Emails: smart marketing

How can you improve your use of email communications across your customer lifecycle to get better results for your business?
Email marketing is still one of the best ways to deliver targeted, relevant messages to prospective guests or customers.
Anytime Booking can help you to stand out in the inbox across your customer lifecycle. Our e-marketing module allows you to segment and target your customers to tell them about your latest offerings and entice them back in for another stay.
The benefits of using email marketing
It’s cost effective
Easily one of the most obvious benefits of email marketing is its lower cost compared to mainstream marketing channels. You pay £10 base rate + 2p per email for each campaign you send out but these costs are still far lower than what you would be paying using other marketing channels.
Target your fans
Your customers opt in to email marketing, so you are already in an advantageous position. You should see a much higher conversion rate using this marketing method as you are only targeting those who already have an interest in your holiday brand.
Segmentation gets the right message to the right people
If you gather information about your guests you can harness that information to only send emails to subscribers who meet certain criteria. You can send an offer to subscribers who live in certain areas of the country, to couples, or to those guests who have brought pets in the past, for example. Studies have shown that this marketing tactic often results in improved engagement rates.
A call to action invites a greater response
Email marketing is great for taking your customer from enticing offer to a purchase within a few clicks of a button. With a tempting call to action (“four nights for the price of three”) and a link straight to the checkout booking process, email newsletters can push sales into your till like no other channel.
Design and technology skills needn’t be a barrier to output
You don’t need to be a technical whizz, you can use the templates to easily drag and drop content and images to create a quick and easy campaign. The textual content of an email is the most important thing, not necessarily how beautiful it looks.
You can automate, track and evaluate your emails, including click-through and conversion rates. This in turn will give you ideas on how a campaign can be improved. You can also make changes immediately too – not so with broadcasting or print!
Easy to share, with global reach
Your subscribers can forward any of your offerings to their friends at the click of a button, with no geographical boundaries. There aren’t many other types of marketing that can be shared as easily as this, other than social media, which is harder to target. Your current fans can effectively introduce your business to a new market.
Right here, right now
Due to the immediacy of email, you can start seeing results within moments of an email being sent, right down to who is opening it. A ‘limited time only’ sale, for example, is a fantastic marketing opportunity that can be pushed out by email, creating a sense of urgency and persuading your subscribers to take immediate action.
Return on investment
In 2011, the Direct Marketing Association estimated that email marketing typically returns £40 for every £1 invested. With this kind of track record, why not adopt it as a regular marketing channel for your business?

Vanessa Glossop

Communications Director, Anytime