Welcome to the Friday Freebie!
Each week we share one impactful hotel marketing tactic that you can implement immediately to drive more conversions and more revenue.
This week’s Freebie: Don’t let your promotional emails be ignored or deleted. Emails that actually convert always include two critical elements of success.
Even with all the attention Instagram and Facebook receive, smart hotel and resort marketers know that email marketing is still the essential channel for driving direct bookings.
Unlike hotel social media, emails can be sent to targeted audiences, be highly segmented/personalized and reach loyal audiences who are ready to buy.
However, emails are also prone to be ignored and getting deleted. For emails that actually convert, make sure they include these two items:
1. An Irresistible & Relevant Subject Line
While only several words long, your email subject line has the biggest impact on your conversions. To drive bookings, emails have to be opened! Research shows that 35 percent of email recipients will open emails based on the subject line alone.
The secret is to choose clarity over creativity, but always be compelling. For example, if you’re promoting a 4th night free offer, then a clear and compelling subject line would advertise that explicitly: “Few days left: Get Your 4th Night Free.” Resist the urge to be too creative and ambiguous, such as “4 Days of Fun & Sun!”
Take a look at this example from Overton Hotel & Conference Center in Texas,
Subject line: “Don’t Drop the Ball on this Exclusive Offer”
2. A No-Nonsense Call to Action
Don’t expect readers, especially those who are quickly scanning your email, to take the time to sift through lots of self-indulgent fluff to discern what your offer and promise are.
Think about exactly what you want the reader to do next, then guide their decision. Just like your email subject line, be clear and concise. Effective calls to action include, ‘Select Your Room,’ ‘Book Now,’ or ‘Explore Now.’
Propel the reader to go where you want them to go!
Tambourine uses technology and creativity to increase revenue for hotels and destinations worldwide. The firm, now in its 34th year, is located in New York City, Carlsbad, and Fort Lauderdale.
Please visit: www.Tambourine.com