{"id":2986,"date":"2020-02-06T09:32:49","date_gmt":"2020-02-06T08:32:49","guid":{"rendered":"https:\/\/www.hotelinking.com\/en\/?p=2986"},"modified":"2026-03-11T10:07:16","modified_gmt":"2026-03-11T09:07:16","slug":"importance-automating-email-marketing-campaigns","status":"publish","type":"post","link":"https:\/\/www.hotelinking.com\/en\/blog\/hotel-marketing\/importance-automating-email-marketing-campaigns\/","title":{"rendered":"The importance of automating your email marketing campaigns"},"content":{"rendered":"\r\n

Nevertheless, the truth\r\nis that travel consumers don\u2019t feel comfortable receiving just any kind of\r\nemail. Nowadays, knowing your hotel\u2019s or property potential customers is\r\ncritical to optimise your email\r\nmarketing strategy and to send the right email at the best stage of their <\/strong>purchasing\r\ncycle. <\/p>\r\n\r\n\r\n\r\n

There are certain\r\nactions that may trigger the delivery of specific emails that achieve not only\r\na higher opening rate but also of target clicks. But, in order to generate this\r\nconversion level with email marketing, we need to consider automation as a key\r\nfactor in the dynamics of this strategy. <\/p>\r\n\r\n\r\n\r\n

So, why is automation necessary to improve your email marketing\r\ncampaigns?<\/strong><\/h2>\r\n\r\n\r\n\r\n

As previously explained, the automation of marketing<\/a> means the planning, prioritisation, programming and execution of marketing processes keeping in mind certain conversion goals, <\/strong>on the understanding that recipients will perform specific actions that take them closer to the end of their purchasing cycle. <\/strong>And even if automation goes far beyond email marketing, it is directly related to this online strategy due to three fundamental reasons: <\/p>\r\n\r\n\r\n\r\n

1. It helps you to personalise more effectively.<\/strong><\/p>\r\n\r\n\r\n\r\n

One of the key factors\r\nto the success of a hotel\u2019s email marketing campaigns is the possibility to personalise. <\/strong>You have,\r\nmost likely, seen it in your own inbox: one of the most frequent formulas is\r\nthe personalisation of subject lines with the name of the recipient.<\/p>\r\n\r\n\r\n\r\n

However, when we talk\r\nabout personalisation, we must take a step further. We must not relate it just\r\nto the possibility of including personal details in the content but to sending\r\nthe right content at the right time.<\/p>\r\n\r\n\r\n\r\n

In other words, if you\r\nhave a contact database, a CRM, automation can help you to include personal details in the content, <\/strong>as well as the subject\r\nline, data such as names, dates, interests, etc. to generate a more engaging\r\nand exciting content to read on emails. <\/p>\r\n\r\n\r\n\r\n

Also, personalisation\r\nentails sending specific information\r\nthat is of interest at the right stage of the purchasing cycle. <\/strong>Information\r\nrelated to the preferences of the contacts and that meets their expectations\r\nand interests. And for this process to be automatic, it is fundamental to\r\nsegment (also automatically) the contacts.<\/p>\r\n\r\n\r\n\r\n

2. It improves the segmentation capability.<\/strong><\/p>\r\n\r\n\r\n\r\n

Segmentation is a crucial tactic to implement marketing actions more efficiently, <\/strong>specifically emailing actions. That is, to plan your email marketing strategy, first of all you need to define the right segments and to perform a proper automated segmentation, <\/strong>you must keep in mind which sort of customer profiles<\/a> your hotel has and what their purchasing cycle <\/strong>is like. <\/p>\r\n\r\n\r\n\r\n

Obviously, the information you obtain of each contact, which we know as Hotel Data, is what will enable you to identify those profiles and cycles, analysing certain consumption trends. For this, as previously mentioned, it is necessary to have a CRM with relevant information<\/a> about guests and potential guests in terms of their motivations, preferences and actions.<\/p>\r\n\r\n\r\n\r\n

With this database, you\r\nwill be able to observe how certain customer profiles meet certain behavioural patterns <\/strong>and have in common\r\ncertain features or properties. Also, you will be able to identify when is the right time to communicate with\r\nthem <\/strong>in relation to certain actions that may trigger the creation of\r\nautomated segment lists.<\/p>\r\n\r\n\r\n\r\n

In other words, with\r\nqualitative contact details, with Hotel Data, it is possible to determine what\r\nsort of properties and criteria <\/strong>related\r\nto your contacts are needed to create automated lists and to be able to offer\r\nthe right information at the right time based on their interactions at each\r\nstage of their purchasing cycle. <\/p>\r\n\r\n\r\n\r\n

An automated\r\nsegmentation based on these criteria is more effective and practical for your\r\nsales and marketing teams since contacts\r\ncan enter and exit mailing lists in a mechanically <\/strong>depending on the\r\nexecution of certain actions and the achievement of certain goals. In short,\r\nautomation improves the segmentation capability since segments are completed\r\nmeeting the guidelines defined by the teams based on their goals for every type\r\nof campaign. <\/p>\r\n\r\n\r\n\r\n

3. It saves you time and resources.<\/strong><\/p>\r\n\r\n\r\n\r\n

Nowadays, there are many\r\ntriggers to send emails. As previously mentioned, certain actions or the\r\nentrance to segmented contact lists could trigger the delivery of an email, but\r\nthe automation of email marketing also means creating workflows<\/strong>. <\/p>\r\n\r\n\r\n\r\n

These workflows consider actions and are subject to the conversions of senders. <\/strong>For example, the birthday of the contacts<\/a> on a list potentially interested in the mailing of an email with an exclusive promotion of this activity. If contacts perform an action, an additional email can be sent or hotel staff can be notified so that they can get in touch. If the desired action is not performed, if the goal of the first email is not met, a different sort of email can be sent, with information that encourages to perform another sort of action or even the same.<\/p>\r\n\r\n\r\n\r\n

With these email\r\nmarketing flows, sales and marketing\r\nteams <\/strong>can avoid performing repetitive\r\ntasks that used to consume a significant part of their time and <\/strong>focus on\r\nmore relevant activities, such as the analysis of the performance of strategies\r\nor the creation of a better content which really adds value to the hotel. <\/p>\r\n\r\n\r\n\r\n

In short, automation\r\nmakes it possible to dedicate more time to the evaluation, in order to plan an\r\nefficient and effective reaction to each situation and moment of the customers\u2019\r\npurchasing cycle. <\/p>\r\n","protected":false},"excerpt":{"rendered":"

Email marketing is a crucial technique for the hotel sector. Among other reasons, because it is a direct marketing strategy that makes it possible to provide a key service to the guest, improve your brand awareness and to foster your current guests\u2019 loyalty, promoting, especially, direct sales.<\/p>\n","protected":false},"author":2,"featured_media":2988,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[17],"tags":[16,35],"class_list":["post-2986","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-hotel-marketing","tag-email-marketing","tag-hotel-crm"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.hotelinking.com\/en\/wp-json\/wp\/v2\/posts\/2986","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.hotelinking.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.hotelinking.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.hotelinking.com\/en\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.hotelinking.com\/en\/wp-json\/wp\/v2\/comments?post=2986"}],"version-history":[{"count":3,"href":"https:\/\/www.hotelinking.com\/en\/wp-json\/wp\/v2\/posts\/2986\/revisions"}],"predecessor-version":[{"id":14775,"href":"https:\/\/www.hotelinking.com\/en\/wp-json\/wp\/v2\/posts\/2986\/revisions\/14775"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.hotelinking.com\/en\/wp-json\/wp\/v2\/media\/2988"}],"wp:attachment":[{"href":"https:\/\/www.hotelinking.com\/en\/wp-json\/wp\/v2\/media?parent=2986"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.hotelinking.com\/en\/wp-json\/wp\/v2\/categories?post=2986"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.hotelinking.com\/en\/wp-json\/wp\/v2\/tags?post=2986"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}