Ever receive a marketing email from a business that is so far off from your interests, lifestyle, or location that it immediately propels you to hit that unsubscribe button?
That’s why segmenting your email marketing can serve your hospitality business as well as your guests and customers. By being more specific in who you’re emailing, you can increase effectiveness and connect more meaningfully with your audience.
Email marketing is a tool that balances psychology, technology, and strategy around key questions like: Who is your target guest? Why are they traveling? Are they a repeat customer?
By dividing your email list into smaller, specific groups based on various criteria, you can send more targeted messages that are relevant to each group, improving engagement and conversion rates.
Leverage the metrics to your segmentation.
By analyzing data on email opens, click-throughs, and purchases, you can identify patterns and preferences among your subscribers. This information allows you to create more nuanced segments based on engagement levels and interests.
Now for your repeat guests or customers. Form an exclusive email list around them by promoting them to VIP status to send them special offers, early access to promotions, or personalized recommendations based on their past experiences with your hotel or restaurant.
Don’t forget the power of geographic segmentation, especially in the travel industry. Tailoring your offers based on the subscriber’s location can significantly increase relevance.
Don’t let your valuable customer data go to waste. Start creating more targeted, effective campaigns today!