Are Travel and Hospitality Businesses Gambling with Their Email Marketing?
Marketing expert launches e-newsletter service to fill industry need.
Casinos and resorts can easily improve their email marketing efforts by creating and distributing e-newsletters that engage customers and build relationships, according to Nick Mistretta, owner of The Profitable Newsletter, a copywriting services company, focusing on the travel and hospitality industry.
Online marketing, with an emphasis on list building and e-newsletters, has been common practice for internet-only companies for years. Mistretta is perplexed why brick and mortar establishments haven’t caught on.
Mistretta begins, “When I began doing research for my company, I was amazed by how many travel and hospitality businesses were under-utilizing their Web presence. Most have either no list-building vehicle or weak ones at best. Sign up boxes often appear below the fold and do nothing to entice anyone to subscribe.”
And if readers do sign up, Mistretta says what they’ll receive most of the time is the same junk mail they get in their postal mailbox. Only with email, they are more in control. They have the power to easily delete a piece of mail, unsubscribe or even report mail as spam.
So what’s the alternative? According to Mistretta, the solution is simple: Give more and sell less.
“We like to use the 80/20 rule when it comes to emails,” Mistretta says. “Eighty percent great content, and 20 percent shameless self-promotion. You’ve got to remember, though we all love buying stuff, we hate being sold to.”
Mistretta says that people buy on emotion and justify with logic. The key is producing copy that makes people emotional enough to act. And then following that up with a practical reason to do so.
“Think about it like this. You can send someone an email ad for a Hawaiian vacation. Or you can paint a picture with good writing. A picture so clear you can actually feel the sand between your toes. You can hear the waves tumbling onto the shore. You can see the palm trees swaying in a light breeze. And by the way, this vacation is on sale.”
The Profitable Newsletter helps travel and hospitality businesses grow by creating e-newsletters that engage customers, build relationships and increase revenue.
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- Contact Information
- Nick Mistretta
- Owner & Lead Copywriter
- The Profitable Newsletter
- (1) (303) 269-1224
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