Email Marketing for Independent Hotels: Building Your List in a Cookie-Less Era
In today's rapidly evolving digital marketing landscape, one strategy remains consistently powerful and relevant: email marketing. As we move towards a world with increased privacy concerns and less reliance on third-party cookies, building and nurturing your own email list has become more important than ever for independent hotels and resorts. Here's why:
Direct Access to Your Audience
Unlike social media platforms or search engines where algorithms can limit your reach, email provides direct access to your most engaged audience. When someone subscribes to your list, they're giving you permission to communicate with them directly. This connection is invaluable in a world where organic reach on social platforms is declining.
Ownership and Control
Your email list is a valuable asset that you own and control. Unlike followers on social media platforms, your email subscribers aren't at the mercy of algorithm updates or platform policies. This gives you more stability and control over your marketing efforts.
Independence from Third-Party Cookies
As browsers phase out third-party cookies, many traditional retargeting and personalization strategies will become less effective in paid media. Email marketing, however, relies on first-party data that you collect directly from your subscribers, making it a more sustainable long-term strategy.
Personalization and Segmentation
Email marketing allows for highly personalized and targeted communication. You can segment your list based on guest preferences, target guest personas, booking history, or engagement levels, allowing you to send more relevant and engaging content to each subscriber.
Some examples:
Repeat guests & lifetime spend
Guests who have booked premium rooms or experiences
Special occasions (birthdays, anniversaries etc)
Family vs. couples
Local vs. international
Abandoned bookings
Promote on-site events to locals
Cost-Effective Marketing
Compared to paid advertising, email marketing is incredibly cost-effective. Once you've built your list, the cost of sending emails is minimal, offering an excellent return on investment.
Automate Your Email Marketing
You can set up automated email journeys that are always working even when you’re not! With a smaller marketing team this may also be a good option instead of trying to frequently send one-off campaign emails. You can automate campaigns such as a welcome journey for subscribing, pre-arrival upsell emails, emails once the guest checks in, post-check-out, etc.
Building Long-Term Relationships
Email allows you to nurture relationships with potential guests over time. By providing valuable content, exclusive offers, and personalized recommendations, you can build trust and loyalty that translates into bookings and repeat visits.
Measurable Results
Email marketing provides clear, measurable metrics like open rates, click-through rates, and conversion rates that are easily trackable through your email service provider and Google Analytics. This data allows you to continually refine and improve your marketing efforts.
How to Start Building Your Email List
Offer a compelling incentive (i.e. a local area guide, added guest perk when they stay, exclusive discount or package)
Use prominent and strategically placed sign-up forms on your website or in your link in bio on social media
Leverage social media to promote your email list
Collect email addresses during the booking process (with permission)
Train staff to collect email addresses during check-in or check-out
Remember, the key to successful email marketing is providing value to your subscribers. Focus on creating content that enhances their experience with your brand, and you'll build a loyal audience that's eager to hear from you.
In a world moving away from cookies, your email list becomes an even more valuable asset. Start building and nurturing yours today to ensure sustainable, long-term success for your independent hotel or resort.