With new online platforms popping up all the time, it’s easy to get caught up in the excitement of new marketing and communications opportunities. While it’s important to keep up with current trends like Instagram and Twitter, don’t forget to give a little TLC to a tried and true strategy in your communication toolbox: email.
You’ve probably been using email to interact with your customers for many years, but while the medium has stayed the same, the expectation of how it can and should be used has evolved. Today’s consumers are used to constant connection. They are open to (and expect) email attention from their favorite businesses as long as they are personalized and specific to their needs (we are long past the time of a simple confirmation email!). This is great news because a well-curated collection of automated emails can improve guest relationships, upsell products and services, and generate sales (email conversion is still three times that of social media).
Make the most of this affordable communication tool by setting up a schedule of pre-stay, on-site and post-stay automated emails.
Pre-Stay
The emails you send before the guest arrives are critical. They offer a taste of your property’s culture, are an opportunity to upsell and are the first step in inspiring guest loyalty. Consider including the following emails in your pre-arrival email strategy.
At time of booking
- Confirmation – The confirmation email assures the customer that their booking has gone through correctly. Be sure to include a heartfelt thank you message for booking with your property, a summary of the booking details, and an invitation to contact your property should they have any questions or requests.
Three weeks before stay
- Experience Planning – Send a pre-arrival email that helps your guest plan their stay. This email can include schedules for any on-site activities, options to upgrade or add packages to their booking, information about local events and an opportunity to make any special requests.
One week before stay
- Travel Information – Closer to the date of arrival, send an email with helpful travel information. Include things like directions to get to your property and the weather forecast for their stay.
