Top 5 Hotel Email Marketing Mistakes and How to Avoid Them
Hotel email marketing requires an investment of time and money that no business owner wants to squander due to inefficiency. There are definitely best practices and wrong ways to conduct an email marketing campaign, and these two categories are changing all the time. Consumer tastes and annoyances are constantly evolving, and hoteliers are challenged to keep up to date on effective strategies. What worked yesterday likely won’t work today. To help make sure hotel owners are moving the right direction, here’s a list of current no-no’s and how to avoid them.
- Snoozy Subject Lines
The subject line is the first thing recipients see when they open their inbox. Your email might be one of a dozen, so it’s best to make your message stand out with a strong subject that grabs attention. Steer clear of lines that are boring, such as “Check out this new product.” Instead, include an offer and use words that grab the attention, such as “This new product already has 100 five-star reviews. Get yours for 10% off.” It’s even better if you can personalize the subject line with a first name.
- Sending Without Permission
It can take a while to build up a good email marketing recipient list, but the alternative is to send to people who have not opted in. That’s a bad idea. Not only does that put your email in the spam category, it also breeds discontent for your brand. Stick with the customers who have chosen to receive your mailings. That way, you know you’ll always be talking to a receptive audience. Also, be sure to include an “unsubscribe” link at the bottom and honor people’s wishes if they do opt out.
- Ineffective Targeting
In addition to emailing to people who have not signed up, it’s just as futile to send emails to the wrong target audience. You can’t take a one-size-fits-all approach, either. Email should be targeted to the recipients’ demographic that makes sense for your product or service. Sheer volume simply will not get the job done if you have a specific audience. For example, you wouldn’t send an email blast to every former customer in your database if the service you are selling is for women only.
- Content That Doesn’t Engage
“Content marketing” is a popular buzzword used to describe the process of sharing helpful information with potential customers in order to build positive opinions about your brand. That means social media messages and websites that don’t contain useful and engaging information are likely to be ignored. If you are in the hospitality industry, send a message with travel tips that will inspire people to finally book that trip. Also, make sure to include links to your website and social media feeds. For maximum engagement, remember that image-heavy messages don’t usually display on phones. Your click-throughs will take a hit if people just get a blank screen when they open your emails.
- Lack of Analysis
Finally, it’s a real mistake to send emails into the world without tracking their effectiveness. Look at your analytics to see how many were opened and what your click-through rate is. Try sending two different emails about the same thing, then track which garners more attention. You will never reach the end of possible tweaks to your messaging and methods, so don’t be afraid to mix it up. If one tactic doesn’t work, simply try another next time. You won’t know what works if you aren’t paying attention to your statistics.
Emails are effective marketing tools – but only if you use them wisely. Avoiding these five common mistakes will help you get the best return on your investment of time and effort.