The last quarter of the year is a good time to review your annual hotel marketing strategy, draw conclusions and start drawing a new plan for next year. A little more than a month for Christmas, which coincides with the winter high season of many hotels, it is time to look back, assess errors and successes and propose new objectives, if possible more ambitious than the previous ones, as the The latest data regarding overnight stays published by the INE point towards a progressive recovery that we hope will continue in the coming months.
A chapter that you should resume as soon as possible within your annual marketing plan is the emaling . With the boom of social networks, many experts dared to say that the email was dead. From our experience we can not defend this theory. On the contrary, we think that any hotel should have a well planned and executed email marketing strategy, because email is still a very powerful tool for customer loyalty and a unique opportunity to encourage cross sales.
That’s why we wanted to dedicate one of our weekly posts on marketing and hotel management to emailing, gathering 10 basic tips that would be good to consider when planning your shipments for the next high season:
1. To whom do I send my emails?
We have already talked about this topic in our blog some time ago: that no guest returns to your home without leaving your email. Remember the simple tips we gave you then to collect email addresses from your guests.
2. Respect the rules of the game.
It does not matter what information you plan to send them. Any mass shipment needs the explicit authorization of the recipient. Therefore, when requesting information from the guest, it is better to pre-advise and ask directly what kind of information you prefer to receive.
3. The power of segmentation.
With the answers to the question “what information do you want to receive?” It will be very easy to segment your shipments. For example, there will be guests who care about receiving offers or promotions. Others will prefer to receive corporate news related to your brand. Others will be willing to receive your monthly Newsletters , whatever their content.
4. Do not be weary.
When asking for the customer’s feedback , do not forget to ask about the periodicity in which you would like to receive your information. This data is also very valuable, since from the conclusion you can decide how often to schedule the shipments you have in mind. Two more recommendations in this regard:
– choose a periodicity that you can fulfill. It will not make a good impression if you promise a biweekly newsletter that becomes monthly in a short time because you have not been able to devote more time to generate and prepare the content of the shipment. It is preferable that you increase the shipments as you see results and you can dedicate more resources.
– Do not tire the guest with irrelevant shipments. Remember that the quality is above the quantity in all cases.
5. Content is king.
You will have heard this phrase on more than one occasion … The idea is that you send quality information of interest to the recipients. Do not send only offers. A mix of promotional / corporate / content of interest to the guest can work well. That you do not know the preferences of your clients yet? Well take the email route to ask them to fill out a short questionnaire. That easy.
6. The good, if brief, twice good.
Do not waste your time mounting an endless email. Think about the reading time you usually spend with each email you receive. In the content, go to the point.
7. There’s nothing wrong with being pretty.
Well, no. Especially if you are a Newsletter that has to compete with many others that want to stand out in the recipient’s inbox. It is not that complicated to design an attractive email. There are many free templates that you can take advantage of.
8. Tell me what I have to do.
Sometimes, you are so involved in the text of the shipment that you forget to include a call to action. Before sending, ask yourself: what is the objective of this campaign? In the answer is your call to action .
9. The subject of the matter.
One of the most important parts of your email is the subject line. Think of an attractive, forceful and original phrase that does not fall into the typical expressions of spammers (such as “cheap”, “last minute”, etc.), that is not too long and that summarizes well the content of the email. As you are going to segment the shipment, you can try different subject lines and see which one gives the best result.
10. Test-error and start again.
Check the data related to openings and clicks that you can access if you send a specific emailing program, draw conclusions and continue testing new strategies for your next shipments. You never stop learning with emailing!