Email marketing is a vital part of an organization's CRM efforts; but for many, it remains a complex, uncharted landscape. The good news is, it’s not as hard as it seems. These days, a wide array of user-friendly platforms make it easy to maintain and manage an email list, design collateral, automate sends, and gather analytics. However, it’s important to keep some important best practices in mind. So, without further ado, here’s our list of the top five email marketing best practices for hospitality professionals.
1. You’re Only as Good as Your List
Good email marketing starts with a good email list. However, many hotels are stuck with an old list that’s been compiled over the years. This can lead to a huge variance in how much information they have on their subscribers. And unless the hotel has been practicing good data hygiene, there could be quite a few inactive and unresponsive users, which not only distorts the analytics needed to optimize a hotel’s email marketing efforts, but prevents accurate segmentation and personalization.
Maintaining a quality email list requires a two-pronged approach. First, you need to clean up what you have. If a subscriber hasn’t opened one of your emails in six months, a year, or more, it’s time to send a re-engagement campaign to see if those subscribers are still interested. If there’s no response, you can feel confident removing them from your list. In addition to removing inactive users, you need to ensure the quality of new subscribers. Make sure that your sign-up forms are asking for the information you’ll need to personalize and segment going forward, like location and travel preferences.
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