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It has been amply established that customer loyalty is the challenge of the day. And a proper email strategy is vital to your hotel’s future. Booking, Tripadvisor, Expedia, and the major chains have figured this out.
But how can you compete with these “behemoths” when you do not have the same budget? Well, this article just may be the answer to that question!
Thanks to Experience, I’ve had the good fortune to work with highly skilled marketers and top professionals in hotel technology. My collaboration with them has enabled me to glimpse the secrets of the email campaigns that have garnered the best click rates.
These 16 email campaigns were selected according to two criteria:
1. emails that generated the highest click rates; and
2. emails created directly by hoteliers, offering them freedom of expression and imagination.
The coloured circles on the images below represent “heat zones” — the places where recipients clicked the most frequently. The colours in all the emails were slightly washed out to highlight these heat zones.
The hotel logos, names, websites, and street addresses have been intentionally concealed.
Analysis of email topics
Of the thousands of email campaigns launched through our platform over the years, these are the 16 messages that got the best click rates. Thus, there are potent conclusions to be drawn from them.
In terms of content, the two recurring themes are “Deal” and “New.” Note that the deals have something in common: they are exact and concrete.
The emails do not contain vague wording such as: “Book now — low prices!” Most of them describe limited-time, targeted, or exclusive deals. These are deals that are available for a defined period, aimed at a specific target (families, extended stay, etc.) or offered only to particular hotel customers with, of course, a special promotional code.
When it comes to the “new” hook, there is a bit of everything: a new video, a fully renovated property, remodelled rooms, a new website, etc.
However, regardless of what it is, that’s new, 6 of the 16 emails with the most clicks talk about something new involving the hotel. This is clearly information that appeals to your former guests. Therefore, I recommend that you send an email whenever something new happens at your property.
Analysis of email structure
Looking at all these emails, one thing jumps out immediately: when emails with a clickable image and logo at the top of the email get a very high click rate.
So now you know to begin your emails with a visually appealing banner and your hotel’s logo.
Body of message
There really is no relevant information to offer about this section of the email. There are different types of formats, but nothing, in particular, seems to affect the click rate.
One detail, however, should be pointed out in this part of the message: links to specific things seem to appeal more. Examples include a link to a special deal or links to each room type.
Of all the points studied, the reaction sparked by the footer is the most surprising. Generally speaking, who would have guessed there would be so many clicks at the bottom of the email?
Thus, your emails should always end with a “Contact us” call to action that contains a link to your website, your email address and the list of your social media handles (with an edge to Instagram because of its conversion rate).
Do not make the mistake of thinking your customers will take it upon themselves to figure out how to contact you or that they will reply to the email. Design this section thoughtfully and be sure it is clearly visible and well presented.
Conclusion and tips
For non-recurring emails, concentrate on exclusive deals and news relating to your property, your staff, your services, your website and any kind of change — anything, really, about your hotel.
Also, be sure that your header is clickable and that the footer contains all your contact information and social media links.
These are extremely simple — and even “obvious” — tips, but they are (too) often overlooked! Remember them when you prepare your next newsletter.