Forbes presents a few sound rules for companies pursuing email marketing efforts. Since email is widely used in the hospitality industry to communicate with customers – pre-purchase and post-purchase, the 7 rules to avoid being mistaken for a spammer are a must-read for any hotel e-marketer. To Forbes rules, one can add a few tips specific to travel email mktg
– Cute and clever overkill in your subject line: Travel is a high-value, high-involvement purchase and the objective is to get the reader to open their email, read it and click through for further actions. The teaser element requires a busy person to spend more time deciphering the offer.
– Present the key points upfront: Package price and features, valid dates, destination, terms and conditions. An email offer should be an invite to book (not research) deals.
– Use the company/brand name clearly in the email address (instead of firstname.lastname@example.org) so the reader can identify legit company offers.
– Avoid sign-up forms on websites where people get automatically (and sneakily) signed up (example – uncheck box to opt-out of our email offers!). “Check box to receive email from us” is more intuitive.
– Try targeting offers – example spa package specials for female customers and Golf specials for men instead of an 1 offer-fits-all email.
– Forward this offer to a friend is a surefire way to step up awareness of a property/offer.
– People are more likely to read email offers if they are not bombarded with the same message too often. A quick reminder before an offer ends serves its purpose.