Loyco program strategy｜Newsletters
This document contains important tips and tricks for succeeding with a loyalty program from Loyco. The document is designed with printability in mind and may be made available in the reception or other relevant areas.
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6. Establish routines for newsletters
Your members are happy to hear from you. We recommend establishing a routine for communicating with your members by SMS and e-mail at a set frequency. It is more important to maintain a steady flow of newsletters to create expectations and predictability for your members, rather than sending lots of newsletters before the high season.
Communication routines should include portions of news, season based communication and information about current campaigns at weekly, monthly, semi-monthly, quarterly or half-yearly frequency.
6.1. News
News are often regular newsletters or SMS-campaigns containing information the hotel wishes to communicate to its members.
| Subject | Content | Purpose | Time of sending |
| Flash sale - Exclusive for our members! |
Inform guests about a sale for members. |
Returning visitors | Off-season |
| Members' offers |
Inform about specific offers for members. |
Returning visitors | Off-season |
|
New menu items for our restaurant! |
Inform about new menu items guests have to try. |
Promoting your restaurant | Whenever the menu is updated |
| We have renovated! |
Suggest different activities in the area for families. |
Returning visitors | After renovations have been completed |
|
5 tips for a pleasant family vacation in *City*
|
Suggest different activities in the area for families. | Returning visitors and upsale | Off-season |
|
Stay 3 nights, pay for 2 - Exclusively for members. |
Inform about 3 for 2 offers in certain periods of time. |
Returning visitors and upsale | Off-season |
|
Book before *date*, receive a free room upgrade. |
Inform about offers. | Returning visitors and upsale | Off-season |
|
25% discount on a romantic getaway for members. |
Inform about offers. | Promoting your restaurant | Off-season |
|
Wine set included with purchase of 3-course dinner for members. |
Inform about offers. | Promoting your restaurant | All year |
| Free dessert when purchasing a main course. | Inform about offers. | Promoting your restaurant | All year |
| Double bonus. |
Inform members about double bonus. |
Returning visitors | Off-season |
| Triple bonus. | Inform members about triple bonus. | Returning visitors | Off-season |
6.2. Annual wheel of communications
Throughout the seasons, different topics should be used to promote and create traffic. The annual wheel of communications and the table below contains inspiration for content.
| Time of year | Topic | Content |
| Winter | New year's offer |
Offer a new year's getaway with hotel, dinner and champagne. |
| Winter | New year's catering |
Inform about new year's catering and what offers are available for members. |
| Winter | Christmas offer |
Offer a Christmas dinner, breakfast and hotel stay as a package. |
| Winter | Christmas party |
Inform about the Christmas party season and make a good offer. |
| Winter | Christmas lunch | Inform about the Christmas lunch and what it contains. |
| Winter | Mother's day celebration |
Inform about the Mother's day celebration, and make an offer for a hotel stay or dinner. |
| Winter | Valentine's day |
Inform about valentine's day, and make an offer for a hotel stay or dinner. |
| Winter | Winter break |
Offer a winter break package with a hotel stay and winter activities. |
| Spring | Skiing package |
Offer a skiing package which includes hotel stay and skipass. |
| Spring | Happy easter! | Wish members a happy easter, and welcome them back. |
| Spring | Easter egg hunt | Inform about the easter egg hunt and invite your members. |
| Spring | Easter Bunny's recommendation | Make a good offer from the Easter Bunny. |
| Spring | May Day / International Workers' Day | Inform about May Day and make an offer for dinner or a hotel stay. |
| Summer | Midsummer |
Inform about midsummer celebrations, and make an offer for dinner or a hotel stay. |
| Summer | Summer vacation |
Offer a summer package with summer activities and a hotel stay. |
| Summer | Summer concert |
Inform about a summer concert in the area and options for a hotel stay. |
| Summer | This summer's happening |
Inform about any summer happenings at your hotel. |
| Summer | Outdoor cinema | Inform about an outdoor cinema event. |
| Autumn | Black friday! |
Make a good offer for a hotel stay or dinner at the restaurant. |
| Autumn | Autumn break |
Offer an autumn package with activities and a hotel stay. |
| Autumn | Father's day celebration |
Inform about the Father's day celebration, and make an offer for a hotel stay or dinner. |
| Autumn | Halloween |
Inform about halloween, and make an offer for a hotel stay or activities. |
6.3. Our recommendations by number of locations
- 1 location: Quarterly
- 1 – 5 locations: Semi-monthly
- 6 - 20 locations: Monthly
- Over 20 locations: Monthly routine with good segmentation
The following recommendation is based on quarterly communication.
|
Time of year
|
Topic | Content |
|
Winter
|
Christmas party | Inform about the Christmas party season and make a good offer. |
|
Spring
|
Happy Easter! | Wish members a happy easter, and welcome them back. |
|
Summer
|
This summer's happening | Inform about any summer happenings at your hotel. |
|
Autumn
|
Black friday! | Make a good offer for a hotel stay or dinner at the restaurant. |
6.4. Implementing communication routines
The Loyalty+ dashboard is used to create the campaigns which constitute a digital customer journey. The help center is a powerful tool which provides a step-by-step guide for campaign management. Click here to see our Help Center guide.
6.5. Import of newsletter contacts
Enhance your Loyalty+ dashboard by importing newsletter contacts, each automatically tagged as "newsletter." This feature empowers you to tailor newsletters and campaigns specifically for these recipients, while also enabling you to create customized campaigns for contacts based on their contact status (members / newsletter recipients).
Click here to access import form.
Tip: Loyco Customer Success can create regular campaigns tailored for your hotel. Check out the Newsletter & Campaign package below.
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Loyco Marketing packages: If you don't have the time or resources to implement our program recommendations, we're here to help. With this package, you'll receive custom-designed newsletters and campaigns tailored to your guests. Our team will work with you to identify the right audience and sending method for maximum impact and engagement.