This article covers writing outreach emails in the hospitality industry. Please look out for these key mistakes to avoid while setting up your e-mail marketing. Influencer marketing is one of the most effective forms of modern hospitality marketing out there, and it can be a great way to get your product, service or business out there in front of a new audience that will take an interest in what you have to offer.
However, getting these influencers on your side and working in a partnership with you is easier said than done, and will rely on your outreach emails. This is usually the first impression you’ll make with an influencer, so you’ll want to make sure you’re doing it right.
To help you out, we’ve collected seven of the most common mistakes that hospitality businesses make while writing outreach emails, so you don’t have to fall into the same trap while maximizing your chances of success. This also helps hotels increase direct bookings.
7 Mistakes to Avoid while writing outreach emails in the hospitality industry
1 – Not Being Direct
As we mentioned above, the first email you send to an influencer could well be the last, and this is your first and only opportunity to make sure what you say counts.
Doing business with an influencer is a game changer and you should do your best when you have this opportunity.
They don’t have enough time to read all of the details so being concise and straightforward is desirable.
You are not writing to them because you want to help them, you are writing because you want them to promote your establishment. This is especially important in hotel and tourism industries where an Influencer could be quite a famous person with no patience for stalling.
2 – Offering Favours over Relationships
Many influencers are independent people, and even if you’re a huge company, they hate to be patronized as though you’re doing them a favor.
Within your outreach email, by saying you’ll give them the opportunity to post on your website or social media pages, this seems entitled and will push influencers away.
On the other hand, being proactive in creating a balanced and equal relationship with an influencer is a far greater way to make a start since many will be looking for long-term opportunities with hotels and agencies they can trust.
Since influencer marketing can really be amazing for your business, it’s important to build a good relationship from the beginning.
When you look at some of the most popular cases of a hotel and Influencer relationship it’s usually very amicable – both are doing favors for each other. The Influencer gets to travel and the hotel gets great content.
3 – Not Being Concise
Influencers are busy people, and the chances are that they’re dealing with a lot of different projects at the same time. With this in mind, they probably won’t spend hours reading through their emails, which mean you need to grab their attention.
“Be short and concise with what you’re saying and what you want from your influencer and how to go about it. There’s no need to fluff content and try to appear in a certain way. Get to the nitty-gritty, or they’ll lose attention altogether”, – says Jose Harper, a Communication Manager at Boomessays.
4 – Not Starting Small
Since influencers are working with a variety of companies, they’ll need to make sure they’re working with companies they can trust.
This means building up a relationship over time, not jumping straight in with something massive that could make or break a business. It’s not worth the risk.
When approaching an influencer via email marketing, state that you’re looking for a long-term relationship, but you’re also willing to start small and build up a partnership that will work for everyone involved.
For instance, when you first strike up the conversation, you can offer them a weekend stay at your hotel in exchange for sharing images and some written content on social media.
5 – Lack of Accuracy in Your Email
As an influencer, would you respond to a business that’s reached out to you, but the email is full of mistakes, errors, and in some places just isn’t readable?
Before sending your email, it’s important to check through it to make sure it’s professional. Here are some tools to help;
Bigassignments – Use this online tool to help you create and write captivating subject lines for your emails.
6 – Being Generic
There’s nothing worse than reaching out to an influencer with a generic copy and paste email that you’ve sent to multiple people. These emails will stand out like a sore thumb and will instantly make the influencer send your email to the trash can. Always write an original email.
Tailor each resume to your recipient – you won’t just find a random influencer to work with and there has to be some useful information in your research. Use it to make your email sound friendly.
For instance, if you are a tour agency specialising in trips to western Europe, and you saw in your research that your influencer loves that part of Europe or really wants to go there, you can use this information to enhance your email.
7 -Not Using the Right Contact Information
There are multiple considerations to think about here. Firstly, what name are you introducing the email with?
If the influencer’s name is not their real name, finding out their real name will show you’ve done your research and gains authenticity. Likewise, are they using a manager you should be contacting instead?
While getting the influencer’s information correct is vital, you need to make sure you’re doing the same with your own. Hand over your name, surname, contact number and correct email address to make sure you’re as easy to get hold of as possible.
Influencers offer you a great opportunity to raise brand awareness and drive sales.
As you can see, there are plenty of things to think about when it comes to writing and sending outreach emails to influencers. Make sure you’re paying attention to the details of your emails and always ensure you make your first impression count.
Freddie Tubbs is a communication strategist at Ukwritings.
He regularly takes part in marketing conferences, helps businesses succeed in marketing results, and contributes articles to Australian reviewer blog.