A primer on anti-spam

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 offers@dealsofthemonth.com) 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.

Published by

Vijay Dandapani

Co-founder and president of a New York based hotel company for 24 years. Grew the firm to five hotels in Manhattan and also developed a greenfield project at MacArthur airport, New York. Speaker at numerous prestigious forums including Economy Hotels World Asia, Lodging Conference, NYU, Columbia University Real Estate Roundtable, Baruch College's Zicklin School and ALIS. President and ceo of New York City Hotel Association since January 2017.

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