Ad Hoc eBlasts
Do you even have an email strategy? Most hospitality firms don't. Instead, they use email on an ad hoc basis to deal with need periods and excess inventory. If you're like most, you use email mainly to blast out offers. This runs contrary to the true strength of email as a one-on-one, direct marketing channel.
Lack of Automation
Are you using automation to take the heat off your staff while increasing your marketing ROI? If not, you're missing out on one of the secrets of great email marketing. Think of email marketing from your audience's point of view. Every email is part of your marketing funnel. You need all the building blocks in place.
How about personalization? Not just [insert name], but dynamic personalization based on past guest behavior? Do you use email to engage your guests? Email is a great channel for collecting feedback, making on-site announcements, and generating incremental revenue from your dining outlets and amenities.
The real power of email marketing lies in building relationships with your audience. Those relationships bolster your brand and defend higher room rates and pricing. They also produce more direct bookings and repeat purchases. But, to get there you need a solid long-term plan.
Automation combined with list segmentation can increase your conversions by up to 400%. Further, using relevant landing pages can boost conversions by more than 200%. This is significant, considering the average hotel website converts less than 2% of site visitors.
Personalization can increase your conversions by sixfold. Just using the recipient's name in a subject line can increase open rates by 16%. On-site emails have high open rates. Guests appreciate being told about hotel offerings. Just avoid being too hard sell and keep offers relevant.