We know how tricky writing subject lines can be. Here we highlight a few subject line insights to help inspire your next campaigns. For many hotel marketers, the most challenging part about creating an email is coming up with a compelling subject line that gets opened. But it doesn’t have to be hard if you just consider the five tips below.
1. Hint at discovery
Humans are naturally curious creatures. As such, subject lines that hint at discovery are often great attention-grabbers. Try to frame your subject lines in ways that show there is something to be discovered, such as “Here’s the only reason you need to visit Maui this summer.”
However, be careful not to hint at something that doesn’t get followed up on within the body of the email itself. If you over-promise and under-deliver, then you will taint your credibility and your recipients are less likely to engage with your next email.
2. Create urgency
A study conducted by the Email Institute found that establishing a sense of urgency and exclusivity can generate a 22% higher email open rate. When people feel a sense of urgency, decisions are more likely to be made and faster. A great example is “The clock is ticking on our biggest sale of the year!”
However, creating a sense of urgency is only effective when it’s backed by relevance and value. People don’t want to feel like they’ve missed out on a great offer, but if your promotion has more blackout dates and restrictions than available dates, once again, your credibility is on the line.
3. Use numbers
Including quantifiers in your subject lines is a great way to draw the eye of recipients to your emails. Subject lines with numbers e.g. “5 reasons to visit us this fall” see on average a 45% higher open rate. Numbers are also a great way to create urgency. Try combining the two tactics to craft a subject line that gets noticed. Example: “Hurry! Only 5 days left to book for 30% off!”
4. Personalize and localize
Including a guest’s first name or the city in which they live makes your email feel more intimate and helps to strengthen your connection with that guest. A personalized subject line improves email open rates by 22%.
5. Ask a question
Asking a question has also been proven to increase open rates. This works to spark curiosity among the recipient as well as stand out in a crowded inbox.
Again, make sure your email delivers on whatever is being promised within the subject line. If your subject line is “How about a little R&R this summer?” for example, then your email content should allude to that theme somehow.
5 high performing subject lines
- Subject line: Hurry, 40% Off Summer Ends in 1 Week!
Open rate: 23%
Why we love it: Always smart to add a sense of urgency to any big sale. - Subject line: One Last Summer Blast – Last Day to Save
Open rate: 22%
Why we love it: Who doesn’t want to take advantage of the last days of summer? - Subject line: Here’s how to master the art of the quick getaway…
Open rate: 21%
Why we love it: Curiosity = peaked - Subject line: Back To School Sale – Up to 40% Off Summer
Open rate: 20%
Why we love it: Everyone is talking about “back to school.” Always a good idea to be a part of the conversation. - Subject line: There’s Still Time For A Summer Vacation! Up to 35% Off
Open rate: 16%
Why we love it: A generous deal and a last chance to get away. Sign us up!
10 often used Subject Lines for Groups/Meetings
- Work together, play together @the{Hotel Name}
- Reimagine your next meeting
- A Special Offer for Your Next Meeting
- Attention Meeting and Event Planners
- Book your Group Meeting Today and Save XX%
- Book This Meeting Package and SAVE!
- Strengthen your team at {Hotel Name}
- Upcoming Holiday Party: Special Offer for your Event
- Book your Epic Party Today
- Exclusive Group Meeting Offers