How well do you understand hotel email marketing? Even if you think you’re in the know, the online world changes fast. You might be operating under the assumption of outdated or unsubstantiated information.
Here’s a look at common misconceptions regarding email marketing, according to an infographic by Email Monks.
One common misconception: All email recipients who opted in are loyal readers. Email Monks found this to be false: “Some of them opted-in through proxy forms for incentives to surpass premium content gateways,” suggests Email Monks.
Moreover, the length of time on a list can increase the possibility of spam complaints. “At 31 months, 43% of a list were more likely to complain,” states Email Monks.
Another misconception: The higher the email frequency, the higher the unsubscribe every time. Not true! “HubSpot conducted a study and found that if you’re emailing your list four or five times a month, it will actually decrease your unsubscribes,” says Email Monks.
So what are some of the lessons learned? Here’s a list:
1. Test the time. As far as best times to send your hotel’s marketing emails, every hotel is different and this has not yet been defined. Do some testing to see what works well for you.
2. Show ’em some love! Your guests get a lot of email, and there is such a thing as email overload. But, guests who have opted in or subscribed to your content love to listen to and engage with brands they love. As long as your content is relevant and valuable to your guests, you should feel free to engage with them more regularly.
3. Test with proper sample sizes. Testing with just a few guests isn’t enough. Run A/B tests with a proper sample size (CLICK HERE to read more about email marketing sample sizes on HubSpot).
4. Be more than mobile-ready. Desktops aren’t the only devices where emails are opened. Consider mobile phones, tablets (and even phablets)!
CLICK HERE to learn more about email marketing myths.