Email marketing is one of the best ways to connect with your guests, drive traffic to your website and generate bookings. It also offers the best ROI of all the digital channels, making a creative, ongoing email campaign a necessity for any business that wants to succeed online.
In this post, we’ll take a look at 3 tried and tested ideas to boost your campaigns and make your email marketing efforts work even harder for you in 2015.
Reach Out And Reengage Inactive Subscribers
Thanks to its two-way nature, email is the perfect channel for reconnecting with inactive users. Through carefully crafted, personalised messages, you can: 1) reach out to past guests to understand why they’ve stopped booking with you (and how you can fix it); 2) Offer special discounts or deals as an incentive to revive their connection with your property.
A personal and genuine “We Miss You” email with a time-sensitive incentive included is often all it takes to convince once-loyal guests to give you another shot.
Leverage Deals To Grow Your Contact List
Discounts are traditionally thought of as a great way to tempt consumers to part with their cash, but special offers can also be used to encourage behaviours that may be of longer term value to your marketing campaigns. One of the most obvious examples is using incentives to expand your email contact database.
Your email list is your own captive audience of people that are already aware of your property, and, in many cases, may have already booked with you previously.
Offering incentives for new subscribers is a great way to grow this audience. You can reach out to your community on social media, or even on your resort’s website, and offer a high-value discount just for signing up. As well as growing your contact database, new subscribers are also incentivised to take advantage of the discount and make a booking.
Collect Feedback and Reviews
It’s virtually impossible to overstate the power of social proof when it comes to the online travel sector. Your guests are using the web for research at every stage of the holiday planning process, and they want and expect to see plenty of reviews before committing to a booking decision.
With this in mind, you shouldn’t miss out on a single opportunity to grow your online feedback library. If you haven’t done so already, it’s time to set up a dedicated email campaign targeted at collecting reviews from each and every guest that stays with you. To encourage high participation levels, send these messages within 3 days of the guests’ check-out date and make it as quick and easy as possible for them to share their views. This is the ideal place to throw in a reminder about your social media profiles, too.
Do you use any of these tactics in your property’s email marketing campaigns? Let us know in the comments below!