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by Cory Falter

You have merely seconds to capture the attention of your audience. Seconds.

Email marketing is the norm now, everyone is doing it, it’s not unusual or exciting, it’s common. Even though it’s commonplace, it’s still essential to any hospitality marketing strategy. Without a doubt, you should be email marketing. BUT you must make darn sure that your email’s are compelling, organized and genuinely interesting for your target audience, or all of the resources you’ve invested into the email campaign are for naught.


Hospitality email marketing is essential for success. We all understand that OTA’s are necessary, but decreasing dependence on them is key for your bottom line and having a solid email marketing strategy will help you in that department. Without further ado, here’s a quick list of ways to up your email marketing game:

Sublime Subject Line

Regardless of how fabulous the body of your email is, if the subject line isn’t eye-grabbing the email will remain unopened and will be deleted. Be bold, surprising, alluring, or even insulting. It all depends on the context of course, but there are plenty of ways to shock, awe and inspire, which is what you’ll need to make your email pop out among the inbox storm. Here are a few, specific tips regarding subject lines:

  • Actions speak louder than words – True, unless your words are actions. Use actionable words – “take” “buy” “download” etc.
  • If able, personalize
  • Keep it clear – before you get catchy, be sure your subject line is simple and easy to read
  • Never sacrifice alignment for catchiness – the email subject line should match what the email copy is about. No if, ands or butts about it.

Write in 2nd Person

Make it about the reader. “You”, “your”, and “yours” will win you a few more seconds of attention.

Get to The Point

First sentence – tell the reader what the email is about. Be relevant and specific. For example, if you’re sending an email about a holiday package, the first sentence should be along the lines of “Take the stress out of the holidays with a themed stay at…” and then give a few more details followed with an action to take – i.e. link to package landing page. Even if the reader didn’t take action, you’ll at least be remembered as a non-annoying email. Win.

Get to the Point… About the Benefit(s)

You’re not sending an email to tell your audience about something they won’t benefit from, are you? Hopefully not. Typically speaking, your email will be about something that benefits the audience! Hooray! Don’t wait until the last sentence to tell them that, tell them immediately. Is your email about saving money?

“This holiday season, purchase even more gifts for your loved ones with money saved…”

Follow the Tried and True K.I.S.S. Method

Keep ISimple, Stupid. Not that we’re calling anyone stupid, it’s just a catchy phrase in the writing community to remind us all that simple is that way to go. Now more than ever, people are not into reading lengthy copy. Say it short and sweet and you’ll discover success.

Send a Heartfelt Message

Let your personality shine! Think about it, this is your chance to be an individual, not part of a lengthy list of hotels on at OTA. This is your chance to appeal to the emotional side of your audience, to connect with them one on one. To do this, tell a story or share a special moment that transpired recently. Anything personal to your hotel. Make it brief, compelling, and end with a chance for them to take action if they wish.

Help Them Take Action Immediately

Every single email should an easily identifiable place for taking action. A large button, big bolded words, vibrant colors, etc. Make it clear and easy for them to take action.

Email marketing is your friend, ally and revenue gatherer. It’s an important part of any comprehensive marketing strategy, and certainly one of the quickest ways to reach your audience. 

About Cory Falter

As Chief Creative Officer for Lure Agency, Cory has a motor that idles at full throttle. After spending the first half of his life professionally racing dirt bikes, he decided to take his obession for competition to the most extreme sport of design and marketing. As Creative Director and Strategist, he has crafted award-winning campaigns for notable travel and hospitality brands including: Benchmark Resorts & Hotels, Personal Luxury Resorts & Hotels, Hilton Hotels and Ritz-Carlton. As a native San Diegan and San Diego State University alumi, he founded Lure Agency on the notion that life without passion, is shallow. It’s the agencies most valuable resource and it inspires them to dig deep for their team, partners and clients.

Contact: Amber Berg / 619.273.5100 Ext. 4

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