Email marketing is powerful in its ability to reach a large amount of recipients in a timely manner and one that is used by most companies in today’s digital, fast-paced world. However, the tricky part is balancing the content that you include, the volume of information you send and the frequency that you send it.
Let’s take a look at our top tips and tricks to help you make the most of your email marketing.
Set your goals
Are you looking to drive traffic to your website? Encourage guest reviews? Increase bookings? By knowing what you want to achieve you’ll take the guesswork out of the content that you should include. Oh, and don’t forget the all important call-to-action!
Create an attention grabbing headline
Want to get your readers attention? Hook them in right from the header of the email. We like to think about the WIIFM factor – What’s In IT For Me? Make your reader want to read your news by piquing their interest or giving them a taste of some sort of reward.
Don’t overload your reader with too much information
Chances are your readers don’t have time to read lengthy emails. Keep it short and sweet, get your message across succinctly and concisely. Use short sentences, easy to understand terms, basically your reader should be able to scan your email for the information that they’re interested in.
You’ve heard the saying that a picture paints 1000 words. Never underestimate the power of a great image. Choose your images to be powerful and meaningful to the message you’re trying to get across. Introducing a new room type – use a beautiful picture to show your guests what they look like. Your restaurant has created a new menu – use pictures of the food to show your guests what they’re missing out on.
Manage your data
Permissions are like bread, they can go stale! Make sure that you keep your database up to date. You’ll also need to consider any legal requirements of countries that your subscribers reside in – it might be useful to speak to a specialist to help you with this one.
Track and measure
Most, if not all email programs provide great analytics that you should use to see how well your emails are being received. Measure things like opens, click throughs and unsubscribes. If you’re finding you have low opens try some different subject lines. If your click throughs are low maybe try a different call to action or different deal.
Let a specialist help you
We know that life is busy and your time is valuable, so if you’re having trouble sending email news out to your database on a consistent basis then reach out to us and we’ll be happy to have a chat about how we can help you.
Remember, email marketing can be a powerful tool if you are consistent, concise and informative. Don’t let an essential tool go unused.