What it Takes to Make Your Hotel's Emails Worth Opening
By Junvi Ola Principal, Hospitality Content Studio | April 29, 2012
Today, people live in a cluttered email box world. But despite the challenges in overcoming spam and competing with loads of other marketing messages landing in inboxes everyday, email marketing remains one of the most powerful direct-to-consumer marketing tools that hotels can employ. Through consistent email marketing, hoteliers can deepen their relationship with past guests, entice new ones and achieve a strong advantage over their comp set. Plus, the right mix of content can increase sales and convert the reader into a hotel guest now or in the future. How can this be achieved? Here are my 7 copywriting rules to follow to ensure your hotel's carefully crafted email is noticed, opened and read.
Take a hint from journalists, they're masters of getting their content read. The secret? It's all in the headline. Your customers will decide in a few seconds, or even less, if your email is worth their attention. People are quick at deleting messages. So, if your subject line doesn't instantly attract, you've missed your chance and you'll end up in the trash bin.
Keep your subject line short. The sweet spot for most email providers is 40-45 characters before they are cut off. Plus, the headline should be attention-grabbing, action-oriented, and peak enough curiosity to lure customers to find out what's inside.
When I'm writing email newsletters for clients, I put every headline through a simple four-step review. I ask myself:
Is it URGENT? Will a reader feel like they need to read this email at this very moment?