Killer Copywriting Tips for Email Marketing - For Hoteliers

Killer CopywritingTips forEmail Marketing

Killer CopywritingTips forEmail Marketing

For HoteliersFor Hoteliers

Today, you’ll learn how to craft a killersubject line that will make sure youremails get opened and your openrates increase. We will also show youhow to master email content toincrease your direct bookings.

Use Email to Get

Bookings

On average, consumers check their mobiledevice as much as 150 times per day.Research from Oracle shows that the averageuser sends and receives 121 emails a day. By2018, it's predicted to be 140.

With messages overflowing in yourprospects’ inboxes, how can you make yourhotel newsletter stand out in the inbox andconvert?

Email is a Key Driver

of Growth

We'll be teaching you 3 things today:

Let's get started.

How to Craft a Killer Subject Line

Tips for Creating Brilliant Email Content

Call-to-Action Best Practices

Key Takeaways:

How to Crafta

Killer Subject Line

How to Crafta

Killer Subject Line

1. Choose Words

That Automatically

Attract the Eye

1. Choose Words

That Automatically

Attract the EyeStudies show that ‘’Urgency” subject lines withwords like extended, hurry, last chance, limited

time, now, still time performed the best.

Next were “Benefit” words: best, cheapest, oreasiest.

“Command” subject lines - buy, click, get, open,try - also performed well.

2. Keep it Short

Different devices have different displaycapabilities, and it is important to keep this in

mind when you craft your subject lines.

1. Keep it Short

A typical desktop inbox can display about 60characters of an email’s subject line, whereasmobile devices show just 25-30 characters.

iPhones cut off subject line at around 35characters.

67% of people access the emails on mobile -we recommend you keep it short and sweet.

3. Get Personal

Why? Because it’s irresistible! And because it works!

Personalisation drives a 12% lift in the open rate(Choi, 2015). People are attached to their names and

they actively trust the message more if their ownname appears on the screen. People act twice as fast

if they are asked to do something and their nameappears on it.

1. Get Personal

Every customer deserves to feel their email isjust for them, don’t you agree?

Remember: This only works with an accurate,up to date database – don’t get their names

wrong!

4. Establish Limits

for the Target

and Time

You can’t use it all the time, but using scarcity orurgency subject lines are great when you need your

audience to take action.

Use exclusivity = limited to certain peopleUrgency = limited to a certain time

5. Flag a Special

Occasion

Holidays: both traditional ones and more unusual days

(Teddy Bear Picnic Day happens on July10th!) are a

great excuse to celebrate.

Personal celebrations, like your guest’s birthday, are

also great for offers – try to ensure that they give you

this information. For example, if they enter their date

of birth while booking, you’ve got the power to send

them a birthday offer!

Tips for CreatingBrilliant

Email Content

Tips for CreatingBrilliant

Email Content

1. Get Personal

Now that you’ve gotten your recipient toactually take the time to open your email,

congratulations! You’ve passed the first test.

Now, let’s have a look at how to create hotelemail content that will compel your audience

to take desired action.

1. Be Relevant

Think carefully about your targeted audience before

creating and sending an email.

In a customer survey, “irrelevant emails” were stated

as the second biggest turnoff in mobile email, right

after “receiving too many”. If the information doesn’t

give your customer value, don’t put it in the email!

2. Use a

Human Touch

Use a personal tone in your writing to make an

emotional connection with your audience.

Be as causal or as formal as your hotel’s brand

dictates, but make sure that you’re making your

customer feel like there’s a real person on the other

end writing to them. You want them to read your email

and feel like you are speaking right to them. Like they

matter.

3. Prioritize

Valuable Content

Prioritize from the top of

the email down – you

have only a few seconds

to grab their attention.

3. Prioritize

Valuable ContentApple users are quick email readers: emails read on

iPads and iPhones had the highest share of the 0-3

seconds email read length.

Android phone users spent the most time viewing

emails up to 15 seconds or more viewing each

message. Desktop users came in second, with

43,99% spending 15 seconds or more viewing an

email.

(Movable Ink, “US Consumer Device Preference Report)

4. Share Benefits,

Not Features

Tell customers what your features will

give them, and how they’ll help them.

Instead of a plain vanilla description - spa,

restaurant, pool - try to frame it in terms

of what your guests will get from those

features, like relaxation, good food, or an

escape.

5. Say 'you,'

Not 'I' or 'we'

Your subscribers are a lot less interested in your

hotel than they are in how your hotel and its

features can benefit them. So make sure you

make the email about them - not about you!

It also sounds more engaging and customer-

centric to address your subscribers with “you,”

instead of with general terms (or not at all).

6. Be Zippy, Fresh

and Concise

Most of your customers have

about as much time to check

their email as you do – not a

lot!

Take that into account, and

don't overload your email with

too many offers or needless

details.

7. Provide a

Seamless Digital

Experience

Regardless of what device your consumers are

using and when they’re reading, you have to

ensure the customer experience is seamless and

friction-free from the email all the way to

conversion.

Make sure your email is responsive on all devices.

Call-to-ActionBest PracticesCall-to-ActionBest Practices

3. Prioritize

Valuable Content

Use active language – CTAs should start

with a verb (Click Me)

Create a sense of urgency of providing

incentives for taking actions (Book By…)

Add value in the email and convert on the

landing page

Email subject line and content should all

support the CTA

3. Prioritize

Valuable ContentLeave plenty of white space around the CTA

for big fingered mobile users

Make sure buttons look like buttons

The CTA button needs to stand out: Colour,

contract and location mater

Be mindful of conflicting CTAs or having too

many links – these can confuse your

recipient

For your next email

campaign, ask yourself

the following questions:

3. Prioritize

Valuable Content Is your subject line hot enough to get clicks?

Is the email relevant & valuable to your target

audience?

Is your copy lively, fresh & crisp?

Are you incorporating CTA best practices?

Is your email providing a seamless digital experience?

If the answer is no, go back and review your

campaign until it becomes a yes!

Focused exclusively on the hotel sector, Net Affinity has

collated the brightest, most commercially focused,

experienced and passionate team of online marketers,

account managers, designers and developers whose

combined skill set ensures our clients online success and

continued growth. Your success is our success.