E-Mail Marketing

Email Marketing is the use of email in marketing communications. In its broadest sense, the term covers every email you ever send to a customer, potential customer or public venue. In general, though, it's used to refer to:

• Sending direct promotional emails to try and acquire new customers or persuade existing customers to buy again
• Sending emails designed to encourage customer loyalty and enhance the customer relationship
• Placing your marketing messages or advertisements in emails sent by other people

These three main forms of email marketing as the electronic equivalent of: direct mail,sending people a print newsletter and placing advertisements in subscription magazines and newspapers.

 

Why is email marketing so popular?

Email marketing is so popular because:

• sending email is much cheaper than most other forms of communication
• email lets you deliver your message to the people (unlike a website, where the people have to come to your message)
• email marketing has proven very successful for those who do it right

 

Why does email marketing make sense for hoteliers?

•      Low cost: Email is relatively inexpensive, pennies per email compared to $1 to $3 or more per direct mail.
•        Reach: Almost instant outreach to an expansive client base, one email blast can be equivalent to thousands of sales calls. 
•         Protects brand integrity: Enables promotion of the latest specials on a one-to-one basis to a pre-selected audience without announcing to the world the latest discounts.
•        Personalization: The recipient thinks this is a personalized invitation at a preferred customer rate.
•         Instant gratification: People are at their computers most of the day and can receive, respond, forward, and print email almost immediately.
•          Rich Media: Email marketing comes in various styles: text, e-Newsletters, HTML messages like a postcard or survey. The hotel gets its message across with sound, color, animation, video, whatever is most appropriate.
•        Results: Outcomes based, from knowing who opened the message, clicked on which links, how much time spent viewing each page, completed a transaction, or forwarded the email.