Standing out from the competition has never been more challenging, with new hospitality venues taking over our highstreets. Hotels, restaurants, and event venues all compete for the attention of discerning customers. To stay ahead, businesses in this sector need to be focussing their attention on hospitality email marketing and their wider strategy.
At VerriBerri, we understand that success in hospitality hinges on building relationships, nurturing customer loyalty, and maintaining consistent communication. Email marketing serves as a powerful channel to achieve these goals, offering a direct and personalised approach to engaging with guests. In this blog, we’ll discuss the importance of hospitality email marketing, its benefits, best practices, and how businesses can use it to foster long-term growth.
The Importance of Hospitality Email Marketing
The hospitality industry thrives on personal experiences and customer satisfaction. Unlike traditional advertising, which targets a broad audience, hospitality email marketing enables businesses to communicate directly with their customers in a targeted, cost-effective manner.
According to research conducted by the Direct Marketing Association (DMA), email marketing boasts an average return on investment (ROI) of £36 for every £1 spent. This makes it one of the most lucrative digital marketing techniques for businesses to adopt. Given its affordability and effectiveness, companies in the hospitality sector cannot afford to overlook this valuable tool within their strategy.
Benefits of Email Marketing for Hospitality
Like all of the digital marketing techniques we adopt here at VerriBerri, email marketing has a lot of benefits for businesses willing to invest their time in it. For example:
Building and Maintaining Customer Relationships
Hospitality is about creating memorable experiences, and staying connected with customers after their visit ensures continued engagement. Email marketing allows businesses to send personalised messages and provide exclusive offers that encourage repeat visits.
Cost-Effective Customer Acquisition and Retention
Compared to other marketing channels, such as traditional advertising or print media, email marketing is significantly more cost-effective. It enables businesses to nurture leads and convert potential customers with minimal expenditure. Additionally, it is an excellent tool for re-engaging past customers, encouraging them to return.
Highly Personalised Communication
Unlike generic advertising, email marketing offers a personalised approach, allowing businesses to segment their audience based on behaviour, preferences, and demographics. Personalised emails see higher open and conversion rates, as they cater directly to the recipient’s interests.
Enhancing Brand Awareness and Loyalty
Regular communication through email keeps a business at the forefront of customers’ minds. By consistently delivering valuable content, businesses can build brand loyalty and encourage long-term customer relationships.
Measurability
Most email marketing platforms provide in-depth reports so that you can see how well your campaigns are performing. This allows businesses to perfect their approach and boost their ROI time after time. If you’re looking to get to know your customers better in 2025, keeping an eye on your insights will be sure to help!
Best Practices for Hospitality Email Marketing
To maximise the impact of an email marketing strategy, businesses must adopt a strategic approach. Here are some best practices to ensure success:
Build a High-Quality Email List
A strong email marketing strategy starts with a well-curated email list. Businesses should focus on collecting email addresses from guests who have engaged with their services, whether through website sign-ups, reservations, or in-person visits. It is crucial to gain permission and comply with GDPR regulations to maintain customer trust.
Segment Your Audience
Not all customers have the same needs or interests. Segmenting an email list based on customer behaviour, preferences, and demographics allows businesses to send relevant and tailored messages.
Craft Engaging Subject Lines
The subject line is the first thing the recipient sees, and it significantly impacts open rates. A compelling, concise, and personalised subject line increases the likelihood of engagement. Using urgency, exclusivity, or personalisation – such as including the recipient’s name – can enhance email effectiveness.
Provide Valuable and Relevant Content
Customers are more likely to engage with emails that offer genuine value. Businesses should focus on delivering content that is informative, entertaining, or rewarding. This may include:
- Exclusive discounts and offers
- Personalised recommendations
- Upcoming events and promotions
- Customer testimonials and success stories
Use Visually Appealing Designs
A well-designed email should reflect the brand’s identity while maintaining a clean and engaging layout. High-quality images, well-structured content, and clear calls-to-action (CTAs) encourage readers to take the desired next step, whether it’s booking a room, making a reservation, or exploring an offer.
Optimise for Mobile Devices
With most emails being opened on mobile devices, ensuring emails are mobile-friendly is crucial. Responsive design, easy-to-read fonts, and clear CTAs improve the user experience and prevent customers from abandoning emails due to formatting issues.
Automate Where Possible
Marketing automation streamlines communication, saving time while ensuring consistent engagement. Businesses can set up automated email campaigns for:
- Welcome emails for new subscribers
- Booking confirmations and reminders
- Post-visit follow-ups and feedback requests
- Seasonal promotions and special occasions
Track and Analyse Performance
Measuring the effectiveness of a hospitality email marketing campaign is essential for continuous improvement. Key performance indicators (KPIs) such as open rates, click-through rates, conversion rates, and unsubscribe rates provide valuable insights into what works and what needs adjustment.
Why Work with an Agency Like VerriBerri?
While email marketing is an incredibly powerful tool, creating effective campaigns requires expertise, strategy, and consistency. Partnering with a specialist agency like VerriBerri ensures that your email marketing efforts don’t fall short. Our team understands the nuances of the hospitality sector and crafts compelling campaigns that engage customers and drive conversions. From audience segmentation and content creation to automation and performance tracking, we handle every aspect of your email marketing strategy – allowing you to focus on delivering exceptional experiences!
Get In Touch Today!
If you’re ready to take your hospitality email marketing to the next level, get in touch with VerriBerri today! Just click here for our contact form or give us a call on 01376 386 850.