Leverage email marketing to drive revenue.  

One of the most underutilized marketing tools I see independent travel and hospitality companies not leveraging is email marketing. They underestimate the power of emails, even in this digital age where we are bombarded with texts, iMessages, social media posts and traditional marketing communications – these have made email even more valuable, becoming our solace from all the chaos. But more importantly, email marketing campaigns drove at least 25% overall revenue in 2017.  

To enlighten you more to the powers of email marketing, let me fill you in on some of the most recent proven industry statistics from my friends over at Wordstream:

  • 80% of hospitality professionals indicate that email marketing is their greatest driver of guest retention. (the next closest? – Social media)
  • 77% of consumers prefer to get promotional messages via email, as opposed to direct mail, phone or text.
  • 73% of millennials (our growing target audience) say email is their preferred means of business communication.
  • 28% of consumers would prefer to receive promotional emails more than once a week.
  • According to the DMA, the four most important email marketing metrics are: CTR, conversion rate, open rate and ROI. (I’m in complete agreement)

With these insights, why do independent business owners not leverage email marketing to drive booking revenues, increase customer/ guest retention and raise brand awareness? To put it simply – it takes time. Many do not have the time to invest in writing engaging email content and then deploy them out to their marketing lists. But that’s exactly what email marketing is – an investment. If you put in the time to craft engaging emails about your business, new amenities or seasonal specials, you will get ROI out of them.

If you do not have the time to invest in email marketing initiatives, it would be smart to employ a consultant or even a part-time marketing communications specialist to create a targeted email marketing strategy and monthly communications schedule, with all the valuable information and news you want your brand followers to know. For instance, if the off-season is coming up, let them know about specials you’re running and create incentives for them to patron your business so that you can drive revenue through the low seasons.You have a product and service that people want, you just need to get the message out there! Can you afford not to?    

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