For a hotel the database of emails has until recently been one of the most important free marketing tools through which you could increase the bookings. Due to the evolution and growth of other media effectiveness, email marketing has generally been relegated to the background. Only the hotels that have managed to make proper use of it keep it in a priority place of its marketing strategy.
In this article we review some reasons why the subscription cancellation fee begins to rise and we will share with you some recommendations that will help you recover the interest of your subscribers and increase bookings through this powerful channel.
Frequency of sending
We all like to keep informed of news and offers, but we are unable to cover all the information we receive daily through multiple channels. Sending emails with excessive frequency, although they are interesting for our subscribers, may be the reason for the unsubscription.
The fair frequency is not an exact value and varies depending on many factors such as the nationality and age of the target public, the profile of our hotel, etc. For all these reasons, it is very important to test to know our target audience well and that our database is well segmented.
To test and measure the appropriate frequency with which emails should be sent, we recommend establishing an annual contact plan, in which, during different months, we test different frequency of sending: weekly, biweekly, monthly, bimonthly. At the end of the year we will analyze which has been the rate of sending that has obtained better conversion rates for sale, opening, CTR and unsubscription.
Value proposal
Any message we send to our subscribers has to spark interest. Reading an email has to be a pleasant and evocative experience for our subscribers. We must contribute value to those who receive our email, for this purpose we have to create and use this channel to communicate exclusive offers accompanied by quality content. Creating relevant offers and interesting content will require time and effort, but we will certainly be rewarded with a good ROI.
If we send emails with poor content, boring and that waste our subscribers time, will surely increase unsubscription.
The goal is not to send emails and keep us in mind in any way, but to offer an interesting value proposition to our subscribers to help us keep the interest of our readers and if possible recommend us to their friends.
Segmentation
We have already mentioned, but it is very important to segment our database, besides the logic and basic segmentation by language, it is advisable to be able to segment our database by other fields to make offers and personalized sendings: for example: city / province. To communicate offers linked to local festivities; sex, to personalize offers with personalized messages, etc.
The reasons people cancel email subscriptions are much wider than the 3 we mentioned in this article, but applying these ground rules will help keep our subscribers’ interest and increase bookings.
