Educate and build credibility through your mailing list

Depending on the nature of your target market you could use your mailing list to engage with your customers by sharing your knowledge. For example:
Ask your head chef to provide a recipe of the month, tips on baking the perfect meringue or crusty bread, a buyers’ guide to choosing fresh fish recipe ideas based on what is in season right now, or anything related to your current menu.

  • If you are a park or garden, ask your gardening team to share seasonal tips.
  • If you have a golf course you might share tips on the latest equipment or techniques to hone their swing.
  • If you have a spa, ask your spa team to share information on relaxation techniques, aromatherapy remedies, tips for the perfect pedicure, skin car regimes, etc.
  • If you are an historical site share some of your story on how you preserve special features.
  • Ask housekeeping for tips on stain removal, cleaning household items such as glass, leather, silk etc. or ‘the day in the life of’.
  • If you are a wedding venue ask any of your joint venture partners or preferred suppliers such as florist, photographer, limousines, suit hire for their top tips.

What’s happening

Last but not least keeping in touch with your customers is an ideal opportunity to keep them up to date with what’s going on. Yes, this will include forthcoming events and promotions that they may be interested in, but it’s not just about this. No one wants to be bombarded with sell, sell, sell emails. You’ll soon get unsubscribes from your list if you do this. Create a sense of intrigue and curiosity; tell them about your plans, changes you’re making (e.g. progress reports on refurbishments), what’s new (e.g. your new menu, new toiletries, treatments or service, refurbishments, celebrity involvement). You then have a reason to invite them back or make an offer.

Don’t be afraid to tell people what they’ve missed; what are your success stories.

If you are an education centre share some of the projects you’ve been working on with schools. If your target market are families with young children, tell them about activities children in enjoy (with plenty of pictures too, to show them having a good time with their favourite TV or Book character!)  Historical site may cover recent discoveries. These also provide a great opportunity to share photos and testimonials, which all helps build credibility.

Maybe they missed it this time, but now they can see for themselves what they’ve missed out on it will be a lot easier to get their attention next time.

So don’t leave a return visit or referral to chance. Ensure you’re keeping yourself in your customers’ minds; keep in touch.

You can find more on building customer relationships in the Hotel Success Handbook

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