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This guide presents a comprehensive overview of the importance and strategic implementation of email marketing for hotels. It showcases how, contrary to some beliefs, email marketing is a robust tool to not only enhance brand awareness but also increase sales and generate repeat business for hotels. The guide explains how to get started with email marketing, essential email campaigns to run, tips for crafting engaging hotel emails, and methods for monitoring campaign success. It also introduces the 'NURTURE' approach, offering a roadmap for hoteliers to foster an engaging community through email communications.
Despite the allure of social media, email marketing remains a powerful and profitable strategy to promote your hotel, upsell services, and maintain a connection with previous guests. Notwithstanding rumors of email's demise, it continues to yield a staggering €34 ROI for each €1 spent.
Independent hotel owners and managers can especially leverage email marketing to attract local and national travelers, with 73% of millennials preferring business communications via email and marketing emails influencing 59% of respondents' purchase decisions.
Implementing an email marketing strategy offers numerous benefits such as:
To kick-start your hotel's email marketing journey, begin by connecting your Hotel Property Management System (PMS) with an email marketing provider like Mailchimp or ActiveCampaign. This allows you to store email addresses from reservations and automate critical email workflows such as booking confirmations and pre-arrival emails.
Five key emails form the cornerstone of a hotel's email marketing campaign:
To maximize your email engagement rates, adhere to these best practices:
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The timing and frequency of your email campaigns depend on your campaign type. You need to measure results and adjust your strategy based on audience response.
Monitoring your campaign success is vital to improve future email marketing efforts. Key email marketing metrics to track include:
You should also consider conducting A/B testing for your email campaigns to enhance the effectiveness of your strategies.
Implementing a Standard Operating Procedure (SOP) for your email marketing ensures that your entire team is aligned with your strategies. This SOP should include a checklist for emails, a list of automated email campaigns, a monthly content guide, and a pre-send checklist.
The ultimate approach to successful email marketing is NURTURE: Nail your customer journey, Understand your audience, ensure Readability and mobile Responsiveness, Test your emails, Use analytics, set the Right expectations, and Educate your audience. By following this approach, you can effectively build a community that engages with your hotel and looks forward to your emails.
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