What is deliverability? It’s a way to measure the success of a message arriving in the recipient’s inbox as intended. Multiple aspects affect deliverability, such as campaign content, quality of email lists, volume and cadence of sends, spam reports, and recipient engagement with messages to name a few.
Nowadays, more and more hoteliers realize that the deliverability of their emails affects how they perform overall. The logic is very simple: the more emails that are being delivered, the more opens you get. The more opens, the higher the conversion.
When a customer approaches me with deliverability concerns, I always share the below email best practices that ensure a more successful return. I’m breaking this into a two-part series as it is important to give each component its due diligence. In part one, I’m focusing on fundamental approaches that will set your hotel email marketing efforts off to a good start. Let’s get started!
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Database Quality
The quality of your contacts is the first thing mailbox providers look at when assessing your sender reputation. If there is even a small doubt regarding the quality, you are at serious risk that none of your emails will be delivered and your reputation as a credible sender will be damaged.
When talking about database quality, I am not just talking about the number of hard bounces. Just as important is the quality of your deliverable emails. Spam traps, role account emails, malicious addresses, and typos result in significantly more deliverability issues than even high bounce rates. In order to best leverage your email marketing efforts, it is crucial to ensure the quality of your guest data before they get into your marketing database.
Building your Database Correctly
To get started on the right track and ensure a healthy database, consider the following database-building tips:
