You’ve probably experienced this yourself: there’s hardly a day that goes by without us receiving at least five promotional emails from cleaning companies trying to convince us of their latest wood-floor cleaning services. But we don’t even open 9 out of 10 of these newsletters anymore. And why? Because—unless we have an exceptional interest in floor care—we assume the content isn’t relevant to us. And so, the newsletter usually isn’t even worth the effort of a single click.
Successful Guest Newsletters
Turn a simple promotional email into an engaging one A guest newsletter that stands out from the crowd and a Added Value for Your Guests ...which also helps you as a landlord: Guests who feel well-informed and connected to you are much more likely to book with you again in the future or recommend you to others!
We'll show you how—either here on the blog or in an engaging format as a free e-book available for download.
Legal Framework
The General Data Protection Regulation (GDPR, in effect since May 25, 2018) permits the distribution of newsletters only to individuals who have expressly given their consent. Recipients must consent to having their data stored and used for the purpose of sending newsletters. For you, this means: You need the consent of all your guests via the so-called “double opt-in” process. In this process, users sign up for a mailing list with their email address and then confirm their subscription in an email sent to them afterward. easybooking handles this automatically. But what about your regular guests, those who book by phone, or those who booked through booking.com, etc.?
Newsletter Software
There are both free and paid newsletter programs. These help you manage email addresses, create templates, and analyze metrics such as open rates, click-through rates, and bounce rates. Try out different programs to see what they can do, and use the one that suits you best!
Subject
First impressions count! If a newsletter's subject line catches our attention, we're more likely to open it. The question is, how do you capture readers' attention amid the flood of daily emails?
Ask your guests direct questions, promise them added value through the newsletter, and don’t be afraid to be a little sassy or provocative in your wording. Your guests are all too familiar with run-of-the-mill clichés.
- Short and sweet: Please use no more than 50 characters, as the subject line is often limited in length.
- More isn't always better: If your name is already included in the "From" field, you don't need to include it in the subject line.
- Variety: Subject lines that are always the same—such as „Latest News from the Hotel Edelweiß“—will bore your guests.
- Communicating the benefits: Give your guests a reason to sign up by highlighting the added value they’ll get from the newsletter—„10 Tips for Relaxing on Vacation“ or „Relaxing on Vacation? Here’s How!“ It’s important, however, to keep your promises and deliver the added value you’ve promised to your readers!
- Avoiding Spam Emails: There are certain phrases that are flagged by email clients and sent directly to the spam folder: „Super cheap,“ „In the mood for…“ or „Hot prices and sizzling deals.“ Spelling mistakes or too many exclamation points in a row also come across as unprofessional to readers.
Contents
Not only do you have a lot on your plate, but your guests’ time is also limited. That’s why guest newsletters shouldn’t be too long! If readers are willing to scroll down once or twice, that’s already a success. So keep your content short and to the point—don’t repeat yourself, and avoid using unnecessary filler words.
Regularity
If you’re a host who wants to build a connection with your guests and provide them with exclusive updates, be sure to send out a newsletter regularly! But keep in mind: sending out a weekly or monthly newsletter requires adequate lead time! It’s best to create a schedule to plan topics, content, and send-out dates. A recurring reminder in your calendar can help with this—that way, you’ll consciously set aside time to plan your guest newsletter.
Call to Action
Do you want to elicit a response from your guests? Then use what are known as “call-to-action” elements. These prompt your readers to take action and direct them to a website, a contact form, or something similar. Be sure, however, to include only one—or at most two—calls to action per newsletter; otherwise, your readers won’t know what you actually want them to do.
Opt-Out
The Data Protection Act applies here as well: every newsletter must provide readers with the option to unsubscribe. These „opt-out“ links are usually placed in the footer of a newsletter, where readers can unsubscribe from the mailing list with a single click.
Blacklist
Of course, we hope this won’t happen, but some recipients will use the “opt-out” option to unsubscribe from your newsletter. In that case, as a landlord, you must ensure that these individuals no longer receive any further mailings—otherwise, it could get expensive. Most newsletter software tools have a so-called “blacklist” for this purpose, where you can add email addresses that should be excluded from the mailing list.
Automated Guest Communication with easybooking
By the way, easybooking handles guest communication entirely on its own as part of the inquiry and booking process: When prospective guests submit an inquiry via the direct booking channel on the property owner’s website, easybooking sends quotes in a matter of seconds, automatically follows up with reminders, sends a “Have a Safe Trip” email before arrival, issues invoices, and thanks guests for their visit after they’ve checked out. Would you like to find out what else easybooking can do as a comprehensive solution for your rental business? Then feel free to contact us at sales@easybooking.at Come visit us—we're looking forward to seeing you!
