provide links to your website and have bold calls to action for what you’re promoting. With the huge number of emails that people receive, they will most likely scan your email message quickly and not read word for word. If an offer appeals to a reader, it should be simple for them to take action or contact you straight away.
All messages should be professional, proofread by at least two people and tested in both HTML and text formats, to ensure the content displays properly. Send a test email to your Outlook, hotmail and gmail account to ensure that the email displays properly.
Experiment with “personalizing” the e-mail too, for an added touch. Most services allow you to insert the name of the person (“Dear Sarah,”), assuming you have their first names. And remember that you must abide by the CAN-SPAM act, which essentially requires that all recipients are “opted in” to your e-mails, and that there must be a clear “opt out” option in the email design (usually at the bottom). Study up on this act, or make sure that your provider has it covered.
Design
Design is subjective of course, but let’s look at three objective elements that all email designs should include.
- Branding - Every message should be branded to fit your property’s website. It doesn’t have to be identical, but it should at least include the logo and your corporate colors. This will make it easier for recipients to remember your branding in the future and makes it more consistent
- Imagery - E-mails should have photos that connect with readers. Amateur photos look second rate, and don’t convey professionalism. Corporate photos of an empty hotel look high quality, but don’t cultivate a sense of comfort or inviting. Use professional photos with real guests or stand ins to show that people visit and enjoy your property.
- Layout - Keep it clean, simple and scannable. Again, recipients want to scan over the excessive amount of messaging they’re exposed to. Use a header with links to your site, a main content area and a footer with your property’s contact information.
Besides a great guest experience, email marketing is the best way to increase repeat bookings and generate additional revenue. You must encompass every aspect mentioned above if you want to fully realize its potential.
If you would like help with email marketing, speak to the marketing consultants at TA Fastrack today. Call 07 3040 3588 or email us on email@tafastrack.com.au.
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