Learning to foster loyalty: the importance of a good email marketing strategy for hotels

Digital technology has radically changed the hotel industry. Although trends certainly come and go, one tool that remains essential for building long-lasting relationships with your customers is the newsletter. 

Google’s announcement that third-party cookies will disappear has put the focus back on the direct collection of data (first-party data) and its consequent use when producing newsletters.

For any hotel, maintaining direct communication without intermediaries is essential, both to foster guest loyalty and capture their attention. 

However, sending emails is not enough. Understanding and strategically applying the various factors contributing to an optimal email opening rate is key to maximising effectiveness.

Understanding email marketing

Using a tool that you don’t understand is challenging. So it is best to start from scratch. Familiarise yourself with the basics of email marketing, such as learning to avoid SPAM or ensuring compliance with privacy policies with the right messages. 

If you have captured the data, for example, through a WiFi Captive Portal, you already have the consent to launch campaigns. Therefore, you must create appealing messages that interest your customers and, it goes without saying, in their language of reference.

Building your database

A solid database is a must. This database is the key to direct communications, allowing you to personalise and segment your messages and effectively reach your audience. 

The more complete it is, the better, and it is recommended that it is fully synchronised with your PMS. Nowadays, many systems allow you to cross-reference different databases to obtain a single complete record of your customer.

Maximum personalisation

Segmentation or micro-segmentation is one of the most critical points to consider when succeeding in your communications.

Once you have built up your database, segment customers according to their preferences, booking history, and the language they speak…

This will allow you to adapt the content and frequency of your emails according to the stage the customer is at, thus keeping the communication interesting and relevant.

Value in every message

Make sure that each newsletter offers valuable content. Whether it’s an exclusive Christmas or Halloween deal, news from the hotel industry or tips on the destination you’re visiting, the aim is to make the reader feel that opening the email was worthwhile.

Keep in mind that we receive thousands of daily impacts and are used to overlooking many communications, so you must capture your customers’ attention from the email subject itself. If your first stay was pleasant, you will want to learn more about our offers or value propositions.

Constant feedback

A Newsletter is not just another communication channel but the perfect channel to get feedback. Invite your customers to share their experiences, suggestions and opinions. This information is gold: used well, it will help you improve your services and adapt them to the real needs of your customers.

At Hotelinking, and thanks to data collection through our Captive WiFi Portal, we provide the hotel with automated communications that encourage customers to rate their stay through satisfaction surveys; we can also offer instant rewards or even encourage them to leave their opinion in opinion portals.

Conclusion

The conclusion is clear: a good Newsletter is a powerful tool to foster customer loyalty. Above all, it will help you disintermediate bookings, a mantra we constantly repeat to our clients.

Never underestimate the impact of a good newsletter: it is the gateway to direct, personalised and unmediated communication with your customers.

Many hotels have their resources when it comes to developing these strategies, but often, due to overwork or lack of personnel, we tend to turn to third parties. 

We always recommend using suitable professionals who can understand the peculiarities of the sector and adapt to the property’s needs.

Among our outstanding partners is the DML (Digital Marketing Lanzarote) marketing team based in the Canary Islands. They have helped us produce this article and put their talent at your disposal.

Finally, if you would like to learn more about email marketing, we recommend our free downloadable book: “Advanced hotel e-mail marketing course” with all the necessary guidelines for successful communications and many valuable tips and tricks.