CEO and Project Manager
May 24, 2016
Creating emails that get responses is an incredibly valuable skill for marketers . Responses in the hotel email marketing world equate to directly attributable revenue – direct bookings, upgrades, amenity purchases, and more.
These can also drive engagement and build rapport with guests who have booked with you in the past, and make them more likely to book again in the future. But what makes it possible for an email to get a response? What's the secret ingredient?
There are plenty of tips on the web about how to write a good email, from general writing advice to whole sets of pre-written email templates. But almost none of the advice shows the data behind it. Boomerang, a Gmail app that aggregates scheduled sending and email reminders, did some research to find out what factors list of ghana consumer email really matter when you want users to respond to your emails. Please note that not all of the emails involved were marketing emails . Some of them were sales emails and internal communications. But there are some takeaways for marketing as well. Here are the basic points that are relevant to hotel marketers :
Table of Contents [ Hide ]
1 1. Write in the third person.
2 2. Write with emotion.
3 3. Make them short (But not too short!).
4 4. Use short (very short) titles.
5 5. Try to use questions.
6 6. Experiment with subjectivity.
7 In summary.
1. Write in the third person.
The Boomerang study found that emails written at a toddler reading level were optimal . These yielded a whopping 3.6 % increase over emails written at a college level and a 17% higher response rate than emails written to even those at a high school reading level.
Of course, the action item for you based on this data will depend on which segment of your guests you are targeting when you compose an email. Think about who your guests are. For example, if you are located right next to Harvard University like The Charles Hotel, and your guest database is likely comprised of people who come to town for events related to one of the top universities in the United States, then it is a good idea to raise the level of your wording. Otherwise, if you don’t have a reason like this to adjust the writing level, elementary is fine by default. One of my favorite free tools for testing the level and readability of a piece of writing is the Hemingway app.
