You’ve got an email list, filled with contacts that have come to your business over the years. They joined your list to stay connected with you and keep up-to-date on all your latest business happenings.
Now, here’s the hard part. How do you strike the balance between keeping your contacts engaged and chasing them away?
This is a challenge Sean Burpee, General Manager of the Reluctant Panther Inn and Restaurant in Manchester, Vermont, has faced since getting started with email marketing.
Since 2008, Sean has used email marketing to get the word out about upcoming events and promotions at his small luxury hotel. With over 10,000 email subscribers and above average open rates, Sean has learned how to strike the right balance and keep his audience engaged.
“In the past year, at least our open rates have been fairly strong,” says Sean. “When we use Constant Contact, we do see results with bookings for our hotel. We always notice an uptick in reservation activity within the one to three week period of an e-blast.”
Let’s take a look at his approach and how you can apply his ideas to your business:
1. Understand Your Specific Audience
To determine the right sending frequency, Sean needed to understand his specific audience and how they interact with his business.
While a café might see repeat customers on a weekly, or even daily, basis, Sean’s guests are likely to visit less frequently. Sean decided to focus on timely messages, especially around holidays when his audience is ready for a getaway.
“We look at marketing on a fairly regular basis, whether monthly or bimonthly, to promote any events that take place within the hotel or locally,” Sean explains.
Here’s an example of an email he sent to promote a Memorial Day weekend package: