Post by khatunrita309 on Mar 11, 2024 6:09:49 GMT 2
Hoteliers often consider emails to be an outdated means of communicating with customers, ineffective and generally annoying for those who receive them. It's a curious idiosyncrasy, considering that both airlines and OTAs use email profitably in both outbound and inbound marketing strategies. Guestjoy analyzed more than 50,000 emails sent by hotels , finding interesting patterns within them that repeat with a certain consistency, allowing them to draw up six tips to improve their email communication and, consequently, revenues. The benefits of email marketing for hotels Hotels that communicate with customers by sending them communications via email before and after the stay with the request for a follow-up action can observe multiple benefits: a more personalized experience for customers; a lasting and better first impression; an increase in revenue from secondary services such as tours, upselling of rooms, restaurants or spas; more reviews.
Why then are hotels so reluctant to "disturb" their customers, if these are the advantages? Because they often fear being accompanied by the blanket communications of OTAs. The difference is that OTAs promote their brand with offers from their partners, while the hotel's goal should be to make guests feel at home and highlight the particularities in the experienc Industry Email List compared to the mechanical approach of OTAs. One action for each email The key to success is not to send emails with nice content, but messages that lead the user to take a specific action , be it an order, a review, a reservation, a share or a request for additional information. Never mix more than one action in the same email and, above all, remember to maintain a good balance between the hotel's monetization needs and the value needs of the customer, who may be more interested in pre-stay information on the area or on additional services of the structure. Size matters Emails are increasingly read from mobile phones, so keeping the text simple is the best way to keep the engagement rate high. According to Guestjoy it is best to always stay under 1500 characters.
with a length of 600 characters perfect for maximizing clicks and actions from readers. Customization and language Always greet with the customer's name; every guest wants to feel like the center of your attention, not an address in your database. For the same reason, it is a good idea to translate your communications into all languages that are spoken by at least 10% of your customers. Layout Too many emails are still not optimized for all devices, often becoming ugly if not completely unreadable on some of them. It's always a good idea to test your layout with as many phones, browsers and email clients as possible. Programming Pre-arrival emails should be sent three days in advance, while post-stay emails are best sent two days after departure. The best time of day is in the morning, although time zones can make this rule a bit complex to follow with some rigor. Measure results There are three metrics to monitor: Open Rate – How many guests opened the email. A good result is around 60%. Click-through Rate – How many guests clicked on a link within the email. A good result is around 30%.
Why then are hotels so reluctant to "disturb" their customers, if these are the advantages? Because they often fear being accompanied by the blanket communications of OTAs. The difference is that OTAs promote their brand with offers from their partners, while the hotel's goal should be to make guests feel at home and highlight the particularities in the experienc Industry Email List compared to the mechanical approach of OTAs. One action for each email The key to success is not to send emails with nice content, but messages that lead the user to take a specific action , be it an order, a review, a reservation, a share or a request for additional information. Never mix more than one action in the same email and, above all, remember to maintain a good balance between the hotel's monetization needs and the value needs of the customer, who may be more interested in pre-stay information on the area or on additional services of the structure. Size matters Emails are increasingly read from mobile phones, so keeping the text simple is the best way to keep the engagement rate high. According to Guestjoy it is best to always stay under 1500 characters.
with a length of 600 characters perfect for maximizing clicks and actions from readers. Customization and language Always greet with the customer's name; every guest wants to feel like the center of your attention, not an address in your database. For the same reason, it is a good idea to translate your communications into all languages that are spoken by at least 10% of your customers. Layout Too many emails are still not optimized for all devices, often becoming ugly if not completely unreadable on some of them. It's always a good idea to test your layout with as many phones, browsers and email clients as possible. Programming Pre-arrival emails should be sent three days in advance, while post-stay emails are best sent two days after departure. The best time of day is in the morning, although time zones can make this rule a bit complex to follow with some rigor. Measure results There are three metrics to monitor: Open Rate – How many guests opened the email. A good result is around 60%. Click-through Rate – How many guests clicked on a link within the email. A good result is around 30%.