When you think of Black Friday and Cyber Monday, you probably think of long lines and deep discounts at your favorite shop. Or perhaps your mind flashes to a crowded inbox jam-packed with offers from your most frequented e-commerce sites. These notorious super-shopping dates are a boon to retailers, but they are also a boon to the hotel industry, as consumers are increasingly shopping for travel deals as well.
While the clock is ticking, there’s no need to panic. You still have time to create an enticing Black Friday/Cyber Monday email marketing strategy that will drive big results for your hotel(s). We’ve gathered a few of our favorite best practices and tips to help guide you as you create your campaigns.
#1: Segment your database and personalize
We all know that segmentation is key to ensuring email offers feels relevant and personal to the recipient. But did you also know that segmentation is instrumental in ensuring emails actually get delivered to inboxes? Gmail increases spam filtering with increased send volumes, so by dividing your subscribers into demographic and behavioral segments, you will help ensure the delivery of your message while also providing a more personalized experience to your recipient – leading to higher engagement and conversions.
Recommended segment criteria include:
- Geo-location
- Stay date range
- Booking date
- Family travel
- Loyal guests (number of stays)
- ADR
- Guest lifetime spend
Once you’ve determined your segments, make sure your offer and content are relevant to that specific segment. For example, if you are targeting your California guests with a ski offer try the subject line: California, time to ditch the beach and hit the slopes.
#2: Reward your loyal guests
They are your best customers so why not show them how thankful you are this Black Friday/Cyber Monday. Offer them early access to your Black Friday and Cyber Monday sales. By making this explicit, you’ll make them feel valued and special. You’ll also encourage them to spend more of their budget with you instead of the competition.
