There are 3 message types provided in the Lead nurture package.
Lead Follow-up Trigger- For guests who were warm leads, and needed to be followed up with.
Not booked leads, or leads that have gone to Autocomplete.
Lapsed leads- Leads
Lead follow-Up trigger
Purpose:
The purpose of this touch is to extend the voice-channel and route the guest back to one of the booking channels while providing them with the details they requested on the call. This message will also act as a backup for the agents in case they do not have an opportunity to follow up with the guest personally.
Message:
Your Lead follow-up message should thank people for their call and interest in your property. Close with a strong call to action that sends the caller to a specific booking channel.
Send Details:
- We recommend deploying 3 days after the guest speaks to a reservation agent.
- The message will be sent to guests who have their leads marked as follow-up, and will exclude those with future reservations
Example:
Not Booked or Autocomplete
Purpose:
This email is designed to send out shortly after either the reservations agent within the Reservation Sales product declares the lead as not-booked or that same lead was left in the follow-up status and then automatically rolls to the auto-complete status. It is meant to keep the property front of mind for that guest who may still be shopping or considering other options for their stay.
In the case of being sent to leads that have rolled into auto-complete status, this keeps engagement with the guest who may still have an interest in staying at the property and avoids the lead becoming a dead lead and/or cold.
The Revinate standard is that leads become “Auto-Complete” 4 days after the lead was created if there is no additional inbound activity on that lead including another inbound call or email. Leads become “Not Booked” when a Reservation Agent logs the status at the end of the call. To ensure the auto-completes are triggered as well as the Not Booked Leads, we recommend creating the send trigger at 5 Days after the lead is updated.
Message:
This Email targets guests that are actively planning their vacations and likely talking to your competitors. Remind them that you want their business and use imagery and language that reminds them why you are the best option for their vacation stay.
Send Details:
- This email will go to your Not Booked leads and Auto-Complete leads. Attributes will need to be added for Lead Status Not Booked “Or” Auto-complete.
- You may want to exclude guests from receiving this email based on their non-booking reason. Since this is targeting people 4 days after they were marked as Not Booked, you may not want to remarket to some people. For example, if someone did not book because they were too young to meet your Age requirements, they will most likely not be old enough 4 days from the time they initially called. You can exclude as many Non-Booking reasons as needed by adding an attribute separately for each Non-booking reason to your segment criteria.
- This campaign should exclude all records with existing future reservations.
Example:
Lapsed Lead
Purpose:
This email is designed to go out a few months after the guests last contact, but before their planned stay dates and is meant to target sleeper leads that were never booked. In the case of being sent to leads that have rolled into auto-complete status, this keeps engagement with the guest who may still have an interest in staying at the property and avoids the lead becoming a dead lead and/or cold.
Message:
This email should use imagery and language that motivates them to act on booking and experience your property. Consider adding a time-sensitive offer and call to action to create a sense of urgency.
Send Details:
- Sent 3 or more months after the last contact with the Lead, based on your booking cycle.
- Attributes will need to be added for Lead Status Not Booked “Or” Auto-complete.
- This Touch should exclude all records with existing future reservations.
Things to Consider:
- With the Call To Action consider whether to drive bookings on the website or to call your reservations team. You may decide to delete one or the other or keep both CTA buttons.
Example:
Additional lead nurture strategies:
Future options for further segmentation could include breaking this into multiple Lead Nurture Touches and customizing your messaging based on Not Booked Reasons that you use in Reservation Sales. You can create your own additional Lead Nurture sends.
Non-Booked Due to a Specific Reason LifeCycles
Not Booked – No Availability:
Purpose:
- Highlight the experience at your property and why the guest should book for another travel time.
Message:
- We’re sorry we didn’t have what you needed…
- (First Name) here is what we offer throughout the year
- We hope to hear from you again and see you on property soon…
Send Details:
- Deploys 3 -7 days after call is logged as Not Booked - No Availability.
- Exclude guests that have already made a future reservation.
Not Booked – Rate Too High:
Purpose:
- Overcome the Rate Too High Objection and drive an immediate booking.
Message:
- What makes us different…
- What you get to experience…
- What is included with every stay…
- Limited Time Discount For Your Spring Getaway!
Send Details:
- Deploys 3 -7 days after call is logged as Not Booked - No Availability.
- Exclude guests that have already made a future reservation.
Things to Consider:
- Consider a specific message for each season with an offer that is relevant within that season.
- Value Add offers are always good as opposed to discounting your rooms as the promotion.
- You can send a series of these and if the guest does not respond to the value add, you can send an additional email with a discount.
- Be careful not to discount too often in your emails, as your guests will come to expect it. They may know that if they wait to book, they will receive a discounted offer.
Not Booked – Minimum Stay Too Long:
Purpose:
- Try to overcome the minimum stay issue by addressing it and showcasing what the guest can experience with a longer stay.
Message:
- Here’s what you can do with one extra day...
Send Details:
- Deploys 24 hours after call is logged as Not Booked - Minimum stay too long
Things to Consider:
- If you are hesitant to try to encourage longer stays, you can set up your message to try to encourage bookings during a slower season where you do not have minimum length of stays or they are shorter.