The hospitality industry is particularly dependent on the fluctuations of the economy, as tighter pocketbooks can restrict individuals' spending on treats such as trips or nice dinners. While the global marketplace is experiencing noted growth, hotels and restaurants are still relying on timed-tested marketing strategies such business emails to offer new and existing customers deals and information.
Email marketing messages are here to stay
Targeted email lists have proven to be viable methods for acquiring new customers, as well as turning them into repeat visitors. EyeforTravel's recent report, "Social Media and Mobile in Travel Distribution 2013," found that email is not only still an effective channel for reaching travelers, but is actually growing in popularity.
However, this growth hasn't been spurred solely by a belief in the efficacy of the medium - rather, the growth in mobile device use for every task from shopping to opening and responding to emails is boosting open and click rates, the research asserts. In fact, it revealed that 38 percent of emails are accessed via mobile devices, while 33 percent are opened using a desktop computer.
"Unless you are booking.com or Expedia … email consistently remains the best way to drive traffic to your site," Tom Valentine, managing director of flash sales site Secret Escapes, told Hospitality Net. "We are very excited by the notifications you can get for mobile apps and the majority of emails are opened on mobile."
Transforming an email list into a targeted system
Once an initial communication has been sent out to an email distribution list and recipients have signed up to get future messages, hotels and others in the hospitality sector can start tracking their clicks to create even more tailored advertisements and offers, Hospitality Net wrote.
For example, Valentine explained to the source that when Secret Escapes notices a customer is largely looking at weekend travel, it will send emails advertising nearby getaways that are both interesting to the consumer as well as consistent with the company's overall business goals, the news source reported. And as recipients interact more with marketing emails, the easier this will become for firms.
To get to this point, though, marketers need to send an initial email that hooks first-time recipients, rather than annoying them. One strategy some companies employ is delivering a first communication asking individuals to sign up to continue getting special offers, discounts and information.