Email marketing is an effective way for hotels to engage with their customers, build brand loyalty, and generate revenue.
However, to ensure the success of an email marketing campaign, it is crucial to understand when to send emails to maximize their impact.
While studies provide some insight into the best days and times to send emails, the hotel industry is unique because it caters to a diverse range of customers with different preferences, needs, and expectations.
Moreover, the hotel industry operates in a highly competitive environment, where hotels need to stand out from their competitors to attract and retain customers and a deeper understanding of customer behavior is required to design an effective email marketing campaign.
A key factor to consider when designing an email marketing campaign is the target audience.
The target audience for luxury hotels may differ from other industries, and their behaviors and routines may influence when they are most likely to open and engage with emails.
For example, busy executives may not have the time to check their emails during business hours, so sending emails during evenings or weekends may be more effective.
It is essential to research and understand the target audience's habits and preferences to determine the optimal time to send emails.
Several studies provide some insight into the best days and times to send emails.
For instance, a study by GetResponse analyzed four billion emails sent by its customers within a five-month period in 2019 and found that 18 percent of all email campaigns were sent on weekends, with Saturdays and Sundays being the most popular days.
The study also found that clicks and open rates were higher on Mondays and Tuesdays, but the click-to-open ratios were the best on weekends, possibly due to less competition on these days.
Another study by CampaignMonitor analyzed over 30 billion emails sent by its subscribers in 2019 and found that open rates were highest on Tuesdays, with the highest unsubscribe rates on that day as well.
The study also discovered that different types of businesses had better results on certain days.
For example, advertising/marketing agencies, travel, marketing, and leisure companies had better open rates on Tuesdays, while healthcare services, food, and beverage companies had better results on Wednesdays.
Educational businesses had the best open rates on Sundays.
Klaviyo examined 22,000 campaigns and found that the highest open rates occurred on Tuesdays, Wednesdays, and Mondays, respectively.
However, they also found that Thursdays produced the highest revenues, even though the open rates were lowest on this day.
This suggests that people may be willing to look at emails earlier in the week but may not be ready to buy until later.
In addition to the above studies, it is essential to test different days and times to determine which ones work best for your hotel's audience and goals. Every hotel is unique, and following data is crucial to determine the best time to send emails.
Furthermore, it is important to consider factors such as time zones, holidays, and special events when designing an email marketing campaign.
In conclusion, email marketing is an essential tool for luxury hotels to increase brand awareness, generate leads, and boost revenue cost-effectively.
However, to make the most out of email marketing campaigns, it is essential to understand the target audience's behavior and daily routine.
By doing so and testing different days and times, luxury hotels can increase engagement and boost revenue, leading to a successful email marketing campaign.
Carefully crafted and visually impactive messages can be wasted if the intended recipients are not in the right place at the right time to open them and engage, timing is everything.
At Aró Digital Marketing, we provide email marketing software for our clients and bespoke designs email templates. We see a huge return for hotels that have focused on growing their past guest database and based on current trends for a normal week with no holidays, we generally recommend sending emails on midweek days - Tuesday to Thursday and mid-morning.
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