Five Email Campaigns Your Hotel Should Be Running
By Carolyn Murphy Marketing Specialist, Revinate | October 25, 2015
Unless hoteliers make a move to own the relationship with their guests, middlemen like the OTAs will soon own that relationship. Hoteliers get it: According to 2015 TripAdvisor data, 77 percent of hoteliers agree that increasing direct bookings is "very important" to the future of their business. But the question is, what is the best way to accomplish this?
Email Marketing Strategy is Key
According to a 2013 survey by Kentico, 48 percent of consumers prefer to communicate with brands via email over any other form of communication. Additionally, a 2014 study by McKinsey and Co. found that email remains a significantly more effective way to acquire customers than social media-nearly 40 times more effective than Facebook and Twitter combined.
The same study also found that more than 91 percent of all US consumers still use email daily, and the rate at which emails prompt purchases is not only estimated to be at least three times that of social media, but the average order value is also 17 percent higher.
Clearly, email marketing is a critical part of acquiring and nurturing a database of customers. But, to make campaigns even more effective, emails should be targeted and personalized.
Targeting and Personalization