The experts I talked with generally agree that the potential of targeted e-mail marketing is enormous, because if you send messages to people who have expressed an interest in what you re offering, you are reaching a real and responsive market. All of them also advised developing a means of collecting e-mail addresses at reservation time, then asking if that guest wants to receive messages about special offers, always promising not to sell or share addresses with other entities, and assuring them that they can easily ask to be removed from the list. If you can sort those e-mail addresses to send the right offers to the right people, say, members of your frequent guest program, you ve made a start on creating a focused marketing plan. Until now, there hasn t been a system that can efficiently target potential customers via e-mail. Stanfield Hospitality Consultants recently submitted an application for a patent for a new product it believes will answer many of the issues raised by Rinaldi and others a way to connect the right customers with your message, and to develop a genuine connection between hotels and customers.
Further Advice Keep the message personal.
Type Three e-mail advertising from Type One and Type Two. The customer senses that you see him or her as a specific individual with certain preferences. What would be even better is if you can address the customer by name. Keep your e-mail infrequent. Too many messages turn into spam very quickly, and that merely irritates the recipient if he bothers to read it at all.