Staffordshire | 5th July 2018 Email Marketing Best …...Email Marketing Best Practices The National...
Transcript of Staffordshire | 5th July 2018 Email Marketing Best …...Email Marketing Best Practices The National...
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Email Marketing Best Practices The National Hotel Marketing Conference 2018
Staffordshire | 5th July 2018
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Sofia TappaGeneral Manager EMEA at Revinate
● Hospitality Technology
● Email Marketing
● Electronic Distribution & Connectivity
● Account Management & Implementations
Mathias SalebornDirector at Luxury Hotel Partners Ltd
● Sales & Marketing
● Revenue Management
● Brand Strategy
● Business Development
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Today You Will Learn...
Why hotels should practice email marketing
How to ensure your emails get delivered
How to create campaign that engage
How to maintain your database
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How to measure success
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Email MarketingDead or alive?
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Number of Email Accounts
5
Predicted in 2021 4.1B
3.7B Worldwide today
Source: Radicati Group
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Consumer Acceptance
6
3x higher conversion rates than social
media, with a 17% higher value in
the conversion
of consumers prefer promotions
through email, compared to 17%
through social media
Sources: MarketingSherpa, McKinsey & Company
72%
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Advantages and GoalsWhat’s in it for hotels?
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Advantages
Reduces Cost of Bookings
Leverages Your Assets
Get Results Quickly
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Easily Measurable
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Goals
Create and Increase Brand Awareness
Drive Traffic to your website
Boost Repeat Business & Inspire Loyalty
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Drive Revenue and Profits
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The Customer Journey
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Customer Journey Map
1. INSPIRATION 2. RESEARCH
3. BOOKING
5. ON-PROPERTY 4. PRE-ARRIVAL
6. POST-STAY
SocialMediaEmail Blog
Email Surveys Reviews
Email Reviews Social Website
SearchReviews Online Ads
OTAs
Email Phone
Email Social
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Stage 1: Inspiration1. INSPIRATION 2. RESEARCH
3. BOOKING
5. ON-PROPERTY 4. PRE-ARRIVAL
6. POST-STAY
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Inspiration
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Put your PMS data to work
• Send relevant messages to “Smart Segments” trapped within database
• Stay top-of-mind year-round
• Reward loyalty with exclusive offers
• Sell, sell fun!
Average open rate 18.5%
LOW DEMAND DRIVER
REAL CUSTOMER EXAMPLES
LAST-MINUTE LOCALS OFFER
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Stage 3: Booking1. INSPIRATION 2. RESEARCH
3. BOOKING
5. ON-PROPERTY 4. PRE-ARRIVAL
6. POST-STAY
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Booking
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Reinforce your brand from the start
• Build guest enthusiasm with clean, on-brand confirmations
• Use dynamic content to send unique content and images from one email to each recipient based on PMS data (e.g., rate code, room category)
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Stage 4: Pre-Arrival1. INSPIRATION 2. RESEARCH
3. BOOKING
5. ON-PROPERTY 4. PRE-ARRIVAL
6. POST-STAY
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Pre-Arrival
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Set the tone for a memorable stay
• Leverage guest enthusiasm for upcoming stay
• Drive ancillary revenue through upsells and upgrades
• Promote on-property amenities and destination activities
Average open rate of 57% (60%+ when “upgrade” included in subject)
PRE-ARRIVAL (UPGRADE) PRE-ARRIVAL (INFORMATION)
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Pre-Arrival Letters
18
57%Average
Open Rate
15.5%Click-Through
Rate (CTR)
Send pre-arrivals 3 days and 7 days before check-in for the best open rates:
7 days
60%3 days
60%
6Days
Before
5Days
Before
4Days
Before
2Days
Before
1 day
45.65%
CHECK-IN
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Upsells and Upgrades
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61.3%Average
Open Rate
30.2%Click-Through
Rate (CTR)
5% higher than emails without upgrade subject lines
The best-performing pre-arrivals use the word ‘upgrade’ in the subject line
17% higher CTR than emails without ‘upgrade’ CTA
Include an actionable CTA
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Stage 5: On-Property1. INSPIRATION 2. RESEARCH
3. BOOKING
5. ON-PROPERTY 4. PRE-ARRIVAL
6. POST-STAY
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On-Property
Stay connected with guests when it matters the most
• Send personalized welcome message
• Mitigate negative reviews by providing management contact details
• Drive ancillary revenue with offers on amenities
• Communicate ‘need-to-know-now’ information
Average open rate of 48%
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Stage 6: Post-Stay1. INSPIRATION 2. RESEARCH
3. BOOKING
5. ON-PROPERTY 4. PRE-ARRIVAL
6. POST-STAY
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Post-Stay
Turn guests into advocates and third-party bookers into direct-for-life customers
• Express gratitude and keep guest engaged, even after checkout
• Incentivize OTA guests to book next visit directly
• Solicit guest feedback
Average open rate of 33%
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30-Day Winback Campaigns
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33%Average
Open Rate
2.41%Click-Through
Rate (CTR)
Send winback campaigns 7 days and 2 days after checkout
7 days
44.7%Average
Open Rate
6.6%Click-Through
Rate (CTR)
2 days
43.9%Average
Open Rate
4.2%Click-Through
Rate (CTR)
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Deliverability Optimize email deliverability and avoid spam filters
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Deliverability is declining
Emails delivered in 2014
Emails delivered in 2015
Emails delivered in 2016
79%
82%
76%
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Emails delivered in 2017 77%
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Sender Reputation
Database Maintenance
Key Factors
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What is Sender Reputation?
It’s like your credit score
It’s a trust indicator used by mailbox providers to
determine which emails get delivered and which
emails go to SPAM. Based on the following factors:
• Complaints from recipients
• Inconsistencies in sending patterns
• List accuracy
• Subscriber engagement
• Content
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Why database maintenance matters?
20% A bounce rate over 20% can
dramatically harm your
deliverability and ISP reputation
Sources: Act-On, Exact Target
30% of subscribers change email
addresses annually
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List Hygiene & Email Acquisition
Clean your contact lists regularly to maintain a good sender reputation
• Remove generic addresses
• Correct misspelled domains
• Remove duplicate addresses
• Remove inactive users
• Capture missing emails at the front desk
• Encourage visitors to opt-in on your website
• Avoid purchased lists
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EngagementGetting recipients to interact with your content
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Low Engagement Hurts Sender Score
68% of consumers delete unwanted email
Source: Hubspot
58% of consumers unsubscribe when they get unwanted email
49% of consumers mark unwanted email as spam
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Segmentation Email Anatomy
Engagement Key Factors
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Segmentation drives higher engagement and revenue
20% Higher open rates
Source: Revinate, 2017 Customer Data
70% Higher click-thru rates
73% Higher revenue per recipient
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Leveraging data to build targeted audiences:
1. Number of Stays
2. Room Rate
3. Families
4. Room Types
5. Channels
6. Rate Codes
7. Stay Date Ranges
8. Check-in/Check-out Dates
9. Geography (Country, State, City)
10. Total Spend
11. Language
12. Food and Beverage Spend
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Optimizing Open Rates
69% of email recipients report email as spam solely based on the subject line
33% of recipients open an email based on subject line alone
Sources: Convince and Convert
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Subject Line Tips
Use a minimum of two of these in every subject line to ensure your it’s appealing.
Curiosity
Urgency
Relevance
Value
Emotion
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Subject Line Tips
Things to avoid• All caps• Exclamation points• Being too “salesy” • >45 characters• Getting cut-off at an awkward place • Awkward pre-headers
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The principle of scarcity“Early access just for you!”
1
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Social proof is a motivator“Everyone is talking about it”
People respond to personal relevance “We’ve got a dish just for your taste”
2
3
3 Secrets of Human Behaviour
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Email StrategyPlanning your email calendar
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Three Categories
HolidaysSeasonal Automated
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Before You Press SendHow to make sure you campaigns go out with zero errors
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Campaign Checklist
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Measuring Results
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Final Thoughts
“The future is permission marketing and the privilege of delivering anticipated, personal
and relevant messages to people who actually want to get them.”
Seth Godin | Author, Marketer, Entrepreneur and Blogger
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Q & A