There’s no denying that even though email marketing is one of the oldest and most traditional forms of connecting with customers, there are still plenty of opportunities to discover here, and it’s just as effective, if not more so than any other type of marketing.
As a hotel business, this is a form of marketing you should be taking advantage of, but you need to remember it’s only as effective as it is done right. To help you get the results you’re looking for, today we’re going to explore some of the mistakes most hotel businesses make so you can avoid them.
Not segmenting your lists
One of the biggest mistakes most hotel businesses make is not segmenting their email list recipients into dedicated lists. Put it this way; you’ll be marketing your hotel services in different ways for different people.
After all, a 30-year-old couple will need to be marketed to in a different way to an 80-year-old couple, but without segmenting your lists, you’ll be marketing to everyone the same, thus harming the effectiveness of your marketing campaign.
Not optimising for mobile devices
Some statistics show that over 75% of all internet traffic is processed through mobile devices, such as smartphones and tablets, which means there’s a 75% chance that someone will be reading your email through a mobile device.
This means it’s essential that you optimize your emails to be read effortlessly on mobile devices to provide the best experience. Not doing so could be costing you a serious amount of business.
Not focusing on the customer
“When you’re writing email marketing content to connect with your customers, it’s easy to get caught in the trap of writing about your business and trying to hype it. However, at the end of the day, people simply don’t care, but instead care about the experience you’re offering and what you can give them,” explains Sarah Farrow, an email marketer for Boomessays and State Of Writing.
This means you need to write about your customers, the benefits they’ll enjoy from staying at or using your hotel, and why choosing your business will be the best thing they’ve ever done.
Not writing a powerful subject line
It doesn’t matter if you’ve written the perfect email and the content is going to attract a 100% conversion rate (that would be nice), if nobody’s opening your email, it will have all been for nothing.
“Just like the headline of your blog post or article, it’s important to make sure you’re taking the time to craft a powerful email subject line that grabs your reader’s attention and makes them want to click. Otherwise, your email will just be ignored,” shares Harry Carter, an email marketer for Assignment Help Online and Essayroo.
Abide by email laws
It can sometimes be tempting to try and buy an email list to send your emails out too, but this is considered poor practice, and you should never get involved with something like this. In most cases, you’ll simply end up with your emails getting caught up in spam filters.
Instead, make sure you’re following most email permission laws and only sending your emails to people who sign up and give you their permission to get in contact with you.
Poor grammar, spelling and mistakes
Let’s imagine you’re reading through a marketing email from a hotel you like, but you quickly realize the content is full of mistakes, errors, and typos. This makes it incredibly difficult to read, so what do you do?
The chances are you’ll delete the email and move on, maybe even unsubscribing from the email list. This is what customers will do to you if you don’t check through your email for quality.
Not using a direct call to action
All marketing emails need to have a clear CTA that grab the attention of your reader and guide them on what to do next. You could have written the perfect email, but if you don’t have a clear CTA, it will have all been for nothing.
Make sure you’re taking the time to create an impactful CTA that clearly describes what you want the reader to do, and where they should go next.
Failing to A/B test
The chances are that the first email you write and send with a specific design will not be right, or at least won’t be as perfect as it could be. In order to find what works for your business, you need to make sure you’re A/B testing your marketing content.
This is a continuous process, but the results are essential for progressing your business in the future. A/B test your emails as much as possible to find what works and what doesn’t, thus enhancing the impact your business has via your email marketing strategy.