While fax machines and snail mail have entered into the "here today, gone tomorrow" category, email newsletters continue to serve as a cost-effective way for hoteliers to provide content and offers that guests will find informative and inviting. Although social Media channels are fast-becoming the preferred eMarketing method for communicating with consumers, 68 percent of marketers agree that eNewsletters are the top email messages, which help to achieve their business goals (Direct Marketing Association National Client Email Report 2013). Lodging Interactive, a full-service digital marketing and social media engagement agency exclusively servicing the hospitality industry, has recently developed a Fully Managed eNewsletter Service for hotel marketers with limited resources.
"Hoteliers understand the importance of sending out email newsletters, but finding the time to develop fresh, interesting, and relevant content, is not easy," said DJ Vallauri, Lodging Interactive Founder and President. "We often hear complaints that hotel marketers are scrambling to compile content just moments before deadline, grabbing at last minute news and information, and creating special offers or promotions on the fly just so they have something to promote. Not only is this practice not effective, but it can negatively impact the hotel or its brand marketing message. To be effective, an email newsletter campaign needs to be planned and focused.
"Lodging Interactive has developed an eNewsletter service for hotels that uses professional copywriting, creative design, email list management, distribution and analytics reporting to keep email subscribers opted in, interested and excited," he said. "As a fully managed service, we use our team of skilled bloggers and copywriters to create a dynamic monthly eNewsletter on behalf of the hotel containing inviting content that past, present and prospective customers will look forward to receiving. A carefully crafted monthly eNewsletter that contains consistent messaging will help build loyalty and revenues."
The Lodging Interactive Fully Managed eNewsletter Service includes:
• Email signup widget placed on the hotel's website to build their list
• Email list management of unsubscribe requests and de-duping
• Uploading and cleansing of the hotel's existing email list
• Creative design and development of the eNewsletter
• All copywriting and editing
• Hotel approval of all eNewsletter drafts prior to sending
• Sending of the eNewsletter to the hotel's email lists
• 24/7/365 web-based email performance reporting portal
The Lodging Interactive eNewsletter service uploads the hotel's email database into its proprietary servers. The entire process is managed on the hotel's behalf, from content creation to distribution. Lodging Interactive also provides data analytics that hoteliers can use to determine the effectiveness of the eNewsletter program. Data, such as the number of eNewsletters sent and opened, the number of click-throughs on embedded links, the number of people who shared the eNewsletter with someone else, and where it was shared on the social channels, such as Facebook or Twitter, will be provided in the analytical report.
"Outsourcing the hotel's email newsletter process to Lodging Interactive is the easiest and most professional way to enlist a professionally managed eMail marketing campaign that mirrors the hotel's website and brand imaging," Vallauri said. "Plus, it's being produced, distributed and managed by a team of highly skilled online content experts who are vested in the hospitality industry. Hotels that are struggling to keep up with their eMarketing initiatives will do well by working with an award-winning team who will lead the way."