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Elevate your hotel’s marketing with personalized email campaigns
In this digital era, every chance to engage with your valued guests and foster a vibrant community around your hotel restaurant is an investment with significant returns. Enter the realm of personalized email marketing – a robust strategy that holds the potential to revolutionize your guest interactions. Whether you're announcing a new menu, a special package, an inspiring tale, or simply sharing practical information like holiday schedules, a personalized newsletter can be your secret weapon. A whopping 50% of hospitality industry leaders are already doing it monthly, and the results are astounding.
What exactly is personal e-mail marketing?
Personalized emails are, as the name suggests, emails with different content depending on the person you’re sending them to. It’s a powerful strategy that lets you tailor the message to your audience, and share the kind of info they need or that will inspire them. Luckily, it’s not rocket science. All you have to do is divide your customer base into different segments, based on things like interests, preferences or demographics. You could for instance build segments of business travellers, families and frequent guests. And select the content you share accordingly.
Why send personal newsletters?
The more you tailor your content to your audience, the more likely it is to spark interest and engagement. It also makes your readers feel understood and directly spoken to. Part of a personalized service that will help form a long-term customer relationship. A study by MailChimp shows that personalized emails adapted to different customer segments are 14% more likely to be opened than non-segmented emails. More to the point, personalized mailings are also clicked almost 100% more often!
Where does the data come from?
Of course, you can only tailor your content to your customers if you know something about them. Fortunately, there’s a lot of potentially interesting data you can gather about your (repeat) customers. Like the days and times they make a booking, the food they order and so on. If they follow you on social media, there’ll also be other basic info you can gather from their profile. Things like age, gender, the area where they live can all be relevant. But also preferences for e.g. vegetarian, seafood or meat dishes. Simply by connecting your customer database with your reservations data and your cash register, you can get a lot of important information which you can use as a basis for segmentation.
“The more you tailor your content to your audience, the more likely it is to spark interest and engagement.”
Add special offers to your e-mail
Managed to divide your customers into meaningful groups or segments? How about adding a special offer to their next newsletter? One which you can tailor to your newly segmented audience. You could inform business guests about the availability of meeting rooms and desks in their rooms. For families, you can entice them with enjoyable activities that can be organized, and encourage repeat visits by offering discounts. Once you know your audience, you’ll soon find there are endless ways to connect with and inspire them!
"Tell business people about meeting rooms they can book and families about fun activities."
Personalize your message and wish your customers a Happy Birthday!
It might sound simple, but addressing your guests by name is a powerful engagement booster. Utilize email platforms to automatically insert their names from your database. If you've gathered birthdates during bookings, you've unlocked another dimension of personalization. Send heartfelt birthday wishes or even offer a birthday discount. Remember to time it perfectly – a week or two ahead – and remind them that your hotel restaurant is the ideal spot for their celebration!
E-mail marketing makes the difference!
If you haven't embraced email marketing yet, it's high time you consider it for your hotel. Outstanding tools and platforms like Mailchimp, Hubspot or Resengo await to assist you. They enable you to forge genuine connections with your guests, gather vital data and insights, and lend your email campaigns and newsletters a polished, professional touch. Elevate your guest interactions to a new level, starting today!
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