Email remains a powerful tool for hotel prospecting, offering a direct line to potential clients. In fact, email marketing has a 2x higher return than cold calling. However, it’s not enough to simply email prospects, the key lies in strategic and thoughtful communication to stand out amidst the barrage of emails recipients receive daily.
NB: This is an article from Upmail
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Here are some tips to elevate your hotel prospecting game through email communication:
Personalization is Paramount: Gone are the days of generic email blasts. Personalization is the cornerstone of effective email communication. It’s as simple as addressing recipients by their name – personalized subject lines are 22.2% more likely to be opened. But personalization goes beyond just a name. Acknowledge the unique needs or preferences of each recipient, crafting your message accordingly. Take the time to research their company or role, showcasing your understanding of their business and how your hotel can truly add value.
Craft Compelling Subject Lines: The subject line is your first impression, so make it count. Keep it concise, relevant, and engaging. Pose a question, highlight a benefit, or create a sense of urgency to entice recipients to open your email. Stay clear of spammy language and overused phrases such as ‘Free’, ‘Click’, ‘Buy’ or ‘Best Price’, as they can deter potential clients. Consider incorporating words like “Sale,” “New,” or “Video” – these proven attention-grabbers can give your open rates a significant boost.
Focus on Benefits, Not Features: Instead of bombarding prospects with a laundry list of your hotel’s features, highlight the benefits that resonate with their needs. Whether it’s convenience, luxury, cost-effectiveness, or unique amenities, emphasize how your hotel can cater to their upcoming event or group stay. By showcasing the value your hotel offers in meeting their specific requirements, you’re more likely to capture their interest and prompt them to take action.
Keep it Short: Short and sweet is the name of the game! With 40% of emails being opened on mobile first, it’s crucial to keep your communication concise and to the point. Remember, the average mobile screen can only accommodate 4-7 words max, so make every word count for maximum impact and readability. Enhance your message by including supporting content through the use of links and attached documents, but avoid cluttering the body of the email.
