Operating in a highly competitive environment where more hotels are trying to secure the right guest for the right price – it has never been harder, nor more important for hotel marketers to engage with their intended audience through the communication touch points that actually reach them.
Importantly, the way in which potential hotel guests search and consume travel and accommodation news is changing and having your hotels voice heard in this environment is becoming increasingly complicated. Faced with a fragmented communications landscape, it is critical hotel marketers not only grow their own communities (and databases), but also engage with these audiences in a meaningful way.
Topical newsletters are a great way to for hotels to promote their property, rooms and company news. Through the use of reader analytics, you can monitor which newsletter stories readers are opening and what is attracting their attention, which helps inform ongoing content ideas and even wider sales and marketing activities.
While many hotels simply assume that the success of a promotional newsletter comes down to the quality of the content, the accuracy of your database, the design and strength of imagery; what should not be overlooked is the importance of the newsletter subject line itself.
The email subject line plays a huge role in every email sent. It is the very first thing (and in many cases, the only thing) that your subscribers will see in their inbox and influences whether they open the email or not. This is even more important for newsletters.
These days, newsletters are everywhere. You book a flight online, and it is very likely that you will be asked to sign-up for an ongoing newsletter promoting travel and accommodation options. This near overwhelming level of competition for readers means that your subject line is more important than ever.
