How Targeted Email Marketing Can Increase Conversions for Accommodation Providers

In the highly competitive digital landscape, businesses are continuously looking for effective ways to improve consumer engagement and boost conversions – one such powerful strategy is targeted email marketing.

This case study outlines the steps and tools used to create a successful targeted email campaign that significantly increases conversions as direct bookings for your property. By using precise audience targeting, building comprehensive contact lists and automating communication, accommodation providers can reach a wider audience of potential guests, achieving remarkable results and fostering long-term relationships that lead to repeat bookings.

Let’s dive in…

1) Define Your Target Audience & Know Where to Find Them

Understanding your target audience is essential for creating effective digital marketing strategies. By defining and locating your audience, you can personalise your messages to meet their needs and preferences, resulting in higher engagement, better customer relationships, and increased conversions.

Tools We Used and How They Helped

To create a successful email marketing campaign, it’s crucial to understand who your target audience is and where to find them. Here are some of the tools we used:

• 10times (events): This tool helps identify key industry events to connect with potential partners and customers. We used 10times to search for hospitality tech events, gathering information on attendees who expressed interest, including their job titles and email addresses. By participating or sponsoring these events, we aim to gain insights into our audience’s preferences and build stronger business-consumer relationships.
• Expandi: Expandi is a LinkedIn automation tool that enhances outreach for accommodation providers. We used Expandi campaigns to create workflows that allow us to contact leads via direct messages, inMail, and email, integrating this with our targeted email marketing strategy for maximum impact – more on this later on.
• HubSpot: HubSpot helps identify potential customers based on their behaviour and interactions on our site. We used HubSpot’s CRM platform to analyse customer data and segment our audience based on demographics, behaviour, and past interactions. This allowed us to craft personalised email content for each segment. Additionally, we used HubSpot’s tools for email marketing, social media marketing, and CRM to align our marketing efforts with audience needs, leading to better engagement and conversions.

2) Build Your Contact List & Learn About Them

Building a strong contact list is crucial for effective audience engagement and conversion. It sets the stage for targeted outreach, ensuring your marketing efforts connect with the right audience, at the right time.

Tools We Used and How They Helped

With a comprehensive database, you gain insights into audience preferences, behaviours, and pain points, allowing for more effective messaging and higher conversions. These tools can help to facilitate this process:

• LinkedIn Sales Navigator: This tool streamlines lead identification and connection on LinkedIn. Using advanced search filters, we are able to pinpoint contacts matching specific criteria like company headcount, recent job changes, and whether they have recently viewed our profile. Sales Navigator simplifies the process of identifying interested prospects and provides valuable contact information for adding target-specific contacts to our growing database.
• HubSpot: HubSpot not only helps in managing and segmenting contacts but also in capturing leads through forms and landing pages. Integrating HubSpot with LinkedIn Sales Navigator allows seamless import of contacts, ensuring a comprehensive contact database.
• Subscriptions & Surveys: Using subscription forms and surveys, you can collect specific information directly from your audience. We set up various surveys for each stage of the funnel, with asking questions that help us to refine our understanding of the guest’s needs and preferences, ensuring each email content is relevant and engaging.

3) Automate Your Emails And Messages

Tools We Used and How They Helped

Automation is key to maintaining consistent communication and nurturing leads efficiently. These tools help to streamline the process:

• Expandi: A powerful tool for automating LinkedIn messages and email sequences. Expandi offers a range of features which we have used to our advantage. We used this tool to send messages to people in the contact list we developed based on targeted research on 10Times, allowing us to reach the right audience at the right time. We also used Expandi to reach out to individuals who have joined specific groups on LinkedIn, allowing us to have laser-focused prospecting campaigns that boost interest and increased conversions.
• Hubspot: Hubspot’s comprehensive Sales and Marketing tools give us the opportunity to create automated email workflows for each campaign, sending tailored emails based on the recipients’ engagement history and preferences. This means that our clients get information that is specific to their needs, driving conversions and streamlining initiatives for our team.
• Zoom Info: A top business intelligence platform that provides sales, marketing, and recruitment professionals with detailed contact information and company profiles. We have used it to find and connect with prospects and job candidates, providing tools for lead generation and allowing us to share valuable content and offers with with a more focused audience.
• Apollo: An advanced email marketing platform that simplifies campaign creation, management, and optimisation. It features user-friendly tools for designing emails, audience segmentation, and workflow automation, all aimed at boosting efficiency. With powerful analytics, Apollo provides insights into campaign performance, enabling data-driven decisions.

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