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Email marketing

25 tricks for hoteliers

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The first place where you should start promoting the e-mail program is

your hotel’s own site.

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Can the user easily subscribe to the e-mail program? Don’t ask for more

than the strictly necessary data at first.

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Choose progressive profiling! This means you collect further information

about your user through each new e-mail campaign.

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After the initial subscription, offer the user a glimpse in the type of

information you will be providing.

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Build targeted lists, even if it’s an enduring and costly process. It’s more

effective when you start sending them relevant information!

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If e-mail marketing is an important channel for selling your services,

avoid selling or renting the list(s) to third parties (like partners). This would

only wear them down.

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Offer beats design. Focus on what you wish to communicate and adapt

the design to it.

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People normally subscribe to many sites. Make sure you remind your

users why they signed up for your e-mails in particular (a text like “

You’re receiving this e-mail because you subscribed to ...” is a good

way to solve it).

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Does your e-mail contain a clear option to unsubscribe? Like a button or

link at the bottom of the e-mail? It should, otherwise the user is

compelled to put you in SPAM!

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Allow the user to set the frequency and customize the content of the e-

mails he/she is receiving from you.

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Is your e-mail displaying correctly on all browsers?

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Optimize your e-mail’s display for mobile!

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Optimize the landing page: test the text, images and offer; customize

the content.

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Your call to action has to stand out and be clearly formulated. It’s

important to capture the user’s attention in case the images fail to load.

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Clearly set out the KPI’s (Key Performance Indicators) on which the

evaluation of your e-mail campaigns depends.

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Use the data you collected about a certain user to customize the

content you send to him/her.

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Users don’t read newsletters; they scan them. Focus on as little text as

possible: write brief and engaging messages.

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Do A/B testing. This means sending out 2 slightly different format versions

of e-mail campaigns, each to a part of your subscribers. This helps you

determine which format scores higher click and open rates.

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Share the e-mail’s content on social media channels.

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Work with templates instead of changing the design with each new e-

mail campaign. Not only is the latter more costly, but it also creates

incoherence in the way you communicate.

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The first-mail you send to a user after subscribing is the one with the

highest click and open rate. Therefore, make sure you insert valuable

content.

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Segment your list carefully, considering the relevant criteria for your

business.

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Integrate analytics with each e-mail campaign; check whether you

have tracking codes on all inserted links.

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Eliminate the addresses which fell into hard bounce in previous e-mail

campaigns.

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Eliminate the addresses with successive soft bounce.

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Do you want to know more about online hotel marketing? Take a look

at our website: www.toubik.com