You send dozens or hundreds of emails to guests every day. You check your open rates, CTR and even unsubscribe rate and see that things are not going as good as they were before. Is there anything you could be doing differently?
NB: This is an article from Bookboost
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Perhaps the answer is yes.
Email marketing for hotels has changed. It still remains as a tactic that drives an effective return of investment (ROI), but it is not the same as five or even two years ago. Therefore, even if you know it works, you need to adjust certain things in order to create an optimal hotel email marketing strategy.
Let’s dive into the different changes for email marketing in 2024 and how hotels can build an effective strategy.
Big changes in hotel email marketing in 2024
In 2024, Google and Yahoo changed a few things for users, to help them receive less spam and make it easier for them to unsubscribe. This means now all companies must include a one-link unsubscribe button and process the unsubscribe requests within maximum 2-days.
What does this mean? Basically, you will see your database fluctuate a lot, because now it is easier than ever to unsubscribe.
It also means that to prevent the unsubscribe rate from going up to the skies, you need to provide users with valuable content that makes them keep the subscription.
The truth is, while unsubscribe rates might seem like a scary metric, they can actually be a valuable tool. A healthy unsubscribe rate across industries is around 0.26%. This means for every 100 emails sent, you might expect 2-3 unsubscribes.
On another hand, the fact that guests now have the option to easily unsubscribe with a single click creates transparency and builds trust with your guests. After all, you don’t want to keep them in your database just because there is no easy way to get out of it.
Ultimately, having unsubscribers leads to a cleaner email list with more engaged users who are truly interested in your offerings and see the value. These engaged subscribers are more likely to convert into paying guests, boosting your hotel’s bottom line.
But is there anything other than email for hotels?
One key point to keep in mind is that email is not the only channel you should use to communicate with your guests. Just like a lot of people like it, there are others who prefer other channels like SMS or WhatsApp.
The point is, there is not one message that fits all channels, in this case you need to understand your guests in order to make the right decisions and find a balance. Email marketing for hotels is not dead, however, you need to open yourself to a multi-channel approach and reach a balance.
There are certain types of messages that are best received if they come through email, for example, a booking confirmation. However, if you want to share the wifi code or a discount code for breakfast, you could use other channels such as SMS or WhatsApp.
And the golden rule is to always ask your guests what their preferred channel is. In this way, you will be creating a valuable experience for them from the first moment and increasing their satisfaction.
