The value of personalizing emails has long been touted for improving open and click-through rates. Surprisingly, this powerful form of direct communication is still under-utilized in hospitality. Hoteliers have known for a while that not focusing on the guest experience and providing guests with too many choices actually leads to fewer sales and decreases engagement.
Modern CRM technology means it’s now possible for hoteliers to leverage guest information to set up personalized emails for their guests, encouraging repeat bookings. ‘Email blasts’ or similar mass emailing strategies no longer work in today’s modern setting. The only way to trigger real interaction is by providing recipients with unique, relevant content.
Here’s a simple 3 step approach for personalizing emails and implementing on-to-one marketing strategies –
Settle on the campaign goal
This is a crucial step one, as everything else that happens in the campaign is dependent on it. Revenue generation is the primary goal of most hotels, so let’s consider that for instance. Hotels would need to prioritize attracting reservations – they could do this by offering room upgrades or subsidizing rates for the spa and dining area. Mentioning other POS terminals in the confirmation message is also a great way to familiarize guests with your property’s bar or restaurant as most people read the confirmation email.
Campaign goals can focus on other areas in your property besides revenue generation, you can organize email campaigns to collect data, reward loyalty or just foster meaningful relationships with guests.
Learn about your audience
With a property management system (PMS), you can upload guest information and even create profiles for guests. Having a database of guest profiles complete with all preferences, choice of meals and beverages and so on can prove to be invaluable while organizing campaigns. Offering a complimentary glass of their favorite beverage and a meal of their preference on their next stay lets people know that your property values their presence.
Custom design the template
Avoid using the same email template for all your campaigns – ideally, you would be designing one for each and every email campaign. On the top place a clear logo of the property so recipients know exactly who the email is from.This should be followed by a catchy tag-line or phrase that engages readers. The body of the message shouldn’t have only text – it makes for a dull layout. Scatter relevant pictures of your property throughout the body of the email and try to conclude with some live text or gif images. Make sure that the CTA is clearly visible and attractive to look at. Implementing active language also helps drive more clicks.
Leverage all the information at your fingertips by organizing effective email strategies for your database of past clients – you may have a brilliant property but without consistent & smart marketing, maintaining high occupancy may prove to be a challenge!