Hotel newsletters and emails are a simple but effective way to alert recipients to new products, upcoming events, special offers and important or useful hotel information. The use of voucher and discount codes in hotel email marketing enhances this effect: when used correctly, they not only significantly increase open rates, but also encourage bookings, additional purchases or upgrades.
Campaign Goal Definition
The be-all and end-all of successful advertising campaigns is the clear definition of campaign objectives - this is especially true for tourism email marketing. The campaign objective determines the entire process, from planning to execution to evaluation. The integration of voucher and discount codes has a significant impact on the success of the campaign and positively influences the achievement of the defined goals.
"Voucher are used at various points in the customer journey during a strategic campaign. They are an important impulse generator and stimulate the recipient to take the desired action.
Hotel vouchers and voucher marketing are used at various stages of the customer journey. From the inspiration phase to the decision phase and beyond, voucher are an important stimulus and encourage recipients to take the desired action. With a well-thought-out strategy, using voucher in newsletter marketing can help you achieve the following campaign goals.
ATTRACT AND RETAIN NEW CUSTOMERS
Hotel vouchers are an effective incentive to convince undecided prospects to respond to an offer, register, book or purchase. Regular guests can also contribute to new customer acquisition and reach a new customer segment: through voucher campaigns for recommendations, they act as valuable opinion leaders and benefit from gifts, discounts or price reductions.
CUSTOMER AND GUEST LOYALTY
Voucher marketing is also an effective way to retain existing guests. By rewarding loyalty or giving away vouchers on special occasions (birthdays, wedding anniversaries), the bond between guests, customers and the tourism business is strengthened and interest in a repeat stay or purchase is stimulated.
RE-ACTIVATION OF INACTIVE GUESTS
Guests who have not made a booking or reservation request for some time can be easily reached with newsletters and encouraged to take action again through the use of vouchers. The more personal and individual the voucher is, the more effective it will be in reactivating guests. For example, a voucher for a treatment or service received will bring back memories and, at best, lead to a booking or inquiry. The more personal and individual the voucher is tailored to the recipient's needs, the more effective it will be in terms of reactivation.
CROSS-SELL AND UP-SELL
If the booking or purchase has already been made, cross-sell and up-sell mailings can be used to persuade recipients to either purchase additional products or services or to upgrade to the next price category. For example, bookings for treatments, participation in excursions or events, or an overnight stay in a higher-priced room can be made more attractive with a voucher, giving the recipient the feeling of a particularly good deal.
Conclusion
The inclusion of voucher in newsletters and mailings is a cost-effective and efficient way for online hotel marketing to fully exploit its sales potential and make the most effective use of recipient lists. Sending mass mailings and randomly distributing voucher has little effect. It is much more important to use the collected data in a strategic and targeted manner and to motivate the recipients to take the desired action with personalized hotel mailings and appropriate vouchers. An email marketing agency or a dedicated newsletter system can help with this.
Sending vouchers through hotel newsletters and mailings has clear advantages over other marketing channels. They are used more often, are more interesting, convey a sense of exclusivity, and are easier and more discreet to handle when redeemed. Coupons should be mentioned in the subject line, which results in higher open rates and response rates. As with all marketing activities, different objectives require different approaches and strategies. From attracting new guests to strengthening guest loyalty, to cross-selling and up-selling, to reactivating "dormant" guests, hotel cvoucher marketing provides a significant decision impulse at various stages of the customer journey.
ADDITIVE+ MARKETING AUTOMATION
ADDITIVE+ MARKETING AUTOMATION integrates vouchers into hotel mailings in a fully automated way and thus offers an integrated solution for hotel email marketing that is tailored to the specific needs of the industry. The communication is based on a learning algorithm: existing guest data is processed in the background, evaluated, segmented into target groups and provided with content and vouchers at the right time. Personalized mailings and defined vouchers help businesses attract new guests, retain regular guests, and sell additional services.
By sending fully automated mailings, ADDITIVE+ MARKETING AUTOMATION makes a significant contribution to saving time and reducing the workload of employees, thus directly contributing to the added value of the company. The current campaign is constantly analyzed and the results influence the further course of the campaign. Information on generated conversions, actual reservations and revenue is provided in clear statistics.
Learn more about ADDITIVE+ MARKETING AUTOMATION and ADDITIVE NEWSLETTER in a no-obligation consultation:
Last updated February 2023
