The Power of Email Marketing in the Hospitality Industry - 0 views
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arketing power of the Internet in terms of reach and frequency. Nowhere is this better illustrated than through email marketing. Following the lead of the airlines, many hospitality managers are evaluating email marketing for its low cost, rapid dissemination, and measurability.
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Following the lead of the airlines, many hospitality managers are evaluating email marketing for its low cost, rapid dissemination, and measurability.
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Email gets the most attention of any hospitality eMarketing effort because intuitively it makes sense—since email can create direct revenue opportunities with past, present, and future customers.
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ssion-based email marketing is the second-generation email approach that goes well beyond guerilla email marketing, known as email spam.
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Precision e-mail marketing is the next, third generation email approach that dynamically "reads" customer profiles, purchasing habits and history to create highly personalized emails.
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Hotels must employ new strategies to take advantage of these opportunities to capture this Internet market.
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d email marketing retains a loyal audience, especially if it offers the recipient value, accurate communication, relevance, and familiarity.
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Results: Outcomes based, from knowing who opened the message, clicked on which links, how much time spent viewing each page, completed a transaction, or forwarded the email.
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There are three main groups of email audiences: consumers (leisure or business), travel intermediaries (travel agents, wholesalers) and corporate clients.
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Hoteliers are in a unique position to build a robust list from existing customers. Using a list built from existing customers, the conversion rates can be ten times greater than any standalone rented mailing list because the targeted group already knows and has experienced the product first-hand. In addition, the hotel can stratify the customer list by specific characteristics, communicate and offer value in the message, and send targeted and rele
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vant mailings frequently to the intended audience, an audience that even anticipates these messages announcing hotel specials.
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A total email strategy addresses every aspect of the email marketing process. It's organized to leverage a hotel’s existing and future client base for ongoing and upselling opportunities. This includes matching the right messages with the intended audiences for ongoing customer relations.
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In conclusion, a total email marketing strategy serves as a springboard to launch various email campaigns, to boost ongoing customer acquisition, relationship management, and increased bookings on and off line. An experienced eBusiness hospitality consultancy can help you navigate and utilize the Internet to its fullest potential.
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Email marketing is a crucial component of the hotel eMarketing and online distribution strategy. The website is a key to establish interactive relationship with customers and capture client email profiles by the company. In hospitality industry, especially the travel agency frequently use the emarketing to retain the loyalty, and offer accurate communication. The permission-based email marketing is very useful and practical for sending the promotional emails. And the precision e-mail marketing used by the airlines has generated up to a fivefold increase in response rates and tenfold lower conversion costs than direct mail. The email marketing provides some benefits for hoteliers, such as low cost, accessibility, protecting brands integrity, hommization, timeliness, good visual sense and positive results. The consumers, travel intermediaries and corporate clients are the significant customers for email marketing. The hotel can stratify the customer list by specific characteristics, communicate and offer value in the message. Hotels must employ new strategies to take advantage of these opportunities to capture this Internet market.
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As this class teaches us, along with this article, " the marketing power of the Internet in terms of reach and frequency." This article in particular speaks about the advantages of email marketing. With the low cost for companies in the hospitality industry, email marketing can produce positive results form the masses. The article goes on to explain how and why email marketing have been seen to be so efficient as a marketing tool. One obvious pro for instance is that everyone uses emails in today's society. After reading this article I can agree that email marketing is a very good way to put the internet to use when it comes to marketing. My concern, however, as mentioned in the article is the control the receiver has with the emails. For instance, how many emails are too much, too frequent or just not relevant? Features today have given the consumer the opportunity to now have a bit of control over this issue as I have mentioned. I believe this may be one of, if not the best form of marketing online because it gets directly to the customer, usually requires interaction whether to the main website or further clicking for deals, and sets up a format in which sufficient information can be given.
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Many hospitality managers choose email for its low cost, rapid spread, and measurability. There is an incline to online purchasing, which means that Internet is the place to establish relationships with your customer, through email for instance. Email can be easily personalized, include only relevant promotions, and be a tool to keep in touch with your regular and new customers. Permission-based email is sent only to customers who have allowed to be emailed, thus, you are targeting people who gave you permission and who most likely are interested in your product/service. Email is also a better tool because it is cheaper and faster than regular mail. Also, it is easier to track the results, using the tools to see who opened the email, clicked on the link, etc. There are key factors to remember in order to be successful: -interactive relationships -frequency -personalize and relevance -permission-based The article provides a rationale for implementing total email marketing strategy.