For years, hotels have relied on email marketing to promote their properties, amenities, and packages to guests. Email marketing campaigns play a crucial role in the promotion of your hotel. This can be a medium for attracting new guests and bringing past visitors back with value they will never find elsewhere. Here are 3 emails that hotels should be sending in December 2020 to help you get more direct bookings.
Every day, your subscribers receive lots of email from different hotels and most customers want to know what is in it for them. If you do not offer real value, then it is easy for subscribers to unsubscribe from your mail list. Therefore, hotels need to offer something unique and value. Your promotional email should include new offers that will compel people to make reservations. You should also include compelling offers that entice guests with different services or specific products as they are more effective compared to setting discount amounts on your hotel services.
Your promotional email should have a clear and precise calls to action. You can include buttons that lead to a booking page on your site or links to pages that have registration forms or promo codes. Ensure that the steps are few between reading the email and buying the products. Your promo emails should be sent at least once every two weeks or monthly.
An example of a promotional hotel email is the PortBlue Hotel Group email that showcases their 10% discount for 2020 holiday bookings.
Local Guide Newsletter
One of the most popular emails that your subscribers are waiting for is the local guide. In most cases, guests are poking around your hotel website because they want to visit your local destination as event attendees, tourists, or on business. Guests want to know what is going on in the area and what they can do there. This is why a local guide newsletter email is effective for hotels.
For example, the below example from Tourism NYC can be adapted by hotels based in New York City and incorporated into their marketing email. By sharing about upcoming local events before the summer season, hotels offer a clear value to travelers who are interested in visiting NYC.
The “Loyalty” Hotel Email
This email campaign should be sent to guests that have subscribed to your emails. In addition, they should be highly personalized to suit your customer base. The content of this email should be tied to a specific detail depending on the preferences or previous stay of your customer. This is the best email to send if you want to encourage direct bookings using a limited offer that comes with reduced rates.
You can also use it to target subscribers who live close to your hotel for a special weekend getaway offer. The loyalty email should be sent continuously so that your hotel brand stays on the minds of your customers. They can also help to foster loyalty from guests and encourage return bookings.
For example, the Savoy send loyalty members personalized emails with information that matches their upcoming trips, personal preferences, and past bookings. With this type of targeting, loyalty guests receive emails that are bound to tick their individual interests. This loyalty email was sent to a guest who was planning to visit London.
Email marketing is about a high standard for content and targeted segmentation. Your potential and existing guests do not want to see mass advertising in their inbox. Successful email campaigns are targeted taps on the shoulder of people who really want to hear from your hotel. Use emails to get more information about your guests, your message, and your products.