Personalisation and cross-channel data are huge factors in email marketing and are likely to become even more important during the next years. This means that companies need to optimise their email marketing efforts to gain revenue, especially in the competitive hospitality business.
Email marketing is becoming even more personalised and data-driven, concludes the report of Litmus. Especially in the hotel business, having personal customer relationships is critical to driving revenue.
AccorHotels has managed to increase their conversions and gain direct leads since partnering with Liana Technologies.
“Personalised and relevant email content significantly improves the guest experience which will increase the revenue, grow the brand, and encourage customer loyalty. Email marketing offers hotels a unique opportunity to personalise their content, do segmentation and reach out to their clients with targeted one-to-one marketing campaigns”, tells Tomi Saikkonen-Williams, vice president, Middle East at Liana Technologies.
Novotel is a multinational hotel brand within the AccorHotels group with close to 400 hotels and resorts in 60 countries. They optimised their email marketing processes with Liana Technologies’ email marketing tool LianaMailer in over 30 hotels in the Middle East and Asia, and received great results:
“We recently launched a campaign and used LianaMailer to create both a newsletter and a campaign-specific landing page. Having the landing page tool and the newsletter in the same platform is an added value for us because we can track how many clicks we got with our campaign and how many people visited our page through the CTAs. Results were fantastic! We received multiple booking requests that had a direct impact on our bottom line”, tells Cyrine El Klifi, digital marketing executive at Novotel.