The 7 Keys to Effective Email Marketing

These days, one might be led to believe that email marketing is on its last legs, but quite the opposite is true. Email marketing remains an extremely effective strategy with an average return of $65 for each dollar invested. However, to optimize this return on investment, you must keep the following seven points in mind.


1. The topics covered in your email marketing

Your customers’ interest in staying subscribed to your email marketing depends on the content you send them. Subscribers are more likely to tolerate frequent newsletters if you cover topics that are of interest to them. A great deal rests on database knowledge and segmentation.

It’s easy to know your base and to segment it if your list of subscribers is generated by your hotel management software (or PMS). With this connection, you’ll be able to see the type of package your customer has chosen for their stay at your establishment, their reservation rate, their name and the type of room they selected. Indeed, this information will be available to you to communicate with your customers on specific subjects, so you can send them information and offers of interest to them, as well as reinforce their loyalty.

2. Links

One of the main objectives of email marketing is to redirect your subscribers to your website. You can even redirect them to your booking engine.

In fact, if a subscriber is truly interested in reserving at your establishment, this will lead to faster reservation conversion and spare the subscriber a few clicks. Moreover, the advantage of online reservations is that they do not tie up phone lines and are entered directly in your hotel management system.

If you don’t want to redirect your customers to your booking engine, you can easily redirect them to other pages on your website. Indeed, it’s essential to tag each piece of information as a link, so the subscriber can get more details on the topics covered in your newsletter. The best way to proceed is to tag links as call-to-action buttons. Also, keep in mind that it is critical to develop the text for these buttons carefully and that using the first person (“I”) on average increases the effectiveness of your email marketing by 10%. So a “Book now” button will be more effective than a “Learn more” button.

3. Timing of mailings

Timing a mailing is one of the keys to successful email marketing. However, each database has its optimal mailing timing, which varies according to each market segment. Therefore, it’s important to test your mailings at many different times (on different days of the week and at different moments during the day) and to monitor the evolution of your base by performing these tests again; the optimal moment today might not be the optimal moment a year from now.

Moreover, the best moment to reach your business clientele isn’t likely to be the same as for your family-based clientele. Many aspects must be taken into consideration before clicking on “Send.” Your Property Management Software can also help you manage your marketing campaigns because it can let you know the date and time reservations are most frequent for a given period and according to clientele type.

4. The look

When they see your newsletter, subscribers are, in a sense, living the hotel experience you’re offering. By using high-quality visuals and as many photos as possible, you can convey the look and feel of your hotel. Give potential customers a taste of what it’s like to stay at your establishment. For past customers, evoke happy memories spent at your establishment, so they’ll consider making a return visit. You shouldn’t neglect the look of your newsletter in your email marketing campaign. Moreover, your newsletters should match your image, include calls-to-action and contain a moderate amount of text.


5. The target

Targeting is another key email marketing factor. It leads to greater opening rates and extraordinary click effectiveness. Targeting should be the starting point of any email marketing campaign. Deciding what and to whom you want to send newsletters will bring focus to your newsletters. This way, you can effectively communicate with your different market segments on specific subjects instead of sending generic newsletters to all the contacts in your database. This will drastically increase your campaign’s results and reduce unsubscription rates.

Often, email marketing platform suppliers have a billing system based on a certain number of mailings and not on a specific number of campaigns. Therefore, it’s easy for them to duplicate newsletters and change up a few items so that they are more appropriate to your various clienteles.

Once again, your hotel management software can assist you with this task because it contains all the data you need.

6. The title

The email’s subject line will determine whether your subscribers open the message sent. Therefore, it’s essential to take the time to find a catchy title that will pique your subscribers’ interest. If you’re hesitating between two titles, you can use the A/B test tool to determine which subject line would be most effective on the basis of your database.


7. Email marketing frequency

Newsletter mailing frequency is an important factor when it comes to this type of marketing. Just about everyone has received the typical daily corporate email offering a ‘just for you’ rebate. While many mailing frequency strategies exist, no strategy is perfect. You can’t keep customers from unsubscribing altogether. However, if each of your mailings contains relevant content, it’s unlikely you’ll have significant issues with your unsubscribe rate.