Top 10 Checklist for Hotel Email Marketing Success
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My talk from the Hotel Website Marketing Conference. Top 10 checklist for Hotel Email Marketing Success. Download and print the checklist here: http://www.toddle.com/stuff/hotel_email_marketing_checklist/ ---------------------------------------------------------- We have been working with the hotel and hospitality industry developing email marketing strategies and designing custom email newsletters for some time now. Over the course of working with many hotels, travel sites and hospitality services we realized that key information necessary to run successful campaigns was being missed on a regular basis. For example not getting the email addresses of both parties who book a double room or not getting contact details for a whole team not just the person who books the rooms. In response we designed this easy monthly checklist to make sure you are harnessing the potential of your email marketing campaigns. So download, print it off and hang in your office. This way you will never wonder again how to structure your campaigns and if you are gathering emails from every possible source, client booking and referral.
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Top 10 Checklist for Hotel Email Marketing Success
- 1. Increased ROI with Email Marketing 10 Point Checklist for Hotels Alan O’Rourke
- 2. Screen 2 of 35
- 3. Screen 3 of 35 01. Capturing Subscribers EVERYWHERE? Alan O’Rourke
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- 7. Screen 7 of 35 02. Asked for permission Alan O’Rourke
- 8. Screen 8 of 35 03. Remembered the wife! Alan O’Rourke
- 9. Screen 9 of 35 04. Segmented subscribers Alan O’Rourke
- 10. Screen 10 of 35 05. Told them you are not dead Alan O’Rourke
- 12. Toddle.com Screen 19 of 35
- 15. Screen 2 of 29
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- 18. Short & sweet Screen 2 of 29
- 19. Screen 19 of 35 07. Made a targeted offer Alan O’Rourke
- 23. Screen 23 of 35 “Hotels in Dublin” Day Week Alan O’Rourke
- 24. Screen 24 of 35 06. Automated your marketing Alan O’Rourke
- 25. Screen 25 of 35 08. Up sold a customer Alan O’Rourke
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- 27. Screen 27 of 35 09. Tracked ROI Alan O’Rourke
- 29. Screen 29 of 35 Toddle.com Newsweaver.com Group-mail.com Spinnaker Pro Campaign Monitor MailChimp Vertical Response Constant Contact iContact Reviews at EmailNewsletterReview.com Alan O’Rourke
- 30. Screen 30 of 35 10. Made improvements on next months campaign Alan O’Rourke
- 35. Screen 35 of 35 Download & Print www.toddle.com/stuff @alanorourke Toddle.com/stuff www.linkedin.com/in/spoiltchild www.facebook.com/ORourke.Alan Alan O’Rourke
Notas del editor
- Hello Welcome The reason why email works is everyone has it! There are 1.4 billion email users. Works in two ways. Customer retention Sales Campaign. Let me demonstrate how a campaign typically works.
- Everybody please stand up 100 – 100 AB test Send winner to 800 200 will open 8 will click buy 1 will buy It sounds low but Basic Cost 10 - Income 1000 Don’t forget to include your time in costs. About 700 did not open, why not send a revised offer. Again while it sounds low actually one of the highest. Just under SEO Almost twice the ROI of pay per click like google. You can see what numbers you need to adjust to get higher ROI
- How many people walked through your hotel today? How many emails did you get? Existing customers are your strongest leads for the future. Hang on to them with everything you have got. Same with the web, typically 80% never return. They made the effort of finding you, clicking you ad, searching. Grab them and don’t let go easily. Capturing subscribers at every available point of contact? Web, Phone, Reception, Bar, Dinner, Spa, Golf, Events, Meetings… Forms, Sign in process, train staff. Once every point of contact is exhausted, look outside to build your list. Co registration on other sites, emails. Your website, SEO, Content. (Local tourist guide, event listing) Offer a free online course (wine merchant) eBooks Competition Free Stuff Ask for Referrals Outgoing email signatures. Broadmore Hotel – Conference trade booth case study. Competition for digital camera Then, a series of 3 email messages was sent to each prospect: Instant followup with an incentive. The recipient was notified of an upcoming drawing for a digital camera. At the same time, the Broadmoor’s benefits to meeting planners were reviewed. Are you a winner? A week later, an email was sent asking the person to click through and see if they won the drawing. Another contest. Three weeks after the show, prospects received another invitation to enter a contest for a 4-day vacation at the Broadmoor. The end result? 350 solid leads The campaign cost $15,000 and generated $235,000 in revenue.
- Bad example of sign up page
- Good sign up form
- Find out data another way
- Two things you need be aware of regarding SPAM. The Law. And the real world. Law is… Real world is a big friendly SPAM button. If they click this… Make unsubscribe prominent. Builds trust.
- A tip I noticed travelling last month. Don’t know what its like in your home. While I physically hold the credit card, my name is on it… I do not control it. I do not get much say on what it gets spent on. The few hotels that capture my details are really capturing the wrong person. Should be asking my wife. Make sure you have the decision maker. If a group is booking in get everyone's details.
- If there is one thing you take away from today it is this. Segment your subscribers The most powerful tool you have. See your response rate leap. Unsubscribe rate fall. A few ways to do this and it depends on How you collect your data What data you collect. First most obvious grouping is Tourist Local Data Where are they from? States? When do they take holidays? Why are they here? Travelling, business, sports, family, occasion? Date – Most likely to travel this time next year? Hotel services? Golf, Spa, treatment? Local track: When they came? Friday night date night? Sports on big screen? Free time. What they did? Leisure, Coffee, Dinner, Golf, Spa , Business (meeting? Christmas party)? Event? Birthday party, Ball, Networking, concert Collect data, passively, don't ask for too much. What can you figure out? Zip code for US visitors.
- There are three types of email marketing you should be doing. First is telling them you are not dead… regularly. This is your ongoing customer retention campaign. A light, useful mail each month to remind them you are around if they or their friends need anything. This mail has a secondary purpose. It build a long term relationship of trust and reputation. Essential for when you target your sales campaigns we will discuss in a moment. build awareness, contribute to branding, strengthen relationships, encourage trust and cement loyalty. Brand your mail Keep it short 3 articles about 300 words max each. Make it about them, and be useful. The main issue here is what on earth to write and how do you find the time. Tons of content around that you can repurpose to your needs. http://ezinearticles.com/ Seth godin story about wine merchant Other content types Industry news (Save them time by picking links to interesting articles) Travel tips Top 10 lists (People love lists). Watch C4 for an example.), how to guides – How to pack a suitcase Butler style – 42,000 views on youtube. Try breaking down the content of a report from your industry to a few brief points and sending it to your clients. Or something fun. Good news Thursday. Share your expertise and add value to your newsletter. Your subscribers will thank you and return again and again. If you are having trouble writing 3 articles, write 1 but write something for them.
- Seasonal messages Ingage.ie
- How to guides.
- Cooking tips from the experts Ingage.ie
- Great personal stories Newsweaver.ie
- News, either aggregate others news…
- Or share some of your own.
- Top 10 lists. Books you read.
- Dos and Donts Content Do • Keep it short & sweet, like a taster at lunch time • Be personal. Be honest • Give your opinion • Use images or photographs to brighten our day • You can buy images from iStockphoto from as little as €1 • Make sure to credit images and content form other publishers • Look at using creative commons for images and content • Make sure there is a clear call to action Content Don't The following words or phrases are sure to get caught in Spam filters so avoid like the plague! 100% Free, 50% Off, Dear Friend, Don’t Delete and Information You Requested. Also avoid words related to medical care, sex, pornography and debt. Do not use subject lines that include extra punctuation or CAPS. Very large attachments will also result in non delivery or just annoying people. We spent half an hour downloading an attachment form a local restaurant one day to find it was their menu. We were not impressed. If you have something big to send out add a link instead. Make sure you do everything possible to get your newsletter to your recipient.
- When you have segmented your subscribers this is going to be easy peasy. Example: On any month you should know whos birthday it is. Offer them a break or a meal to celebrate. Have not played golf in a while? Come back with this great offer. Play Golf a lot? Here is a few free vouchers to bring friends. Mothers day? You liked our Spa last year, why not remind your kids Hint Hint. Your annual leave is due, we have a great offer for you. The important thing here is you are targeting ONLY the people who you KNOW are interested. Not annoying others and losing them. Create a campaign. Send a 2 or 3 mails with related offers for the same occation. Capture a booking then try and upsell them.
- You know they like particular types of cooncerts…
- Mothers day Engage
- Targeted by language
- Twitter for research Google reader Best day to send your newsletter.
- Huge amount of your email marketing you can automate. Set up and time 12 months of content mails. Maybe even put them on a 24 month cycle. For bookings, events and occasions set up a serious of auto responders. An auto responder is… In planning this talk I looked closely at the customer journey on a recent hotel I stayed in. What I suggest should have happened is this: After booking i should have been added to a sequence of mails 1. Thanks for Booking 2. About the area 3. Upsell them with a time limited offer. Dinner? Spa? Golf? Upgrade? Any local events you can get a referral fee from? 4. Welcome mail giving them all their details in one handy email they can print. 5. Afterwards a thank you for staying.
- It makes me cry how few Hotels take advantage of this opportunity. You can see first hand how the Airline and booking engines do this. You can as well. You have a customer on the hook, happy and handing over their credit card. Why not sell them dinner. A trip to the spa. Breakfast in bed, or even an upgrade. Make it time limited and with a clear call to action. There is a lot you can automate here. Also look outside your hotel. What deals can you make in the local area? Referral fee? Travel? What about another hotel when they are leaving? Talk to each other here and start building each others business.
- Upselling dinner after a booking
- We seen at the start a baseline on what to expect on a campaign. Typical Hotel Response rates Open rate: 27.5% Click rate: 7.17% Abuse complaints: 0.08% Unsubscribe rate: 0.49% The more you segment and target your mails and offers the better these will be. There are some great tools to help you send and track your mails. There is a wide range of software that can make the whole email marketing process easier. The feature set of the top players are pretty similar. Your preference will come down to which tool you find easiest to use and has the pricing model that suits your business. For example Vertical Response charges a monthly subscription starting at $10 for up to 500 subscribers, Campaign Monitor works on a pay as you go model of .01cent per subscriber. These are both web based services while Group-Mail offer a downloadable application for your desktop for a 1 time fee starting at €139. What they do. Subscriber Management Email Templates Editing Personalisation Sending Tracking Irish Software companies: Toddle.com is our own service for designing and editing your email. This can then be sent with many of the services below. Irish Group-mail.com Newsweaver.ie Spinnaker Pro International Campaign Monitor MailChimp Vertical Response Constant Contact iContact mailvivo.co.uk Some reviews of the above software can be found at www.emailnewsletterreview.com and if you do try any of them please come back and leave your own review that we can share on future courses.
- We seen at the start a baseline on what to expect on a campaign. Typical Hotel Response rates Open rate: 27.5% Click rate: 7.17% Abuse complaints: 0.08% Unsubscribe rate: 0.49% The more you segment and target your mails and offers the better these will be. There are some great tools to help you send and track your mails. What they do. Subscriber Management Email Templates Editing Personalisation Sending Tracking
- There is a wide range of software that can make the whole email marketing process easier. The feature set of the top players are pretty similar. Your preference will come down to which tool you find easiest to use and has the pricing model that suits your business. For example Vertical Response charges a monthly subscription starting at $10 for up to 500 subscribers, Campaign Monitor works on a pay as you go model of .01cent per subscriber. These are both web based services while Group-Mail offer a downloadable application for your desktop for a 1 time fee starting at €139. Irish Software companies: Toddle.com is our own service for designing and editing your email. This can then be sent with many of the services below. Irish Group-mail.com Newsweaver.ie Spinnaker Pro International Campaign Monitor MailChimp Vertical Response Constant Contact iContact mailvivo.co.uk Some reviews of the above software can be found at www.emailnewsletterreview.com and if you do try any of them please come back and leave your own review that we can share on future courses.
- What content are people interested in? What causes them to forward it to a friend. What made them unsubscribe? A/B Testing. Look at your data, make improvements and make next months campaign even better.
- Nice design
- Competition example
- Nice clear point. Not much distraction.
- Design conveying tope of the setting
- Thank you