Electronic mail advertising and marketing is a cornerstone of hospitality advertising and marketing. Many hoteliers think about e mail advertising and marketing to be a time-consuming effort with totally different one-time campaigns. However there’s a quicker, simpler, and more practical means.
Step into the life-changing world of e mail advertising and marketing automation. By utilizing automated e mail advertising and marketing campaigns, you may ship customized messages to friends, enhance engagement, drive bookings, and enhance visitor loyalty – all with streamlined processes working within the background.
Lodge advertising and marketing automation: one-time vs. automated campaigns
There are 2 main types of e mail advertising and marketing. One-time campaigns are the commonest. These might embody month-to-month newsletters, alerts about property updates, or new packages you’re selling. It’s simple to fall right into a one-size-fits-all strategy with these – sending a generic blast to your whole database. However sending out too many of those “spray-and-pray” emails might result in excessive unsubscribe charges. That is one thing you positively don’t need.
An alternate is to incorporate e mail advertising and marketing automation in your combine. These are proactive campaigns which are robotically despatched out to a extremely focused viewers based mostly on particular predefined triggers or occasions. You set them up as soon as and so they proceed to run within the background for months and even years. And as a result of means to section and personalize these emails, hoteliers expertise a median of 71% greater open charges over one-time campaigns.
Some examples of lodge advertising and marketing automation emails embody:
● “We Miss You” emails are despatched out after a set time frame to encourage a return go to.
● Reserving affirmation emails assist drive ancillary income via upsells and upgrades. You possibly can capitalize on the truth that your friends pays extra for room attributes corresponding to particular views, room sorts, and room location.
● Welcome emails are despatched upon arrival. These assist guarantee friends learn about lodge facilities and providers, reducing down on repetitive cellphone calls to your entrance desk employees.
● Put up-stay emails might embody post-stay surveys, or “win again” campaigns to entice friends to e-book immediately with the lodge on their subsequent go to.
● Cart abandonment campaigns are triggered if a visitor leaves your web site earlier than finishing the reserving course of. You possibly can embody an incentive that evokes them to return and end.
Further concepts for automated emails triggers embody celebrating a reserving anniversary, birthday, vacation, loyalty, publication signup, and so on.
As a lot as 83% of hoteliers are involved about shortages in expert labor and 60% are involved with employees productiveness points. Implementing automated e mail campaigns assist tackle these points by simplifying your advertising and marketing efforts and minimizing challenges attributable to decreased employees. Automated campaigns additionally assist drive income.
For instance, EOS Hospitality used Revinate Advertising and marketing’s e mail automation to drive a median of $32k in direct income per marketing campaign.
5 methods e mail advertising and marketing automation boosts effectivity
Using advertising and marketing automation instruments amongst European organizations has elevated in recent times and is anticipated to develop 12.5% yearly. That is largely as a result of rising adoption of e mail advertising and marketing automation expertise.
Listed below are 5 methods this tech may also help enhance effectivity in your lodge advertising and marketing efforts.
1. A extra productive workflow
Nicely over half of entrepreneurs use automation to enhance productiveness. As an alternative of regularly recreating the identical kind of e mail messages, an automatic resolution saves time by letting your advertising and marketing staff schedule repeat campaigns prematurely.
A fantastic instance is sending out improve gives to incoming friends. As an alternative of manually sending gives after looking for obtainable stock, you may automate your entire course of by integrating your e mail system along with your PMS. This leaves staff members free to work on higher-level duties, corresponding to creating artistic, new advertising and marketing methods.
An answer with easy-to-customize templates additionally facilitates GDPR compliance by letting you arrange vital parts prematurely, corresponding to together with clearly outlined opt-in and opt-out choices.
2. Instantaneous personalization
Your lodge friends need emails which are customized. Analysis exhibits that 78% of UK customers are annoyed by irrelevant communication from manufacturers. With an automatic lodge advertising and marketing resolution that integrates along with your CRM, you may guarantee customized messages are constantly despatched to particular person friends by title, and that every one is signed by a related staff member.
As an example, an e mail selling a spa particular can come from a favourite masseuse, or a query about pillow preferences can come immediately from the pinnacle of housekeeping. This helps you effortlessly construct stronger relationships along with your friends, growing their loyalty and incomes repeat enterprise.
3. Section and scale seamlessly
With an built-in system, newly added visitor data is robotically cleansed, parsed, and utilized in advertising and marketing automation. Particular person friends might be robotically assigned to related visitor segments and start receiving focused emails triggered by particular standards of their profile corresponding to demographics, procuring conduct, pursuits, and reserving historical past.
For example, after you have a visitor’s birthday, it may be integrated into an automatic “Have a good time your birthday with us!” promotion. This may result in greater engagement, conversion charges, and profitability.
4. Optimize lead nurturing
A minimum of 34% of entrepreneurs acknowledge that advertising and marketing automation options enhance lead technology and nurturing efforts.
As soon as potential friends comply with obtain e mail communications from you, you may ship an automatic sequence of emails that present solutions to FAQs, showcase lodge facilities, and supply useful vacation spot data. You’ll start constructing relationships and changing leads into bookings.
5. Enhance advertising and marketing campaigns quicker
A complicated lodge advertising and marketing automation resolution helps you to simply observe and measure the efficiency of your e mail campaigns. Since you may monitor open and click-through charges, and income technology in actual time, you may shortly determine what’s working properly and what’s not. And when it’s not, you may instantly make changes utilizing real-time suggestions to enhance particular campaigns going ahead.
Prime tricks to get began in lodge advertising and marketing automation
1. Outline your objectives. Whether or not the purpose is lead nurturing or to drive direct bookings, earlier than organising any automated advertising and marketing marketing campaign, be clear on what you intend to realize.
2. Use a system that integrates along with your PMS, CRM, and different lodge programs as you combination wealthy visitor knowledge in a single platform.
3. Use clear, de-duplicated knowledge. Misspellings and inaccuracies drawn from visitor profiles negatively influence marketing campaign outcomes.
4. Select an answer with the power so as to add and/or take away a number of segments in a single marketing campaign. As an example, you don’t wish to ship an automatic “We Miss You” e mail to somebody who has already booked a future keep.
Electronic mail advertising and marketing automation is a robust software
With a rising urge for food for journey in Europe, it’s important to seek out instruments that enable you to function effectively and maximize income methods. Electronic mail advertising and marketing automation is a robust software to streamline your advertising and marketing efforts, generate extra bookings, and construct buyer relationships.
See the influence automated campaigns had globally and throughout areas in our 2023 benchmark report.
About Revinate
Revinate empowers hoteliers to immediately join with their friends.
Our Visitor Knowledge Platform and communication options unlock income for hoteliers and put them in charge of the complete visitor expertise — preliminary analysis, reserving, check-in, all through the keep, and even after take a look at — all by way of the communication channels that friends want, whether or not it is voice, textual content, e mail, or internet.
Greater than 12,000 motels globally financial institution on Revinate to drive direct income and ship pleasant visitor experiences.
Ask us how we do it. Go to our web site to get a demo.
Sanjana Chappalli
VP of Model Advertising and marketing and Communications
Revinate, Inc.
