Following the top email marketing trends for 2024 provides the latest techniques for engaging guests and getting the most out of your email communications. As an essential part of digital marketing for hotels, emails have the power to nurture guest relationships, generate new leads, and drive repeat business.
NB: This is an article from Travelboom
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To compete in this ever-changing, competitive channel, you’ll need not only to master the basics, but to also keep in touch with industry trends, new technology and well, everyone else.
Explore our list of 2024 email marketing trends below and learn strategies to help improve your overall hotel email marketing performance.
1. FOCUS MORE ON EMAIL CONTENT & MESSAGING
Providing engaging, interesting email content continues to be a top marketing trend in 2024. With nearly 90% of businesses communicating with customers via email, the content must be well executed to stand out amongst the crowd. New for 2024 is a focus on customers’ needs, including accessibility considerations.
Enhanced software functionality allows hotel marketers to embed a variety of elements in emails to create more compelling content experiences, and accessible templates promise every reader will get the message. Review your email framework to make sure it supports different tactics, and employ A/B testing to find the content that resonates with your audience most to drive engagement and bookings.
Accessibility
Making content easy to read for everyone in your send list is a top trend for 2024. Many email subscribers rely on screen readers and other tools to help translate messages. Make sure the email follows a logical order and includes headers so virtual assistants and screen readers can navigate the content. Color contrast is vital for readability, so choose your palette wisely. Use alt text, video transcripts, and descriptive link text to make information in images or infographics accessible to all.
Storytelling
Storytelling is a marketing trend that continues in 2024 and offers readers an emotional connection by presenting a persona (a hero or character), a problem, and a solution told through an impactful narrative customers can relate to. Expect storytelling to include visuals—infographics, video, photos—more in 2024 than in previous years. Whether this is a single, long-bodied email or a drip campaign series, the payoff of the storytelling tactic is a more engaged audience.
User-Generated Content
When you need to fill a content gap or you’re looking for something new to refresh your email marketing, turn to user-generated content (UGC).
This approach reuses customer photos, testimonials, or reviews in your emails (with their permission). Messages that feature UGC often resonate with guests because of the authenticity and personal voice they offer.
Interactive Email Content
The hot trend of embedding interactive content into your sends will continue in 2024. Boring, text-heavy emails are out, and engaging content with rollover effects and animated buttons is in. When subscribers engage with text or image elements directly in the body of the email, they are more likely to click through to a website.
Examples of interactive content for a hotel might include an image carousel showing off a resort destination, a video about a new service you offer, or a poll for guests to choose their favorite amenity during their stay.
2. USE EMAIL TEMPLATES
The days of coding emails from scratch are over and the trend of using templates is (and has been) here—with new features to boot. Your software’s design library likely provides a shortcut to achieving a consistent on-brand look without requiring technical expertise.
