There are plenty of tips online on how to create successful hospitality industry email campaigns. Yet, still, mistakes happen all the time. Although these aren’t obvious mistakes in spelling, these errors can have a severely negative impact on the effectiveness of your email marketing, open rate and click-throughs.
Email campaigning is one of the most effective forms of modern hospitality marketing out there.
Here are the 7 key mistakes you need to pay attention to and avoid happening in the email content you’re creating.
7 Mistakes to Avoid in the Hospitality Industry Email Campaigns
Creating a Subject Line That Oversells the Content
Readers want to know what they’re about to read when they click to open your message. Creating enticing subject lines may get readers clicking to open the first time, but once they discover that the content is severely lacking or doesn’t reflect the subject line, you could lose them forever.
Getting them excited to open your email is one thing, but misleading them into thinking it will contain something else is totally different. If you’re constantly overhyping your email content, readers will quickly be encouraged to stop opening your messages altogether and may even unsubscribe from your mailing list.
Neglecting to Preview the Message
Generally, a little bit of email text will be displayed near the subject line, before readers open the message. But, have you taken the time to see exactly what they’re seeing when making the decision whether or not to open the message? This short bit of text is called the preheader and gives readers an idea of what the message contains.
Many people put their main focus on the subject line and content of the email, but generally, forget to check out the preheader. Sometimes if a preheader hasn’t been set it appears as blank, but sometimes it can appear as coded URL language that can look very unprofessional.
Sending Messages From ‘Noreply’
This is another important point to look at in the hospitality industry email campaigns. When you’re sending out messages, even those that may be generic, you want to always have them from a named sender. Sending things out from an email address such as ‘[email protected]’ tells the recipient one thing – don’t try to reply to us because we aren’t listening.
“Something that sounds more welcoming like ‘contact (at) mail.com’ gives off an entirely different vibe, letting readers know they can contact you if necessary. Make it look like your emails are coming from a real person, who actually cares about their reply, simply by changing the send out name.
Giving Nothing of Value in Your Messages
Of course, you can’t give everything away in your messages, but you do have to give readers something of value. You’re building a relationship, so you need to show your audience that you’re out there, willing to help them and provide them with the information they need. Asking them to pay for every single bit of information you’re willing to give is no way to foster a trusting and mutually beneficial relationship.
Focusing on What You’re Selling Rather Than the Customer
Sure, you’re trying to sell something. That fact is obvious simply because you’re sending out marketing email. So, rather than trying to sell and promote a product itself, a better plan of action is to focus on the benefits customers will receive from having this product. “Focus on how the product can help solve a problem the reader is having. Let them picture that product making their lives easier.
Email Doesn’t Have a Personality
Email messages are just words on screens. If they aren’t injected with tone and personality when they’re created, they won’t generate and emanate any personality. You don’t want messages that sound like they were generated by a machine. There’s plenty of competition out there, but there’s a reason why subscribers signed up to receive your messages. A lot of that time it’s not just what you’re saying but also how you say it. There’s nothing wrong with being a real person behind the emails and letting that personality shine through your content.
Messages That Are Too Long
Of course, you’ll want to provide valuable messages with as much information you can possibly provide to readers. But you’ll want to keep that message short and to the point. Don’t ramble on into detail about much. Provide quick information readers will need to know, and the resources to find more information if needed. Readers generally have short attention spans, so if you can’t get your message across quickly, you may lose them.
There are always ways of making your email marketing efforts more effective. These are just a few of the reasons you may not have even realized you were doing. But, paying attention to and fixing these mistakes can help you create an even more effective email marketing campaign.
About the Author
As a Marketing Manager at Next Coursework and Phd Kingdom, Emily Marchant has the responsibility of renewing and retaining an existing subscriber base through the use of campaigns involving everything from newsletters and sponsored content to partnerships, ads and events. Also, Emily is a tutor at BritStudent academic service.