E-mail and a Loyal Customer Connection
Do you have your e-mail strategy in place?
The latest surveys show that e-mail is the number one direct channel for daily use and consumer preference for both personal and marketing communications.
A good e-mail strategy always starts with building a list then data management, and ends at revenue generation.
Hotels.com e-mails are very tempting and dangerous at the same time. They always have very short, snappy subject lines. You can not resist to open them. They’re offering immense discounts or fabulous holiday destinations. Their offers are extremely good and relevant. They feel current and not pushy.
Call-to-actions are very clear and simple, easy to find. Uncomplicated ‘manage booking’, ‘print receipt’, or ‘book again’ icons are unpretentious.
Also, Hotels.com make their customers feel very much looked after. All reminders, pleasant stay wishes, including weather forecast and links to other things you could do in the area add a very special, personal feel. Price drop promises and even free nights away encourage customer loyalty.
Pictures, addresses, contact details, maps, information about all facilities just add value to an already perfect shopping experience.
Once a booking has been made, the payment process is very easy and simple, unpretentious and effortless. Things are run smoothly and are sorted very quickly.
After you’ve had your hotel stay, your account is credited with a free night, and after 10 stays, your next hotel night is free.
E-mail, in combination with a strong website and customer experience, forms a stable foundation for interactive marketing.