Email Marketing For Hotels
When executed well, hotel email marketing generates an impressive £28 ROI for every £1 spent, delivering the highest marketing ROI across channels. Segmented email marketing is considerably more effective , with marketers reporting a staggering 760% increase in earnings from these targeted efforts. With 58% of users checking their email first thing in the morning, email remains a highly influential marketing channel. Leveraging email marketing allows hotels to foster stronger relationships with guests, drive bookings, and enhance brand loyalty.
The Benefits of Email Marketing for Hotels
1. Direct Communication with Guests
Email marketing enables hotels to communicate directly with their guests, providing personalised content and offers. This direct line of communication is the perfect way to foster a sense of connection and trust, as 99% of email users check their inbox every day. This is essential for building long-term relationships.
2. Cost-Effective Promotion
Compared to traditional advertising methods, email marketing for hotels is highly cost-effective. It allows hotels to reach a large audience with minimal expenditure, making it an ideal choice for both large hotel chains and small boutique hotels.In fact, despite fears that email marketing is ineffective, 77% of marketers have seen an increase in email engagement over 12 months. Combining email with a hotel SEO strategy helps hotels reach their target audience without paying out for ads.
3. Increased Bookings and Revenue
By sending targeted promotions and special offers, hotels can entice recipients to book directly through their website, bypassing third-party booking platforms that charge hefty commissions. This direct booking approach increases revenue whilst providing valuable guest data.
4. Enhanced Guest Experience
Through personalised emails, hotels can provide guests with tailored recommendations, local tips, and exclusive deals, enhancing their overall experience. Personalised emails are opened 82% more than generic emails evidencing that a personalised approach can lead to increased guest satisfaction and repeat visits.
5. Data-Driven Insights
Email marketing platforms offer robust analytics that provide insights into guest preferences, behaviours, and engagement levels. With open rates in the travel industry hitting around 36.2%, email marketing is the perfect way to gather data that hotels can use to refine their marketing strategies, improve guest targeting, and optimise campaign performance.
8 Steps to Build an Email Marketing Strategy for Hotels:
1. Define Your Goals
Begin by setting clear objectives for your email marketing campaign. These goals could include increasing direct bookings, promoting special offers, enhancing guest engagement, or boosting brand awareness. Having specific goals will guide your strategy and help measure success.
2. Build a Quality Email List
Gather email addresses through various touchpoints such as website forms, social media, in-person interactions, and throughout the booking process. Ensure that guests opt-in to receive emails to comply with data protection regulations and to maintain a high-quality list.
3. Segment Your Audience
Segment your email list based on guest demographics, booking history, preferences, and behaviour. This allows you to send targeted and relevant content to different segments, improving engagement and conversion rates.
4. Craft Compelling Content
Create engaging and valuable content that resonates with your audience. This could include exclusive offers, personalised recommendations, local attractions, upcoming events, and travel tips. Ensure your emails are visually appealing and mobile-friendly.
5. Automate Your Campaigns
Utilise email marketing automation to send timely and relevant emails based on triggers such as booking confirmations, pre-arrival information, post-stay follow-ups, and special occasions. The use of AI in hotels can aid with email automation which saves time and ensures consistent communication.
6. Optimise for Deliverability
Ensure your emails reach the intended recipients by optimising for deliverability. Use a reputable email service provider, maintain a clean email list, and avoid spam content. Regularly monitor your email deliverability rates and make necessary adjustments.
7. Test and Analyse
Conduct A/B testing on various elements of your emails, such as subject lines, content, and call-to-action buttons. Analyse the results to determine what resonates best with your audience and use these insights to refine future campaigns.
8. Monitor Performance and Adjust
Regularly review the performance of your email campaigns using metrics such as open rates, click-through rates, conversion rates, and ROI. Use this data to identify areas for improvement and adjust your strategy accordingly.
Examples of Some of the Best Email Marketing for Hotels
1. Four Seasons Hotels & Resorts
Four Seasons excels in personalised email marketing. Their campaigns often feature tailored recommendations based on guests’ previous stays, preferences, and upcoming travel plans. They also highlight unique experiences available at their properties, enticing guests to book directly.
2. Marriott Bonvoy
Marriott Bonvoy’s email campaigns are known for their visually appealing design and engaging content. They use segmented lists to send targeted promotions, loyalty program updates, and travel inspiration. Their emails often feature stunning images and compelling calls to action.
3. Hilton Honors
Hilton Honors create highly personalised email campaigns. They offer exclusive member rates, special promotions, and tailored recommendations based on guests’ past behaviours. Their emails are well-designed, concise, and action-oriented.
7 Tips for Building Your Email Marketing Strategy
1. Personalise Your Emails
Use guest data to personalise your emails with the recipient’s name, past booking information, and preferences. Personalised emails have higher open and engagement rates, making guests feel valued and understood.
2. Focus on Mobile Optimisation
Ensure your emails are mobile-friendly, as 41.6% of recipients will open them on mobile devices. Use responsive design, concise content, and clear call-to-action buttons to enhance the mobile experience.
3. Create Engaging Subject Lines
Craft compelling subject lines that grab the recipient’s attention and entice them to open the email. Keep them short, relevant, and curiosity-inducing. A/B testing can help identify the most effective subject lines.
4. Offer Exclusive Deals and Promotions
Incentivise your guests to book directly by offering exclusive deals and promotions through your email campaigns. Highlight the benefits of booking directly with the hotel, such as lower rates, room upgrades, and special packages.
5. Use High-Quality Visuals
Incorporate high-quality images and videos that showcase your hotel’s amenities, rooms, and local attractions. Visual content captures attention and helps convey the unique experience your hotel offers.
6. Maintain Consistent Branding
Ensure your emails reflect your hotel’s brand identity through consistent use of colours, fonts, and tone of voice. Consistent branding reinforces brand recognition and builds trust with your audience.
7. Encourage Reviews and Feedback
After guests have completed their stay, send follow-up emails requesting reviews and feedback. Positive reviews can be showcased in future campaigns, while constructive feedback provides valuable insights for improvement.
Building a Bespoke Email Marketing Strategy for Hotels
Email marketing is an indispensable tool for brands looking to enhance guest engagement, drive direct bookings, and build brand loyalty. It should be part of any digital marketing strategy for hotels.By implementing a structured strategy and adhering to best practices, hotels can develop impactful email campaigns that truly connect with their audience. Key elements of a successful email marketing strategy include personalisation, mobile optimisation, compelling content, and continuous analysis. However, email marketing is just one aspect of a hotel’s digital transformation. Partnering with digital experts is essential for optimising your digital marketing efforts to maximise leads and ROI. At Ultimedia, we bring over 25 years of experience in digital marketing and a team of experts ready to help you achieve your business goals. Begin your hotel’s digital transformation today and contact us for a chat.
