The importance of cadence and relevance in hotel email marketing

For hoteliers, email marketing is a powerful way to communicate with guests, nurture future guests and get them interested in their property. Email marketing is not only profitable, but it is also one of the best ways to generate income by providing customers with offers like upgrades, cross-sells, and experiences. But more emails don’t necessarily mean more income. Getting your email cadence right will have a big impact on your overall conversion performance.

The power of email marketing can be abused

Whoever made the first statement, “You can never have too much of a good thing,” clearly did not live in the days of emails. Few would dispute the value and importance of email: it consistently delivers the best ROI across all marketing channels. In fact, ‌ ‌hotels‌ ‌ can‌ earns as much‌ $ 44‌ ‌for‌ ‌each‌ ‌dollar‌ they‌ spend‌ on‌ email‌ marketing – with conversion rates 3 times more than social networks. With numbers like these, it’s no surprise that hotels – or any business for that matter, are keen to use email communications to seize additional revenue opportunities as much as possible. But it is not that simple.

A common mistake hoteliers make is not understanding how often their customers want to hear from them. The average consumer receives lots of email messages every day. So much so that many consumers feel overwhelmed. According to a study by ActivistAlmost half (49%) of consumers say they receive too many emails from business owners and marketers. In fact, according to the survey results, many consumers would like to receive significantly fewer emails than what marketers send on average. the Activist the researchers found that about three in ten consumers (29%) would like to hear from a brand once a month or less.

Effective email strategies are not only timely, but also very personal, focused, and designed with clients’ goals in mind. Personalization increases email open rates 26% – whereas emails that are too general and / or have too many offers, links and multiple calls to action (CTAs) confuse and dilute their potential for success. By aligning your email sending rate with the needs of your customers and with personalized content, you increase the likelihood that your customers will interact with your hotel.

The client’s journey ranges from travel inspiration and research to booking, pre-arrival, check-in, the stay experience itself and even after the stay. These journey milestones represent opportunities that you may be able to contact via email, but remember that the “what” and “why” of emailing is intrinsically linked to the success of the email. individual messages and the overall campaign. While multiple email communications may be warranted in the initial inspiration phase of customer acquisition, Once a customer makes a reservation, email content becomes more important than frequency. Between booking and payment, email efforts such as pre-arrival communication and property communication should focus on providing the guest with additional value-added services that complement their stay.

But that doesn’t mean blitz the guest with a million offers all sorts. To create emails that work, hoteliers need to be narrow and precise in their offers. For example, once guests have booked their stay and received their booking confirmation, closer to arrival, hoteliers can enhance the guest experience with a personalized pre-arrival upsell email. The purpose of a pre-arrival email is not only to prepare guests for their stay, but also to get them excited. Pre-arrival emails provide a great opportunity to offer room upgrades and early check-in. Once a guest has arrived and is on the property, posts should focus on promoting relevant on-site services and events, such as dinner and golf reservations – and should be communicated within a time frame that reflects the typical booking window for these locations. Likewise, additional communications such as “sign up for loyalty” should be sent from mid-stay and, if you are promoting other locations, they should only be released after payment.

Ultimately, the goal of email marketing should be to reach the point where communications are no longer like marketing, but where every interaction brings value to the recipient. And while many different communication possibilities can seem overwhelming and nearly impossible to achieve, leveraging marketing automation takes the stress out and provides a simple yet effective way to improve the customer journey every step of the way.

There is no doubt that email marketing is a cost effective and powerful direct marketing method. However, it can also be extremely difficult to get it right. Email marketing isn’t about filling inboxes with marketing messages. Email marketing is all about serving your audience. Smart hotels that deliver relevant and timely content with targeted offers and information not only stand to gain by increasing guest satisfaction, but also by increasing their revenue.


ROOMDEX “s The hotel upselling software, “Upgrade Optimizer” automates, monetizes and ultimately simplifies the process of upgrading hotel rooms by putting the power of choice in the hands of hotel guests. Automation is the cornerstone of our pioneering hotel optimization platform. ROOMDEX uses hotel booking, customer data and its proprietary personality and price algorithms to deliver personalized digital offers, dramatically improving the customer experience Hotel upselling tool relieves hoteliers of work time required by other upselling solutions while delivering high margin revenue and substantial ROI.

The company was founded by Jos Schaap, Pierre Boettner and Denis Bajet, three industry veterans (Ex. MICROS-OPERA (now Oracle Hospitality), StayNTouch, Shiji and Nor1) who bring together more than 90 years of experience in innovation hotel software in PMS, integrations, revenue management, BI, mobile, self-service optimization and upgrade software. Since its creation in spring 2020, ROOMDEX has signed more than 65 hotels with 6,500 rooms in the United States, the United Kingdom in Europe and in the APAC. Website

Twitter: @ROOMDEX
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