Top Tips on Email Marketing in the Leisure & Hospitality Industry
1. Capturing data for email marketing
The majority of Leisure and Hospitality businesses have a physical presence where they will have face-to-face contact with their customers – this is a prime opportunity for you to capture data and grow your email lists.
By personally asking them to sign up to receive emails you can also communicate the benefits in doing so. You can make it really easy for them to do as well by using a mobile device with a simple sign up on the spot option. Your booking process, whether this is online, via telephone or face to face, is another great opportunity to capture email addresses and other data to target customers with email marketing campaigns.
2. Keeping the email sign up simple
A presence on affiliated websites, social media and at local events is a great way to promote your brand, products and services and encourage potential customers to sign up to receive emails. There are lots of things you can do to get in front of your target customers, you just need to make the email sign up easy enough to capture data for you marketing campaigns.
How much email marketing data should you capture? – To start with, try and keep the amount of information to a minimum, such as their name, email address, telephone number and primary interest. This will give you enough data to start your email marketing campaigns and you will have an opportunity to request further data later on by asking them to update their online profile.
3. Following up on data after email sign up
When you’ve captured your customer’s data for email marketing, it’s a good idea to acknowledge receipt of their sign up and create a welcome programme via email. This shows that you are interested in them and keeps you in their mind, especially if you follow up with them shortly after. This also gives you the chance to encourage a repeat visit and capture further information on this particular customer.
You can start to build a profile for each customer that you capture via your email sign up process and follow up by asking them to provide more information on their interests, location, gender, age etc.
4. Creating personalised email marketing campaigns
It’s important that you don’t treat all of your visitors the same, depending on the email data you have captured, you can segment them on a number of different criteria to create more personalised email marketing campaigns for the leisure and hospitality industry.
By personalising your email campaigns, you show the customer that they are valued and want to provide them with experiences that are relevant to their interests. Try adding exclusive offers, such as ‘10% discount on your next booking’ and recommendations to see if you can get them back through the door quickly.
5. Ask them to share their experiences
When a customer has had a great experience, you want them to tell the world about it. Email marketing campaigns can help you to collect feedback for testimonials using a simple online form and you can ask your customers to share their experiences via social media and other websites relevant to the leisure and hospitality industry, such as Tripadvisor.
Adding incentives to these emails will give your customers a good reason to share their experiences and recommend you – some may need a bit of encouragement.
6. Creating mobile responsive emails
Mobiles account for between 50-60% of email opens. In the last few years, it has become increasingly important for businesses in the Leisure and Hospitality Industry to send mobile-responsive emails, ensuring they are displayed beautifully across all devices. This is even more important if you have sent your customers a discount code or voucher, as they can just present the email confirmation when visiting on their mobile device.
How Emailcenter can help
Maxemail, our advanced email marketing platform, allows you to build, personalise and set up automated emails with ease to target specific customer segments with various campaigns, depending on your objective and offer.
Our platform also allows you to build forms, which can be pushed out via email and social media, and create segments to capture email sign up data, meaning you can manage your data and email campaigns in one place.
There are lots of things you can do to keep in touch with your customers, grow your data and improve sales. Our Maxservice team can help you manage your campaigns and pull together an email marketing strategy that enables you to capture and use your email data effectively.