Create a Win-Back Email Campaign and Make $36 for Every $1 You Spend

Finding a new customer can be five to seven times more expensive than retaining an existing one.

Win-back email campaigns aren’t typical email newsletters. They’re specifically targeted towards past guests and should be as personalized as possible. These campaigns allow hotels to reignite a connection and remind guests of the positive experiences they’ve already had, potentially encouraging them to come again. By targeting previous guests, you can tap into a pre-existing relationship, which is much more cost-effective than consistently looking for a new client base. For every $1 spent on an email campaign, a business can make $36.

Even if an initial email doesn’t significantly increase open rates, it can have a big impact in the long run. Martech, a digital marketing publication, conducted its own research and found that 45 percent of customers who received a win-back email opened subsequent messages from those businesses. Of successfully re-engaged customers, 25 percent continued opening messages a full 300 days later.

One of the main takeaways from their study, according to Martech, was that three-quarters of inactive email subscribers could be re-engaged within 90 days – so don’t be too quick deleting guests off your email list.

The best way to capture the attention of a previous guest is to understand what they were looking for the first time. For example, a guest who booked with you through a third-party site like Expedia is more likely to be cost-conscious. So divide up your email recipients and make a point to send coupons or special discounted packages to those particular guests.

Here are a few other steps for making a successful win-back email campaign.

Segment your guests

Booking methods aren’t the only factor to look into. Segment guests by age, location, or other demographic factors. This can help you tailor content and offers to suit the needs of different groups. You should also analyze past guest behavior, such as how often they stay, extra amenities used, room requests, and any other choices they’ve made through your systems.

Use an intriguing subject line

This is your first and most important step into grabbing a prior or potential guest’s attention. They certainly won’t see what the body of your email offers if they aren’t interested in the first few words they see. Create a subject line that encourages recipients to open the email. Consider using personalization like their name or any other information you can use from their data or a strong call-to-action.

Engaging copy

It’s not as easy as it sounds, but it’s essential. No one will be enticed by your subsequent emails if they’re disappointed by the first one they open.

Write concise, engaging, and persuasive copy highlighting your hotel’s unique selling points and giving them a good reason to return. Use your emailing software to address guests by their names and even reference their previous stays to create a more personal connection.

If you have a group of guests who consistently swiped into your business lounge, you can leverage that information. Also, make your points “scannable.” Use structured content with subheadings and bullet points. Most people skim emails, so make it easy to grasp the key points you want them to take away.