Email Best Practices
Email Best Practices for Hotel and Motel Managers
While email marketing is great for new product releases, property updates, discounts and other services targeted at a large audience. It is also a great way to retain guests by keeping them engaged between stays. Above all, here are some of the best practices for emailing that hotel and motel managers need to incorporate into their marketing.
Nicholas Albertini
Marketing
What is Email Marketing?
Email marketing is the process of sending direct messages to current and potential customers through email. It is used to promote your property’s services, get your brand name out there and encourage repeat guests. As a result, it is important to understand and incorporate email best practices to optimise return on investment (ROI).
Email Marketing Best Practices
Personalisation of Emails
Like all other campaigns, email marketing is best when it is personal and relevant. Starting an email with a personal greeting of the contact’s first name grabs the reader’s attention right away. Moreover, many email marketing tools today will customise the greeting of the email campaign. This will automatically send the chosen contact’s name, so everyone receives a personal email.
Another best practice is to segment your email list accordingly, this is to ensure content sent is relevant. For instance, when guest’s engage with different services at your property, segment them into a relevant list so you can follow them up post stay with either a future discount or review. Email segmentation and targeting is the key to maximising ROI!
Lastly, a customised email signature is essential to completing a personalised message. An email signature is key to building trust from your guests, boost awareness of your property and make it easier for the customer to contact you.
Optimise Email Subject Lines
While the subject line should be kept to a minimum, it needs to build a sense of intrigue to interest the reader. The key to getting your email opened is to write a subject line that is clear, concise but also creates a sense of urgency as to what’s to follow in the email! Remember to keep the subject line between 30 and 50 characters to ensure the message isn’t cut off.
Consistent Branding
Consistent branding goes beyond attaching your property’s logo on every email sent. Maintaining a consistent brand colour, email layout and brand voice is vital for building relationships, retaining guests and increasing the email’s engagement. Importantly, a consistent brand will ensure your property is easily recognisable and will encourage guests to return.
Main Message and CTA Above the Email Fold
‘Above the fold’ refers to information visible to the reader before scrolling down. It is crucial that the main message and call to action (CTA) is clear above the fold. This is because above the fold receives the most attention and if your CTA is clear, you will significantly increase conversion rates for your accommodation.
Summary of Email Best Practices
In summary, email marketing is effective to retain previous guests and attract new guests. For best results, ensure email campaigns are personalised to the reader, subject lines are optimised to intrigue interest, your property’s branding is consistent and the main message and CTA are above the fold. As a result, your accommodation will retain guests by keeping them engaged between stays, and maximise revenue!
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