Email Marketing Revisited: What Smart Hoteliers Understand Today

By Josiah MacKenzie Vice President , ReviewPro | July 17, 2011

Does email matter anymore?

With all the hype over social media during the past several years, email has taken a backseat role in many ways. That's a shame. Email remains a very powerful marketing tool when used correctly. It can serve as the cornerstone of permission-based relationship marketing - a concept Seth Godin developed in his 1999 book Permission Marketing.

Email usually has a higher psychological value than other social media communication. If you are consistently delivering value in your messages, people will listen to what you have to say. And theyll take action.

A Datran Media survey of CMOs found that email was by far the strongest performing advertising channel last year:

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Email in a social media world

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Coming up in February 2018...

Social Media: Engagement is Key

There are currently 2.3 billion active users of social media networks and savvy hotel operators have incorporated social media into their marketing mix. There are a few Goliath channels on which one must have a presence (Facebook & Twitter) but there are also several newer upstart channels (Instagram, Snapchat &WeChat, for example) that merit consideration. With its 1.86 billion users, Facebook is a dominant platform where operators can drive brand awareness, facilitate bookings, offer incentives and collect sought-after reviews. Twitter's 284 million users generate 500 million tweets per day, and operators can use its platform for lead generation, building loyalty, and guest interaction. Instagram was originally a small photo-sharing site but it has blown up into a massive photo and video channel. The site can be used to post photos of the hotel property, as well as creating Instagram Stories - personal videos that disappear from the channel after 24 hours. In this regard, Instagram and Snapchat are now in direct competition. WeChat is a Chinese company whose aim is to be the App for Everything - instant messaging, social media, shopping and payment services - all in a single platform. In addition to these channels, blogging continues to be a popular method to establish leadership, enhance reputations, and engage with customers in a direct and personal way. The key to effective use of all social media is to find out where your customers are and then, to the fullest extent possible, engage with them on a personal level. This engagement is what creates a personal connection and sustains brand loyalty. The February Hotel Business Review will explore these issues and examine how some hotels are successfully integrating social media into their operations.