1. Killer Copywriting
Tips for
Email Marketing
Killer Copywriting
Tips for
Email Marketing
For HoteliersFor Hoteliers

2. Today, you’ll learn how to craft a killer
subject line that will make sure your
emails get opened and your open
rates increase. We will also show you
how to master email content to
increase your direct bookings.
Use Email to Get
Bookings

3. On average, consumers check their mobile
device as much as 150 times per day.
Research from Oracle shows that the average
user sends and receives 121 emails a day. By
2018, it's predicted to be 140.
With messages overflowing in your
prospects’ inboxes, how can you make your
hotel newsletter stand out in the inbox and
convert?
Email is a Key Driver
of Growth

4. 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:

5. How to Craft
a
Killer Subject Line
How to Craft
a
Killer Subject Line

6. 1. Choose Words
That Automatically
Attract the Eye

7. 1. Choose Words
That Automatically
Attract the EyeStudies show that ‘’Urgency” subject lines with
words like extended, hurry, last chance, limited
time, now, still time performed the best.
Next were “Benefit” words: best, cheapest, or
easiest.
“Command” subject lines - buy, click, get, open,
try - also performed well.

8. 2. Keep it Short
Different devices have different display
capabilities, and it is important to keep this in
mind when you craft your subject lines.

9. 1. Keep it Short
A typical desktop inbox can display about 60
characters of an email’s subject line, whereas
mobile devices show just 25-30 characters.
iPhones cut off subject line at around 35
characters.
67% of people access the emails on mobile -
we recommend you keep it short and sweet.

10. 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 own
name appears on the screen. People act twice as fast
if they are asked to do something and their name
appears on it.

11. 1. Get Personal
Every customer deserves to feel their email is
just for them, don’t you agree?
Remember: This only works with an accurate,
up to date database – don’t get their names
wrong!

12. 4. Establish Limits
for the Target
and Time
You can’t use it all the time, but using scarcity or
urgency subject lines are great when you need your
audience to take action.
Use exclusivity = limited to certain people
Urgency = limited to a certain time

13. 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!

14. Tips for Creating
Brilliant
Email Content
Tips for Creating
Brilliant
Email Content

15. 1. Get Personal
Now that you’ve gotten your recipient to
actually take the time to open your email,
congratulations! You’ve passed the first test.
Now, let’s have a look at how to create hotel
email content that will compel your audience
to take desired action.

16. 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!

17. 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.

18. 3. Prioritize
Valuable Content
Prioritize from the top of
the email down – you
have only a few seconds
to grab their attention.

19. 3. Prioritize
Valuable Content
Apple 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)

20. 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.

21. 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).

22. 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.

23. 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.

24. Call-to-Action
Best Practices
Call-to-Action
Best Practices

25. 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

26. 3. Prioritize
Valuable Content
Leave 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

27. For your next email
campaign, ask yourself
the following questions:

28. 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!

29. 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.