A Key Ingredient For Hospitality Marketing

By Daniel Zolinski | June 27, 2023

Have you ever had a meal where all the ingredients blended so well? It could’ve been the spices that marinated just right in the steak, the crust of the pizza was baked to a golden crisp with the perfect amount of sauce, or the strawberry cheesecake so creamy it melted in your mouth with every bite you took…I know, I’m hungry now too.

A well-constructed hospitality marketing strategy should have the same outcome. A key ingredient of the marketing recipe is email marketing. It’s a way to fetch customers and increase profits for buyers, sellers, distributors, and the like.  , a profound hospitality copywriter and owner of Eat, Drink, and Write Copy, “Only a third of restaurants and hotels send emails monthly.” With an average return on investment of 122%, that’s 2/3 of neglected business. Here, we will lay out a few tips to help increase both your open rate and profits through email marketing.

1. Find Your Target Segment

Finding your target segment is crucial in sending effective emails and newsletters. By understanding your customers’ needs, preferences, and choices, you can create an effective newsletter or email sequence that directly speaks to them. Gathering information like income, hobbies, or travel patterns will give you a better chance in having them book at your hotel, eat at your restaurant, or even buy a product or service you’re promoting.

2. Send Personalized Emails

Personalized emails are easily forgotten, but a necessary component in email marketing. Not only should you include their first name in the email, but you should have a deep understanding of what it is they’re looking for. If they’re interested in a product you have, you could 1) offer a discount catered directly for them on that product, or 2) throw in something else for free with the product they want. This is the fun part about email marketing. You have direct access to your audience and can be as creative as you’d like!

3. Write Intriguing Headlines

If there is one thing you take away from this article, make it this. Remember, who you’re sending emails to already has countless other emails in their inbox. It’s up to you to make them open that email. If they don’t you’ve already lost. If they do, it means your headline was interesting, unique, or funny enough to grab their attention and begin the journey through the emails’ entirety. The headline is 90% of the email. Make it count.

4. Include a Call to Action

A call to action is what makes the reader take the next step. Whether it’s visiting your website with all those amazing deals, following you on social media for more exclusive content, booking a consultation call or hotel stay, or ordering a product from you, you want them to take some additional step to be a new or repeat customer.

At Hotel Interactive, we are invested in providing you with the tools necessary to perform and thrive at the next level. For more information on email marketing, contact me at danielzolinski@smarterthought.com or HI Editor-in-Chief David Berman at dberman@hotelinteractive.com. For additional information and social media fun, follow BITAC Events on LinkedIn, Facebook, Instagram, and TikTok and Hotel Interactive on LinkedIn and Facebook.

Now, back to writing some more emails!