Friday, 20 January 2017

3 Tips for an Effective Email Marketing Campaign

If you are working in the hotel industry and have not yet figured out a successful email marketing strategy, well, you are overlooking an important channel that can generate a significant amount of revenue. Most of our clients are using email marketing to its full potential and reaping the rewards month on month.

With email marketing, you can reach your customer database at any given time with responsive email templates, designed for both desktop and mobile readers. This needs to be a big focus for marketers as about 53% of emails are now opened on mobile devices. You can keep your customers informed about important milestones, events and offers. Most importantly it is an easy way to drive online revenue through promoting sales, vouchers and promotions through a low cost channel.

The most important thing to focus on when you are building an email marketing strategy is your target audience. Having an email list that wants to read your emails is key. The days where you could buy databases are long gone. To build a great database it is useful to have a yearly KPI based on your email marketing database growth. Incentives to staff, easily accessible and visible on your website, cards at reception are all things hotels can leverage on and use to increase their database and thus increase your online revenue. This database will be the foundation on which to build your successful marketing campaigns. 

Here are some pointers on helping your email campaigns reach their full potential: 

 1.    Clear price points and call to actions

 The main reason people will click to your website and convert from an email campaign is the price.  Ensure you have all price points visible and clear. It is important that all offers and sections have clear call to actions and show the customer exactly what they are getting. If the customer believes they are getting a discount benefit, they will be more likely to click on the link and convert.

 2.    The quicker you can get your message across the better

 Have you ever heard the expression less is more? Well that is definitely the case in relation to an email campaign.  People are only going to scroll through the email and focus on things they feel are the most important. Give the reader the most important information quickly and ensure they do not have to search through the email.

 3.    Timing

 Results show that the best time for open rates for emails is a Thursday evening. Why? People are excited about the weekend and are checking their emails out of excitement and want to know what they can do.

One more word of advice - TEST your email campaign before you send it out to your database!

If you work on building your database and follow these guidelines, you should see massive growth in your email marketing as a revenue generating channel.