If you're a travel marketer, you know how challenging it can be to write email copy that converts leads into customers. You have to capture their attention, inspire their curiosity, and persuade them to take action. How can you do that effectively and consistently? Here are some best practices for writing email copy that converts travel leads.
Before you write a single word, you need to know who you're writing to. Your customer avatar is a detailed profile of your ideal travel buyer, including their demographics, psychographics, pain points, goals, and motivations. By knowing your customer avatar, you can tailor your email copy to their needs, desires, and preferences. You can also use their language, tone, and style to connect with them on a personal level.
Your subject line is the first thing your leads see in their inbox, and it determines whether they open your email or not. You want to make your subject line catchy, clear, and relevant. You can use various techniques to create a compelling subject line, such as curiosity, urgency, benefit, personalization, or emotion. For example, you could write "How to travel the world on a budget (without sacrificing comfort)" or "Last chance: Save 50% on your dream vacation".
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Personalisation is always a high performer for a greater open rate. I would also say that ‘humour’ is another great technique for your email copy. In a subject line, headings and main email copy. Best of all, personalise your message, make it relatable, and humorous then you’re onto a winner!
Once your leads open your email, you want to keep them engaged and interested. You want to write a clear and concise body that delivers on the promise of your subject line. You can use the AIDA formula to structure your email body: Attention, Interest, Desire, and Action. You want to grab their attention with a strong hook, spark their interest with relevant information, create desire with benefits and testimonials, and prompt action with a clear and urgent call to action.
One of the best ways to connect with your leads and persuade them to book a trip with you is to use storytelling and emotion. You can use stories to illustrate the value and experience of your travel offer, as well as to overcome objections and fears. You can also use emotion to appeal to their aspirations, frustrations, or fears. For example, you could write "Imagine waking up to the sound of waves and the smell of fresh coffee in your beachfront villa" or "Don't let this opportunity slip away. You deserve this break from your stressful routine".
Specialising in content for the hospitality industry, a recent project includes writing the website for a 5* hotel in Monaco. With respect to travel, it is important to entice customers by offering a level of experience within the content that has a sense of place... they can feel the sun... taste the delicious food... look out towards a tranquil and inviting sea... they should be intrigued so the content successfully converts WANT to NEED. By strategising the process after the initial enticement is to evoke a sense of urgency such as a deserved experience, limited availability... At this crucial conversion point, they want to act rather than wait. The purpose of great content is to ensure an action.
Get specialised in content for the hospitality industry and how it works. With respect to travel, it is important to entice customers by offering a level of experience within the content that has a sense of place... they can feel the sun... taste the delicious food... look out towards a tranquil and inviting sea... they should be intrigued so the content successfully converts WANT to NEED. By strategising the process after the initial enticement is to evoke a sense of urgency such as a deserved experience, limited availability... At this crucial conversion point, they want to act rather than wait. The purpose of great content is to convert readers into paying customers.
Show, don't tell. Tie experiences with personal, relatable stories that evoke emotions: 1. FOMO - Show them they are missing out on enjoying places that are within their reach and budget. 2. Envy - People easily relate with peers. Show cherished travel moments by their friends and relatives. 3. Happiness/Peace - You need a break. Get out of the mess and relax at your favorite destination. Spend on your happiness. 4. Passion - Ask them, who's stopping you? You have the whole world to travel and have fun. The deeper you connect with your audience's innate emotions, the easier it gets to make them book a ticket.
Your email copy is not the only thing that matters. You also need to optimize your email design and layout to make it easy to read and appealing to the eye. You want to use a responsive and mobile-friendly design that adapts to different devices and screen sizes. You also want to use white space, headings, subheadings, bullet points, images, and colors to break up your text and highlight your key points. You also want to avoid clutter, distractions, and spammy elements that might hurt your deliverability and credibility.
Finally, you want to test and measure your results to see what works and what doesn't. You can use various tools and metrics to track and analyze your email performance, such as open rate, click-through rate, conversion rate, bounce rate, unsubscribe rate, and revenue. You can also use A/B testing to compare different versions of your email copy and see which one generates more conversions. By testing and measuring your results, you can optimize your email copy and improve your travel marketing ROI.