Email Newsletter Tips
Email newsletters have become a fantastic marketing tool. For innkeepers, email newsletters are a relatively simple and inexpensive way to announce Inn news, events, specials, and last minute specials. Ultimately, the goal of a good newsletter is to book rooms! Whether you are currently sending out email newsletters, or are considering starting an e-mail newsletter campaign, it is important to map out a plan to get the best results from each newsletter. The best results are generated from newsletters that combine several elements: catchy titles, concise content, hyperlinks to your website, and good timing.
A Catchy Subject Title
It is important that your email newsletter is opened – not deleted! To entice subscribers to open your newsletter, create a catchy title for the subject line. Include the name of your inn and a specific event or special. Remember, subscribers are more likely to open an email if they think they will get a deal. Here are some good subject titles used by Blizzard customers.
Content and Layout
Plan the content of your newsletter carefully. Remember, your newsletter is arriving in the subscriber’s personal Inbox. Too much information can be discouraging, so limit your content. Create a layout that will encourage subscribers to read your newsletter after they have opened it! Create headers or use bold text for relevant information. Readers should be able to see the essential information at a glance – they shouldn’t be required to wade through several paragraphs of text.
A newsletter should be a portal to your website! Include hyperlinks to specific pages of your website – particularly your Accommodations page. Hyperlinks to your Specials page or your Amenities page can replace detailed information in the newsletter, keeping it more concise.
Newsletters announcing events that take place too far in the future may be disregarded by subscribers. Innkeepers plan events several months in advance, but potential visitors usually do not. Don’t send out a newsletter at the beginning of September announcing your Thanksgiving Special. The beginning of the month is a good time to send out an email announcing the monthly specials and events. Be ready to send out a "blast" in the middle of the week for rooms still available for the weekend. These last minute newsletters can fill rooms!