Event Organizers

How to Nurture Sales Leads With Effective Email Marketing Campaigns

Email marketing can bring in a huge ROI regardless of your industry. Experts estimate that email marketing can bring in $38 per $1. Only half of your leads are likely to purchase at any given moment. Successfully nurturing leads until they’re ready to buy can unlock new levels in your email marketing. However, many hotels hesitate to send more than the basic emails that confirm guests’ stay. We’ll be looking at great lead nurturing options via email today, including advanced and basic options.

Here are 5 email campaigns to nurture leads throughout the entire buyer’s journey:

The Inspiration Email

What is it: Your chance to showcase your property visually strikingly and eye-catching in an inspiration email. You can use or design a template with images at the forefront. With just a few words, you can orient your customers and describe what they see. A large call to action should be included for more information about your property.

When to send it: This email is great for customers who are just beginning their journey and dreaming of the kind of vacation, trip or event they want. This email can be sent right after the lead visits your website for the first time.

It is important to send it: An average person can remember 80% of what they have seen and 20% of what they have read. Potential customers are focused on what they desire from their stay, especially at the beginning of the search. They don’t know the details, numbers or logistics yet. Focus on captivating their attention with high-quality images of your hotel, landscape, amenities, recent updates, and other details. If they choose to stay with you, show them what they might be posting on social media.

The Planning Email

What is it: After your leads have an idea of their trip, they can start to plan the details. Here is where you come in. You can use form submissions on your website both as a trigger for segmentation criteria and as a trigger. Perhaps leads who say they are going on a leisure trip should be provided with a list of activities that can be booked in advance. A list of the top photo spots that are instagrammable should be sent to a group traveling for a wedding (including your hotel). Your segments and customer journey will help you determine what your audience wants in the planning stage. Then, create emails that meet those needs.

When to send it: You can send this email as soon as you have sufficient information about the customer. This information can be gathered from your website’s contact form, a phone call or email, and an RFP.

It is important to send it: A planning email shows how helpful you are in decision-making and sets you up as a partner with your leads. This email helps you stay on top of the planning and decision-making process.

The Email “Checking In”

What is it: The buyer’s journey is not always as straightforward as it appears on paper. Potential customers might visit your site multiple times, forget all about the search process, return two weeks later, click on an advertisement, abandon the process several times, and finally make their booking. It’s a good idea for you to check-in with leads if they have not contacted you in a while. You can use the “checking in the email” to quickly ask questions and offer to help. The buyer may not need to reply to it, but the email might also contain answers to frequently asked questions. You get huge bonus points for changing frequently asked questions based on customer segments.

When to send it: This is a time-based email and should be sent after a waiting period. The length of time you wait will depend on the sales cycle. However, a week to two weeks is a good rule of thumb.

It is important to send it: It is about keeping your lead in mind so that they remember your property when they decide.

Get the Special Offer Email

What is it: This email provides extra value to customers in the form of a discount or upgrade, reward, perk, or other benefits. Your customer segments and the value they would receive should guide what you offer.

When to send it: The goal is to send the offer when the buyer has made their decision. You should have already answered all their questions with your content and overcome any objections to be at the end of the buyer’s journey. This will increase the likelihood that they will click on your email with a large “book now” button.

Why it’s important to send it: Some buyers require a little push at the end to overcome obstacles. If 10% off your standard rate gets you the sale, it’s worth it.

The Booking Confirmation email

This email is what it is: This thank you email acknowledges your guest’s choice to stay with us, confirm their booking information and gives them a sense of excitement for their stay. If you don’t have the information, this email can be used to request it.

When to send it: This should be sent immediately after the confirmed booking.

Why should you send it? This is the first step towards building a relationship with your guest if they booked through OTAs. This helps reduce cancellations and makes guests feel valued before they ever step foot in the hotel. This is a great opportunity to offer ancillary services at your hotel. To help your guests prepare for their trip, you might also consider including information such as area guides or local events.

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