Has email marketing left us for good?
Find out how to keep it alive and make it work to its maximum potential for your hospitality or tourism business!
Performed today, most of us would consider it to be an extremely cruel experiment…
Putting a cat inside a completely opaque and sealed box with a mechanism that links a Geiger Counter to a hammer and under the hammer a glass jar with a dose of lethal cyanide that could end up killing the cat!
Obviously, not something we’d casually and unquestioningly applaud these days.
Sure, perhaps the Geiger Counter might not detect any electron and the mechanism would never be activated but just locking the poor feline inside a box with a 50% chance of becoming radioactively cooked, is a sure way to arouse a lot of anger.
And for a good reason!
Yep, we’ re talking about the experiment carried out by Erwin Schrödinger – one of the greatest minds of the 20th century – back in 1935.
As it has been explained ad nauseum, the quantum physicist proposed that only by opening the box would we find out what happened to the cat but until that moment it would be “both alive and dead at the same time”.
Don’t worry, we’re not about to go into too many details!
If you are keen on a “light” explanation, Sheldon Cooper has got you covered:
We’re moving on because what we really want is for you to see the parallel between Schrödinger’s cat and email marketing, a digital marketing tool which at this point:
May both be alive or may have passed on to a better life.
Yes, bear with us!
In the cat experiment, his aliveness or otherwise depended on the observer.
In the case of your hospitality and/or tourism business’ email marketing the burden is mainly on you.
Sure, there are also many external factors that increase the chances that email marketing will not come out of the box alive.
The imposition of the General Data Protection Regulation on May 25, 2018 for instance, is one of them.
For many entrepreneurs this regulation represented a lot of compliance work and many clients disappearing from their infamous lists.
So it would not be wrong to infer that if we metaphorically locked the Mailchimp’s monkey in a box, its chances of it surviving would be somewhat lower than Schrödinger’s cat, given the fact that it starts the experiment in what’s considered a very weak state!
Is that right?
Does email marketing have barely no chances of survival?
Let’s find out its odds!
Is email marketing dying?
Metaphors aside, statistics prove that email marketing is still breathing rather comfortably!
In fact, email marketing is the preferred means of communication for 86% of entrepreneurs (source).
According to DMA, email marketing has a median ROI of 122% – over 4 x higher than other marketing formats including social media, direct mail, and paid search.
And that’s without taking into account the ubiquity of mobile devices!
Datareportal affirms that as of July 2020, 91 percent of all internet users access the net through their mobile devices, with a total number of global unique mobile users reaching the astronomical figure of 5.15 billion, up by 121 million in the past 12 months.
In other words, everything points to the fact that email marketing will not only continue to breathe for quite some time yet but that it will emerge unscathed and triumphant from Schrödinger’s famous box.
But, of course, that depends on you.
If you forget that such thing as email marketing exists…
If you fall off the wagon and publish without commitment and periodicity…
If you don’t offer relevant, practical information to your subscribers…
Then, your emails will not be opened nor read.
And you would have lost your time and your money.
If you continue talking only about you …
And of your offers…
And how wonderful you are…
You are going to sentence your hospitality or tourism business’ email marketing before it has the opportunity to leave its quantum box and see the light of the day.
And you will most definitely not get the results you are hoping for.
So, what do you have to do to prevent this from happening?
What do you have to do to ensure your hospitality or tourism business’ email marketing campaigns are a success?
Always be alert.
Study the trends around you.
And keep in mind that users are starting to trust businesses who know how to stand out from all that advertising noise we constantly hear on the Internet.
And that’s why more entrepreneurs are investing money in content marketing, influencer marketing, affiliate marketing and other methods designed to offer real value to their audience.
Be one of them.
What strategies can help you create a lasting conversation with your hospitality / tourism business’ clients via email?
Segment and keep the focus on your conversation!
You’re probably sick of hearing that you have to know your clients as if they were your right hand.
Well, as true as that statement is, it’s no longer enough.
Now you have to analyse each step it takes.
In addition to basic demographic data, you need to understand his or her level of commitment to your brand, especially when it comes to your email campaigns.
- Does s/he open them?
- Does s/he read them?
- Does s/he click the links?
- Which ones seem to capture their imagination the most?
This analysis will allow you to segment your customers according to their level of commitment and interest and offer them valuable content that develops confidence in your brand and leads them to book/recommend/return to your hospitality / tourism business.
The same applies to your sales funnel and your website.
Don’t have time for all this kind of stuff?
But if you are going to take email marketing seriously (which as you can see, you should!) you need to segment your market according to their actions and commitment to your brand.
Nope, we are not talking about male/female-type segmentation. We’ve moved much beyond that!
We’re talking about differentiating the person who keeps on clicking your links but doesn’t end up booking your restaurant or tour operator from the person who shows interest in only one type of product or service from the person who is only keen on food delivery…
And so on and so forth…
We are getting down to the very nitty-gritty!
Because, as MailChimp confirms, if your email campaign is properly segmented you will get an opening rate 14.64% higher than if it isn’t.
Not only that.
You will receive 59.99% more clicks.
And what does that mean?
It means that, as Mailigen confirms, if your email contains information created specifically for the behaviour, preference, and stage of the life cycle of your client, your income will be 18 times greater than if it didn’t.
Eighteen times more income in your pocket.
By segmenting intelligently, you also maximise the life cycle of your client, don’t forget!
Today, we no longer aim at turning a potential client into a client and then forgetting about him or her!
None of that!
We don’t want to get rid of them once they’re already bought from us!
Today our goal is to ensure that they come back.
We want to maximise the useful life of our customers, and that’s where email marketing comes in very handy.
So keep the conversation always open with well-written, well-designed emails that reflect your customers’ interests, preferences and needs.
Customise and conquer!
What would you say is the key element of a truly empathic conversation?
The key element of a truly empathic conversation is to show interest in the other person.
To listen actively.
To maintain eye contact.
And although in the digital world it is not easy to demonstrate that level of interest for the other person, there is a very powerful tool that can help you do just that.
We are talking about personalisation.
But how do you personalise an email?
Start by addressing the user by their correct name and include it in the email subject whenever you can.
In addition to making it clear for them from the outset that your email is not spam, when they see their name in the subject of the email, subscribers will have the feeling that you are speaking directly to them.
Try to refer to that person’s name at least once in the body of the text.
Most mass email platforms allow you to incorporate a code tag in both the subject and the body of the text.
And whenever possible, make sure you share content that is relevant to their preferences.
That is, if you’ve analysed your users’ behaviour and have detected a certain group that shows no interest in your eighties themed dinners, don’t insist.
Talk to them about the other events in your restaurant they can’t miss out on their birthday!
Can you support your personalised email marketing campaigns with videos?
That’s even better!
An email with a video has a 50% more chance to be clicked than an email without a video.
Feeling a little queasy after all this segmentation and personalisation talk?
Terribly sorry about that! We know it can be a little overwhelming!
But, it’s good overwhelming!
All these tips and strategies will help you spark your hospitality/tourism business’ email marketing and make sure it comes out more alive than dead.
So if you already have enough to worry about trying to grow your business
and you find it impossible to think about writing your emails, publish them, segment them,
customise them and publishing them with videos, talk to us!
That’s why we’re in Coco Station!
To tell your fascinating story and keep your client’s attention on you, always.
Can’t wait to chat!