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Fool-Proof Your Email Acquisition Strategies

December 3, 2019 Headline News No Comments Email Email

New hotels face an uphill battle, struggling to go from zero to 60 mph upon opening with little to no brand awareness to help fuel the engine.

During these initial months, new hotels need all the marketing support they can get. A stream of customers acquired through email marketing, for example, would be a welcome sight.

Fortunately, there are a wide variety of tools and tactics to help shift email database growth into high gear.

Whether you represent a new hotel, or an existing property looking to rebuild its email list and ensure GDPR compliance, here are four proven ways to rapidly expand your customer database and get your email marketing up and running at full steam:

1. Get Aggressive With Your CTAs

Don’t be afraid to ask. Most established hotel sites have an email signup in the footer, but if your primary goal is to increase emails, hotels should get a bit more aggressive.

Displaying the call to action (CTA) for email subscriptions higher and more prominently on the page is a simple and highly effective way to boost email form conversions.

Don’t stop there. Consider the CTA itself and whether it’s appropriately enticing to make site visitors take that extra step. Some elements to build and customize within your CTA include:

  • Exclusivity: Create a special offer that generates excitement for new email subscribers.
  • Fear Of Missing Out (FOMO): Build a sense of urgency into the CTA, with offers that expire after a limited time.
  • Personalize: Use first-person language (like “my” and “me”) that makes users feel as if you’re speaking to them directly. And don’t be afraid to be creative and break free from the stale language often used on signup CTAs elsewhere.
  • Size and Color: Signup buttons should be large in size and easily noticeable. (This is especially important on mobile devices.) Use a color that’s consistent with your brand, but also stands out in contrast to its background on the page.
  • Be Descriptive: Button text should either tell users the result of their click (“Join the club!”) or describe the action you want the user to take (“Click here”).
  • Brevity: Keep your CTA copy short! Less than 40 characters in length works best.

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