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Email marketing: 25 tricks for hoteliers

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Email marketing: 25 tricks for hoteliers

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Email marketing: 25 tricks for hoteliers

  1. 1. www.toubik.com Email marketing 25 tricks for hoteliers
  2. 2. www.toubik.comThe first place where you should start promoting the e-mail program isyour hotel’s own site.
  3. 3. www.toubik.comCan the user easily subscribe to the e-mail program? Don’t ask for morethan the strictly necessary data at first.
  4. 4. www.toubik.comChoose progressive profiling! This means you collect further informationabout your user through each new e-mail campaign.
  5. 5. www.toubik.comAfter the initial subscription, offer the user a glimpse in the type ofinformation you will be providing.
  6. 6. www.toubik.comBuild targeted lists, even if it’s an enduring and costly process. It’s moreeffective when you start sending them relevant information!
  7. 7. www.toubik.comIf e-mail marketing is an important channel for selling your services,avoid selling or renting the list(s) to third parties (like partners). This wouldonly wear them down.
  8. 8. www.toubik.comOffer beats design. Focus on what you wish to communicate and adaptthe design to it.
  9. 9. www.toubik.comPeople normally subscribe to many sites. Make sure you remind yourusers why they signed up for your e-mails in particular (a text like “You’re receiving this e-mail because you subscribed to ...” is a goodway to solve it).
  10. 10. www.toubik.comDoes your e-mail contain a clear option to unsubscribe? Like a button orlink at the bottom of the e-mail? It should, otherwise the user iscompelled to put you in SPAM!
  11. 11. www.toubik.comAllow the user to set the frequency and customize the content of the e-mails he/she is receiving from you.
  12. 12. www.toubik.comIs your e-mail displaying correctly on all browsers?
  13. 13. www.toubik.comOptimize your e-mail’s display for mobile!
  14. 14. www.toubik.comOptimize the landing page: test the text, images and offer; customizethe content.
  15. 15. www.toubik.comYour call to action has to stand out and be clearly formulated. It’simportant to capture the user’s attention in case the images fail to load.
  16. 16. www.toubik.comClearly set out the KPI’s (Key Performance Indicators) on which theevaluation of your e-mail campaigns depends.
  17. 17. www.toubik.comUse the data you collected about a certain user to customize thecontent you send to him/her.
  18. 18. www.toubik.comUsers don’t read newsletters; they scan them. Focus on as little text aspossible: write brief and engaging messages.
  19. 19. www.toubik.comDo A/B testing. This means sending out 2 slightly different format versionsof e-mail campaigns, each to a part of your subscribers. This helps youdetermine which format scores higher click and open rates.
  20. 20. www.toubik.com Share the e-mail’s content on social media channels.
  21. 21. www.toubik.comWork with templates instead of changing the design with each new e-mail campaign. Not only is the latter more costly, but it also createsincoherence in the way you communicate.
  22. 22. www.toubik.comThe first-mail you send to a user after subscribing is the one with thehighest click and open rate. Therefore, make sure you insert valuablecontent.
  23. 23. www.toubik.comSegment your list carefully, considering the relevant criteria for yourbusiness.
  24. 24. www.toubik.comIntegrate analytics with each e-mail campaign; check whether youhave tracking codes on all inserted links.
  25. 25. www.toubik.comEliminate the addresses which fell into hard bounce in previous e-mailcampaigns.
  26. 26. www.toubik.comEliminate the addresses with successive soft bounce.
  27. 27. www.toubik.comDo you want to know more about online hotel marketing? Take a lookat our website: www.toubik.com

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