Email is an essential component of any hotel’s online marketing campaign, but crafting great email content takes time, effort and money.
With a little bit of planning and creativity, however, driving results with your email output needn’t eat into your resources. Just take a look at these 3 steps to revving up your email marketing, without brainstorming for new ideas with each new campaign.
Get Serious About Content Creation
If you want to be able to send out high quality emails with minimal hassle, you need to have a good foundation of engaging rich and text content you can reliably draw on. An effective and easy to manage email campaign starts with a solid content creation regimen, and this can include videos, images, blog articles and even social media posts. Once you’re regularly publishing great content, you’ve already done most of the legwork when it comes to producing great emails.
On the other hand, if your content campaign is unorganised and irregular, you will struggle to send out interesting emails to your guests on a regular basis. Establishing that regimen is simple; all it takes is a short blog post every week or fortnight to keep your guests entertained and engaged while producing plenty of content for you to repurpose for email.
Now that you’re armed with a regular supply of blog articles, videos and social media posts, it’s quick and easy to adapt that material so that it can be used in your emails. For example, let’s say you recently posted a video tour showing off your property’s best features. Once you’ve posted the video, it doesn’t take too much trouble to repurpose it as a blog post. You can simply publish a brief post drawing your guests’ attention to the new video, or, without too much more effort, flesh out the transcript of the video into a fully formed blog article.
And once you’ve turned the video into a blog post, the repurposing doesn’t stop there. Reuse solid content across multiple channels by turning blog posts or sections from different blog posts into social media posts, or turn several short blog posts into a longer article to drive traffic to your website.
Now that your hotel has a reserve of content to draw from, writing emails without coming up with loads of new content ideas is a breeze. In fact, unless you have a new exciting announcement you want to share with your audience, most of the time email creation will be just a matter of picking and choosing from your existing content stockpile.
One email might feature an ‘In Case You Missed It’ message with a link to an old blog post; another might be a newsletter containing summaries of, and links, to previous posts.
As well as this, there’s nothing to stop you reusing the images you use in your blog posts in your emails too, while a link and screenshot from your latest video is another way to turn your existing content into new email content.
Getting creative about content creation and recycling and repurposing your existing content will help take your email campaigns to the next level, engaging your guests and driving more traffic to your hotel’s website.
What do you think? How does your property manage email content creation? Let us know in the comments below!