Not only is email marketing cost-effective but it also provides one of the best ways to generate revenue by extending offers to customers.
But more emails do not necessarily mean more revenue. Getting the cadence of your email correct will have a big impact on conversion.
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Whoever first made the statement, “You can never have too much of a good thing,” clearly didn’t live in the time of email. Few people would dispute the value and importance of email. In fact, hotels can earn as much as $44 for each dollar they spend on email marketing – with conversion rates 3 times higher than social media.
With these kinds of numbers, it is not surprising that hotels are keen to use email communications to capture additional revenue opportunities as much as possible.
Hotel email marketing cadence should reflect the guest journey
The guest journey goes from inspiration, to booking, pre-arrival, check-in, the stay itself and even post-stay. These milestones represent opportunities for when you may be able to reach out via email but remember that the “what” and “why” of sending emails is intrinsically linked to the success of the campaign.
While multiple communications may be justified in the initial acquisition stage, once a guest makes a reservation, email content becomes more important than frequency.
Between booking and checkout email efforts such as pre-arrival and on property communications should shift to focus on providing the customer with additional value add services that compliments their stay. But that doesn’t mean blitzing the guest with a million offers of all types. To create emails that yield results, hoteliers need to be narrow and precise in their offers.
Smart hotels who deliver timely, relevant content with targeted offers and information, not only stand to gain from increase guest satisfaction but also increase revenues.