Are email newsletters still relevant in today’s world?

At a time when we are feeling overwhelmed by the amount of content we are exposed to across a range of online channels throughout the day, is it time to ask the question – does email still have a place in today’s marketing plan or are they obsolete?

As you reflect on the number of daily emails you receive, master the skill to filter genuine emails from the SPAM that evades all security software programmes and given our mobile devices now enable us to unsubscribe easily - many may have answered no to this question.

However, it is the opposite, and email marketing continues to retain a vital role in a businesses’ engagement with their audience. Today, there are four billion daily email users in the world, and this is expected to grow to 4.6 million users in 2025, with further growth forecast for 2026.

Just as a website is a businesses’ digital shopfront, an email is your digital letter – allowing you to

personally engage with and stay connected with your clients. Digital marketing is cost-effective and with a range of excellent design tools now available, emails can be visually appealing - immediately immersing your audience in the destination and your experience.

When your subscribers sign up to receive your email communications, they do so with an expectation that you will stay in touch. And like all relationships, an investment of time is required to maintain them. Whether it is weekly, monthly, or quarterly, being consistent in your communication and ensuring your content is relevant and engaging are important to maintaining the connection and building trust - ensuring your business is top-of-mind when ready to book.

Here are our tips to maximise your digital emails:

• Prioritise the inclusion of quality content and imagery – inspire, educate, and engage with your audience. Do not just sell and if you are struggling for content, it might be worth reviewing the send frequency of your email newsletter.

• Create subject lines that intrigue your audience, gain their attention, and encourage them to open your email. With limited space, the inclusion of emojis can help, providing they are complementary to your copy and ensure your message remains clear to your audience.

o The pre-header of your email allows for the delivery of a second compelling message that will entice your audience to open your email and read on.

• Be consistent with your email design and layout, and ensure it is responsive and mobile friendly.

• If your email marketing system allows for it, address your email personally to the recipient – there is no better way to engage with anyone than by addressing them correctly by their name.

What not to do:

Email newsletters are an opt in marketing tool and under The Spam Act 2003, unless an individual has elected to receive marketing communications from you, you cannot send them unsolicited emails with an Australian link.

• Please do not download your guests’ email addresses from your property management system or online booking platform and upload them into your email newsletter database unless they have ticked the relevant box.

• You can add a marketing opt in box to your website booking platform, online check-in form or at guest registration – please just remember to retain an electronic copy of this.

Free Email Marketing Services:

If you do not have the budget to invest in a paid email marketing service, there are several options available with a free entry level service. This will usually come with some restrictions included a capped number of email subscribers and greater limitations on design functionality, but it can provide you with a way to trial email newsletters before upgrading to a paid version.

A couple we recommend include Mailchimp, ZOHO and HubSpot.

Integration of your Website Subscribe to Your Email Marketing System:

Ideally, ensure the website subscribe functionality has widget integration directly with your email marketing system, and if possible, your PMS. This ensures you do not have to transfer information across, and enabling to you to capture key information including a first and last name, address information and information such as a birthday for your future reference.

Source: RedSearch