Email Marketing Strategy for the Property
Establish Interactive Relationships with Your Customers
Email marketing is a crucial component of the hotel's overall Internet marketing and online distribution strategy. The shift towards online purchasing suggests that the website is becoming a key point of entry to establish interactive relationships with your customers, and to capture client email profiles is increasingly important.
Email marketing spending will triple from $2.1 billion (2003) to $6.1 billion in 2008, according to Jupiter Research forecast.
E-MarketingPro has extensive experience in delivering email marketing strategies in the hospitality vertical, from large brand hotels to small boutique properties.
Email marketing can be used successfully as a direct response vehicle (short-term, results-oriented) or as a branding tool (long-term and strategic goals). Here are some goals to consider with Email Marketing:
Email as a Direct-Response Vehicle
Room reservations
Specials and Packages promoted
Seasonal promotions
Local event based promotions (e.g. Coming for the fair? Stay with us.)
Email as Branding Tool
Brand awareness
Reinforces existing email subscriber base
Grows existing email database
Visit the website
Why Email Marketing in Hospitality makes sense:
Serves as personalized direct response tool
Creates interactive relations with customers
Entices and targets specific audiences
Plants seed in minds of travel planners
Moves distressed inventory
Functions as sales force
Recruits and retains customers
Branding tool while protecting brand
Exercises the customer life cycle
Least expensive form of active marketing
Did you know?
In 2005 the average Open Rate (emails that people actually open and supposedly read) of email marketing in the travel industry was 33.7% (eMarketer)
Name of Service Package: Email Marketing Strategy for the Property
Consulting Service Type: Audit existing email marketing initiatives, conceptualize, budget and launch email marketing campaigns and email sponsorship campaigns + ongoing reporting and consultation
This service is ideal for: Franchised and independent hotels, luxury and boutique hotels, luxury and boutique hotels, beach and mountain resorts, spa and golf resorts, inns and other lodging establishments
Features of the Service Package:
Email Marketing to Property's Own Opt-In List
Customer Email Capture Strategy
Online
Offline
Identifying the Email Capture Sources
Customer Segmentation: create email lists for each market segment
Permanent Email Capture on the property website
Sweepstakes and Promotions
Email Marketing to Own Opt-In List
Conceptualize the email marketing strategy for the property
Plan the property email campaigns to own email list
Email Marketing Technology
Frequency and Best Practices
Customized email designs
Promotional copy creation
Email campaign set up
Email campaign management
Direct-response Email Campaigns