Forbes presents a few sound rules for companies pursuing email marketing efforts.

Since email is widely used in the hospitality industry to communicate with customers - pre-purchase and post-purchase, the 7 rules to avoid being mistaken for a spammer (See link to article at the end of this article) are a must-read for any hotel e-marketer.

To Forbes rules, one can add a few tips specific to travel email mktg- Cute and clever overkill in your subject line: Travel is a high-value, high-involvement purchase and the objective is to get the reader to open their email, read it and click through for further actions.

The teaser element requires a busy person to spend more time deciphering the offer.

- Present the key points upfront: Package price and features, valid dates, destination, terms and conditions. An email offer should be an invite to book (not research) deals.

- Use the company/brand name clearly in the email address (instead of offers@dealsofthemonth.com) so the reader can identify legit company offers.

- Avoid sign-up forms on websites where people get automatically (and sneakily) signed up (example - uncheck box to opt-out of our email offers!). "Check box to receive email from us" is more intuitive.

- Try targeting offers - example spa package specials for female customers and Golf specials for men instead of an 1 offer-fits-all email.

- Forward this offer to a friend is a surefire way to step up awareness of a property/offer.

- People are more likely to read email offers if they are not bombarded with the same message too often. A quick reminder before an offer ends serves its purpose.

Read full article:

www.forbes.com/entrepreneurs/entretech/2007/02/20/symantec-google-aol-ent-tech-cx_kh_0220smallbizresource.html

Vijay is Chief Operating Officer and part-founder of Apple Core Hotels- a chain of 5 midtown Manhattan hotels offering value and comfort in the heart of the city.

Member of the board of Directors - Hotel Association of New York. 

www.vijaydandapani.com