hotel email marketing

Hotel Email Marketing – Skyrocket Customer Retention

By: Frank DePino | June 18, 2021

Over the years, the growth experienced in the hotel industry is outstanding. In 2018, the hotel industry recorded a retail value of over USD 500 billion

However, what this growth implies is an equal rise in competition. Presently, the hospitality industry is one of the most competitive markets to operate in. This is because of the increasing number of hotels trying to benefit from the growth of this thriving market.

A proven marketing strategy is the only way to deal with this intense competition within the hotel industry. Over time, it is clear that email marketing is capable of being the solution to this challenge. With excellent hotel email marketing, you can gain an edge over the competition in this industry.

Email marketing boasts an impressive Return on Investment rate. An ROI of £32.28 for every £1 spent (about $40 per dollar spent) is simply impressive. 

Therefore, this means that email marketing can yield better results. It is more prolific than other marketing strategies like direct mail, social media, television, and search.

Benefits of Hotel Email Marketing: 

  • Effectively promoting your hotel
  • Stimulating future guests
  • Up-sell and cross-sell opportunities and experiences
  • Remaining in touch with former guests long after their stay.

In this post, you will be exposed to the intricacies of hotel email marketing–its significance and procedure. You will find out how to harness the capabilities of emails to improve your hotel earnings and development.

email marketing for hotels

What Is Hotel Email Marketing And Why Does It Matter?

Email marketing remains an effective tool. Particularly, hospitality email marketing as a channel consistently provides the best ROI across many sectors.

Notwithstanding, email marketing also comes with its fair share of obstacles.

Consider this statistic from the housing industry, which includes hotels and B&Bs. Research revealed that the average email open rate is set at 15.8%. Again, the average click-through rate is just 4.7%.

So, what exactly is Hospitality Email Marketing?

Productive hotel email marketing isn’t about flooding anyone’s inbox with needless content. Instead, consider this kind of marketing as a part of your customer’s journey.

First off, you’re already organizing a wonderful guest experience for them upon their arrival on your property.  It is only ideal that you get your services started before your guest even arrives at all.

Just as it is with other aspects of marketing, understanding the point of view of your guests matters a lot. Do not forget that their presence on your email list implies one fact. They are already looking forward to traveling down to you. 

Therefore, with a terrific hotel email marketing campaign, you can effectively harness that eagerness and enthusiasm.

hotels email marketing

Practical Steps To Set Up Your Email List

The first phase of revenue growth for your hotel through an email campaign is setting up a list of subscribers. These subscribers are those ready to receive your emails from time to time.

Begin by going through the data you have presently. Then proceed to check out your property management system or your hotel records. Take out every customers’ email address you can find there. Then, you should import these email addresses to your email list. 

NOTE; Ensure you have approval to email them before going ahead to do so. 

Also, you can try out opting-in to test your email deliverability. With that, you will be sure that their email addresses are accurate. Again, you are sure that the email gets to the desired destination (their inbox).

Before you send out emails, you must first set up an effective list of contacts or emails. That does not seem like a task. However, the question is how do you set up a great email list?

To know more about how you can set up a high-quality email list, keep reading. With the following steps and tips, you can set up your email list effortlessly. 

content marketing emails

1. Choosing A Platform

Truly, to set up an email list, a sign-up form is an integral part. However, you must first decide on the platform you will run the marketing campaign on.

An email marketing tool is your best way to send emails to a large number of people at the same time. Over the last few years, these tools have increased in their fame. 

Furthermore, these tools are incredibly easy to use and reasonable as well. In addition, some of these tools come with a free plan which is perfect for small to medium-scale enterprises. 

Below are some of the few prominent email marketing software. This software is the perfect tool for hotel email marketing;

  • Campaign Monitor
  • Mailchimp 
  • Aweber
  • Sendgrid

Likewise, most of these platforms allow you to plan your emails. Some others even enable you to segment your list to increase its effectiveness. 

If your email list is not as big as other regular email lists, other platforms will suit you better. You can begin with MailMerge or GMass to deliver bulk emails straight to your Gmail account. 

NOTE: After you choose a preferable platform for your hotel email marketing, then it’s time to see results But, to avoid hindrances, go for one which has an incorporated or in-built email scheduling function. Having that will take away a chunk of the stress you might face in organizing your database.

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2. Creating A Sign-up Form

Thanks to email software, you can develop a sign-up form in no time at all. All you need is as little information as necessary. With an email address and probably a name, you are set to go. With this, you can increase the chances of people filling out your sign-up form.

Besides, if you wish to incorporate the sign-up form into different areas on your website, try the footer and contact page. These two areas are a perfect place to begin with. Also, you can include a pop-up form to boost your subscriptions.

Moving forward, ensure you follow up with a confirmation email. This is a confirmation to your new subscribers that they consented to be on an email list.

Additionally, you can have various landing pages. A good instance is having landing pages for different hotel locations. With this, you can use various sign-up forms. 

Each of these sign-up forms will be attached to a particular group of subscribers. These groups can be employed in running hotel email campaigns that are location specific.

3. Provide Lead Magnets Or Incentives

Whether you run your hospitality email marketing campaign online or offline, incentives are always effective. Therefore, always make sure you provide visitors with the motivation to sign up for your hotel email list.

Some very attractive incentives for new subscribers include:

  • Discount on their first hotel night
  • Early check-in
  • Early access to discount rates
  • Exclusive deals and promotions
  • Chance to win a hotel voucher
  • Invitations to events hosted in your hotel
  • Members-only information
  • Guide to all the hotspots in the surrounding location
  • Hotel upgrades

To round it up, begin with your subscribers and visitors. Afterward, sift your email list from time to time. Doing so every 4 months will be fine. With that, you can be sure that your emails will get to the appropriate audiences. Again, you restrict your spam or rate of unsubscribes.

Make the best use of metrics like bounce rates, open rates, and engagement to sift your list.

NOTE: It is advisable to not delete those contacts or email addresses. You can discard them from your email list. Yet, remember to keep them in your contact list. That way, you can employ a different medium to engage with them.

writing emails for hotels

Segmenting Your Email List

The email list you use presently will contain emails from your present guests, recent ones, booking enquiries, subscribers, and several others.

Nevertheless, there is one fact you must pay attention to in your hotel email marketing. That is that you cannot and should not send the exact emails to various types of audiences. Understand that all these audiences are signed up with you for different purposes. 

Some of them may be on the brink of booking. While others may be checking out your competitors. While there might be a segment of audiences that are simply exploring. 

Therefore, it becomes essential for you to segment your email list. 

You can try out the following segments: 

  • Preferences 
  • Deals and special sign-ups
  • Domestic and international travelers
  • Frequency and duration of visits
  • Luxury and business travelers
  • Guests who have canceled a booking

As soon as you have set up all these segments, it gets easier from there. Now, you can effortlessly send out only relevant emails to the right recipients. 

Check out this instance. This is a case of business travelers. You can call attention to aspects like:

  • Your meeting and conference rooms
  • Your Wi-Fi speed, etc.

Whereas, for luxury travelers, you can bring the different recreational services and amenities that you provide to their attention. This strategy is an effective tool for achieving terrific results.

email open rate

What To Include In Your Emails?

With all sense of clarity, there’s no other marketing tool as adaptable and flexible as emails. Emails can make or mar your brand’s pedigree. 

There are various types of emails you can send out to your subscribers. Some of them include:

  • Updates
  • Holiday greetings
  • Sales or promotional emails
  • Announcements
  • Educational emails
  • Emails for special events

For hotel email marketing though, these types of emails would help the most.

1. Sales Or Promotional Emails

As mentioned above, emails are the most productive means of letting people know about your hotel businesses. Garnishing your emails with promotions, discounts, and special offers going on at your property is great.

You will present promotional offers with an intent to drive sales.

This kind of email mostly expresses a sense of quickness. These emails emphasize the advantages and inclusions of your promotional offers to drive sales.

Making use of a FOMO (Fear Of Missing Out) strategy for your promotional or sales emails would be incredible. 

For instance:

  • Book your visit for Sunburn. Available for the next 10 days ONLY.
  • Thanksgiving Celebrations at Royal Beach Resort. Book before 20th October!

You can integrate such emails with festive occasions like Mother’s Day, or Valentine’s day. Your regional festivals can help too.

You are in the best position to know when people visit your property. The least you can do is to make the most of that knowledge. 

NOTE: it is advisable to not only use festivals for this kind of email. Do not forget that during those times, the rush is high. Hence, there is a high probability that your email may get neglected among loads of other sales emails.

promotionals emails

2. Special Events Emails 

Employ emails in informing your audience of the various kinds of events taking place at your property. Starting from parties, festival celebrations, or some fun workshops. 

Your event emails must be able to arouse the psyche of your audience.

3. Holiday Greetings Emails

Draft out a list of notable festivals in your area and note them specially on your calendar. Schedule emails before the time for these holidays. That way, you won’t miss out on these opportunities.

This is an awesome way to make your receivers feel that sense of value.

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Pre-Arrival Emails And Post-Stay Emails

These are two special kinds of mails to ensure you keep in touch with your customers always. 

Pre-Arrival Emails

These are the emails you send to prospective customers before their visit. As soon as they book their visit, it is time to send in these emails. These emails include:

  • The Confirmation Email
  • The Preference Email
  • The Pre-Arrival Reminder Email

Post-Stay Emails

These emails are perhaps the most vital email for hotels. After welcoming your guests, providing them with a memorable experience, what’s next? 

This is the time to get reviews from them on your service generally. These emails include:

  • The Thank You Email
  • The Request For Feedback Email
  • The Loyalty Email

You must keep these emails straightforward. Ensure you show gratitude to them for staying with you. This kind of email is the best place to bring in a short survey. Also, you can provide a link to your OTA, TripAdvisor, or social media platforms. They can drop their reviews there.

pre arrival emails

Conclusion

Run your hotel email marketing with a full focus on your audience. Avoid spamming them and do well to segment your email database according to their preferences.

Hotel email marketing presents a significant chance to engage your guests before and after their stay. Also, you get to develop a connection with prospective new customers. Make the most of it!

By: Frank DePino

Frank DePino is Principal and Founder of Mediaboom. Since 2002, Frank has led Mediaboom’s award-winning staff of creative and technical professionals building the most effective marketing and advertising solutions for its clients.

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