3 Tips to Winning Hotel Email Campaigns

While social media channels like TikTok often steal the spotlight, email marketing remains an essential component of your hotel's marketing mix. As we transition to a first-party data future, the importance of owning and understanding your data cannot be overstated. Email marketing is poised for its moment in the sun.

The Data Speaks Volumes

According to an 80 DAYS study of independent hotel groups’ email marketing in 2023, email traffic has an average bounce rate of just 32%, compared to 39% for group hotel websites. This suggests higher engagement levels. Email traffic also drives more page views per session and longer dwell times. Most impressively, email traffic can convert at rates up to 2.5 times higher than average website traffic.

1. Compelling Copy

Choosing the right image for your email is important, but never underestimate the power of strong, creative copy. From snappy subject lines to impactful body text and clear calls to action (CTAs), your copy needs to resonate with your audience.

Consider the purpose of your email:

• To Persuade: Motivate your audience to take action.

• To Inform: Share valuable information with your audience.

• To Entertain: Engage your audience emotionally.

Balancing these elements can lead to more compelling messages. Always lead with value and ensure your email passes the 5-second test—can your main point be understood in under 5 seconds? If not, refine your message.

Writing for a specific audience or segment can help you address their unique needs and wants more effectively. Our friends at For-Sight offer great advice on segmenting your audiences.

There’s a difference between sending emails to your customers and creating a strategic email marketing plan.

2. Consider the Bigger Picture

Email marketing is often seen as a quick tactic to drive last-minute room sales, but it should also be integral to your larger campaigns. It's a visual medium that can convey big ideas from multi-channel campaigns. Draw inspiration from other channels to enhance your email campaigns. For instance, incorporating social proof, like a guest’s photo (with permission), can add authenticity and boost engagement.

Ensure a clean, logical user journey in your campaigns. After attracting the click, make sure the landing page completes the conversion process. Avoid defaulting to your homepage, as this can confuse guests and lead to quick exits.

3. Know Your Baseline

To improve, you need to measure your current performance. Properly tag your email campaigns (or ensure your email marketing tool or CRM does this for you) so you can evaluate performance in tools like Google Analytics. Google's Campaign URL Builder is a good place to start.

Even with comprehensive CRM reporting, understanding your email traffic’s performance post-click is vital for testing new ideas and making gains.