In today’s technology-driven world, a common part of our morning routine is reaching for a mobile phone, followed by checking emails. The importance of an effective email marketing strategy for hotels is undeniable. The use of email marketing is one of the most economical and valuable methods of connecting with an audience. It allows you to build a relationship with both past and future guests, as well as providing you with the opportunity to have multiple touch points with them. However, we are all aware of how many emails we get bombarded with on a daily basis. How can your email stand out from all the rest? Keep reading for five, effective ways of optimising your email marketing strategy and consequently increasing your email’s click-through rate.
1. Keep it Personal
One of the quickest ways of losing subscribers is by sending them a general email that does not interest them. The phrase ‘different strokes for different folks’ is definitely one which should be considered when emailing consumers. For example, a ‘girly spa getaway’ deal is not going to appeal to the business-man who is looking for a one night stay mid-week. Make sure you segment your list of subscribers by creating customer personas. This can be done by conducting surveys to collect general information about them, such as age and reason for travel.
Alternatively, an email provider can automatically segment your guests based on the particular offers that they click into or the site pages they visit. If you are promoting an unmissable offer that you would like all of your subscribers to be informed of, you can simply tailor it to suit each market segmentation. For example, if your hotel caters to families, be sure to add in some information about your kid-friendly facilities. Also, don’t forget the importance of geo-targeting. Modern email marketing tools will help you to prioritize each subscriber’s time zone.
2. CTA (Call to Action Buttons)
The human attention span is rapidly decreasing. Today, the average person has an attention span of 3-5 seconds, compared to 12 seconds in the year 2000. Your emails need to be kept up to date to tackle the feelings of impatience and indifference that are easily aroused in consumers today. These feelings are usually evoked from an overload of information, options and steps to purchase.
