The storytelling checklist shows which factors should not be missing in a story in hotel email marketing or newsletter marketing. A story must evoke emotions in the reader in order to really attract attention. The human brain is much better at remembering emotional content than pure facts and figures. After all, the goal of newsletter marketing is to increase brand awareness and keep the hotel in the recipient's mind so that they will choose it the next time they book a vacation.
To implement storytelling in your hotel newsletter, consider the following five points. Taking them into consideration when creating the newsletter increases the likelihood that the reader will remember the content, and therefore the hotel, long term.
1. Identification
Content attracts attention and interest only when the reader can identify with it. For this reason, it is important to segment the list of recipients based on different criteria so that each guest receives the message that is relevant to them. For example, families might receive tips on places to go with children, while guests interested in winter activities might be recommended snowshoeing tours. To learn more about how guest segmentation works in online marketing newsletters, read "The 8 Most Important Ways to Segment Guests.
2. Real People
A story is most memorable when told by real people. Whether they are hosts, hotel staff, guests, influencers or local personalities, they add value to any story and create a special bond with the reader. This is how the hero's journey, often presented in online hotel marketing, can be implemented in the newsletter. Details and background on the Hero's Journey concept can be found in the article "Advertising was yesterday. Emotional Guest Communication is the Future.
3. Authenticity
How a story is received by the reader also depends on the credibility of its narrative. The small but fine anecdotes and details in the hotel often have a greater impact on the (potential) guest than grandly staged stories. Honesty and authenticity create a positive bond. They make the reader feel part of the hotel community.
4. Openness
As already mentioned, stories live on emotions. Just by reading an e-mail, you can strengthen your relationship with guests and increase their loyalty to your hotel. Do not be afraid to point out problems or even to be vulnerable in order to tell authentic stories. This openness helps the recipient identify with the story and the hotel. Of course, it is also helpful to point out solutions. For example, one of the main concerns of parents is that there is nothing for their children to do when the weather is bad. As a family hotel, it is a good idea to address this issue in the hotel newsletter and provide options for rainy weather activities.
5. The Next Step
As a result of the story presented, in the best case the reader will need to take action. They may want to reply to the email, forward it to friends and acquaintances, post it on social networks, or make an inquiry at the hotel. Whatever the hotel wants to achieve with the newsletter (increase awareness, attract new customers, get reservations, etc.), it should be made easy for the recipient with a concrete call to action (CTA), for example in the form of a button.
As an online marketing and email marketing agency, ADDITIVE supports hotels in the development of innovative newsletter concepts and email marketing content for sustainable hotel marketing.
With the newsletter system ADDITIVE+ NEWSLETTER, hoteliers can easily and cost-effectively improve their newsletter marketing and achieve more reservations and additional revenue in the long term.
