Five top tips for email marketing that gets results
77% of people prefer to receive permission-based marketing messages by email*.
So, when it's done right, email remains one of the most effective marketing tools there is.
But how to achieve the results you want? How to engage your guests and ensure a healthy return on investment?
Focus on the 3 Ts
The 'three Ts' - Topic, Tone and Timing - can help you deliver marketing emails that make the most of the opportunity. Here are our 5 top tips:
1. Be smart with your subject lines - up to 33% of your recipients will open your emails based on the subject line alone. Discover the secret of subject lines that work
2. Be relevant - segment your database into leisure guests, diners, corporate guests etc and target your content accordingly. This also provides more cross promotional opportunities.
3. Be conversational - if your copy sounds too corporate or too promotional, the recipient will switch off. Be friendly, genuine and respectful. Include humour if appropriate and absolutely no 'marketing speak'.
4. Co-ordinate across channels - ensure your email marketing is supported by your website and social media. In fact, for maximum ROI, joined-up planning is a must.
5. Be strategic - each email should have a clear call to action which is part of your joined-up plan. Without this emails can lose their purpose and alienate recipients.
*Waldow Social/ExactTarget research, 2013
