Email marketing is a cost effective and efficient way for hoteliers to reach new customers and encourage return visitors.
A massive 90% of adults use email marketing and, according to Mailchimp, travel marketing has an impressive average open rate of 20.69%. It is also estimated that for every $1 spent on email marketing there is a $44 return on investment.
Considering B&B’s don’t have the budget of larger accommodation providers email marketing is an essential part of any small businesses marketing plan.
Here is when you should start implementing email marketing at your B&B…
Email marketing is one of your strongest tools to outdo OTA’s and Metasearch. Unlike OTA websites, you have complete control over where your email campaign directs your customers. This means you can lead them to your website booking page, making it clear and simple for them to book direct.
Use headlines that offer an incentive to book with you, such as “Save 20% when you book direct” or “$10 restaurant voucher when you book on our website”.
Email is a great way to passively remind your guests to leave you a review on review sites or on social media . If you don’t have the time to be scheduling and sending emails, use your front desk system to automate clever emails to your guests, asking them to review you.
Send a quick email to check how your guests stay was and ask if they have any feedback on how you could have improved their experience. If their response is negative then thank them for their honesty and let them know how you will try to resolve this issue in the future, this small change might mean they decide they will return to stay with you again. If they give positive feedback then ask them to leave you a review on sites like TripAdvisor.
The best way to use email to encourage a review is by offering an incentive. This includes encouraging a repeat booking such as “Tell us about your stay and next time you stay with us, we’ll take 10% of your bill”. With this you will not only encourage return visits but also convert your customer into a direct booking.
To make the most revenue from each guest, B&B owners need to encourage guest loyalty and repeat direct bookings from guests create special promotions from your email marketing list. Keep in touch with your guests using pre and post stay emails and after they leave ensure you offer them some incentive to return.
Creating special promotions and packages for your returning guests is a great way to build loyalty, repeat direct bookings, and boost revenue.
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