Personalization and timing are crucial elements in hotel email marketing campaigns that aim to maximize their value.
Include opt-in forms on both your website and at check-in to ensure guests double opt-in (see our GDPR and email opt-ins post for more details).
Automated emails can remind loyal customers of the advantages of booking through your hotel, such as discounts, upgrades and exclusive offers for loyalty members.
Segmentation
Segmentation is the practice of breaking up your email list into different groups based on specific criteria such as geographic location, interests or purchase history. By segmenting, this allows for tailored content and promotions tailored specifically for each group resulting in increased engagement rates and customer loyalty.
Email segmentation can be one of your hotel’s most effective marketing tools. By sending targeted, relevant messages directly to subscribers, email segmentation allows your hotel to build relationships and turn them into paying customers.
One of the most effective techniques of email segmentation is targeting messages to the products or services each subscriber is interested in. For instance, if they’ve been looking at one product but have yet to buy it, offering discounts or free shipping might encourage them to complete their purchase decision.
Email segmentation allows you to use audience engagement as another basis for segmenting email marketing messages. For instance, send your top ten most loyal subscribers a special offer in appreciation of their support and encourage repeat purchases.
Email segmentation allows you to create targeted campaigns based on time of year or types of events your target audience are likely to attend, for instance sending seasonal newsletters or holiday greetings as follows.
Email segmentation allows you to target messages based on what content is most appealing to each subscriber. For instance, you could create an email campaign promoting a new product line or service to new subscribers, while simultaneously sending out instructions for how to use a certain product to existing ones – the possibilities are limitless! However, no matter which message type is being delivered – each segment will respond differently so it is essential that it communicates the right tone, style, and promotion messages directly.
Promotions
Loyalty programs are powerful marketing tools for hoteliers looking to boost customer lifetime value and revenue. By offering exclusive perks, discounts, and first-to-know offers exclusively to loyalty members, hotels can foster brand affinity among guests that may otherwise be lured by competitive offers. Plus, loyalty program data can also help tailor services and experiences specifically to each guest – further increasing guest happiness!
Discount-driven programs can be effective, but to achieve long-term success they must be deployed strategically. Customers value service and value more than prices alone; offering complimentary amenities like WiFi and phone chargers in guest rooms can make a real difference to customers’ experiences. You could even go the extra mile by offering member-exclusive offers such as early access sales or special rates during peak seasons – something which would really set your establishment apart.
Promotion of hotel offers is best done through targeted email communications. Their frequency and content will depend on which guest segments have been identified – for instance, sending personalized welcome messages or post-stay emails with exclusive member offers may help ensure that guests continue to remember your hotel as top of mind.
Consideration must also be given to the rewards provided through your loyalty program. A points system enables guests to redeem various prizes such as free nights, dining vouchers and spa services; having such options ensures there is something suitable for all members and prevents churn. Incorporating non-hotel related rewards, such as non-branded merchandise items can broaden its appeal further and ensure retention.
Attract more loyalty program participation with direct booking options on your website, and reduce commission costs with online travel agents (OTAs). Little Hotelier makes providing this feature simple – combined with its ability to promote loyalty program benefits in emails it is an effective strategy for increasing direct bookings and customer retention.
Upselling
Email marketing can help hotels drive upsells, increase guest spending and build brand loyalty. Email marketers can use data gathered about each guest to customize content and offers that resonate with them – this allows hoteliers to offer discounts on room rates or services offered, promote new amenities or events and notify guests about special deals they might otherwise not know about.
Email marketers can also encourage guests to return by promoting loyalty programs at their property. By offering incentives such as exclusive offers and free stays, hotel loyalty programs can encourage repeat bookings. Email marketers can use emails sent out as part of these loyalty programs to highlight benefits like pre-arrival offers as well as early notification of sales or promotions.
Hotels can leverage email marketing by employing these best practices:
Compelling subject lines: Writing emails that combine urgency, personalization, and relevancy will increase open rates and click-through rates. Customized emails: Include details like guest names in every email to increase click through rates.
Featured packages: Take advantage of special packages and promotions to entice guests to book their stay. Sending pre-arrival emails: Informing guests what awaits them upon their arrival can increase upsell conversion rates by 8.23%.
Transactional emails: Transactional emails offer an ideal platform to promote upsells, such as room upgrades and other amenities. With high click-through rates and increased opens rates, transactional emails offer an ideal chance to boost upsell opportunities.
Email automation: Certain email providers offer email automation software that streamlines the process of sending messages to guests. In addition, this software can provide advanced metrics and analytics that enable hotels to track the success of their email marketing strategies.
Reminders
Email marketing is a powerful way for hoteliers to connect with guests and encourage repeat stays. Hoteliers can utilize it for guest pre-arrival emails, upselling/cross-selling campaigns, feedback requests and event promotion purposes – though it should always be part of an overall hotel marketing strategy rather than acting in isolation.
Integrating email marketing with CRMs and guest management systems will enable you to enhance the effectiveness of your hotel email marketing, creating more advanced guest communications which increase bookings and revenue while at the same time tracking metrics more closely and optimizing campaigns based on results.
Example: if Jane Smith were one of your customers, your email campaign could include an offer of free accommodation during their birthday month or information about offers and promotions they may have missed during previous stays. Personalizing each experience this way ensures a truly memorable one and keeps customers returning again and again.
Once your email marketing campaign is in place and targeted to your hotel’s most loyal customers, it is vital that they be followed up on post-stay. Send a guest appreciation email or invite them to your loyalty program – this will build brand recognition and enhance customer lifetime value.
Staying compliant with local and global regulations regarding email for marketing purposes is paramount, such as EU GDPR and CAN-SPAM laws that mandate hotels give their consumers the option to opt-out of receiving further communications from them, including providing clear links back to your privacy policies in each email message you send out. Failing to do so could incur heavy fines for your hotel.