2017 was another important year for email marketing. Despite the rise of social media, email remains the preferred choice for brand contact for 72% of consumers, according to Litmus’ State of Email study. But email, just like every other kind of marketing, is constantly evolving.
As we move into the second month of 2018, it’s a good time to think about the email tactics that will deliver results in the year ahead.
1. Genuinely engaging, ‘sticky’ content is a must
Today’s customers are bored of content that focuses purely on offers, promotions and brand information. They’re looking for helpful and engaging information that speaks to their needs and offers real value to them as consumers – whether it’s local ‘insider’ travel tips, news of up and coming events, relevant how-tos (or anything else interesting and relevant to your hotel’s niche).
This type of “sticky” content is particularly useful for travel marketers because significant portions of our audience likely don’t book super frequently (eg. every month). Sure, your guests want to hear about your latest offers and promotions, but they’re going to unsubscribe or simply passively opt-out if that’s all you come up with. Make an effort to inform and entertain with helpful content that’s relevant to your guests’ lifestyles and interests however, and subscribers will stay engaged with your brand and keep you front of mind for their next break.
2. The arrival of kinetic email
In 2018, expect email marketing to get a new, more interactive layer thanks to the growth of kinetic email. Major platforms like Gmail have been adopting functionalities such as hover buttons, image carousels and order carts to make emails look and feel more like a website page.
Not only do these emails look modern and exciting, they’re also perfect for encouraging subscriber engagement and conversions. Although marketers are still experimenting with the possibilities of added email interactivity, you can expect to see more kinetic emails landing in your inbox in the year ahead.
3. A landmark moment for mobile purchasing
Purchasing on mobile is rapidly catching up with spending on desktop as more and more of your guests across generations rely on their Smartphones to engage with brands online.
This trend towards mobile purchasing is nothing brand new, yet many hotels still lag behind when it comes to making email images, CTA buttons, and content appealing to those accessing it on a small screen.
It’s no longer enough to simply ensure your email marketing is responsive and put mobile on the backburner – your audience expect a seamless experience across channels and devices with a comprehensive mobile strategy. We’re reaching a landmark moment for digital marketing, and those businesses that stay ahead of the curve when it comes to optimising email for mobile will stand out.
For four decades now, email marketing has generated great results for businesses that are ready to change with the times and adapt their strategies accordingly. How will you ensure your property’s email marketing campaign stays current in 2018? Let us know in the comments below!
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