An automatic email campaign can be a very effective way of driving interest, capturing data and securing revenue for your B&B – as long as you do it right.
These are a few email strategies you can adopt at your B&B to ensure you’re sending valuable, powerful content that drives clicks and increases engagement:
Rather than sending every email automatically to each address in your database, you should take the time to segment your emails based on demographics, demonstrated interest and history with your brand.
According to Hospitality Trends, data shows that segmented emails have a 14% higher open rate, and a 100% higher click rate.
It’s imperative that you send specific emails to certain audiences in order to personalise the guest experience at your B&B.
Less than a decade ago, you could assume your guests were reading their emails on a desktop or laptop computer. Today, it’s far less likely that they’re sitting at a desk and clicking through their emails. There’s a good chance that your target audience is reading their emails on a tablet or mobile phone.
This means your emails need to be easily readable on any type of device. A responsive design will adapt to any screen size that the individual is using at the time.
There is such a thing as too much information. If you send many emails every week to your database of customers, you are likely going to get a lot of people unsubscribing from your list. Sometimes less is more when it comes to frequency. Ideally, you should send out emails three to four times a month.
The subject line is perhaps the most important component of the entire campaign. This is going to be what drives an individual to open the email, or move it to their trash folder.
Lengthy subjects that don’t quickly get to the point are likely to be ignored by someone who is quickly moving through their unread emails.
Instead, opt for a short-yet-powerful subject that offers an incentive for the individual to open up the message immediately.
An email campaign should not be for informational purposes only. You should be creating and sending content that drives an individual to take action after they have read it.
Including a promotional code or announce a special offer is an easy way to generate buzz about your B&B.
At the end of every email you send out, include a call-to-action that encourages the user to head to your website or finalise their booking with your property today.
Creating an effective email campaign doesn’t have to be difficult. When you invest in the right business technology for your B&B, you’ll be able to generate and schedule automatic emails that are relevant and interesting to your target audience.
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