Unlocking the potential of email marketing is a strategic imperative for hotels aiming to connect with their guests effectively. In this blog post, we delve into the parameters that can significantly elevate the success of your email marketing campaigns.
We have researched the parameters of email marketing campaigns sent using our Marketing Automation tool and based on this data discovered 5 key parameters of a successful email campaign. From crafting compelling content to mastering segmentation and optimising deliverability, these essential elements pave the way for a dynamic and impactful email strategy.
Join us as we explore the crucial facets that can make or break your email marketing endeavors.
According to marketing experts, Tuesday, Wednesday, and Thursday are the most effective days to send email campaigns. In line with this, we analysed the statistics of the campaigns sent by Profitroom tools and found that mid-week days have the highest open and click-through rates for these campaigns.
So, which day should you choose? It depends on the goal of your marketing campaign. For example, if you focus on building brand awareness, Tuesday and Wednesday are the best days to send your message. However, if your goal is to achieve conversions, then Thursday and Friday are the optimal days for sending your campaigns.
Research proves that sending email campaigns between 8:00-10:00 am in the morning results in the highest open rates. Afternoon hours, precisely 4-6:00 pm, are also beneficial. People often check their inboxes during their morning coffee break, and then, later, towards the end of their workday. Conversely, campaigns sent during the night have the lowest engagement rates.
An equally crucial parameter is an engaging and interesting email subject line. Studies suggest that as the number of words in the subject line increases, the open rate decreases 📉😱 Therefore, the subject line should be short, adjusted to the target group, and should contain an engaging call to action. Special characters and emojis can also be effective but should be used sparingly to avoid triggering spam filters.
Segmentation plays a pivotal role in delivering personalised and targeted content to the right audience. Fortunately, Marketing Automation segments your guest database automatically, so all you need to do is add the right group to the right email campaign.
By categorising guests based on shared characteristics, preferences, or behaviours (e.g. families with children, SPA guests, couples), segmentation allows for creating messages that resonate with specific groups. This not only enhances the open rate, but boosts the overall effectiveness of campaigns, leading to higher click-through rates, and, ultimately, more direct bookings.
Compelling content is the heartbeat of successful email marketing campaigns. It's the magic that grabs the reader's attention and keeps them interested. When your emails provide valuable and engaging information, beautiful photos and exceptional offers, they become more than just messages – they become experiences. Remember to show your most attractive offers and use the AI Copywriter to craft messages in minutes. Its algorithms are created for this specific purpose - to boost conversion rates!
Last but not least, do not forget about a catchy call to action (CTA). ‘Book now’ is short and always a good idea. Creates a sense of urgency, and tells the reader exactly what is expected from them.
Keep in mind that every campaign is unique and may have different outcomes based on the characteristics of the target audience and the actual value of the content. Segmentation, the timing of dispatch and an engaging message subject only enhance the likelihood of the email being noticed in the guest's inbox. The content is then key to driving conversions into bookings. The more attractive your offer - the higher likelihood of the recipient actually making the reservation.
Keep sending email marketing campaigns and monitor your results - that’s the easiest way to optimise the campaigns and find the parameters that work best for your hotel.