Even in this day and age of social media and text messaging, statistics say the best and most efficient way to reach out to a potential customer is through email marketing. Sending timely, personable content to the right audience, while employing best practices and tailored strategies, is the perfect combination to maximize bookings.
We’ve put together a list of things you should be doing with your emails for part three of our Back to Basics series. This is Back to Basics: Email Marketing.
- Engaging subject lines. When you check your inbox, you’ll likely notice two things first from a new email: the sender and the subject line. The subject line should change with every email, and it’s your best chance to intrigue recipients and encourage them to open. But that doesn’t mean you just go for shock value. Short subject lines typically garner high open rates, but you’re not looking to trick anyone with a vague, truncated message. The goal is to be interesting and informative, but not overly descriptive. The subject line is the foundation of a campaign. If your potential customer is curious and enthusiastic about what comes next, you’re doing things right.
- Using preheader text. If your subject line doesn’t do the job of gaining an open, preheader text can provide further intrigue. Preheader text, typically grey in color, uses the first line of HTML text and either displays it next to or below the subject line (depending on which email client the recipient is using). There may not be much room (typically 140 characters or less), but that text does create further opportunity to present any other important information that may be of interest. The preheader text won’t create a large boost in opens, but if your campaign is showing View As Webpage or Unsubscribe language, you’re doing it wrong.
- Segmenting. People like emails because they’re non-intrusive. An email is not like a text message or a social media notification. Some people check their inboxes once a day, and that’s it. But it’s still important to do what you can to keep your name and brand in front of potential guests. When people think vacations or offerings in your area, you want them to think of you. That’s why we’ve found sending at least two emails per month is a smart idea. You definitely want to mail to all of your members once a month, at the minimum. You also don’t want to send emails discussing bookings to people who have already placed a reservation. Besides excluding those with reservations, sending smaller, targeted lists to various groups of people is a great way to increase efficiency and not create list fatigue throughout the year.