Congratulations, you’ve built up a pretty impressive email database for your hotel full of past and potential guests.
NB: This is an article from Fuel
Now you have a magic tool that will fill your rooms with just a click of a few buttons… but something is wrong. It seems that for every new address you add, you’re losing two. Why is that? Why are customers leaving your hotel email database? It comes down to one salient point:
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You are failing your guests and potential guests by not giving them what they want. Your email marketing is both not effective and also alienating your guests.
This is no doubt very bad news. The good news, however, is that we are going to dig into why you are failing and give you some simple tips to make your hotel emails become your number one conversion source. Every email database acts differently, has different success metrics, and different thresholds for abandonment. Use these recommendations to examine your database and sending patterns.
Unsub Reason #1: You’re Sending Way Too Much
This is the number one reason people unsubscribe from marketing emails.
You’re hitting them on the head over and over again with multiple emails per month, perhaps even multiple per week.
There is no hard and fast rule for the volume to send; you will need to experiment and find the right frequency. Based on our research, a single hotel (as opposed to a hotel group) sees the best results with a single send per month. In rare cases, we have seen weekly emails work, but the key is making the information you are sharing is unique and impactful.
The solution:
Stop sending and start testing. Go to a single send per month and see if your unsubscribe rate falls down below a 0.1% rate. While doing this, closely monitor your analytics to see how this change impacts your revenue from email. If there’s no impact to your bottom line, a congratulations is in order. If your revenue drops, start testing a slightly higher frequency until you find the happy medium.
