If you’re trying to improve your hotel email deliverability a great place to start is understanding everything that is out to stop it. It’s rather safe to say that almost all email outside of an organization is considered spam until proven innocent. Here are six types of filters. Your email will encounter one or more of these along its way.
- Content filters – review the content within a message to determine if it is spam or not
- Header filters – review the email header in search of falsified information
- General blacklist filters – stop all emails that come from a blacklisted file of known spammers
- Rules-based filters – use user-defined criteria – such as specific senders or specific wording in the subject line or body – to block spam
- Permission filters – require anyone sending a message to be pre-approved by the recipient
- Challenge-response filters – require anyone sending a message to enter a code in order to gain permission to send email
It’s time to start thinking in signals.
Signals can be responses to your marketing activity, such as ad clicks, social interactions, or website visits, along with derived performance indicators provided by marketing platforms such as click-through rate or cost-per-conversion. These signals provide the best picture of audience interest and intent, as well as marketing performance, across paid, earned and owned media.
One of the biggest mistakes hotel marketing managers make in email marketing is NOT putting enough offers or links into their marketing emails.