“Every battle is won before it is ever fought.”
- Sun Tzu

The same is true with email marketing: campaigns usually succeed or fail before the messages are even put together. Improve your chances for success by taking these steps before sending out any email…

Step #1 – Know your audience

Ask yourself “Who will be reading this?”

Who are you sending to? Is each recipient quite similar, or are they split into distinct groups?

Let’s say you have…

1. People that have made a reservation with you three seasons in a row
2. People who stayed with you once
3. People who never stayed at your property at all

You should probably send different messages to each of these groups.

Step #2 – Know why people buy from you

Once you know your audience very well, it becomes much easier to determine why someone would book a reservation at your property.

Maybe you talk with your guests directly, or maybe you’ve done a survey to ask them why they stay with you.

(If you haven’t done either of those, now is the time to begin.)

Knowing why someone stays at your hotel is essential for crafting your messages. If you can understand what’s important to them, you know which hot buttons to push to incite action.

Step #3 – Find out what’s going on in the marketing department

See what they’re currently promoting. Publish messages that fit in with these promotions.

If you can, try to find out which type of promotions have worked well in other channels for the hotel.

See the full article at HotelMarketingStrategies