Personalisation Leads to Higher Engagement in The Hotel Business

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marketing and revenue management

In the hospitality and travel market, email marketing can be personalised effectively. This is accomplished through a variety of simple techniques. By building customer profiles for your niche market, it becomes simpler to personalise emails that will address every client individually.

Tips to use personalisation as part of hotel marketing solutions:

Use names:

The easiest way to personalise any message is to use the first name of the subscriber in the subject line and content. Use an email service provider to add the first name to an email or message. When collecting subscriber details the first name with the email is saved and the latter serves as a personalisation tag.  When creating an email it could be added to key areas of the email. In this way, every individual subscriber gets a personalised email or message with their own name.

Create list segments:

While personalisation of emails is an easy way to personalise, there are other additional ways to do so as well. Build customer profiles as per their subjects groups. These can then be separated into segments, with content created specifically for that subscriber group. This can be done by building customer profiles based on their location. Other ways to create segments can be based on gender, age, preferences etc.

Offer subscribers to self-segment:

We do not necessarily have to segment our subscribers alone. We can encourage subscribers to choose their own areas of interests. E.g. those interested in travel can choose only to opt for deals to the places they are interested in visiting. Consequently, they will only receive emails and messages to the destinations of their respective choice.

Use dynamic content:

Dynamic content is another very effective way to personalise content for subscribers. E.g. While the message may be of relevance to all your subscribers, there may be one niche section you want to target. Dynamic content comes in handy here. It allows the marketing team to create a single email while customising certain areas for different groups of subscribers. E.g. if you are sending an email with the same offer for subscribers based in different locations you need not create separate emails for different locations. Instead of using dynamic content the content and images can see the deal based out of their own location Dynamic content makes it easy to create short relevant emails that match the preferences of subscribers.

Use data to create relevant content:

Personalisation also includes smart data collection. In the hospitality industry the greater the opportunity to gather relevant data the better the email marketing campaign can be tweaked. Data collection can be made more transparent by offering data collection in transparent ways by seeking the subscribers’ permission first and informing them about the purpose of the data collection.  When the customer is informed about the use of his data they are more open to sharing information to enjoy a more personalised experience. To achieve this CRM data, social media and subscriber forms etc. can be effectively used. The better the data the better will the customer profile and segmentation be.

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