Today with the evolution of social media people are getting less and less attracted by newsletters and trying to get rid of it. Here is an interesting article about how to avoid customers unsubscribing of the newsletters and to make them more attractive.
It is true when we open our professional inbox, we often have more advertising emails than professional ones. The first thing we do is to glance through them and after delete them directly. However, sometimes few of them catch our attention by attractive offers, which will consequently drive customer to visit the official website of the company. For instance, the companies such as “Groupon”, “La fourchette” are doing great job with engaging offers and not being spamy.
Compared to social media, newsletters seem to be outdated. After all, email remains important to build a strong relationship with customers.
Here are the 9 key strategies to make newsletters more interesting and engaging:
1. Make a compelling offer
2. Send often- but not too often
3. Choose a clean design
4. Get personal
5. Encourage conversation
6. Make the subject line count
7. Don’t oversell
8. Tie in blogs and social media
9. Keep improving
I believe that if these strategies mentioned in the article are well managed, the customer will not be indifferent to the emails and it can play a huge role to increase the sales of a company.
I'm agree with your comment Nodira, hotels have to follow some tips in order to deliver attractive email newsletters. It is true that social medias have taken an important place on hotels’ marketing and communication, nonetheless hoteliers should continue to increase the quality of it because not every customers are present on social medias. By understanding and applying these strategies hoteliers should not be spamy and they will increase customers' curiosities.
ReplyDeleteI found this article and Nodira's comment very interesting. It is true that our mail boxes are full with newsletters, that i don't even bother reading because there are too many of them, and they all look alike. It is important to differentiate themselves while companies create a newsletter. Nodira added that emails remain a strong tool to build a good customer relationship. I believe emails are not the only way, social medias help too.
ReplyDeleteI totally agree with you. This article is very interesting and true: more and more people delete most of the newsletters that they are receiving. And I am also the first perosn who is doing it. We constantly receive too many ads with too many offers. It is essential that company who send these kind offers focus on an interesting subject and content to attract the customers and let them open the email before to delete it.
ReplyDeleteKey words should be seen first in order to have 1 minute to seduce the customers with offers. It is also very important for companies to create something different to engage efficiently the future customers.
I found this article and your comment very interesting and true. Everyday, we recieve many newletters, sometimes very longs, and most of the time we do not take the time to read and, we delete directly these newsletters.
ReplyDeleteIt is essential that companies follow some tips to send an attractive newsletter that client want to read.
For me, a good newsletter need to have a good name (4 or 5 key words that can attract more and more clients). Indeed, the name you choose for your newsletter is very important and literally makes your newsletter's success. It can draw people to open and read it, or, contrarly, to delete it.
So, newsletter can be a very good way to circulate information if it is sufficiently attractive and interesting in order to be read by clients.
I think this post was very interesting as we often forget the added value the newsletter can bring to a hotel. Indeed, hoteliers should use them as a differentiation element.
ReplyDeleteI remember a class where a teacher said he liked going to a hotel where he felt like home. He subscribed to this hotel newsletter because he could find that intimate atmosphere in the tone of the newsletter and get "different information". For instance, he could receive special offer but also knowledge about the hotel, the staff etc. The GM used to wrote the newsletters personnaly and it made all the difference. When the GM retired, the newsletters completely changed and it became all the teacher hated: spammy, self-focused, pushy!
What we can retain from this story then is that newsletter can really help a hotel to gain their guests'loyalty. They are not dead but must be carefully written and structured and the content must be well thought, varied and gives an impression of sharing, friendliness and professionalism.
To conclude, I also think that hoteliers should not hesitate asking their guests directly what they would like to read, what type of contents they prefer, in a nutshell, involve them in the newsletter elaboration and success.