What Is The 55:6 Rule Of Selling?

Your hotel will 'nurture' its database for 55 days with email newsletters and social content - this means finding innovative ways of engaging that doesn't have an overt sales message. The final 6 days in each two-month period will be dedicated to  promoting a sales campaign pushed across both email and social media. 

This two-month campaign approach provides structure to both channels and ensures your hotel isn't seen to be constantly pushing sales messages at your database and social following, whilst also making a real splash at grabbing attention and influencing behaviour during those occasional sales pushes. The results can be mind-boggling.

What To Expect From Email Marketing

Email marketing is a core component of The Engagement Method. Your hotel can expect an increase in email open and click rate percentages, whilst seeing the all important metric - direct bookings - increase as a result of targeted email campaigns.

Objective

What’s a realistic objective for your hotel?

The success of email marketing for your hotel largely depends on three things: the size of your email list, the quality of your database and the type of property you have.

Arguably the most important factor is the latter - the biggest successes in email marketing will be for leisure-based properties offering an experience, rather than a conveniently-located bed. Suffice to say that if special occasion short breaks are your hotel’s forte, it’s realistic to expect that email marketing could be delivering in excess of £5,000 in direct revenue each month.

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Tactics

Sending the ‘Secret Escapes’ offer

If your hotel is about to be listed on a high-commission deal website such as Secret Escapes, your hotel may find some real success by sending the same offer to your email list first, with a core messaging of ‘we want to offer you our best availability first’.

Tease, Offer, Follow Up

The best results never come from sending out one email encouraging your list to book. Instead, you will want to create a real event around the sales message. This is best done by first sending a ‘tease’ email advising there’s a fantastic offer launching tomorrow at 10am, for example. Then you send the offer at that time, but don’t stop there: send another email 2-3 days later repeating the offer.

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Long Validity, Short Booking Window

Behaviour is influenced when there’s urgency. A short booking window of just 5 or 6 days for example can create this urgency but the period that the offer is redeemable should be long e.g 3-6 months. You may also want to add a little scarcity into your offer too e.g. only 99 bookings available, to really encourage your customers to act or risk missing out.

Facebook Ad Amplification

By uploading your email database to Facebook, the effectiveness of email sales campaigns increases significantly when you amplify the same message across ads on Facebook to the same recipients.

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Deliverables

How will success be measured?

Email open rate percentage, email click rate percentage, transaction revenue, no. of transactions

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Timing

How long until you see results?

The first three months is often a very successful one for hotels adopting this different approach. If your business has a small email database, it’s likely it will take much longer to build it up to then start seeing meaningful results.

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Objective

What’s a realistic objective for your hotel?

The success of email marketing for your hotel largely depends on three things: the size of your email list, the quality of your database and the type of property you have.

Arguably the most important factor is the latter - the biggest successes in email marketing will be for leisure-based properties offering an experience, rather than a conveniently-located bed. Suffice to say that if special occasion short breaks are your hotel’s forte, it’s realistic to expect that email marketing could be delivering in excess of £5,000 in direct revenue each month.

Tactics

Sending the ‘Secret Escapes’ offer

If your hotel is about to be listed on a high-commission deal website such as Secret Escapes, your hotel may find some real success by sending the same offer to your email list first, with a core messaging of ‘we want to offer you our best availability first’.

Tease, Offer, Follow Up

The best results never come from sending out one email encouraging your list to book. Instead, you will want to create a real event around the sales message. This is best done by first sending a ‘tease’ email advising there’s a fantastic offer launching tomorrow at 10am, for example. Then you send the offer at that time, but don’t stop there: send another email 2-3 days later repeating the offer.

Long Validity, Short Booking Window

Behaviour is influenced when there’s urgency. A short booking window of just 5 or 6 days for example can create this urgency but the period that the offer is redeemable should be long e.g 3-6 months. You may also want to add a little scarcity into your offer too e.g. only 99 bookings available, to really encourage your customers to act or risk missing out.

Facebook Ad Amplification

By uploading your email database to Facebook, the effectiveness of email sales campaigns increases significantly when you amplify the same message across ads on Facebook to the same recipients.

Deliverables

How will success be measured?

Email open rate percentage, email click rate percentage, transaction revenue, no. of transactions

Timing

How long until you see results?

The first three months is often a very successful one for hotels adopting this different approach. If your business has a small email database, it’s likely it will take much longer to build it up to then start seeing meaningful results.

"DHM has become a company we couldn’t do without, they’ve delivered results almost immediately."

seanread

Sean Read

General Manager, Langton House Hotel

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How does your direct bookings strategy score up?

 

If maximising direct bookings is a priority for your business, the Direct Bookings Scorecard will assess how robust your strategy is when it comes to prising bookings away from the OTAs, and show you the areas to improve to start reducing those monthly commission bills. 

What Is The Cost Of Email Marketing?

 

We’ve found that implementing a hotel email marketing strategy on its own is not nearly as effective for your bookings as when it’s used as part of a wider hotel digital marketing strategy so we don’t offer it as a stand-alone service. Email marketing is an important part of The Engagement Method which is priced at £1,200 per month.

 

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