As the holidays approach, Black Friday and Cyber Monday present hotels with a prime opportunity to attract guests with exclusive offers and experiences. A well-crafted email campaign can help hotels capitalize on the season, driving bookings and building brand loyalty. Here’s a guide to effective email strategies for hotels to maximize their Black Friday and Cyber Monday promotions.

1. Plan Early and Build Anticipation

Prepare your audience by starting early with “coming soon” emails. Tease your Black Friday and Cyber Monday deals to create anticipation and keep your brand top of mind. Highlight special experiences, limited-time discounts, or unique perks to intrigue readers.

Email Strategy Tip: Send teaser emails a few weeks before the event to build curiosity. Consider subject lines like “Exclusive Preview: Black Friday Deals Coming Soon!” or “Get Ready for Cyber Monday Savings!”

2. Segment Your Audience for Personalization

Use your email list effectively by segmenting it into different groups, such as past guests, loyalty members, or first-time subscribers. Tailor offers to these segments to increase engagement and conversion rates.

• Returning Guests: Offer exclusive discounts as a thank-you for their loyalty.

• New Subscribers: Present a first-time booking discount to encourage trial.

• Loyalty Members: Reward members with early access to deals or unique perks.

Email Strategy Tip: Personalization leads to higher open rates. Use the recipient’s name, and highlight a deal that matches their past stay preferences or the room they last booked.

3. Craft Compelling Subject Lines

A great subject line is crucial. Make your email stand out in a crowded inbox with clear, benefit-driven language that entices readers to click.

Examples:

• “Black Friday Exclusive: Get 30% Off Your Next Stay!”

• “Cyber Monday Deal Just for You – Save on Holiday Escapes!”

• “Don’t Miss Out! Limited Time Offers Inside!”

Email Strategy Tip: Create urgency with countdowns, such as “Only 24 Hours Left!” or “Final Call for Black Friday Deals!”

4. Use Eye-Catching Design and Visuals

The design should be clean and attractive, with high-quality images that showcase your hotel’s best features, like cozy rooms, scenic views, or unique amenities. Visuals create an emotional connection, giving recipients a glimpse of the experience you’re offering.

Email Strategy Tip: Keep the design mobile-friendly. Many customers will open emails on mobile devices, so use large buttons and concise text for easy reading and clicking.

5. Emphasize Limited Availability and Urgency

Black Friday and Cyber Monday are synonymous with urgency. Communicate that these deals won’t last forever and encourage prompt action.

Email Strategy Tip: Incorporate countdown timers within the email, especially for Cyber Monday deals, to increase urgency. Language like “Limited Time Only” or “Book Now Before It’s Gone” can boost conversion rates.

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

6. Highlight Add-Ons and Exclusive Perks

Differentiate your offer by bundling valuable add-ons, such as complimentary breakfast, spa discounts, or free parking. Exclusive perks make your deals more appealing and can set you apart from competitors.

Email Strategy Tip: Frame add-ons as a limited “holiday bonus.” For example, “Book Now and Enjoy a Free Room Upgrade, Exclusively for Black Friday!”

7. Include a Clear Call-to-Action (CTA)

Every email should have a strong, clear CTA that encourages recipients to act. Make sure your CTA buttons are prominent, use action-oriented language, and lead directly to your booking page.

Examples:

• “Book Your Stay Now”

• “Unlock Your Exclusive Deal”

• “Save Big – Reserve Today!”

Email Strategy Tip: Test different CTA colors and placements to see what drives the most clicks. Using contrasting colors for your buttons can make them stand out.

8. Follow Up with Abandoned Cart Emails

If a potential guest starts the booking process but doesn’t complete it, a follow-up email can remind them of the deal they left behind. Timing is key: send these within 24 hours to re-engage interest.

Email Strategy Tip: Offer an additional incentive to finalize the booking, like a free add-on if they complete it within the next hour.

9. Extend Cyber Monday to “Cyber Week”

Consider extending your Cyber Monday deals through the week for those who may have missed out. This flexibility can increase your chances of filling rooms and booking packages, giving last-minute shoppers a chance to act.

Email Strategy Tip: Use messaging that promotes the extended opportunity, such as “It’s Not Too Late – Cyber Week Deals Still Available!” This tactic can also serve as a last reminder for hesitant buyers.

10. Track Performance and Analyze Results

After the campaign, review your email performance metrics, such as open rates, click-through rates, and conversion rates. Understanding what worked and what didn’t will be invaluable for future campaigns.

Email Strategy Tip: Use A/B testing during the campaign to optimize elements like subject lines, images, and CTAs in real time, then apply these insights to future email strategies.

By implementing these email strategies, hotels can maximize the effectiveness of their Black Friday and Cyber Monday campaigns. This holiday season, don’t just focus on discounts—focus on creating an unforgettable experience that resonates with your guests long after the holiday sales end.